Events and destinations: a post-COVID tonic to Social Isolation

The COVID pandemic has brought wholesale changes to the way we live and work. In the coming months, we’ll see a gradual lifting of safety restrictions. As businesses and public spaces begin to reopen, it’s difficult to predict how people will respond.

When will people again feel comfortable attending attractions, destinations and events? Confidence will rise once a vaccine is readily available but in the short term, some types of attractions might have an easier time than others in re-engaging the public.

Outdoor events and destinations have a strong opportunity to welcome visits from the public. After months of hunkering at home, outdoor activities will be high on the list of priorities for many. Lingering uncertainty about foreign travel means that Canadians will likely seek out local getaway destinations.

Now is the time for Canadian tourism associations to prepare tactics and messaging to communicate the value and ease of an outdoor or rural experience. Successful marketing initiatives will achieve a combination of these strategies:

  • Address practical safety concerns about social distancing;
  • Communicate the experience in a way that instills public confidence;
  • Convey the emotional reward of spending time outdoors with your family: an antidote to our current COVID reality of isolating at home.

Marketers will need to understand the emotional state of the public and directly address their concerns. Clear and factual information should be communicated: cleaning protocols for public washrooms, for example.

Messaging can instill confidence in a non-overt way. Marketing visuals and copy that portray the experience as an escape to Ontario’s wide-open spaces will help to dispel social distancing concerns.

Destinations can entice visitors with the range of available activities including hiking and swimming – and focus on the personal rewards that these experiences provide.

Ultimately, in order to compel consumers, the reward of the experience must outweigh the perceived risk that the public are sure to feel.

Share this Post:

Instagram Feed

  • How will the public respond once events and live entertainment
  • Excited to be a judge for this years CMA Virtual
  • How will events and attractions transition into a new normal
  • When will people feel comfortable attending attractions destinations and events
  • In recent years meat alternatives have been a growing market
  • How can events and attractions give attendees opportunities to talk
  • Thirty years ago today our fearless leader Andrew Arntfield started
  • Now that Google is giving users more control over their
  • Our sweaters will have to wait! Its the first day
  • Finding your brands audience is key! Talk to us about
  • Greatness walks among us Were not loud but were mighty
  • Weve been busy bending over backwards to develop Gymnastics Ontarios