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COVID-19: COMMUNICATIONS IN UNCERTAIN TIMES APRIL 2020
COVID-19 VIRTUAL FORUM
COMMUNICATIONS IN UNCERTAIN TIMES
COVID-19: COMMUNICATIONS IN UNCERTAIN TIMES APRIL 2020
RODNEY STEVE DAVIDSARA
COVID-19: COMMUNICATIONS IN UNCERTAIN TIMES APRIL 2020
UNCERTAIN TIMES
COVID-19: COMMUNICATIONS IN UNCERTAIN TIMES APRIL 2020
WE CAN’T LOSE SIGHT OF THE REALITY
COVID-19: COMMUNICATIONS IN UNCERTAIN TIMES APRIL 2020
COVID-19: COMMUNICATIONS IN UNCERTAIN TIMES APRIL 2020
COVID-19 VIRTUAL FORUM
STRATEGY COMMS INDUSTRY
YESTERDAY TODAY TOMORROW
COVID-19: COMMUNICATIONS IN UNCERTAIN TIMES APRIL 2020
JOIN THE
COVID-19
NETWORK
SUPPORT INITIATIVE
●
●
●
●
●
COVID-19: COMMUNICATIONS IN UNCERTAIN TIMES APRIL 2020
ASSUME NOTHING. QUESTION EVERYTHING.
COVID-19: COMMUNICATIONS IN UNCERTAIN TIMES APRIL 2020
QUESTION Your audiences
How you communicate
Your tactics
How you behave
Your offering
Your processes
Even your objectives
COVID-19: COMMUNICATIONS IN UNCERTAIN TIMES APRIL 2020
ASSUME NOTHING. QUESTION EVERYTHING.
COVID-19: COMMUNICATIONS IN UNCERTAIN TIMES APRIL 2020
WHAT’S AHEAD
1. TOP-LINE PRINCIPLES
2.ANATOMY OF COMMS
3.WORKING DIFFERENTLY
COVID-19: COMMUNICATIONS IN UNCERTAIN TIMES APRIL 2020
MITIGATE RESTART REIMAGINE
WE ARE HERE
TOURISMECONOMY
TIME
THREE PHASES OF FOCUS
COVID-19: COMMUNICATIONS IN UNCERTAIN TIMES APRIL 2020
A CHECKLIST IN UNCERTAIN TIMES
COVID-19: COMMUNICATIONS IN UNCERTAIN TIMES APRIL 2020
1. CONSIDER YOUR AUDIENCE
CHECKLIST IN UNCERTAIN TIMES
COVID-19: COMMUNICATIONS IN UNCERTAIN TIMES APRIL 2020
Are we considering
the emotional state
of our audience?
1. CONSIDER YOUR AUDIENCE
COVID-19: COMMUNICATIONS IN UNCERTAIN TIMES APRIL 2020
LENS
AUDIENCE
FEELING
GRIEF DIRECTLY
IMPACTED BY
THE CRISIS
ANXIOUS
AND
UNCERTAIN
STRESSED
AND
ANNOYED
BORED GRATEFUL
AND
OPTIMISTIC
DESTINATION THINK COVID-19 TOOLKIT:
MITIGATE EMOTIONAL LENS
COVID-19: COMMUNICATIONS IN UNCERTAIN TIMES APRIL 2020
Are we overstepping
our place?
Will it be appreciated?
1. CONSIDER YOUR AUDIENCE
COVID-19: COMMUNICATIONS IN UNCERTAIN TIMES APRIL 2020
Are we providing
value to our audience?
1. CONSIDER YOUR AUDIENCE
COVID-19: COMMUNICATIONS IN UNCERTAIN TIMES APRIL 2020
Are we encouraging
unsafe behaviour?
1. CONSIDER YOUR AUDIENCE
COVID-19: COMMUNICATIONS IN UNCERTAIN TIMES APRIL 2020
Are we making
assumptions about
our audience’s current
access to resources?
1. CONSIDER YOUR AUDIENCE
COVID-19: COMMUNICATIONS IN UNCERTAIN TIMES APRIL 2020
1. CONSIDER YOUR AUDIENCE
Are we considering the emotional state of our audience?
Are we overstepping our place? Will it be appreciated?
Are we providing value to our audience?
Are we encouraging unsafe behaviour?
Are we making assumptions on our audience’s current access to resources?
CHECKLIST IN UNCERTAIN TIMES
COVID-19: COMMUNICATIONS IN UNCERTAIN TIMES APRIL 2020
1. CONSIDER YOUR AUDIENCE
CHECKLIST IN UNCERTAIN TIMES
COVID-19: COMMUNICATIONS IN UNCERTAIN TIMES APRIL 2020
DOES BRAND HAVE A PLACE IN UNCERTAIN TIMES?
COVID-19: COMMUNICATIONS IN UNCERTAIN TIMES APRIL 2020
“A brand is a living entity –
and it is enriched or
undermined cumulatively
over time, the product of a
thousand small gestures.”
