Once the excitement dies down, if you’re anything like most marketing strategists, there’s a strong chance you’ll be either exhibiting at, or attending a tradeshow in the coming weeks. Farnborough, RIAT and Oshkosh are all nearly upon us.

If you are exhibiting, you could replicate a method we’d use to tell a sustainable airshow story strategically, using Menzies Aviation as an example. They’ve just had a major thumbs up from the Scottish Science Based Targets initiative (SBTi) for their ambitious plan to reach net-zero emissions by 2045. 

Given that they’re setting the bar for the whole industry, we’d get a thought leadership interview with a senior leader, such as their Chief Governance and Sustainability Officer John Geddes at their stand or with the airshow in the background and have him talk about some of their key goals.

If you’re attending, we’d recommend commenting on the story if you can’t get an interview. 

We’d film in landscape and edit to post the video as a longer form on YouTube and short form vertical highlights across other channels, such as Instagram and TikTok and YouTube shorts. Not forgetting the company’s own email list.  And then you could do something like share some of your finest content – such as this one we’re very proud of that we co-created with the British Business and General Aviation Association to bring more young people into the industry:

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