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Royal International Air Tattoo appoints creative agency PinPoint Media

by Paula Bond

January 26, 2022

Data-driven creative agency, PinPoint Media has recently secured a number of new wins, including the world's largest military airshow, the Royal International Air Tattoo (RIAT) which takes place at RAF Fairford on 15-17th July. This sees PinPoint Media taking over RIAT’s full marketing needs including online, out of home (OOH), paid, social and influencer, following a competitive pitching process.

It is no secret that RIAT is the leading airshow globally but after the pandemic led to the cancellation of many events over the last two years, PinPoint Media has been instructed to "take them to the next level."

The PinPoint Media team has created a 360-marketing campaign for RIAT, developed using their mission of “data-driven, human-inspired,” which will see RIAT evolve from simply an annual event to a recognized brand.

This summer’s themes are a celebration of the US Air Force’s 75th anniversary and 'training the next generation Air Force'. With this in mind, PinPoint has created an audience realignment campaign to reach a new audience without discouraging the fans who’ve followed the show for years.

Amy Green, Business Development Director for PinPoint said, ‘’It was amazing to go up against such strong agencies to win the pitch. RIAT’s objectives align with our mission to be Data Drive, Human Aligned and we are confident of helping them reach these goals. PinPoint has been through incredible growth this past year and we really get to display that with the work we are doing with the Royal International Air Tattoo"

The PinPoint Media team has started from the ground up, designing new brand guidelines, promoting the launch of a new website, and creating advertising content that will be showcased nationally in the run-up to the event on tv, social media and OOH. The intention is to showcase content that taps into the heartbeat of culture, and ultimately converts to the drumbeat of commerce. Becoming a must-visit annual sell-out among new audiences is their goal.

Doug Hurcombe, creative director for PinPoint said: “Working to attract a new audience is always a fantastic opportunity… but when it’s underpinned by a strong purpose, it’s even better. By looking to the future and exciting, emerging technologies, RIAT hopes to inspire a whole new, diverse generation to take an active role in aerospace, engineering and space.

"It’s a challenge that fits our data-driven, human inspired methodology so well - combining the platform-led communication of the new, with the sheer emotional energy of flight and exploration.”

The airshow will feature thrilling flying displays, guest speakers, food and drink vendors and entertainment for all ages. A host of famous faces and guests are expected at the event.

With summer 2022 heralding the return of large festivals and outdoor events, RIAT and PinPoint are perfectly poised to make RIAT 2022 an unmissable event in this summer’s calendar.

Air Tattoo chief executive, Paul Atherton, said: “We’re delighted to bring PinPoint on board. We’re looking to PinPoint, as a creative, content-led marketing agency, to use its expertise to exploit the magic created at the Air Tattoo in order to attract new audiences and re-engage with our existing supporter base.

"This summer’s Air Tattoo will be the first in three years and there’s an incredible buzz already building around the event. For us, it's the perfect time to appoint the perfect creative and strategic agency to launch RIAT’s brand into the stratosphere.”


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