COVID-19: COMMUNICATIONS IN UNCERTAIN TIMES APRIL 2020
“Using your expertise or brand capital to help
during a crisis is not about commercial
advantage or profit. It is about doing the right
thing for society and showing a company’s
true values and citizenship.”
COVID-19: COMMUNICATIONS IN UNCERTAIN TIMES APRIL 2020
BRAND
COVID-19: COMMUNICATIONS IN UNCERTAIN TIMES APRIL 2020
LOVE
COVID-19: COMMUNICATIONS IN UNCERTAIN TIMES APRIL 2020
“Your brand is what
other people say about
you when you're not
in the room.”
COVID-19: COMMUNICATIONS IN UNCERTAIN TIMES APRIL 2020
DESTINATIONS CAN BEHAVE
IN A RANGE OF WAYS THAT WILL
EARN BRAND LOVE
COVID-19: COMMUNICATIONS IN UNCERTAIN TIMES APRIL 2020
BEING A RESPONSIBLE CITIZEN
#LoveNSW Virtually
COVID-19: COMMUNICATIONS IN UNCERTAIN TIMES APRIL 2020
BEING A MOTIVATIONAL CITIZEN
Flower Council of Holland
COVID-19: COMMUNICATIONS IN UNCERTAIN TIMES APRIL 2020
BEING A HUMANE CITIZEN
Being personable
Sara example
https://www.euronews.com/2020/03/29/coronavirus-portugal-grants-temporary-citizenship-rights-to-migrants
COVID-19: COMMUNICATIONS IN UNCERTAIN TIMES APRIL 2020
BEING THE CITIZEN THAT CITIZENS
NEED AT THIS EXACT MOMENT
COVID-19: COMMUNICATIONS IN UNCERTAIN TIMES APRIL 2020
BEING THE CITIZEN THAT CITIZENS NEED AT THIS EXACT MOMENT.
CREATIVE STRATEGY
Support local needs right now. Unite the community,
give them a little of what they are missing back.
Support Industry where possible.
Do it in a way that shows a genuine side of ourselves
so onlookers get a real feel for the place.
COVID-19: COMMUNICATIONS IN UNCERTAIN TIMES APRIL 2020
COVID-19: COMMUNICATIONS IN UNCERTAIN TIMES APRIL 2020
There’s plenty we know for sure here in the river
This place is real
Real beauty
Real nature
Full of real people
People willing to stand up and get in there
Get their hands dirty
(and give ‘em a good wash right after of course)
It’s where people know when to look out for each other
And when it’s a good idea to keep their distance
A real place full of real people
where it doesn’t matter how far you go
Or how long it’s been
we always pick up, right where we left off.
Because even if everything changes
We know one thing never will
We’re better together
Even if it is from a social distance.
So come on, we got this Campbell River
SCRIPT: RALLYING THE RIVER
BEING THE CITIZEN THAT CITIZENS NEED AT THIS EXACT MOMENT.
COVID-19: COMMUNICATIONS IN UNCERTAIN TIMES APRIL 2020
BEING THE CITIZEN THAT CITIZENS NEED AT THIS EXACT MOMENT.
COVID-19: COMMUNICATIONS IN UNCERTAIN TIMES APRIL 2020
BEING THE CITIZEN THAT CITIZENS NEED AT THIS EXACT MOMENT.
COVID-19: COMMUNICATIONS IN UNCERTAIN TIMES APRIL 2020
FOCUS ON THE VALUES THAT
DEFINE YOUR DESTINATION BRAND
You can’t tell people to believe your values.
It’s what we have wrestled with for years.
You need to prove to them they are true.
Be human.
COVID-19: COMMUNICATIONS IN UNCERTAIN TIMES APRIL 2020
MITIGATE RESTART REIMAGINE
WE ARE HERE
TOURISMECONOMY
TIME
THREE PHASES
HOW YOU RESPOND WILL REFLECT YOUR BRAND
COVID-19: COMMUNICATIONS IN UNCERTAIN TIMES APRIL 2020
PLACES WILL MOVE BACK AND FORTH THROUGH PHASES
LO
C
K
D
O
W
N
01
LO
C
A
LLY
R
ESTR
IC
TED02
R
EG
IO
N
A
LLY
R
ESTR
IC
TED
03
N
A
TIO
N
A
LLY
R
ESTR
IC
TED
04
U
N
R
ESTR
IC
TED
05
HOW YOU RESPOND WILL REFLECT YOUR BRAND
RESTRICTION SCENARIOS
COVID-19: COMMUNICATIONS IN UNCERTAIN TIMES APRIL 2020
ANATOMY OF COMMS IN UNCERTAIN TIMES
COVID-19: COMMUNICATIONS IN UNCERTAIN TIMES APRIL 2020
LO
C
K
D
O
W
N
01
RESTRICTION SCENARIOS OF FOCUS
LO
C
A
LLY
R
ESTR
IC
TED
02
COVID-19: COMMUNICATIONS IN UNCERTAIN TIMES APRIL 2020
LENS
AUDIENCE
FEELING
GRIEF DIRECTLY
IMPACTED BY
THE CRISIS
ANXIOUS
AND
UNCERTAIN
STRESSED
AND
ANNOYED
BORED GRATEFUL
AND
OPTIMISTIC
HOW TO REACT
DESTINATION THINK COVID-19 TOOLKIT:
MITIGATE EMOTIONAL LENS (DRAFT ONLY)
COVID-19: COMMUNICATIONS IN UNCERTAIN TIMES APRIL 2020
COVID-19: COMMUNICATIONS IN UNCERTAIN TIMES APRIL 2020
TONE
COVID-19: COMMUNICATIONS IN UNCERTAIN TIMES APRIL 2020
01
Helpful, not excited.
