Star Power: Space is the new sport when it comes to brand storytelling

We are at the dawn of a new era in space exploration, often referred to as the ‘global space renaissance’ and this time Australia is a key player. The coming decade will offer marketers incredible opportunities for brands to reach new audiences and build brand equity by tapping into the cultural conversation of space exploration.

Last month, I sat down with Keegan Buzza, the director of communications at the Australian Space Agency, to discuss the opportunities for brands. As part of the conversation, we looked to the sports arena for inspiration. Australians’ love for sports makes it an effective way for marketers to reach a diverse consumer base through sponsorships, brand ambassadors, and grassroots storytelling. These same principles can be applied to our most exciting endeavour yet: space exploration.

Starpower and influence

Australia has a long history of brands tapping athletes to be ambassadors and sponsorship more broadly. It’s different now for space as the Australian public aren’t as familiar with our key figures in space as they would be the stars of the Australian Open, but this could change in the next five years.

Now is the opportunity to provide a platform and tell the story of innovation.

Case in point, our first Astronaut trained under the Australian flag, Katherine Bennell-Pegg who graduated in April after 13 months of training with the European Space Agency. She could be a terrific brand ambassador, a trailblazer, a mother, a woman breaking down barriers. She embodies ambition, dreaming big, and working hard to turn dreams into reality. Right now, it’s less about the following that Katherine has and more about the journey she’s about to go on. There’s a clear opportunity for brands to invest in the now as she gains influence. In the same way that the biggest sports brands align with athletes early in their career and become an integral, authentic part of their journey as they rise to fame.

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