IWM DUXFORD AIR SHOWS: PROPOSITION & CREATIVE DEVELOPMENT BRIEF

A review of air show peers illustrates there’s really no one like us out there. IWM Duxford’s provenance and history as RAF Duxford, the fact that we house flying historic aircraft on site (rather than just static displays), our live action airfield, our immense physical space which includes renowned major exhibition spaces like Air Space and The American Air Museum, make us an unrivalled air show experience.

However, some peer air shows are very proactive about their vision and mission – why they stage air shows. As a national and international museum brand, we need to be clearer about why we do things. Communicating what air shows mean to us and why we do them could become a very clear and high impact commercial proposition, driving new opportunities and helping us to build loyalty across these audiences. As a charity, this is a very important, long-term strategic aim for IWM Duxford air shows.

This brief looks to maximise the opportunities we have found to develop new audiences for air shows, connect more effectively with already engaged audiences and create increased loyalty across our important and vocally enthusiastic audience.

In order to achieve this, we want to work with a creative agency with a track record in creating clear brand alignment and brand development strategies that translate into multichannel campaigns. We will work with you to develop a clear, creative and commercial proposition for our air shows which can be strategically imbedded across everything we do, from theme creation and planning to driving coherent high impact and differentiated communications to target audiences.

Additional information: Please follow the instructions within the tender documentation on how to ask questions on the brief and submit your final tender