They were very low key about it right up until it landed, then once they were sure it was ok they hit the domestic media pretty hard. Scenes of mission controllers hugging (somewhat awkwardly), group shots of the mission team with dramatic backdrop images, etc.

I can understand they were concerned about the risk of a problem, landing anything on Mars is hard. ESA has failed twice now, and historically about half of all missions to Mars have crapped out. It's a genuinely impressive achievement, for all the sour grapes about stealing US tech, actually implementing this stuff and following through like this is no cakewalk.

I suspect this will be pointed to as the moment China pulled ahead of Russia in space technology. Yes Russia has more achievements under it's belt, but most of that was over a generation ago. In terms of current capabilities I think this is really significant.