RTXIntegrated CampaignSocial Media StrategyEvent Marketing

Farnborough Airshow

Bringing the RTX brand to life on aerospace's biggest global stage.

18%

Website traffic from social

20.6K

RTX.com pageviews

9.8M

Campaign impressions

723K

Audience engagements

Context

The Farnborough International Airshow is one of the aerospace industry's most important global events, bringing together government leaders, defense partners, airlines, and media from more than 65 countries.

The 2024 event came during the second year of the RTX brand transformation, unifying three iconic aerospace companies — Raytheon, Pratt & Whitney, and Collins Aerospace — under a single enterprise identity.

Challenge

Use Farnborough to demonstrate how RTX is tackling the aerospace industry's most pressing challenges while reinforcing the company's newly unified brand across three legacy business units with more than a century of history.

Insight

Farnborough was a global storytelling opportunity. By orchestrating announcements, executive perspectives, and innovation stories across digital channels, we could transform the airshow into a coordinated campaign that showcased the scale and ambition of the new RTX brand.

Role

Led the integrated social strategy for RTX's Farnborough campaign, managing a team of 12 creators and coordinating closely with communications leadership, brand marketing, analytics teams, and agency partners to execute real-time content and campaign amplification.

Execution

Developed the campaign narrative and publishing strategy connecting RTX enterprise messaging with announcements from its three business units.
Managed a 12-person content team producing real-time video, photography, executive posts, and platform-native storytelling during the event.
Introduced a video-first approach, transforming static marketing assets into dynamic social content to increase engagement and reach.
Coordinated 248 campaign posts across platforms including organic publishing, executive amplification, and paid support.
Led cross-functional coordination across communications, brand marketing, analytics, and agency teams to ensure messaging alignment throughout the event.

Impact

The campaign generated 9.8 million impressions and more than 723,000 engagements, amplifying RTX's innovation story during one of the industry's most competitive communications moments.

Social media also became a major discovery channel for Farnborough-related content, driving 20.6K pageviews to RTX.com and accounting for 18% of total website traffic during show week.

By approaching the airshow as a coordinated digital campaign, the work helped bring the RTX brand to life and demonstrate how the company's three business units are working together to shape the future of aerospace.