official MISSION KIT We will turn our faces to the sun, and our dreams to the stars.

We will take selfies with America’s icons, and shake hands with its heroes.

We will marvel at humanity’s past, and glimpse AT what its future holds.

We will explore everything from the Atlantic to Atlantis, stopping only to watch the sun go down and the rockets go up.

Most of all, we will collect experiences just as surely as we collect shells.

Because we are Vacationauts.

And in Florida, more than anywhere else in the world,

wE ARE GO. MEDIA CONTACTS Florida: Tara Tufo, 646.468.8834, [email protected] NYC: Terry Preston, 917.494.5313, [email protected] BE A VACATIONAUT! 4

MULTI-MEDIA CAMPAIGN 7 The VACATIONAUT COMMUNITY 8 BADGES, RANKS and MORE 13 DESTINATION SPACE: COLLECTIBLE POSTERS 25 The FUTURE of SPACE TOURISM is NEAR 28 KNOW Your LAUNCH VEHICLES 30 SPACE TIMELINE 32 The WORLD’S GATEWAY to SPACE 35 ATLANTIC to ATLANTIS 36 ABOUT WE ARE GO 39

ABOUT SPACE FLORIDA 40

ABOUT PARADISE ADVERTISING 43

All DIGITAL ASSETS ARE LOCATED ON ENCLOSED USB CARD

3 BE A VACATIONAUT! The quest to explore space has inspired countless generations, and this pursuit is still alive and thriving in Florida — America’s iconic launch pad to the stars. The desire to break one’s earthly bonds is the foundation of We Are Go’s new Vacationauts campaign.

4 We Are Go, Space Florida’s consumer facing brand, is looking for the next generation of recreational space explorers — the Vacationauts! Their mission is to make space a part of their epic Florida vacation. With more launches than ever before, it’s never been easier to plan a trip around a rocket launch (or two).

5 6 MULTI-MEDIA CAMPAIGN The excitement of a Florida space vacation is brought to life through rich imagery — evocative of 1960s travel advertising — paired with clever and heady calls to action that tap into the adventurous mindset of consumers. The campaign will include multiple platforms such as television, social media, digital ads and an interactive We Are Go Vacationauts app.

The Vacationauts campaign features a series of cable spots and online videos shot in the United Launch Alliance (ULA) Atlas V Launch Control Center at Cape Canaveral Air Force Station in Florida. The videos spotlight the Vacationaut program's fictional "Vacation Commander." He and his team at Vacation Control encourage Vacationauts to make space part of their epic Florida vacation.

In addition, Vacationauts can find a home on the campaign's social media channels on Twitter, Facebook and Instagram @WeAreGoFL and through #WeAreGoFL and #Vacationauts. The brand’s social channels explore various local activities, rocket updates and countdowns, app tips and tricks, and serve as a place for Vacationauts to learn, connect and share their experiences.

7 The VACATIONAUT COMMUNITY Via an app and online at WeAreGoFL.com, Vacationauts can access a community of fellow space enthusiasts and learn about the adventure to be had in Florida. The We Are Go Vacationauts app features popular social media activities such as personality and educational quizzes, messaging, and earnable badges, while also providing access to resources for trip planning, including upcoming launch details and shared experiences. Inside the app, users will also find a compass that points in the direction of the next launch and up-to-date information on Florida attractions — space-related or otherwise.

8 9 smartphone

10 The engaging and educational app creates an environment that not only encourages individuals to visit Florida and its many space attractions, but allows people to share their passion for all things space. The new website is perfect for vacation planning, locating points of interest, browsing photo galleries, learning more about space and Florida, finding launch calendars and more.

DOWNLOAD THE WE ARE GO VACATIONAUTS APP.

or register at WeAreGoFL.com

11 12 BADGES, RANKS and MORE Vacationauts can earn up to 26 badges, each of which represents a unique user achievement from watching launches in person to taking part in social, gaming and interactive features on the We Are Go Vacationauts app or at WeAreGoFL.com. The more badges a user collects, the higher Vacationauts rank they earn. Users start as a Vacationaut, then have the opportunity to advance throughout 10 ranking levels, all the way up to Vacationaut Captain. Each rank comes with its own bragging rights — and the ability to share your current badges and ranks with your friends.

13 Download the Invite a friend to Check in at app and sign up join the Vacationauts Shuttle Atlantis

14 Check in at Watch a Delta launch Watch an Atlas launch Daytona Beach verified by checking in verified by checking in on on viable days viable days

15 Watch brand video Watch a Falcon launch Check in at verified by checking in on Cocoa Beach Pier viable days

16 Watch your first Florida Check in at "Lunch with Check in at launch as a Vacationaut an Astronaut" event New Smyrna Beach verified by checking in

17 Watch a night launch Attend a launch party Take your first verified by checking in on verified by checking in personality quiz viable days/time on viable days

18 Fill out your Take 15 Check in at profile information personality quizzes Rocket Garden

19 Share your first social Take your first Take 15 post from the app educational quiz educational quizzes

20 Take your first poll Check in at the Watch a day launch Kennedy Space Center verified by checking in Visitor Complex on viable days/time

21 Check in at Register on the Check in at the Exploration Tower app or website U.S. Space Walk of Fame

22 23 24 DESTINATION SPACE: COLLECTIBLE POSTERS In celebration of the launch of the Vacationauts campaign, We Are Go has created a limited edition set of space tourism posters. Developed by We Are Go's advertising agency, Paradise Advertising & Marketing, in partnership with San Francisco-based design company Lab Partners, the four retro-style illustrations aim to reignite interest in outer space and spotlight Florida as the epicenter for all things space — here on earth.

