Transcript Unique Advertising/Publicity Assignment

Pizza Hut and the ISS
http://www.whitelabelspace.com/2008/08/greatest-space-ads-part-2-pizza-hut-on.html
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In 2000, to promote the debut of its new
logo, Pizza Hut paid about $1 million to put a
9m version of their new emblem on the side
of the Russian Proton rocket that carried the
International Space Station
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It was expected that around 500 million
people would see the launch.
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There were many legal and contractual
problems with the deal but the logo, along
with the Zvezda module, was finally launched
on July 12, 2000.
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In the end, Khrunichev space centre got only
$150,000 of the fee
The rest going to the consultants –
 Russian advertising company Planeta Zemlya
(Planet Earth)
 US companies, Space Marketing Inc and Globus
Space, who developed the public relations
campaign
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As part of the same advertising campaign,
Pizza Hut also launched a pizza to the ISS,
which the Cosmonauts baked in their onboard oven.
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Did customer traffic or sales increase?
Was the money spent on the advertising
worth it?
Did the advertising promote the store’s
image, products, and/or sales in an effective
way?
What other ways does the company currently
advertise?