Calm, but optimistic.
Human.
All in this together.
Taking it day by day.
Supportive.
TONE
LOCKDOWN
COVID-19: COMMUNICATIONS IN UNCERTAIN TIMES APRIL 2020
TONE
LOCKDOWN01 02 LOCALLY RESTRICTED
Grateful, looking toward future.
Cautiously optimistic, but still not eager.
All in this together.
Reflective.
Supportive.
Helpful, not excited.
Calm, but optimistic.
Human.
All in this together.
Taking it day by day.
Supportive.
COVID-19: COMMUNICATIONS IN UNCERTAIN TIMES APRIL 2020
Example
COVID-19: COMMUNICATIONS IN UNCERTAIN TIMES APRIL 2020
REMEMBER THE BASICS.
SOCIAL MEDIA IS
ABOUT COMMUNITY. If you’re not running paid, you’re probably depending
a lot on organic social. That means switching mindset
from “pushing” messages to facilitating conversation.
COVID-19: COMMUNICATIONS IN UNCERTAIN TIMES APRIL 2020
INITIATIVES & CONTENT
FOR LOCALS
COVID-19: COMMUNICATIONS IN UNCERTAIN TIMES APRIL 2020
01
Be transparent and direct about news.
Encourage supporting local business through
available options like takeout and delivery.
Lean on your locals to share content that can
drive local pride, or provide perspectives to
share with potential visitors.
Activate locals in a way that they can support
you in the future.
Champion those doing good.
INITIATIVES & CONTENT FOR LOCALS
LOCKDOWN
COVID-19: COMMUNICATIONS IN UNCERTAIN TIMES APRIL 2020
INITIATIVES & CONTENT FOR LOCALS
LOCKDOWN01 02 LOCALLY RESTRICTED
Be transparent about news, informative about how
to keep communities safe while travelling.
Encourage locals to support the community
through travelling locally when safe: day trips and
weekend trips, depending on the size of
destination and the state of the pandemic.
Rally local pride: residents supporting residents.
Still use locals as a way to explore place on
outsiders’ behalf.
Champion those doing good.
Be transparent and direct about news.
Encourage supporting local business through
available options like takeout and delivery.
Lean on your locals to share content that can
drive local pride, or provide perspectives to
share with potential visitors.
Activate locals in a way that they can support
you in the future.
Champion those doing good.
COVID-19: COMMUNICATIONS IN UNCERTAIN TIMES APRIL 2020
COVID-19: COMMUNICATIONS IN UNCERTAIN TIMES APRIL 2020
COVID-19: COMMUNICATIONS IN UNCERTAIN TIMES APRIL 2020
HOW CAN YOUR
MESSAGES HELP LOCALS
& BUSINESSES NOW?
COVID-19: COMMUNICATIONS IN UNCERTAIN TIMES APRIL 2020
INITIATIVES & CONTENT
FOR ADVOCATES
COVID-19: COMMUNICATIONS IN UNCERTAIN TIMES APRIL 2020
01
Be transparent and direct with news
and travel updates.
Encourage them to share memories of
past travel.
Deep dives into storytelling as a
distraction from the news.
Encourage support of small biz from afar.
INITIATIVES & CONTENT FOR ADVOCATES
LOCKDOWN
COVID-19: COMMUNICATIONS IN UNCERTAIN TIMES APRIL 2020
INITIATIVES & CONTENT FOR ADVOCATES
LOCKDOWN01 02 LOCALLY RESTRICTED
Be transparent and direct with news
and travel updates.
Encourage them to share memories of
past travel.
Deep dives into storytelling as a
distraction from the news.
Encourage support of small biz from afar.
Transparent, informative about news
and travel updates.
Dive deeper into their stories and
recommendations of past travels.
Encourage support of local biz from afar-
especially as more might be open.
COVID-19: COMMUNICATIONS IN UNCERTAIN TIMES APRIL 2020
COVID-19: COMMUNICATIONS IN UNCERTAIN TIMES APRIL 2020
COVID-19: COMMUNICATIONS IN UNCERTAIN TIMES APRIL 2020
INITIATIVES & CONTENT
FOR FIRST-TIME VISITORS
COVID-19: COMMUNICATIONS IN UNCERTAIN TIMES APRIL 2020
REMEMBER THE CHECKLIST.
ESPECIALLY HERE.
Visitor at the core - everything you make is for them,
not you.
