Continuity & Change
Consider three scenarios that panned out for clients we served in early 2020, possibly one of the most disrupted eras of our recent history due to the Covid-19 virus outbreak.
PAVE was all set to commence it’s annual Dating Violence Awareness Week outreach campaign on 7th February, 2020. Hours after the events began, Singapore’s DORSCON Orange alert was sounded due to the coronavirus outbreak. The event had to be called off and all communications shifted online. The spirit of the campaign lived on, as all the content prepared was posted online, and virtual sessions were held to build awareness.
Al Barakah Dates prepared in early March 2020 to take part at an international food fair in USA. A day prior to the fair, announcements were made that the event was cancelled as a precautionary measure. Event graphics, planning and new product launches had to be delayed and reconsidered, as their events scheduled throughout the year has been disrupted.
World Women Tourism would premier it’s new brand at a regional travel show in India, scheduled for April 2020. The entire event was cancelled as countries went into lockdown, to curb spread. Serving some of the worst-hit industries, travel and hospitality, WWT will have to revamp its plans and consider how all these changes will impact outreach and growth.
Similar cases have occurred for countless events around the world, big or small, forcing businesses across industries to reconsider how they communicate and reach intended audiences. Digital presence and social media outreach are steadily gaining more traction, as more users are online and work digitally than ever before. Yet within all the uncertainty, lies a glimmer of hope as brands embrace social media and are compelled to innovate their business models beyond the status quo.
