Theme and Messaging
From a communication standpoint, the messaging for launching the GeoSphere Service had to be as innovative as the service itself. Centered on the idea of “revealing” more of the reservoir than ever before, Pennebaker suggested “There’s No Place For ‘It’ to Hide” as the underlying theme/message for the launch. The message not only conveyed a sense of enhanced viewing, but also provided intrigue as to what “it” could be (e.g., oil, water, faults, or even the entire reservoir). The only way for prospective buyers to find out was to come to the event.