Turning Summit Attention Into Targeted Influence
Translating a high-stakes industry event into an integrated influence campaign.
Context
Hosted by the U.S. Chamber of Commerce, the Global Aerospace Summit is one of the few domestic forums where RTX can reach U.S. government leaders, policymakers, and top aerospace decision-makers in one place. With 400+ attendees, it created a concentrated moment of attention around the future of flight, aviation modernization, and national defense.
Challenge
RTX needed to do more than show up on-site. The goal was to turn a physical sponsorship and branded presence into a broader digital campaign that reinforced RTX's leadership with the audiences shaping policy, procurement, and industry direction.
Insight
The summit created a rare influence window when policymakers, customers, and industry leaders were already paying attention. Treating it as an integrated campaign rather than a stand-alone activation made it possible to align physical presence, executive storytelling, and precision-targeted distribution into one cohesive narrative.
Role
I connected RTX's in-person summit experience to its digital channels, leading the strategy for branded video distribution, targeted paid social, and executive amplification. I worked at the intersection of campaign orchestration, audience targeting, and thought leadership activation.
Execution
Developed a targeted paid social approach focused on decision-makers in Washington, D.C., using summit-aligned brand video assets tied to RTX's aviation and defense priorities.
Aligned the physical branded experience with digital storytelling so the themes audiences saw on-site were reinforced in-feed through paid and organic distribution.
Amplified executive voices across LinkedIn to extend RTX's visibility beyond the event floor and position business leaders as credible industry contributors during a policy-relevant moment.
Supported a best-in-class newsletter promotion aimed at commercial decision-makers, helping drive qualified engagement with airline-partner leadership audiences.
Built a multi-touch presence across paid brand content, executive thought leadership, and policy channel activity to keep RTX priorities visible throughout the summit conversation.
Impact
This work transformed RTX's presence from a sponsorship into a coordinated influence campaign. Instead of relying on event visibility alone, RTX extended its message into the channels where policymakers, airline leaders, and industry stakeholders were already consuming information.
The campaign drove above-benchmark engagement and reached a highly qualified audience, with 15% of the thought leadership ad audience made up of C-suite leaders from target airline partners. That gave RTX stronger visibility with the senior decision-makers most relevant to its commercial priorities.
Media
Phil Jasper, President, Raytheon — LinkedIn post
https://www.linkedin.com/posts/philip-jasper_globalaerospacesummit-goldendomeforamerica-activity-7372291550795468801-WvLj
Nate Boelkins, President of Avionics, Collins Aerospace — LinkedIn post
https://www.linkedin.com/posts/nathan-boelkins-99405770_airspacemodernization-aerospace-aviation-activity-7371513501787250688-h6Uy
Jill Albertelli, President of Military Engines, Pratt & Whitney — LinkedIn post
https://www.linkedin.com/posts/jalbertelli_globalaerospacesummit-100yearsofflight-wearepw-activity-7371963495329804289-egp8
Barbara Borgonovi, President of Naval Power, Raytheon — LinkedIn post
https://www.linkedin.com/posts/barbara-borgonovi-802319186_great-discussion-with-hawkeye-360-ceo-john-activity-7371999283027275776-9Rb8
X / Twitter
RTX Policy X post
https://x.com/RTX_Policy/status/1967968512569184314