COVID-19: COMMUNICATIONS IN UNCERTAIN TIMES APRIL 2020
COVID-19: COMMUNICATIONS IN UNCERTAIN TIMES APRIL 2020
INITIATIVES & CONTENT FOR FIRST-TIME VISITORS
LOCKDOWN01
Be transparent and direct with news
and travel updates.
Provide breaks from the news with live
looks from your destination.
Educate travellers with “virtual visits” that are
available (museums, wildlife, or live streams).
Share positive stories from your destination.
“Travel later” messages are ok, but be cautious
they aren’t risking being repetitive or insensitive.
COVID-19: COMMUNICATIONS IN UNCERTAIN TIMES APRIL 2020
01 02
Be transparent and direct with news
and travel updates.
Still don’t actively encourage travelling
to the area.
A gentle hint toward travel planning or
forward-thinking about where and how
to travel is ok
Glimpses/ live looks with more of
a future-focused view.
Deeper dives into education about your place.
Educate on how to be a better traveller
in a more grateful world.
Be transparent and direct with news
and travel updates.
Provide breaks from the news with live
looks from your destination.
Educate travellers with “virtual visits” that are
available (museums, wildlife, or live streams).
Share positive stories from your destination.
“Travel later” messages are ok, but be cautious
they aren’t risking being repetitive or insensitive.
INITIATIVES & CONTENT FOR FIRST-TIME VISITORS
LOCKDOWN LOCALLY RESTRICTED
COVID-19: COMMUNICATIONS IN UNCERTAIN TIMES APRIL 2020
COVID-19: COMMUNICATIONS IN UNCERTAIN TIMES APRIL 2020
COVID-19: COMMUNICATIONS IN UNCERTAIN TIMES APRIL 2020
CONTENT OF VALUE:
School lessons, art lessons,
photography, recipes (etc)
COVID-19: COMMUNICATIONS IN UNCERTAIN TIMES APRIL 2020
COVID-19: COMMUNICATIONS IN UNCERTAIN TIMES APRIL 2020
HEADING INTO RESTART
COVID-19: COMMUNICATIONS IN UNCERTAIN TIMES APRIL 2020
Which sort of traveller will you want to
attract back? Write content that inspires
the ideal visitor, not the random.
ASK YOURSELF
COVID-19: COMMUNICATIONS IN UNCERTAIN TIMES APRIL 2020
What would you like the world to
know about your home if they had
never heard of it before?
ASK YOURSELF
COVID-19: COMMUNICATIONS IN UNCERTAIN TIMES APRIL 2020
Use this opportunity to get beneath the
surface of the destination and
showcase who you really are, and why
you stand out from other places.
COVID-19: COMMUNICATIONS IN UNCERTAIN TIMES APRIL 2020
WE HAVE TO WORK DIFFERENT
COVID-19: COMMUNICATIONS IN UNCERTAIN TIMES APRIL 2020
WORK DIFFERENT
Budgets are slashed or non-existent.
Rethink your mix.
COVID-19: COMMUNICATIONS IN UNCERTAIN TIMES APRIL 2020
OWNED
PAID
EARNED
WORK DIFFERENT
RETHINK YOUR MIX
COVID-19: COMMUNICATIONS IN UNCERTAIN TIMES APRIL 2020
WORK DIFFERENT
RETHINK YOUR MIX: BEFORE
PAID
OWNED EARNED
COVID-19: COMMUNICATIONS IN UNCERTAIN TIMES APRIL 2020
WORK DIFFERENT
RETHINK YOUR MIX: RIGHT NOW
OWNED EARNED
PAID
COVID-19: COMMUNICATIONS IN UNCERTAIN TIMES APRIL 2020
WORK DIFFERENT
People want to help. Let them.
Ask your agency to work differently with you.
Test and learn, but always remember the checklist.
Don’t feel obligated. If you are not sure, less is more.
COVID-19: COMMUNICATIONS IN UNCERTAIN TIMES APRIL 2020
BUT DON’T ABANDON
THE FUNDAMENTALS
Ideas will always stand out from the crowd no matter the budget.
Figure out a way that many small actions can amplify a singular high level message.
Don’t follow the herd.
