Australian International Airshow

INTEGRATED MARKETING CAMPAIGN

The Australian International Airshow 2017 was nothing short of spectacular, with this year’s event recording its highest number of attendees at Avalon Airport ever! Working alongside the Airshow team for twelve years across six events, Frontier planned, developed and executed a fully integrated campaign. A complete channel strategy was developed with Frontier involved in all facets of the communications including production, media planning and buying, creative and digital.


Our key task for this year’s event was to arrest the decline in attendance that had occurred over the previous two shows and re-engage both the aviation enthusiast and broader family market. Frontier negotiated media partnerships to increase media value by an additional 250% across television, print, radio and outdoor. We also developed and managed a social campaign which provided a platform to engage with the fans and potential audiences providing a great level of information about the show.

airshow2017-digitalmockup

These initiatives delivered the Airshow several firsts including a sell-out of all VIP and Corporate passes, as well as a 23% increase in attendance from the previous show and the highest attendance ever by 5%.

Additionally the social campaign increased website traffic by 300%, with a 27% completed video view rate and 180,000 engagements. The Airshow’s Facebook page alone picked up 250 new reviews for the show with a 4.5/5 star rating and 20,000 new fans during the campaign period.

airshow2017-campaignresults