Video: How Raytheon got people talking about one of their top secret events

Sometimes the people that will talk about you the most aren’t the ones buying your stuff, but they’re still great advocates for your brand. These people are called your talkers and for Raytheon, they’re people like military families, veterans, aviation enthusiasts, and staffers — not the military generals actually signing the contract.

That’s why, when Raytheon was holding one of their most important events for elite dignitaries and military personnel across the globe, they chose to bring the story to a bigger, far less funded audience through social media.

At‘s BlogWell conference in Los Angeles, Raytheon’s Chris Hawley explains how they covered the Farnborough Airshow despite arms export laws, diplomatic sensitivities, and security fears.

Chris also explains:

  • How they managed to do live coverage and even a tweet up of such a highly sensitive event
  • How they got more impressions and engagement with less content than last year’s show
  • Why he told the photographer to take candid photos instead of “grab and grins”

Raytheon: Brand Journalism on the Flight Line: How We Covered the Farnborough Airshow — presented by Chris Hawley from on Vimeo.

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