USS Hornet Recovery

Case Study: Media Outreach

Client: The USS Hornet Museum


Goal:As part of De Alba Communications’ ongoing PR strategy, we designed a national outreach campaign to celebrate the 40th anniversary of the Apollo 11 mission and mankind’s first steps on the Moon; and to highlight the pivotal role in the mission played by the aircraft carrier, USS Hornet.

Challenges:The USS Hornet has gone down in history as the aircraft carrier responsible for the safe recovery of the Apollo 11 astronauts and their lunar capsule after splashdown. National commemoration of the Apollo 11 mission itself had the potential to overshadow our key message.

The USS Hornet Museum, home of the largest collection of Apollo mission artifacts on the West Coast, also competes with other compelling tourist attractions. Our media campaign had to have national informational reach, while generating strong local and regional interest.


Anchored in the Museum’s plan for a 3-day series of special events – featuring a guest appearance by renowned Apollo 11 astronaut and author, Buzz Aldrin – De Alba Communications developed a strategic national media relations campaign to salute the USS Hornet’s historic role in the Apollo 11 mission and to draw state, regional and local media attendance and/or coverage.

Results Delivered:

  • Feature articles: Naval History; Anchor Watch;; Navy League of the United States; Sea Power; Associated Press; Alameda Journal; Bay Area News Group; Bay City News Service; San Francisco Chronicle; Globe Gazette; USA Today; World Journal; Via Magazine AAA Travelers Companion; US Airways Magazine and more.
  • Television and Radio coverage: ABC/7 KGO; CBS 5 KPIX; KRON 4 News; KDTV-14 Univision; FOX News; KGO ABC Radio 810AM; KCBS Radio 740AM; CNN Radio; and more.
  • Significant increase in Museum visitors and revenue as a direct result of the media event.
    De Alba Communications continues to generate public awareness of the USS Hornet, showcasing its educational programs and special events, such as ‘Live Aboard’, Living Ship Day, Air Shows, Fleet Week, and national holiday commemorations.

    The USS Hornet is berthed at 707 W. Hornet Avenue, Pier 3 in Alameda, CA. The aircraft carrier is a registered state and national historic landmark dedicated to inspiring people of all ages to experience the legacy of naval history, science, and space technology.