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TIME: Almanac 1990
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1990 Time Magazine Compact Almanac, The (1991)(Time).iso
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time
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072489
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07248900.014
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1990-09-17
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BUSINESS, Page 41Business NotesMARKETINGThe Ultimate Ad Space
The last commercial-free frontier is about to be breached. When
the first British-Soviet space mission blasts into orbit in 1991,
the event will have all the advertising hoopla of the Super Bowl.
Glavkosmos, the Soviet space agency, has hired Britain's Saatchi
& Saatchi agency to package corporate sponsorships, similar to
those sold for the Olympic Games. The marketing ploy could raise
an estimated $26 million to help pay for the project. During the
mission, two Soviet cosmonauts and the first ever British astronaut
will spend a week aboard the Mir space station. Saatchi has already
designed the joint project's logo, which features a soaring goose,
and has named the mission Juno, in honor of the Roman goddess of
marriage.
For a multimillion-dollar fee, a corporate sponsor could get
permission to use Juno's logo in its packaging and ads, possibly
send company employees to the launching site and have its ads
plastered on the Soyuz rocket and even the British astronaut's
space suit. Says Saatchi spokesman Bill Jones: "If we are
successful, this guy will go up looking like a racing driver."