Red Deer Regional Airshow
House of Monday partnered with the Red Deer Regional Airshow to develop and execute the event's social media strategy from launch through event weekend.
The Red Deer Regional Airshow returned in 2026 as one of Central Alberta's largest community events, welcoming thousands of attendees for a weekend celebrating aviation, innovation, and community. Building on the momentum of the successful 2023 event, the organizing team wanted social media to do more than simply promote ticket sales—they wanted to create anticipation, educate the community, showcase performers and sponsors, and generate excitement leading up to the event.
image not taken by House of Monday Marketing
Services Provided
Social Media Strategy
Content Planning
Content Creation
Short-Form Video Editing
Graphic Design
Copywriting
Community Management
Event Marketing
Sponsor Promotion
Analytics & Reporting
The Challenge
Every event has a launch date, but building excitement doesn't happen overnight.
The Red Deer Regional Airshow needed a social media presence that could carry momentum over several months while keeping the audience engaged from the first announcement to the final day of the event. The challenge wasn't just promoting ticket sales; it was creating a campaign that educated, entertained, answered questions, highlighted sponsors, and made people want to be part of the experience long before they arrived at the airport.
At the same time, the content needed to remain flexible. Performer announcements, sponsor features, event logistics, and last-minute updates all had to fit together cohesively without overwhelming the audience or making the feed feel repetitive.
Our goal was to create a social media presence that built anticipation naturally while supporting the broader success of the event.
Our Approach
Rather than treating social media as a series of promotional posts, we approached the Airshow like a campaign.
We developed a content strategy that balanced excitement with value, ensuring every piece of content had a purpose. Some posts introduced performers and aircraft, others answered common attendee questions, highlighted sponsors, or offered a behind-the-scenes look at what it takes to bring an event of this scale together.
As event weekend approached, the strategy shifted toward real-time storytelling. Content became more immediate, focusing on countdowns, setup, live moments, community experiences, and capturing the atmosphere that makes the Red Deer Regional Airshow so memorable.
Throughout the campaign, our goal was to keep the audience informed, excited, and engaged while creating a consistent brand presence across every stage of the event.
What We Created
Over the course of the project, we created a wide variety of content designed to support different goals throughout the campaign.
This included:
Performer announcements
Sponsor recognition
Educational aviation content
Behind-the-scenes
Event information and FAQs
Countdown content
Community-focused storytelling
Short-form video
Static graphics
Ticket promotions
Each piece played a different role, but together they told one cohesive story leading up to the event.
The Outcome
The campaign successfully built momentum throughout the months leading up to the Airshow while maintaining an active and engaged online community.
By combining strategic planning with timely content creation, social media became more than a promotional tool - it became part of the event experience. Audiences followed along as performers were announced, sponsors were celebrated, questions were answered, and preparations unfolded behind the scenes.
When event weekend arrived, the online excitement naturally transitioned into real-world attendance, helping create an engaged community both online and on the grounds.
Results
Coming soon…