Drawing inspiration from science fiction icons, vintage tourism images and modern technology, the collection of posters captures the viewer’s imagination through vivid colors and stylized illustrations. Only 1,000 of each of the four, 18x24 inch, limited edition posters were printed, many of which were distributed to those that signed up for more information on the campaign via social media. However, the images can be viewed and downloaded via the We Are Go Vacationauts app and website.

25 26 27 The FUTURE of SPACE TOURISM is NEAR Soon, reserving a seat on a space-bound rocket will be as easy as booking a domestic flight online. Companies like SpaceX, Boeing, Blue Origin and United Launch Alliance are ramping up efforts to send humans into space.

We are counting down to the SpaceX launch of the most powerful rocket in the world – the Falcon Heavy. The Heavy draws upon the legacy of the Falcon 9 rocket, but with three times the power — including five million pounds of thrust. In addition, SpaceX’s ability to reuse its rockets will mean revolutionizing space travel as we know it!

Boeing’s Crew Space Transportation (CST) – 100 Starliner will be sending both crew and cargo into low-earth orbit — heading to destinations like the International Space Station. The capsule was developed to send astronauts to space, as part of NASA’s Commercial Crew Program. In 2017, astronauts and ultimately tourists, are planned to head to space aboard the CST-100 Starliner.

28 That very Starliner will be launched into space on United Launch Alliance’s Atlas V rocket. Members of the Commercial Crew will board the CST-100 Starliner vehicle from atop a 201-foot-tall Crew Access Tower at the Atlas’ launch pad. The tower is the first of its kind since similar structures were erected more than 30 years ago.

Blue Origin is also focusing on a “launch, land, repeat” approach, as its New Shepard rocket has made several successful trips doing just exactly that. In the commercial space race, Blue Origin is offering a trip beyond the edge of space, traveling faster than Mach 3. Blue’s Spaceflight Experience in the New Shepard capsule will inspire new generations of astronauts and space travelers — will you join them?

The future of space tourism is near — and it’s happening right here in Florida!

29 KNOW Your LAUNCH VEHICLES

305' 6"

SPACE X SPACE X ULA ULA NASA NASA

Vehicle FALCON FALCON ATLAS DELTA IV SPACE SATURN V STATUE of HEAVY 9 V HEAVY SHUTTLE 1967–73 LIBERTY

Payload to LEO*(kg) 54,400 22,800 18,850 28,370 22,680 118,000

Thrust (Kn) 22,819 7,607 12,280 9,368 34,700 33,810

*Lower Earth Orbit (LEO) 30 31 October 1, 1958: NASA is born. Edwin “Buzz” Aldrin become the first humans October 11, 1958: Pioneer 1: First NASA to walk on the lunar surface. Armstrong utters launch from Cape Canaveral, Florida. the famous words, “That’s one small step for man, one giant leap for mankind.” May 5, 1961: Alan Shepard became the first American to fly in space on August 20, 1977 (to present): Voyagers 1 the Freedom 7 suborbital, launched from and 2 are launched from Cape Canaveral, Cape Canaveral, Florida. exploring all giant outer planets, 48 of their moons and their unique systems of rings May 25, 1961: JFK makes commitment and magnetic fields. in “Urgent National Needs” speech to land on the Moon by 1970. June 18-24, 1983: Sally Ride becomes the first American woman to fly in space February 20, 1962: John Glenn becomes on the Space Shuttle Challenger. first American to orbit the Earth aboard the

SPACE TIMELINE Friendship 7 Mercury spacecraft. August 30, 1983: Guion S. Bluford becomes first African American to fly in space. December 21, 1968: Apollo 8 launches and becomes the first manned spacecraft April 24, 1990: Hubble Space Telescope to leave Earth’s orbit, orbit the moon and is launched from the Space Shuttle Columbia. return safely to Earth. December 4, 1996: Mars Pathfinder rover July 16-24, 1969: Apollo 11 launches and is launched on a Delta II Rocket from becomes the first spacecraft to land on the Cape Canaveral. moon. Astronauts Neil Armstrong and

