Startling Aerospace is a privately owned pioneering space travel company that is changing the paradigm of space access. By revolutionizing orbital launch vehicles, Startling Aerospace offers a world-class launch range that makes space travel affordable and accessible.

BACKGROUND | NEW ZEALAND SPACE RESEARCH

Year 2020

In year 2000, New Zealand government created Space New Zealand, the first space administration agency in the country in charge of developing a growing space community in New Zealand and connecting the industry to emerging space opportunities for research and commercial purposes. For twenty years, New Zealand has been working in collaboration with other nations conducting space research and developing affordable space travel technologies.

In the race for space, New Zealand has come up to speed at the same level as other nations ahead. Through admirable ingenuity and resourcefulness, Kiwi rocket engineers have developed capabilities that allow New Zealand be competitive in the space tourism industry.

Startling Aerospace is a privately owned pioneering space travel company that is changing the paradigm of space access. By revolutionising orbital launch vehicles, Startling Aerospace offers a world-class launch range that makes space travel affordable and accessible.

AltairOne is Startling’s spacecraft

AltairOne has been designed inspired by NASA’s Space Shuttle and Starwars’ starship

By working in collaboration with engineers from Space New Zealand, Startling Aerospace has developed AltairOne, the most affordable sub-orbital vehicle in the world making accessible a space travel programme open to adventure tourists.

This means, Startling Aerospace offers more flights, shorter travel time, longer time spent in space destination, all this at an affordable cost. Startling’s programme provides access to varied opportunities for space tourism and adventure.

AltairOne is a spaceship with the capacity of transporting larger groups of people at a fraction of the cost of international companies without compromising safety, which is Startling Aerospace’s first priority.

The space has never been within our reach ever before as it is now.
Kiwi ingenuity and resourcefulness has created new opportunities for adventure space tourism, making it accessible to more people than ever before. Startling identifies Virgin Galactic, Space X and Space Adventure as its main competitors.

EMOTIONAL VALUE

Exploration and wonder
A life-changing experience
Belonging to an exclusive elite group
Kiwi ingenuity

CONTEXT OF USE/NEEDS

A commercial aerospace line for travel and space adventure at an affordable price

PERSONALITY

Confident but not arrogant
Visionary but not body daydreamer
Experienced but not know-it-all
Sleek but not precious
Down to earth but not simple
Hightech

Lives in constant awe of the universe and the space
Adventure is always around the corner and seizes any opportunity to explore
Technology savvy and trustworthy

VALUES

Safety: Number one priority to ensure safe travel experiences
Visionary: Ability to foresee the possibilities
Ingenuity: Resourceful and innovative
Technology savvy: Expertise, knowledge and capabilities
Human: Connects people to enriching experiences

AEROSPACE LINE DESCRIPTION

Startling Aerospace’s annual report cover and brand values spread
“Startling Aerospace is a privately owned pioneering space travel company that is changing the paradigm of space access. By revolutionising orbital launch vehicles, Startling Aerospace offers a world-class launch range that makes space travel affordable and accessible.”

TONE OF VOICE

Startling Aerospace’s annual report, pilot
Startling Aerospace is a young confident chief commander. He’s a visionary and true believer of Kiwi ingenuity and resourcefulness. He lives by the motto “If you can dream it you can make it happen”. Not afraid of people who tell him something is impossible, rather he takes those comments as a challenge by replying, “just watch me”. Positive, optimistic, inquisitive, intelligent and trustworthy are words that determine his character. Exploration and adventure are everyday opportunities. The space is vast and wide, not time to loose when pursuing it. He’s technology advanced, resourceful and futuristic yet warm enough to connect with real people.

PRODUCT CHARACTERISTICS

A one off experience
Adventure tourism
Multiple passenger space plane
Space destination (Space Hotel, International Space Station, Moon, Mars)

TARGET MARKET

The target market is the high end of the pyramid. People with disposable income. They are young business people, women and men who are always in search of adventure or older couples who look for new ways to entertain themselves. Celebrities also are included as part of the target market.

