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In-person events to return in 2021 after PM gives industry confidence boost

Campaign 23 Feb 2021 10:27

Following Boris Johnson's announcement of the government's plan for lifting restrictions on social contact, the UK's top brand experience agencies are in agreement: in-person experiences are viable in 2021.

A four-step plan was unveiled by the Prime Minister yesterday detailing a roadmap back to a more normal way of life. The easing of lockdown restrictions will happen in stages, with the final restrictions on social contact potentially set to be lifted on 21 June. In most cases, stages of reopening have been scheduled for "no earlier than" a given date, allowing them to be pushed back if the situation requires it.

Campaign polled 24 of the leading experience agencies and, of the 17 that responded, all agreed that in-person events could now take place this year. All but one reported that brands are showing interest in developing in-person events for 2021.

Thirty five per cent of the agencies, meanwhile, said they had moved away from work on brand experiences and experiential during the pandemic but now envisaged returning to the sector. 

Leading up to at least 21 June, rules on social contact will apply. From 21 June (provisionally) there will be no legal limits on social contacts, with nightclubs and larger events allowed to resume.

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