{"id":3182,"date":"2020-05-12T20:33:19","date_gmt":"2020-05-12T18:33:19","guid":{"rendered":"https:\/\/beta.forwardkeys.com\/what-can-agencies-do-better-during-a-crisis\/"},"modified":"2024-12-04T12:32:17","modified_gmt":"2024-12-04T11:32:17","slug":"what-can-agencies-do-better-during-a-crisis","status":"publish","type":"post","link":"https:\/\/forwardkeys.com\/es\/what-can-agencies-do-better-during-a-crisis\/","title":{"rendered":"What can agencies do better during a crisis?"},"content":{"rendered":"
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You must admit that life could not have thrown a greater curveball than the one now: Coronavirus aka Covid-19.<\/p>\n

Companies have moved from the office to the \u2018burbs in self-isolation. The Himalayas can be seen from afar as the smog has cleared up. And corporates look at the 2020 annual planner and ponder: what is next?<\/p>\n

ForwardKeys reached out to a few marketing agencies in the UK and Greece, who are clients, to check their pulses and see how they are managing the crisis. Here is the sage wisdom that came from the recent catch-up.<\/p>\n

The Evolution of Travel<\/strong><\/h3>\n

Many are seeing the world polarised between Before Coronavirus (B.C) and After Coronavirus (A.C) and the buzzword of the day is \u201cthe new normal\u201d. Predictions upon predictions are being made regarding the pre-screening options at airports, hazmat suits for flight crew, social distancing onboard planes with plexiglass barriers. What will develop is still uncertain, but the pandemic will certainly leave a legacy on society, not just the travel industry.<\/p>\n

\u201cWe expect leisure travel to show more resilience and we are seeing signs of \u201crebound\/ revenge travel\u201d \u2013 people with a greater than before appetite for travel when it is safe, and restrictions are lifted. However, this may well take longer time than expected and some segments (i.e. Low-cost air carriers and All-Inclusive resorts) may need to reinvent themselves and their business model,\u201d says Theofilos Kyratsoulis, General Manager of Mindhaus Tourism Marketing Strategy.<\/p>\n

\u201cWhat will not be different though, is the need to relax, have fun, explore, learn, and physically connect with places, cultures, and people. That is why we remain very positive for the future of travel,\u201d Kyratsoulis adds positively.<\/p>\n

The Good Teachers Pets<\/strong><\/h3>\n

Rather than brands cutting their advertising budgets or feeding audiences the same campaigns as per before the pandemic to the extreme of \u201cgoing dark\u201d and unseen, clever companies are working through adversity by offering sincere diversity.<\/p>\n

\u201cThe advice we\u2019re giving to our clients is to stay disciplined, true to your vision and carry on your brand strategy and baseline branding\/ marketing actions. At the same time, rethink, adjust or stall any major advertising expenditure. Messaging should be based on empathy, positivity, creativity, and transparency,\u201d says Kyratsoulis.<\/p>\n

This view was echoed in the UK when we chatted with\u00a0PSI Advertising<\/u><\/strong><\/a>. \u201cWe believe the worst thing that travel companies and brands can do now is go dark. It is our opinion, that these companies should continue to advertise where possible and relevant.\u00a0 However, the key to any advertising right now is ensuring the tone creative and messaging are in-line with the current situation. That may be messaging that provides current travel information or simply providing nostalgic \u2018holiday\u2019 creative to remind people that when the COVID-19 situation is over, these companies are there ready to hit the ground running,\u201d says\u00a0Edward Heaney<\/strong>, Business Director at PSI Advertising in London.<\/p>\n

Destinations can make use of this time for dreamy yet meaningful campaigns. The #GreeceFromHome campaign is based on empathy, authentic Southern hospitality as depicted by real, local Greek ambassadors who open their homes to show you personal things they love.<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n

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