Insights

Zayed Ambition 2, the longest Arab space mission in history, was a landmark achievement for the UAE Astronaut Programme and the Mohammed Bin Rashid Space Centre. However, our research indicated that we needed to position this mission not only as a significant milestone for the UAE but also as a contribution to the global scientific community, which had already witnessed similar missions. Additionally, with the UAE public having already celebrated the first astronaut mission, it was essential to sustain excitement and engagement over the 6 month duration.

Moreover, as the 2nd UAE astronaut to embark on this journey following Hazzaa AlMansoori’s historic mission, there was a risk that the narrative might be overshadowed. The key was to ensure that Zayed Ambition 2 stood as a defining moment in its own right—one that not only advanced scientific research but also deeply resonated with the UAE’s people, keeping them engaged and inspired throughout the mission.

Imagination

Our objective was to craft a compelling communication strategy that positioned the Zayed Ambition 2 mission as a landmark achievement for both the UAE and the global space community. Beyond its scientific and technological significance, the mission carried a deeply human element through the journey of Sultan AlNeyadi. To bring this to life, we explored every facet of his experience—from his time on the ground at MBRSC and intensive training at NASA to the launch preparations, public engagements, and the personal connections he maintained with his family and colleagues. The opportunities were vast, and through strategic messaging, PR initiatives, and digital storytelling, we sought to highlight not only the mission’s impact on space exploration but also its ability to inspire the next generation.

Integration

We executed a comprehensive communication plan, encompassing key messaging, striking visuals, and high-impact PR and social media engagement—garnering over 675 million impressions, 10.7% engagement rate, and generating more than $1 billion in media value. Our coverage spanned every phase of the mission: pre-launch preparations, real-time updates throughout Sultan’s six months in space—including the historic spacewalk—’A Call from Space’ community engagements, his triumphant homecoming, and a series of post-mission events across all seven emirates. By seamlessly integrating the human story of Sultan AlNeyadi with the mission’s technical prowess, we ensured a narrative that resonated on a global scale. Our strategic and timely coverage secured worldwide visibility, solidifying Zayed Ambition 2 and Sultan’s legacy in the history of space exploration.