Business Objective: Publicize SETI Institute

Situation: The Search for Extra Terrestrial Intelligence (SETI) Institute is building a series of radio telescopes (called the Allen Telescope Array or ATA) that scientists will use to research some of the fundamental question about our universe and what other civilizations may exist elsewhere. SETI received $13.5 million from Microsoft co-founder Paul Allen for the ATA’s next phase of construction. Since the funding from Paul Allen was set up as a challenge grant, SETI needed to match the $13.5 in donations to construct the next phase of the ATA. In partnership with their PR agency, Landis Communications, Inc., SETI chose a Video News Release (VNR) in order to create publicity about the scientific magnitude of the project and the need for donations.

The Mercury Solution: Mercury planned, scripted, shot, edited, distributed via satellite and conducted media outreach for a VNR package about the SETI Institute.

Timeline: 3 Weeks

Results: Over 60 broadcast stations, including CNN Headline News, ABC News and dozens of local news stations around the country aired the VNR and news of Paul Allen’s donation to SETI. This publicity created a buzz about the telescope project and generated significant interest in SETI’s scientific endeavor. David Landis, President of Landis Communications Inc., confirmed the success of the project: “Working with Mercury, we know that our clients will not only get a professionally produced video - but it will get aired. Their expertise covers the gamut, not just from the video production side - but they truly understand how to make each product newsworthy. I’m impressed with the incredible results.”