COVID-19: COMMUNICATIONS IN UNCERTAIN TIMES APRIL 2020
JOIN THE
COVID-19
NETWORK
SUPPORT INITIATIVE
●
●
●
●
●
COVID-19: COMMUNICATIONS IN UNCERTAIN TIMES APRIL 2020
LIVE QUESTIONS
COVID-19: COMMUNICATIONS IN UNCERTAIN TIMES APRIL 2020
LET’S STAY IN THIS TOGETHER
COVID-19: COMMUNICATIONS IN UNCERTAIN TIMES APRIL 2020
COVID-19 VIRTUAL FORUM
COMMUNICATIONS IN UNCERTAIN TIMES

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Destination Think Virtual Forum, session 2: Adjusting your destination’s communications through the COVID-19 crisis

  • 1. COVID-19: COMMUNICATIONS IN UNCERTAIN TIMES APRIL 2020 COVID-19 VIRTUAL FORUM COMMUNICATIONS IN UNCERTAIN TIMES
  • 2. COVID-19: COMMUNICATIONS IN UNCERTAIN TIMES APRIL 2020 RODNEY STEVE DAVIDSARA
  • 3. COVID-19: COMMUNICATIONS IN UNCERTAIN TIMES APRIL 2020 UNCERTAIN TIMES
  • 4. COVID-19: COMMUNICATIONS IN UNCERTAIN TIMES APRIL 2020 WE CAN’T LOSE SIGHT OF THE REALITY
  • 5. COVID-19: COMMUNICATIONS IN UNCERTAIN TIMES APRIL 2020
  • 6. COVID-19: COMMUNICATIONS IN UNCERTAIN TIMES APRIL 2020 COVID-19 VIRTUAL FORUM STRATEGY COMMS INDUSTRY YESTERDAY TODAY TOMORROW
  • 7. COVID-19: COMMUNICATIONS IN UNCERTAIN TIMES APRIL 2020 JOIN THE COVID-19 NETWORK SUPPORT INITIATIVE ● ● ● ● ●
  • 8. COVID-19: COMMUNICATIONS IN UNCERTAIN TIMES APRIL 2020 ASSUME NOTHING. QUESTION EVERYTHING.
  • 9. COVID-19: COMMUNICATIONS IN UNCERTAIN TIMES APRIL 2020 QUESTION Your audiences How you communicate Your tactics How you behave Your offering Your processes Even your objectives
  • 10. COVID-19: COMMUNICATIONS IN UNCERTAIN TIMES APRIL 2020 ASSUME NOTHING. QUESTION EVERYTHING.
  • 11. COVID-19: COMMUNICATIONS IN UNCERTAIN TIMES APRIL 2020 WHAT’S AHEAD 1. TOP-LINE PRINCIPLES 2.ANATOMY OF COMMS 3.WORKING DIFFERENTLY
  • 12. COVID-19: COMMUNICATIONS IN UNCERTAIN TIMES APRIL 2020 MITIGATE RESTART REIMAGINE WE ARE HERE TOURISMECONOMY TIME THREE PHASES OF FOCUS
  • 13. COVID-19: COMMUNICATIONS IN UNCERTAIN TIMES APRIL 2020 A CHECKLIST IN UNCERTAIN TIMES
  • 14. COVID-19: COMMUNICATIONS IN UNCERTAIN TIMES APRIL 2020 1. CONSIDER YOUR AUDIENCE CHECKLIST IN UNCERTAIN TIMES
  • 15. COVID-19: COMMUNICATIONS IN UNCERTAIN TIMES APRIL 2020 Are we considering the emotional state of our audience? 1. CONSIDER YOUR AUDIENCE
  • 16. COVID-19: COMMUNICATIONS IN UNCERTAIN TIMES APRIL 2020 LENS AUDIENCE FEELING GRIEF DIRECTLY IMPACTED BY THE CRISIS ANXIOUS AND UNCERTAIN STRESSED AND ANNOYED BORED GRATEFUL AND OPTIMISTIC DESTINATION THINK COVID-19 TOOLKIT: MITIGATE EMOTIONAL LENS
  • 17. COVID-19: COMMUNICATIONS IN UNCERTAIN TIMES APRIL 2020 Are we overstepping our place? Will it be appreciated? 1. CONSIDER YOUR AUDIENCE
  • 18. COVID-19: COMMUNICATIONS IN UNCERTAIN TIMES APRIL 2020 Are we providing value to our audience? 1. CONSIDER YOUR AUDIENCE
  • 19. COVID-19: COMMUNICATIONS IN UNCERTAIN TIMES APRIL 2020 Are we encouraging unsafe behaviour? 1. CONSIDER YOUR AUDIENCE
  • 20. COVID-19: COMMUNICATIONS IN UNCERTAIN TIMES APRIL 2020 Are we making assumptions about our audience’s current access to resources? 1. CONSIDER YOUR AUDIENCE
  • 21. COVID-19: COMMUNICATIONS IN UNCERTAIN TIMES APRIL 2020 1. CONSIDER YOUR AUDIENCE Are we considering the emotional state of our audience? Are we overstepping our place? Will it be appreciated? Are we providing value to our audience? Are we encouraging unsafe behaviour? Are we making assumptions on our audience’s current access to resources? CHECKLIST IN UNCERTAIN TIMES
  • 22. COVID-19: COMMUNICATIONS IN UNCERTAIN TIMES APRIL 2020 1. CONSIDER YOUR AUDIENCE CHECKLIST IN UNCERTAIN TIMES
  • 23. COVID-19: COMMUNICATIONS IN UNCERTAIN TIMES APRIL 2020 DOES BRAND HAVE A PLACE IN UNCERTAIN TIMES?
  • 24. COVID-19: COMMUNICATIONS IN UNCERTAIN TIMES APRIL 2020 “A brand is a living entity – and it is enriched or undermined cumulatively over time, the product of a thousand small gestures.”
