International Airshow Marketing (IAM) guides Airshow Organisers and Events, Display Participants, Airlines, Airports, Aerospace and Defence companies, as well as Aviation and Military Charities, to build robust, ethical and profitable customer led marketing strategies.

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Join the 'Grow Your Event' Accelerator

Learn from the best! Helen Webb was Head of Marketing for the Royal International Air Tattoo (RIAT) for 14 years, and delivered a 2700% Return on Investment (ROI) on marketing.

She now shares her marketing strategy secrets to help you elevate your event to sell more, reduce costs and deliver a better customer experience.

The 'Grow Your Event' Accelerator Course will give you all the tools, techniques, templates and tips needed to 'do more and spend less'.

Course includes:

  • 8 modules - online training videos
  • Module worksheets and templates
  • Regular live online calls and training
  • 1 to 1 with Helen - bespoke coaching

Pre-registration is now open


These experiences need to entertain

To ensure a profitable income it’s essential to provide customer led aviation innovations and experiences that inspire and educate the next generation, as well as ensuring our aviation history is preserved and commemorated.

Why? Because tomorrow’s STEM professionals will create the technologies that will shape the future of aviation and make it sustainable. They will push forward the energy transition that will decarbonise our industries and counteracting climate change, not just in aviation.

As Sir David Attenborough said ”Saving our planet is now a communications challenge. We know what to do, we just need the will.“


International Airshow Marketing (IAM) is the brainchild of Helen Webb

As Head of Marketing for the Royal International Air Tattoo (RIAT) for 14 years Helen believes airshows and aviation are a 'force for good', inspiring the next generation to create the technologies to decarbonise the sector and keep us all flying.

At the Air Tattoo she delivered a 2700% Return on Investment (ROI) on marketing spend and demonstrated you can 'do more and spend less'. With a defined and deliverable strategy, organisations can do good AND be successful.

Helen Webb

To make this happen Helen connects Marketing Strategy + Aviation + Airshows + STEM + Sustainability + Inclusivity through her extensive network, experience and knowledge:

  • More than 25 years in B2B and B2C marketing roles
  • Fellow of the Chartered Institute of Marketing (CIM)
  • Trustee for Flying Scholarships for Disabled People (FSDP)
  • Board Member of the European Airshow Council (EAC)
  • STEMazing graduate and STEM UK Ambassador
  • CMO for CirculAIRity - sustainable aviation fuel startup

Helen is also a professional speaker and frequently invited to share her marketing and aviation knowledge at conferences and events, most recently the International Council of Air Shows Convention (ICAS) in Las Vegas, Post Season Air Display Symposium in the UK and the France Spectacle Aérien (French Air Display Association) in Lyon. Please get in touch if you would like Helen to speak at your event.

Amongst other projects she’s working to define the future strategy for the British Air Display Association (BADA) and promoting a children’s aviation book series by Leona Cobham, the granddaughter of aviation legend and pioneer of ‘Air-to-Air’ refuelling, Sir Alan Cobham. She is also working with Rich Goodwin Airshows with marketing and sponsorship development.

In her spare time you'll find her at an airshow or at the end of RAF Fairford runway, waiting for a USAF aircraft deployment!

Helen is on a mission to ”spark the brains that will change the world“ by using her marketing experience to promote STEM, sustainability, and inclusivity in aviation, whilst still ensuring organisations grow and are profitable.

Helen Webb

When Helen left the Airshow Industry in December 2021 Matt Wilkins, Chairman, British Air Display Association wrote;

Helen’s extraordinary expertise and talent will be greatly missed and her lengthy tenure allied with indefatigable support of BADA and Air Displays in general is something I know we’ve all benefitted from. She will be sorely missed, irreplaceable in fact.

She was part of the team that steered the world’s greatest airshow through some incredible successes and sell out events as well as navigating challenging times; reputational difficulties, show cancellations, and losses; both people and financial.

All airshows, air display operators, outdoor event and visitor attractions can now benefit from this knowledge and experience. Helen and her team have been through the highs and lows so you don’t have to!

Helen is also a volunteer Trustee for an amazing aviation charity; Flying Scholarships for Disabled People, has mentored Air Cadet Junior Leaders to Everest Base Camp, was previously a committee member for the British Air Display Association, is a STEM UK Ambassador and currently going through the process for IAM to be a recognised B-Corp company.

All values that she brings to the work she will do to ensure the success of your organisation.

Helen Webb
Helen Webb

Bespoke Consultancy Services

  • Free 20 minute diagnosis call
  • Discovery workshop & report/plan - Half Day - no obligation to take implementation stage
  • Discovery workshop & report/plan - Full day - no obligation to take implementation stage
  • Marketing strategy & plan - Implementation and Delivery Project

Added Value Services

  • Pricing strategy that maximises income
  • Ticketing system provision/customer services with improved functionality and lower cost
  • Customer experience journey mapping to improve rentention and return visitors
  • STEM enagement and sustainability and workshop development and delivery
  • Volunteer management & support - Your most important resource, you need to get it right!
  • Customer Surveys & Feedback - Insight and analysis to benchmark and improve delivery
  • Event Logistics - We know how to organise an Airshow!
Helen Webb Helen Webb Helen Webb