19 March 2018. The much awaited lift-off of Falcon Heavy became the second biggest live stream in Youtube´s history with over 2.3 Million viewers.

 The remarkable public enthusiasm for SpaceX´s exploits brings us back to the importance of narratives in space and to the development of these narratives in the New Space era. The use of space as a marketing tool is not new and has already been explored but the impact of past marketing campaigns is watered down today by the reputation and influence of New Space actors within the general public. From a communication perspective, the staging of the Falcon Heavy launch was a true disruption in the way the space narrative was delivered, at the crossroad of marketing and ideology. If anything, the Falcon Heavy launch highlighted the potential of space marketing as it is today and, more importantly, gave us a glimpse at what it could look like in the future, questioning the impact of a European communication approach based on “Space is Useful”.

Download ESPI Brief 21 here.

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