The objective with RIAT (The Royal International Air Tattoo) is to grow the stature and change the perception of the event, to not only be seen as an air show for aviation enthusiasts, but to appeal to a younger, more diverse audience. To encapsulate the fact that the show itself is more so a ‘festival’ with on-the-ground experiences and activities than just a celebration of what’s in the sky.
While broadening awareness of the show and showcasing the appeal to younger attendees, the objective is also to ultimately sell tickets to the event. So this organic activity was part of a full-funnel marketing campaign. And while targeting a much younger demographic, of people aged 16-35 and a more female audience, there was an important consideration of not neglecting or losing focus on the engaged, enthusiastic ‘plane spotters’ – a loyal RIAT audience.
We identified a significant gap in RIAT’s marketing efforts: their content lacked appeal for younger audiences and didn’t align with how they consume media. To address this, we launched a TikTok channel from scratch, introducing bespoke, unpolished, UGC-style content such as the “This or That” series tailored to this demographic. The approach resonated exceptionally well, driving high engagement and performance.
A core part of the strategy was creating content that engaged a new, younger audience while maintaining appeal for aviation enthusiasts. For the latter, we designed interactive series such as “Can You Recognise This Sound?”, which encouraged enthusiasts to demonstrate their expertise, and “Take Off Thursday,” a weekly showcase of new and unique aircraft, celebrating the passion of pilots, fans, and the show itself. Using swipe-friendly carousel formats, we ensured seamless, engaging experiences.
We also highlighted the on-ground festival atmosphere, featuring food, family-friendly experiences, and vox pops from newcomers sharing their excitement. To further broaden appeal, we emphasised STEM innovations, showcasing VR, simulators, and expert talks at the Inspire Stage. A balanced approach and visual representation of “In the air, on the ground, and all around”, which spotlighted the thrill of fast jets, the vibrant on-ground experience, and cutting-edge technology.
The result was a dynamic campaign that successfully attracted a younger demographic, re-engaged existing audiences, and redefined RIAT as more than an aviation show—a weekend-long festival for all to enjoy. This campaign demonstrates our ability to evolve a legacy event into a modern, inclusive experience while staying true to its roots.
Age Range between July 2022 - July 2024:
This or that series (7) - 1.64 MN impressions
Example - 677.1k139.7K (FB) - https://www.facebook.com/watch/?v=1233734001118397
482.4K (IG) - https://www.instagram.com/p/C_N8xUICE1K/
55k (TT) - https://www.tiktok.com/@air.tattoo/video/7408206751901748512
Take Off Thursday series (26) - 647.1k
Example - https://www.instagram.com/p/C7ybqciuRM3/
Eyes in the skies static - 490.2k
445K (Fb) - https://www.facebook.com/photo.php?fbid=956522259853270
45.2k (IG) - https://www.instagram.com/p/DBOzgrtNKbn/
French mirage - 385.8k
224.4k (fb) - https://www.facebook.com/watch/?v=379102215194594
41.4k (IG) - https://www.instagram.com/p/C9kGjllMYa5/
120k - https://www.tiktok.com/@air.tattoo/video/7392952308880919840
F-15 QA static - 305.2K
260.6k (Fb) - https://www.facebook.com/airtattoo/posts/892621176243379
44.6K (IG) - https://www.instagram.com/p/C9mhYdAJ-KJ/
Static typhoon - 266.5k
214.8k (Fb) - https://www.facebook.com/airtattoo/posts/892045679634262
51.7k (IG) - https://www.instagram.com/p/C9kL6whtyBo/?img_index=1
Flight Sounds series Eg: Gripen - 253.3k
184.7k (FB) https://www.facebook.com/watch/?v=507975815413393
55.6K (IG) - https://www.instagram.com/p/DBV4G8sKht2/
13k - https://www.tiktok.com/@air.tattoo/video/7427795659530571040
100th anniversary of Canadian Airforce static - 183.1k
156.6k (Fb) - https://www.facebook.com/airtattoo/posts/824019866436844
26.5k (IG) - https://www.instagram.com/p/C5OEpDZsEaG/
Tom Fletcher - 138.8k
30k (Fb) - https://www.facebook.com/watch/?v=356215764246670
108.8k (IG) - https://www.instagram.com/p/C9p3BN6tR1s/
How long is your lens - 90.7k
51.6k (Fb) - https://www.facebook.com/watch/?v=1931622457348953
33k (IG) - https://www.instagram.com/p/DBtKtH3NzJn/
6.1K (TT) - https://www.tiktok.com/@air.tattoo/video/7431151949480840481
Mirage 2000 static - 72.3k
51.5k (Fb) - https://www.facebook.com/airtattoo/posts/940670518105111
20.8k (IG) - https://www.instagram.com/p/DAbF4UwpyZm/
The Volunteer - Peter March - static - 36.5k
25k (Fb) - https://www.facebook.com/airtattoo/posts/918168690355294
11.5k (IG) - https://www.instagram.com/p/C_LRGwRNGmU/
RIAT has achieved sell-out status for three consecutive years including the 2024 campaign which includes both General Admission and Hospitality Packages—a testament to the effectiveness of our marketing strategy. Our paid campaigns have demonstrated a direct link to ticket sales, while engagement metrics and brand awareness highlight significant growth. Year on year, we’ve successfully attracted more people into the marketing funnel, converting them into ticket purchasers and building a much larger, more diverse audience.
One standout achievement has been the growth of RIAT’s TikTok presence since 2022. This platform was untapped by the event, but today, it reaches a completely new demographic, creating a captive and engaged audience that previously did not exist with 27,559 followers.
Our content strategy has expanded the narrative of the RIAT experience. Historically, the focus was on aircraft and aerial displays, but our campaigns have showcased previously overlooked elements, such as the Techno Zone, activities for young children, the diverse food offerings, and the broader appeal of the three-day festival. By highlighting these aspects, we’ve painted a more comprehensive picture of the event, attracting new attendees and enhancing the overall perception of RIAT as an inclusive, multi-faceted experience for all ages.
Gender Split July 2022-2024:
July 17, 2022 - July 16, 2023 vs July 16, 2023 - July 14, 2024:
1. Video Views:
2. Reached Audience:
3. Engagement:
