Blue Origin: One Giant Leap for Celebrity Brand Building

Apr. 17, 2025

Monday’s Blue Origin space trip has proved a hugely impressive brand-building exercise for the celebrities involved, including for those who weren’t even onboard, according to new readership data from Taboola’s global network of publishers.

The Blue Origin launch was the first all-female space flight in nearly six decades, with crew members including singer Katy Perry, broadcaster Gayle King, and Jeff Bezon’s fiancee, the journalist Lauren Sanchez.

Readership figures show that, on the day of the trip, the number of page views for media articles about Katy Perry rocketed to over 1.7 million - a more than 2,000% increase on the 86,000 page views she received the day prior. Furthermore:

• Page views for articles about Blue Origin’s founder, Jeff Bezos, increased by nearly 3,000% between Sunday and Monday, when the rocket launched.
• Page views for articles about Lauren Sánchez, Perry's fellow crew member and Bezos’ fiancée, rose nearly 8,000% between Sunday and Monday. 
• Page views for articles about Oprah Winfrey – who didn’t fly, but was in attendance on the ground – increased by 2,000% between Sunday and Monday. 
•  News articles about Blue Origin itself achieved 2 million page views.

Dave Struzzi, Communications Lead, Taboola said:

"Our readership data has shown how individual brands involved in the Blue Origin flight have piggybacked off the broader project’s success. We should, however, caveat this success by reminding ourselves that not all news is good news. Although Blue Origin has worked well to position Katy Perry and Jeff Bezos front and centre of the media, the event has also faced backlash around environmental issues and the ethics of crewing our first all-female space launch in six decades with a group of celebrities."