32 July 4, 1997: Mars Pathfinder rover lands July 21, 2011: Shuttle Atlantis concludes the on Mars. final space flight of the space shuttle program. July 22-27, 1999: Air Force Col. Eileen Collins From 1981 to 2011 a total of 135 missions becomes first woman to command a shuttle were launched from Cape Canaveral, Florida. mission aboard the Columbia’s 26th flight. August 10, 2015: Lettuce becomes the first April 28, 2001: Dennis Tito, American food to be grown and eaten in space. businessman, becomes the world's first December 21, 2015: SpaceX launches Falcon orbital space tourist aboard a Russian 9 rocket into Space, and then makes history Soyuz Spacecraft. by returning the first stage of the rocket back January 14, 2004: After a 7 year and 2 billion to Earth. mile journey, the Cassini-Huygens spacecraft April 8, 2016: SpaceX launches from Cape becomes the first to enter Saturn’s orbit. The Canaveral with a Bigelow Expandable Activity spacecraft launched from Cape Canaveral, Module (BEAM) onboard. The habitat will stay Florida on October 15, 1997. on the International Space Station for two January 19, 2006: New Horizons begins years; while there, they will test the module’s its 9 year trip to Pluto, launching from viability for long-term use in space. Cape Canaveral. In the summer of 2015, New Horizons reaches Pluto and conducts a six-month-long flyby study of the dwarf planet and its moons.

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COURTESY OF: DAYTONA BEACH CVB

34 The WORLD’S GATEWAY to SPACE Florida remains one of the world’s top vacation destinations, and for good reason. From thrilling theme parks to year-round sunshine, unspoiled nature and spectacular beaches, Florida provides endless options for every traveler. Whether you visit Miami, St. Petersburg, Jacksonville or anywhere in between, each destination shares one characteristic: out-of-this-world excitement that is only a short drive away in Florida’s legendary Space Coast.

With over 300 days of sun, 663 miles of beaches and 860,000 pounds of thrust at liftoff…you don’t have to be a rocket scientist to know that Florida is one incredible space vacation destination.

35 ATLANTIC to ATLANTIS Titusville, Cocoa Beach, Cape Canaveral, Daytona Beach, and New Smyrna Beach have always been America's gateway to space. This stretch of Florida’s Atlantic Coast offers stellar experiences for explorers of all ages.

On the Space Coast, the adventure begins with a rocket launch. The destination has numerous vantage points from which to view the spectacle of space flight. Watch a rocket launch while splashing in the ocean, or even paddling alongside dolphins and manatees in the Banana River Lagoon. Attend a launch party hosted at a local venue, where visitors and locals alike gather for food, drinks, games and more in a family-friendly atmosphere. For a more low-key or spontaneous viewing experience, launches are visible from a variety of public venues such as Playalinda Beach and the Cocoa Beach Pier.

Some of the biggest thrills in the Space Coast can be found at the Kennedy Space Center (KSC) Visitor Complex. There, you can explore the Atlantis, the hallmark of the United States Space Shuttle missions,

36 plus over 60 interactive exhibits and simulators that bring the thrill of space exploration to life. Lunches at KSC are particularly fun. Visitors have the option of attending a special meal with an actual astronaut where they can learn what it is like to work for NASA.

More space amusement can be found at the U.S. Space Walk of Fame Museum. Filled with artifacts from Space Shuttle missions, shuttle and equipment replicas and a plethora of information about the highlights of space exploration, this museum is an ideal stop for anyone seeking to know more about United States space history.

No Florida vacation would be complete without some beach time. The Space Coast has over 72 miles of shoreline to choose from. If your ideal beach is secluded and in a pristine natural setting or if you’re looking for a lively beach scene, there is something for everyone — even a place for your four-legged friend to frolic in the sand at Canova Beach Park. Not only are the beaches of the Space Coast the closest to Orlando, but Florida’s gorgeous Atlantic shoreline offers some of the best surfing in the country.

Whether by land or on the water, it’s easy to add the adventure of space to your vacation.

37 38 ABOUT WE ARE GO “We Are Go” — three little words that energized and inspired a nation to look toward the stars — is doing the same for a new kind of Florida tourism: space tourism. Soaring with purpose, We Are Go is Space Florida’s consumer-facing brand. We Are Go aims to reignite the world’s quest for adventure, thrilling travelers of all ages with the promise of space-related excitement that can only be found in Florida — one of the busiest spaceports in the world.

39 ABOUT SPACE FLORIDA Space Florida is the state’s aerospace and spaceport development authority. As Florida's aerospace economic development organization, Space Florida strengthens the state’s global position and standing in aerospace research, commerce, development, investment and exploration. With recent announcements from and the future home of Blue Origin and OneWeb, now more than ever, Florida is The Place For Space®. And Space Florida is the perfect partner to help fuel the state’s growth as a leading destination for the space industry.

40 41 42 ABOUT PARADISE ADVERTISING Paradise Advertising is an integrated agency that specializes in the marketing of travel, lifestyle and luxury brands. Our full-service capabilities and strategic focus can take your business to a place where your creative is more impactful, your media buys are more effective, and your marketing budget goes further — all leading to bottom-line results that drive your growth and success. Paradise. We take you there.

43 44 DOWNLOAD THE WE ARE GO VACATIONAUTS APP.

or register at WeAreGoFL.com

wE ARE GO.

© 2016. WEAREGOFL™ AND VACATIONAUTS™ ARE TRADEMARKS OF SPACE FLORIDA, FLORIDA’S AEROSPACE AND SPACEPORT DEVELOPMENT AUTHORITY.

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