KENNEDY SPACE CENTER/ST. PETERSBURG, FL (May 21, 2015) – Space Florida, the Sunshine State’s aerospace and spaceport development authority, and Paradise Advertising, Digital & Entertainment will unveil this week a national multi-media campaign to promote Florida as the rocket launch capital of the world. The drive features the voice of Mike Rowe, host of CNN’s Somebody’s Gotta Do It and Discovery Channel’s Dirty Jobs. The aim is to raise awareness that America’s space program is alive and strong, and that Florida is the premier destination to experience the thrill and wonder of rocket launches.
With an average of two launch events scheduled every month, and more coming, there are more rocket liftoffs taking place in Florida than ever before, and state tourism entities are working to create dynamic launch viewing experiences, adding to the already visceral experience of being there when hundreds of tons of metal and electronics blast into orbit.
“Too many people around the world think that America has mothballed its space program since the shuttle retired four years ago. Nothing could be further from the truth,” says Frank DiBello, President and CEO of Space Florida. “The State of Florida has asked Space Florida to promote this fact as a attraction for the world to come see. The ‘We Are Go’ campaign is aimed at just that: bringing people to Florida to experience the wonder of launch firsthand.”
“We are go” are the instructions flight directors utter just prior to liftoff when all systems are ready for launch. Those three little words signal to the crew, support staff and the whole world that all the preparation needed to blast into orbit is complete, and that the rocket and her crew and cargo are about to slip the bonds of Earth.
The multi-media campaign is an emotional tour de force of some of the most memorable American launches, demonstrating the majesty of space flight and includes, digital, social, broadcast, website and out-of-home buys with outlets such as National Public Radio, In Flight video, Facebook, twitter, custom e-blasts, SpaceFlightNow.com, Weather.com and OrlandoSentinel.com.
“The big idea in creating the #WeAreGoFL brand is letting people know that the majesty of American space flight is still going strong,” says Brad Cohn, Chief Creative Officer of Paradise.
“By using the iconic phrase ‘We Are Go,’ we’ve tapped into instantly recognizable ideas that are the backbone of America: ingenuity, idealism and innovation. “
The distinctive voice of Mike Rowe narrates the new campaign videos. Rowe is best known as the host of CNN’s Somebody’s Gotta Do It and narrator of some of the most successful shows on television, including Discovery’s How the Universe Works, Deadliest Catch and Planet Earth Extremes, among others.
“Mike is the de facto voice of American ingenuity and tenacity and is the perfect fit for our campaign, ” says Cohn.
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About Space Florida: Space Florida was created to strengthen Florida’s position as the global leader in aerospace research, investment, exploration and commerce. As Florida’s aerospace and spaceport development authority, we are committed to attracting and expanding the next generation of space industry businesses. With its highly trained workforce, proven infrastructure and unparalleled record of achievement, Florida is the ideal location for aerospace businesses to thrive – and Space Florida is the perfect partner to help them succeed. www.spaceflorida.gov
About Paradise: Paradise is recognized as one of the most creative, most proven, and most highly awarded full-service agencies in the country, having been awarded a record-setting 85 HSMAI Adrian Awards in 2014 and 2015 for its work in the hospitality industry. With specialization in the travel, aviation, hospitality and leisure industries, Paradise offers its growing list of clients research-driven account, creative, media, production, interactive and public relations services. Information about our philosophy, clients and more is available at www.ParadiseAdv.com .