The Royal International Air Tattoo, RIAT Pitch (PinPoint Media)

RIAT — the world’s largest military air show — challenged us to elevate their marketing efforts with a modern, culturally relevant 360° campaign. The goal: expand reach to new, younger audiences while staying true to the event’s heritage and loyal fanbase.

The Challenge
RIAT wanted to future-proof their audience without losing the die-hard aviation community that made the event iconic.

We needed to:
- Balance nostalgia and innovation
- Celebrate legacy fans while positioning the event as a must-attend cultural experience for a new generation
- Translate that balance across social, digital, and OOH

My Role: Social Strategy Lead
I led the social content strategy, working at the intersection of audience insight, platform innovation, and creative storytelling to build a future-facing social presence.

Key Responsibilities:
- Crafted a social-first strategy that leaned into platforms and formats resonating with a younger demographic, especially on TikTok and Instagram Reels.
- Content Pillars & Creative Frameworks: Defined the core storytelling pillars to bring the campaign to life across channels — from nostalgia and adrenaline to accessibility and community.
- Creative Thought-Starters: Developed content ideas across copy and visuals, designed to blend legacy energy with Gen Z humour, visual culture, and hype.
- Supported paid media recommendations, including digital and traditional out-of-home (OOH) placements to ensure full funnel integration.

The Solution
- We delivered a full 360° marketing plan, combining:
- Organic & Paid Social Media
- TikTok channel launch
- DOOH and Traditional OOH activations
- Integrated digital strategy spanning pre-awareness to conversion

The Outcome
- Sold-out event across Friday, Saturday, and Sunday
- Over £5 million in ticket sales
- Record-breaking sellout performance for RIAT — the most successful in their history