Saudi Aviation Club hosted one of its industry events, its annual general aviation airshow, the Sand & Fun 2025. While the event usually catered to general aviation enthusiasts as a general aviation exhibition, the Saudi Aviation Club built the 2025 campaign with the intention of changing this perception. It shifted the positioning and framing of the show from just an aviation exhibition to one that also acts as a national and lifestyle platform, extending its appeal to mainstream audiences and families, while representing Saudi pride.
To achieve this change in framing, Saudi Aviation Club collaborated with Bold Influence, a Bold Group agency, to support with the influencer marketing segment of the campaign. Building the influencer campaign came with its own challenges: the subject matter was part of a niche category of technical aviation as well as the scale and complexity of the project while maintaining narrative consistency across all influencers within a short, compressed timeline.
As part of the campaign, Bold Influence bought in a specific influencer mix for the airshow, which took a step away from a general reach-driven strategy, instead was focused on balancing credibility and relatability.
To execute this strategy, the agency brought in regional and international influencers inclusive of aviation-focused creators, life-style and mass-reach creators to ensure that the airshow retains sector credibility while appealing to general mainstream audiences, including families and youth.
Amongst the aviation-focused creators, the influencer agency chose Captain Joe, @flywithcaptainjoe on Instagram, who brought technical authority to the table for the aviation enthusiasts while also adding global relevance to the exhibition.
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The mix also included lifestyle and mass-appeal content creators such as Dr. Kholoud, Somaaroma, Yooshahs1 and Riyadh Today to spread awareness about the event locally while engaging and resonating with local audiences.
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The results
The campaign as a whole was deployed across multiple platforms, including digital, social media, influencer activations and through public relation channels. The strategy paid off for Saudi Aviation Club as the content from the influencers led to the generation of more than 50 million views, extending the campaign’s visibility on digital and social platforms. The campaign also led to the creation of “more engaging, shareable and culturally relevant” content.
