DESIGNER

Niko Pollard

PROFILE/DESCRIPTION

Orion Telescopes is an employee owned, midsize telescope manufacturer based in Watsonville, California. They focus on making reliable, high quality telescopes at affordable prices, suitable for a wide range of enthusiasts. Founded in 1975, they work year round to provide not only high quality, top of the line products but also provide support to our customers and the astronomy community. Their employees are passionate about what they do, and knowledgeable in the fields of astronomy and optics. They offer products for every level of astronomer, from kids just dipping their toes in the water for the first time, to seasoned astrophotographers looking for the best in amateur telescopes. In addition to their products, they make an effort to support the astronomy community, through education, events, and donations to astronomy groups.

This advertisement is targeted to Marin County here in California, as it has a very high percentage of people that are fairly wealthy, getting older but not yet retired, and not living with kids, though many have kids who have moved out. This group is the most prominent group in many astronomy clubs, and Marin County has some of the largest ones in the country. These people are likely also wealthy enough to comfortably afford a telescope, which, even at the reasonable prices offered by Orion Telescopes, can be expensive.

Brand advantages:

• Affordable
• Knowledgeable and engaged employees
• Engaged in the astronomy community
• Wide and deep selection of products

Brand attributes:

• High quality
• Reliable
• Long lasting
• Versatile 

Brand experience:

• Friendly 
• Happy to help
• Open 
• Welcoming 
• Knowledgeable

GOALS

This campaign is designed to promote the diverse lineup of products offered by Orion Telescopes, as well as the access they provide their users to the world of astronomy. People should feel inspired to explore the cosmos, and explore the ways that Orion’s products can help them along their journey. The campaign hopes to bring both new and returning astronomers in the hobby, with the support of Orion’s various products.