PinPoint Media, in long-standing partnership with The Royal International Air Tattoo (RIAT), has been nominated for a prestigious Shorty Award—a global accolade that recognises excellence in digital and social media content. This recognition places the collaboration alongside household names including Disney, Dunkin’ Donuts, and Mastercard, showcasing the power of creativity and innovation on a global stage.

The Shorty Awards honour the most innovative digital work by brands, agencies, nonprofits, and creators across social media platforms worldwide.

The nomination comes off the back of a standout year for both PinPoint Media and RIAT, during which the partnership delivered a bold, strategic marketing campaign aimed at redefining the airshow experience. With a fresh focus on storytelling, immersive content, and a full-funnel digital approach, the campaign successfully boosted ticket sales and overall brand engagement.

“Our goal was to reimagine RIAT not just as an airshow, but as a summer festival packed with unforgettable on-the-ground experiences,” said Oliver Bruce, CEO of PinPoint Media. “We wanted to speak to a younger, more diverse audience while remaining true to RIAT’s aviation roots.”

With a carefully tailored approach, PinPoint Media and RIAT crafted a campaign that not only maintained its appeal to aviation enthusiasts – for which yearly attendance at the show has become a calendar staple – but also reached an engaged new and broader demographics, with special emphasis on reaching more young people and more women than ever before. The result? A dynamic and inclusive campaign, borne out of the strategic expertise and executive skill in the partnership, that showed RIAT to be far more than an airshow – it became a full-spectrum summer experience.

Jessica Barder, Head of Creative at PinPoint Media, added: “Working with the brightest talent in aviation at RIAT, we’ve been able to deploy some truly groundbreaking ideas—campaigns that not only inspire the next generation but also deliver a fantastic weekend out for families and aviation lovers alike. It’s been a real pleasure working collaboratively with the RIAT team to bring this vision to life.”

Vicky Cheevers, RIAT’s Head of Marketing, said: “We have seen phenomenal demand for our show, selling out earlier and earlier each year. This has been possible thanks to our partnership with PinPoint Media, in place since 2022.  Our event has broad appeal, from aviation enthusiasts to families wanting a day out, and together, we’ve pushed the boundaries with creative execution and our channel activation strategy, ensuring we are targeting the right people, with the right content, at the right time, in the right place.”

As anticipation builds for the Shorty Awards, this nomination is a testament to the creativity, strategy, and shared vision that fuels the partnership between PinPoint Media and The Royal International Air Tattoo. With this year’s event set to surpass even the success of last year’s, there are still a limited number of tickets available for the weekend, at airtattoo.com