EMOTIONAL PROFILE

VISCERAL | How does it look & feel?

Aesthetics Startling Aerospace’s visual language is inspired by high-tech gadgets
The beauty of the vibrant colours of the space, stars and galaxies are important
The design is clean, corporate, serious, reputable and futuristic

Emotional
Connection An aspirational brand that appeals to a lifestyle that has disposable income

BEHAVIORAL | What does it do?

Performance

A new space travel company in New Zealand
Provides space destination tourism experiences
Has designed its own spacecraft suitable for 12 people and 2 pilots
Provides app follow up information and experiences
Pioneering in the space travel industry

REFLECTIVE | What does it mean?

Lifestyle Depicts a high-status, disposable income but affordable space experience

Storytelling An innovative space travel company fuelled by New Zealand’s pioneering spirit

Scarcity Limited spaces – Only 12 passengers per trip
Limited access ¬– Space training, preparation and resources only for future space tourists

Authenticity The first New Zealand space travel agency created by ingenious kiwis

Collectability None

EMOTIONAL DIMENSIONS

Personality Dominant / Friendly
Interaction High power / High status
Behaviour High motivation / Approach
Attention Front of mind / Voluntary
Value High stimulation / Pleasant

ENGAGEMENT METHODS

Exclusivity
Interactivity through new technology and gadgets

CORPORATE BRAND GUIDELINES

Startling Aerospace is a corporate brand, therefore establishing the appropriate use of the brand elements is very important.

REFERENCES

LINKS

http://www.rocketlabusa.com/our-mission/

http://www.sandfield.co.nz/News/Whats-Going-On/337/NZ-joins-the-space-race-with-Rocket-Lab

http://spaceup.org.nz/

http://www.rocketlabusa.com/

http://www.kiwispace.org.nz/display/PORTAL/About+KiwiSpace

http://www.wired.com/2014/11/virgin-galactic-doesnt-just-benefit-richits-good-science/?mbid=social_fb

http://www.nasa.gov/press/2014/november/nasa-tests-revolutionary-shape-changing-aircraft-flap-for-the-first-time/#.VF3DAodop7w

http://www.nasa.gov/press/2014/september/nasa-chooses-american-companies-to-transport-us-astronauts-to-international/#.VE5RBOdop7w

http://www.kiwispace.org.nz/display/PORTAL/Staff+and+Leadership

ROCKETS

http://en.wikipedia.org/wiki/Falcon_Heavy

http://en.wikipedia.org/wiki/List_of_private_spaceflight_companies

http://www.spacex.com/falcon-heavy

http://en.wikipedia.org/wiki/SpaceShipOne

http://www.nexusresearchgroup.com/

http://www.virgingalactic.com/overview/

http://en.wikipedia.org/wiki/Sub-orbital_spaceflight

BETTLES

http://www.terrain.net.nz/friends-of-te-henui-group/local-insects/ground-beetles.html

http://www.nhc.net.nz/index/insects-new-zealand/insects-spiders.htm

MAORI CONSTELLATIONS

http://www.astronomynz.org.nz/maori/star_names.htm

http://history-nz.org/kite.html

CONSTELLATIONS

http://www.constellation-guide.com/constellation-list/ara-constellation/

http://nuclearplanet.com/Stellar%20Ignition%20and%20Dark%20Matter.html

http://en.wikipedia.org/wiki/Stellar_evolution

PIONEERS

http://www.new-zealand-vacations-in-west-auckland.com/jean-batten.html

http://en.wikipedia.org/wiki/Enterprise_%28NX-01%29

http://www.nzhistory.net.nz/people/jean-batten

en.wikipedia.org/wiki/Jean_Batten

http://www.teara.govt.nz/en/rural-mythologies/page-5

http://en.wikipedia.org/wiki/William_Hayward_Pickering

http://time.com/3572446/buzz-aldrin-virgin-galatic-spaceshipttwo-space-exploration/

Space Travel: Startling Aerospace