Social Media Strategy · Event Marketing · Content Creation · Social Media Management
Industry: Aviation, Events & Tourism
Location: Red Deer, Alberta
Campaign: April–July 2026
Platforms: Instagram & Facebook
The Client
The Red Deer Regional Airshow brings aviation enthusiasts, families and visitors together for a weekend of incredible aircraft, aerial performances and experiences you don't get to see every day.
With the 2026 Airshow taking place July 24–26, there was plenty to get excited about. The challenge was making sure people knew about it long before the gates opened.
The Challenge
How do you build excitement for an event that's still months away?
When House of Monday came on board in April, we had four months to build awareness, generate excitement and support ticket promotion for the upcoming Airshow.
With limited photo and video content from previous events, we needed to get creative with how we introduced the experience and kept audiences interested.
We also had different audiences to consider. Aviation enthusiasts were already excited about the aircraft and performers, while families and first-time attendees needed a little more context around what made the Airshow worth attending.
The goal was to build a consistent social media presence that kept people informed, gave them something to look forward to and encouraged them to make plans for the weekend.
Our Approach
Turning a three-day event into four months of conversation.
We developed a social media strategy that evolved as the event got closer.
Early content focused on introducing the Airshow, announcing performers and giving people reasons to get excited. As July approached, our content shifted toward ticket reminders, event information, behind-the-scenes moments and timely updates.
Our content focused on:
Aircraft and performer announcements: Introducing the incredible aircraft and performers audiences could expect to see.
Ticket promotion: Creating engaging posts, giveaways and reminders that encouraged people to plan their visit.
Event education: Answering common questions and helping first-time attendees know what to expect.
Community and sponsors: Highlighting the people and organizations helping bring the event to life.
Short-form video: Using Reels and engaging aviation content to reach new audiences and build excitement.
Event coverage: Capturing and sharing the experience as the Airshow weekend unfolded.
Rather than filling four months with repetitive promotional posts, we focused on creating content that gave people something new to discover, share or look forward to.
Bringing It to Life
From the first announcement to the final flyover.
Throughout the campaign, we managed the Airshow's Facebook and Instagram presence, creating a mix of graphics, Reels, announcements and event-focused storytelling.
With limited existing footage to work from, creative planning played a big role in keeping the content interesting. We used performer announcements, aviation imagery, educational posts and timely updates to maintain momentum as the event approached.
By July, audiences were engaging with everything from ticket updates to the arrival of aircraft, including the Erickson Airshow P-38.
The result was a social media presence that combined practical event information with content that captured the excitement of the Airshow.
The Results
Across the four-month campaign from April to July 2026, the Red Deer Regional Airshow's Facebook and Instagram accounts generated:
1.6M+ Content Views
25K+ Content Interactions
2,960 New Follows
50K+ Profile Visits
July was the strongest month of the campaign, coinciding with the Airshow itself.
Facebook — July 2026
660.7K content views, up 552.2% from June
8.5K content interactions, up 740.6%
35.1K profile visits
1.5K new follows
Instagram — July 2026
680.9K content views
12.1K content interactions, up 644% from June
40.2K accounts reached, up 283%
812 new follows
The campaign demonstrated how consistent, strategic content can help keep an event visible and engaging throughout the months leading up to it, with the biggest surge in attention arriving when the event was taking place.
Results reflect reported Facebook and Instagram analytics from April 1–July 31, 2026. Campaign totals are approximate and combine platform metrics across reporting periods.
The Takeaway
A successful event doesn't start when the gates open.
It starts months earlier, when people first hear about it, share it with their friends and decide they want to be there.
For the Red Deer Regional Airshow, our role was to turn months of preparation into a social media campaign that built anticipation, kept audiences informed and brought the excitement of the event to life online.
From the first performer announcement to the final weekend of coverage, every piece of content had a purpose.
And by the time July arrived, there were a whole lot of people following along.
Have an event or business that deserves more attention?
House of Monday helps businesses and organizations across Red Deer and Central Alberta build thoughtful social media strategies, create engaging content and show up consistently online.
From event campaigns to ongoing social media management, we're here to make sure the right people see what you're doing.
Let's work together.