  • 25. COVID-19: COMMUNICATIONS IN UNCERTAIN TIMES APRIL 2020 “Using your expertise or brand capital to help during a crisis is not about commercial advantage or profit. It is about doing the right thing for society and showing a company’s true values and citizenship.”
  • 26. COVID-19: COMMUNICATIONS IN UNCERTAIN TIMES APRIL 2020 BRAND
  • 27. COVID-19: COMMUNICATIONS IN UNCERTAIN TIMES APRIL 2020 LOVE
  • 28. COVID-19: COMMUNICATIONS IN UNCERTAIN TIMES APRIL 2020 “Your brand is what other people say about you when you're not in the room.”
  • 29. COVID-19: COMMUNICATIONS IN UNCERTAIN TIMES APRIL 2020 DESTINATIONS CAN BEHAVE IN A RANGE OF WAYS THAT WILL EARN BRAND LOVE
  • 30. COVID-19: COMMUNICATIONS IN UNCERTAIN TIMES APRIL 2020 BEING A RESPONSIBLE CITIZEN #LoveNSW Virtually
  • 31. COVID-19: COMMUNICATIONS IN UNCERTAIN TIMES APRIL 2020 BEING A MOTIVATIONAL CITIZEN Flower Council of Holland
  • 32. COVID-19: COMMUNICATIONS IN UNCERTAIN TIMES APRIL 2020 BEING A HUMANE CITIZEN Being personable Sara example https://www.euronews.com/2020/03/29/coronavirus-portugal-grants-temporary-citizenship-rights-to-migrants
  • 33. COVID-19: COMMUNICATIONS IN UNCERTAIN TIMES APRIL 2020 BEING THE CITIZEN THAT CITIZENS NEED AT THIS EXACT MOMENT
  • 34. COVID-19: COMMUNICATIONS IN UNCERTAIN TIMES APRIL 2020 BEING THE CITIZEN THAT CITIZENS NEED AT THIS EXACT MOMENT. CREATIVE STRATEGY Support local needs right now. Unite the community, give them a little of what they are missing back. Support Industry where possible. Do it in a way that shows a genuine side of ourselves so onlookers get a real feel for the place.
  • 35. COVID-19: COMMUNICATIONS IN UNCERTAIN TIMES APRIL 2020
  • 36. COVID-19: COMMUNICATIONS IN UNCERTAIN TIMES APRIL 2020 There’s plenty we know for sure here in the river This place is real Real beauty Real nature Full of real people People willing to stand up and get in there Get their hands dirty (and give ‘em a good wash right after of course) It’s where people know when to look out for each other And when it’s a good idea to keep their distance A real place full of real people where it doesn’t matter how far you go Or how long it’s been we always pick up, right where we left off. Because even if everything changes We know one thing never will We’re better together Even if it is from a social distance. So come on, we got this Campbell River SCRIPT: RALLYING THE RIVER BEING THE CITIZEN THAT CITIZENS NEED AT THIS EXACT MOMENT.
  • 37. COVID-19: COMMUNICATIONS IN UNCERTAIN TIMES APRIL 2020 BEING THE CITIZEN THAT CITIZENS NEED AT THIS EXACT MOMENT.
  • 38. COVID-19: COMMUNICATIONS IN UNCERTAIN TIMES APRIL 2020 BEING THE CITIZEN THAT CITIZENS NEED AT THIS EXACT MOMENT.
  • 39. COVID-19: COMMUNICATIONS IN UNCERTAIN TIMES APRIL 2020 FOCUS ON THE VALUES THAT DEFINE YOUR DESTINATION BRAND You can’t tell people to believe your values. It’s what we have wrestled with for years. You need to prove to them they are true. Be human.
  • 40. COVID-19: COMMUNICATIONS IN UNCERTAIN TIMES APRIL 2020 MITIGATE RESTART REIMAGINE WE ARE HERE TOURISMECONOMY TIME THREE PHASES HOW YOU RESPOND WILL REFLECT YOUR BRAND
  • 41. COVID-19: COMMUNICATIONS IN UNCERTAIN TIMES APRIL 2020 PLACES WILL MOVE BACK AND FORTH THROUGH PHASES LO C K D O W N 01 LO C A LLY R ESTR IC TED02 R EG IO N A LLY R ESTR IC TED 03 N A TIO N A LLY R ESTR IC TED 04 U N R ESTR IC TED 05 HOW YOU RESPOND WILL REFLECT YOUR BRAND RESTRICTION SCENARIOS
  • 42. COVID-19: COMMUNICATIONS IN UNCERTAIN TIMES APRIL 2020 ANATOMY OF COMMS IN UNCERTAIN TIMES
  • 43. COVID-19: COMMUNICATIONS IN UNCERTAIN TIMES APRIL 2020 LO C K D O W N 01 RESTRICTION SCENARIOS OF FOCUS LO C A LLY R ESTR IC TED 02
  • 44. COVID-19: COMMUNICATIONS IN UNCERTAIN TIMES APRIL 2020 LENS AUDIENCE FEELING GRIEF DIRECTLY IMPACTED BY THE CRISIS ANXIOUS AND UNCERTAIN STRESSED AND ANNOYED BORED GRATEFUL AND OPTIMISTIC HOW TO REACT DESTINATION THINK COVID-19 TOOLKIT: MITIGATE EMOTIONAL LENS (DRAFT ONLY)
  • 45. COVID-19: COMMUNICATIONS IN UNCERTAIN TIMES APRIL 2020
  • 46. COVID-19: COMMUNICATIONS IN UNCERTAIN TIMES APRIL 2020 TONE
  • 47. COVID-19: COMMUNICATIONS IN UNCERTAIN TIMES APRIL 2020 01 Helpful, not excited. Calm, but optimistic. Human. All in this together. Taking it day by day. Supportive. TONE LOCKDOWN
  • 48. COVID-19: COMMUNICATIONS IN UNCERTAIN TIMES APRIL 2020 TONE LOCKDOWN01 02 LOCALLY RESTRICTED Grateful, looking toward future. Cautiously optimistic, but still not eager. All in this together. Reflective. Supportive. Helpful, not excited. Calm, but optimistic. Human. All in this together. Taking it day by day. Supportive.
