By Sam Anderson

At the tail end of July, the Farnborough International Air Show returned for its first outing since 2018. The Drum touched down with the show’s organizers and exhibitors to learn how the aviation sector and its trade shows are marketing with a new focus on sustainability.

Most marketers will be familiar with a few major events such as Cannes Lions or South by Southwest. Beyond those tentpoles, there’s a whole ecosystem of trade shows every bit as massive, but known by relatively few.

Air shows, for example: enormous jamborees, guzzling up millions of dollars in marketing spend (leading to billions in deals) Read full story ›

Source: The Drum