PRWeek US Awards 2022: The Winners

CORPORATE BRANDING

WINNER: Unistellar and Bospar
CAMPAIGN NAME: Bospar Takes Unistellar to New Heights

The consumer telescope market has long been dominated by three companies — Meade, Vaonis and Celestron — but the pandemic offered an unusual opportunity for another player, Unistellar. The manufacturer of the eVscope argued that its telescope is more than a tool for armchair astronomers, it is also the basis for building a community of citizen scientists. 

When public health authorities mandated shelter-at-home measures, the side effects for some people included boredom, loneliness and a longing for connection. Homeschooling presented its own challenges, with parents struggling to make lessons more relevant and less abstract. 

Unistellar’s PR efforts positioned the eVscope as a way for novices and professional astronomers to collaborate while also providing its owners with a meaningful connection to the cosmos. Outdoor viewing events and dinner gatherings allowed participants to socialize safely while further building a citizen-astronomer community. 

These branding efforts were aided by two big names: Apophis and Patroclus. The first is a 340-meter-wide asteroid that will pass near Earth in 2029. Citizen scientists met on Unistellar social media groups and used the company’s app to share details about the asteroid and build a resource of scientific data. Patroclus is another asteroid, one circulating Jupiter, that Tim Russ (star of Star Trek: Voyager) and other amateur astronomers detected. 

Unistellar’s pandemic PR push resulted in an increase of website traffic of 332% year over year and praise such as this from Mashable: “In a year of isolation, this $3,000 telescope may have changed citizen astronomy forever.” The judges agree: “A brilliant campaign from top to bottom.”

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About Bospar

Bospar is the award-winning “politely pushy” tech public relations agency. The firm provides clients with national support thanks to its distributed agency model, which it launched in 2015. Bospar’s staff includes marketing and PR experts and veteran journalists from top-tier tech and business media. The agency’s strategic and creative thinkers excel in earned and social media, analyst and investor relations, and public affairs. Leaders from brands including Marqeta, Snowflake and Unisys trust Bospar to drive category leadership for disruptive technologies and solutions.

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