  • 49. COVID-19: COMMUNICATIONS IN UNCERTAIN TIMES APRIL 2020 Example
  • 50. COVID-19: COMMUNICATIONS IN UNCERTAIN TIMES APRIL 2020 REMEMBER THE BASICS. SOCIAL MEDIA IS ABOUT COMMUNITY. If you’re not running paid, you’re probably depending a lot on organic social. That means switching mindset from “pushing” messages to facilitating conversation.
  • 51. COVID-19: COMMUNICATIONS IN UNCERTAIN TIMES APRIL 2020 INITIATIVES & CONTENT FOR LOCALS
  • 52. COVID-19: COMMUNICATIONS IN UNCERTAIN TIMES APRIL 2020 01 Be transparent and direct about news. Encourage supporting local business through available options like takeout and delivery. Lean on your locals to share content that can drive local pride, or provide perspectives to share with potential visitors. Activate locals in a way that they can support you in the future. Champion those doing good. INITIATIVES & CONTENT FOR LOCALS LOCKDOWN
  • 53. COVID-19: COMMUNICATIONS IN UNCERTAIN TIMES APRIL 2020 INITIATIVES & CONTENT FOR LOCALS LOCKDOWN01 02 LOCALLY RESTRICTED Be transparent about news, informative about how to keep communities safe while travelling. Encourage locals to support the community through travelling locally when safe: day trips and weekend trips, depending on the size of destination and the state of the pandemic. Rally local pride: residents supporting residents. Still use locals as a way to explore place on outsiders’ behalf. Champion those doing good. Be transparent and direct about news. Encourage supporting local business through available options like takeout and delivery. Lean on your locals to share content that can drive local pride, or provide perspectives to share with potential visitors. Activate locals in a way that they can support you in the future. Champion those doing good.
  • 54. COVID-19: COMMUNICATIONS IN UNCERTAIN TIMES APRIL 2020
  • 55. COVID-19: COMMUNICATIONS IN UNCERTAIN TIMES APRIL 2020
  • 56. COVID-19: COMMUNICATIONS IN UNCERTAIN TIMES APRIL 2020 HOW CAN YOUR MESSAGES HELP LOCALS & BUSINESSES NOW?
  • 57. COVID-19: COMMUNICATIONS IN UNCERTAIN TIMES APRIL 2020 INITIATIVES & CONTENT FOR ADVOCATES
  • 58. COVID-19: COMMUNICATIONS IN UNCERTAIN TIMES APRIL 2020 01 Be transparent and direct with news and travel updates. Encourage them to share memories of past travel. Deep dives into storytelling as a distraction from the news. Encourage support of small biz from afar. INITIATIVES & CONTENT FOR ADVOCATES LOCKDOWN
  • 59. COVID-19: COMMUNICATIONS IN UNCERTAIN TIMES APRIL 2020 INITIATIVES & CONTENT FOR ADVOCATES LOCKDOWN01 02 LOCALLY RESTRICTED Be transparent and direct with news and travel updates. Encourage them to share memories of past travel. Deep dives into storytelling as a distraction from the news. Encourage support of small biz from afar. Transparent, informative about news and travel updates. Dive deeper into their stories and recommendations of past travels. Encourage support of local biz from afar- especially as more might be open.
  • 60. COVID-19: COMMUNICATIONS IN UNCERTAIN TIMES APRIL 2020
  • 61. COVID-19: COMMUNICATIONS IN UNCERTAIN TIMES APRIL 2020
  • 62. COVID-19: COMMUNICATIONS IN UNCERTAIN TIMES APRIL 2020 INITIATIVES & CONTENT FOR FIRST-TIME VISITORS
  • 63. COVID-19: COMMUNICATIONS IN UNCERTAIN TIMES APRIL 2020 REMEMBER THE CHECKLIST. ESPECIALLY HERE. Visitor at the core - everything you make is for them, not you.
