The Promotion of the Apollo Program

The success of Apollo was mainly due to the fact that the project was conceived and honestly presented to the public as an international sporting event and not as a contribution to science. The order of priorities in Apollo was accurately reflected by the first item to be unloaded after each landing on the Moon's surface, the television camera. The landing, the coming and going of the astronauts, the exploring of the moon's surface, the gathering of Moon rocks and the earthward departure, all were expertly choreographed with the cameras placed in the right positions to make a dramatic show on television. This was to me the great surprise of the Apollo missions. There was nothing surprising in the fact that astronauts could walk on the Moon and bring home Moon rocks. There were no big scientific surprises in the chemistry of the Moon rocks or in the results of magnetic and seismic observations that the astronauts carried out. The big surprise was the quality of the public entertainment that the missions provided. I had never expected that we would see in real time astronauts hopping around in lunar gravity and driving their Rover down the Lincoln- Lee scarp to claim a lunar speed record of eleven miles per hour. Intensive television coverage was the driving force of Apollo. Von Braun had not imagined the possibilities of television when he decided that one kilohertz would be an adequate communication bandwidth for his Mars Project.

It was carefully choreographed and promoted like a sporting event.