Marketing Briefing: Marketers message around slowly returning to normalcy this summer after ‘the collective experiences we’ve lost’

Digiday 04 May 2021 04:01
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May 4, 2021 by Kristina Monllos

When it comes to marketing messages for summer 2021, brands are leaning into the missed experiences of the last year and a half. Think BBQs, birthday parties, family reunions, travel — the experiences and normalcy that people have been yearning for since the onset of the pandemic will be front-and-center in marketing messages set for this summer in the United States.

Doing so comes as vaccination rates rise across the U.S. and regions roll back Covid-19 restrictions. With more people vaccinated and getting ready to gather again, marketers are aiming to capture the attention of those audiences to inspire domestic travel, returning to restaurants and assisting with those missed experiences, according to marketers and agency execs.

“You’re going to see communication that is about reclaiming things,” said Ruth Bernstein, CEO, Yard NYC. “That lost trip, that anniversary experience that was delayed. I expect the cruise industry to lean more into this — especially with their older consumer base.” 

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Ruth BernsteinYard NYCDan SanbornWheelhouse LabsMaggie Cadigan
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