Planet Labs needed to be positioned as more than a technology company, declaring their humanitarian mission to help the planet. Sparkpr identified Quentin Hardy and Nick Bilton of the NY Times as a unique opportunity to showcase the character and mission of Planet Labs while reaching the largest audience. The situation was further complicated because various parts of their technology were under strict regulation from the International Traffic in Arms Regulations (ITAR) to not be shared publicly.<\/p>\r\n
Sparkpr worked with Planet Labs to create messaging that made their humanitarian mission easy to understand. This message was the foundation of our discussions and ensured Nick and Quentin were clear on its differentiation from competitors. The team handheld the reporters as they navigated the language to fit ITAR guidelines and walked a fine line in providing behind the scenes access to NYT photographers and videographers<\/p>\r\n
Planet Labs was on the front page of the NYT business section in print and online. They were featured in a NY Times Video and photo exposè. They were positioned as a disruptor with no mention of their competitors and without violation of ITAR regulations. The story drove significant traffic to their site.<\/p><\/div>\n\t\t\t<\/div>\n<\/div>"}}