  • 64. COVID-19: COMMUNICATIONS IN UNCERTAIN TIMES APRIL 2020
  • 65. COVID-19: COMMUNICATIONS IN UNCERTAIN TIMES APRIL 2020 INITIATIVES & CONTENT FOR FIRST-TIME VISITORS LOCKDOWN01 Be transparent and direct with news and travel updates. Provide breaks from the news with live looks from your destination. Educate travellers with “virtual visits” that are available (museums, wildlife, or live streams). Share positive stories from your destination. “Travel later” messages are ok, but be cautious they aren’t risking being repetitive or insensitive.
  • 66. COVID-19: COMMUNICATIONS IN UNCERTAIN TIMES APRIL 2020 01 02 Be transparent and direct with news and travel updates. Still don’t actively encourage travelling to the area. A gentle hint toward travel planning or forward-thinking about where and how to travel is ok Glimpses/ live looks with more of a future-focused view. Deeper dives into education about your place. Educate on how to be a better traveller in a more grateful world. Be transparent and direct with news and travel updates. Provide breaks from the news with live looks from your destination. Educate travellers with “virtual visits” that are available (museums, wildlife, or live streams). Share positive stories from your destination. “Travel later” messages are ok, but be cautious they aren’t risking being repetitive or insensitive. INITIATIVES & CONTENT FOR FIRST-TIME VISITORS LOCKDOWN LOCALLY RESTRICTED
  • 67. COVID-19: COMMUNICATIONS IN UNCERTAIN TIMES APRIL 2020
  • 68. COVID-19: COMMUNICATIONS IN UNCERTAIN TIMES APRIL 2020
  • 69. COVID-19: COMMUNICATIONS IN UNCERTAIN TIMES APRIL 2020 CONTENT OF VALUE: School lessons, art lessons, photography, recipes (etc)
  • 70. COVID-19: COMMUNICATIONS IN UNCERTAIN TIMES APRIL 2020
  • 71. COVID-19: COMMUNICATIONS IN UNCERTAIN TIMES APRIL 2020 HEADING INTO RESTART
  • 72. COVID-19: COMMUNICATIONS IN UNCERTAIN TIMES APRIL 2020 Which sort of traveller will you want to attract back? Write content that inspires the ideal visitor, not the random. ASK YOURSELF
  • 73. COVID-19: COMMUNICATIONS IN UNCERTAIN TIMES APRIL 2020 What would you like the world to know about your home if they had never heard of it before? ASK YOURSELF
  • 74. COVID-19: COMMUNICATIONS IN UNCERTAIN TIMES APRIL 2020 Use this opportunity to get beneath the surface of the destination and showcase who you really are, and why you stand out from other places.
  • 75. COVID-19: COMMUNICATIONS IN UNCERTAIN TIMES APRIL 2020 WE HAVE TO WORK DIFFERENT
  • 76. COVID-19: COMMUNICATIONS IN UNCERTAIN TIMES APRIL 2020 WORK DIFFERENT Budgets are slashed or non-existent. Rethink your mix.
  • 77. COVID-19: COMMUNICATIONS IN UNCERTAIN TIMES APRIL 2020 OWNED PAID EARNED WORK DIFFERENT RETHINK YOUR MIX
  • 78. COVID-19: COMMUNICATIONS IN UNCERTAIN TIMES APRIL 2020 WORK DIFFERENT RETHINK YOUR MIX: BEFORE PAID OWNED EARNED
  • 79. COVID-19: COMMUNICATIONS IN UNCERTAIN TIMES APRIL 2020 WORK DIFFERENT RETHINK YOUR MIX: RIGHT NOW OWNED EARNED PAID
  • 80. COVID-19: COMMUNICATIONS IN UNCERTAIN TIMES APRIL 2020 WORK DIFFERENT People want to help. Let them. Ask your agency to work differently with you. Test and learn, but always remember the checklist. Don’t feel obligated. If you are not sure, less is more.
  • 81. COVID-19: COMMUNICATIONS IN UNCERTAIN TIMES APRIL 2020 BUT DON’T ABANDON THE FUNDAMENTALS Ideas will always stand out from the crowd no matter the budget. Figure out a way that many small actions can amplify a singular high level message. Don’t follow the herd.
  • 82. COVID-19: COMMUNICATIONS IN UNCERTAIN TIMES APRIL 2020 JOIN THE COVID-19 NETWORK SUPPORT INITIATIVE ● ● ● ● ●
  • 83. COVID-19: COMMUNICATIONS IN UNCERTAIN TIMES APRIL 2020 LIVE QUESTIONS
  • 84. COVID-19: COMMUNICATIONS IN UNCERTAIN TIMES APRIL 2020 LET’S STAY IN THIS TOGETHER
  • 85. COVID-19: COMMUNICATIONS IN UNCERTAIN TIMES APRIL 2020 COVID-19 VIRTUAL FORUM COMMUNICATIONS IN UNCERTAIN TIMES