Spring & Summer PR & Marketing - Tools, Analysis, Ideas & News

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SPRING NEWSLETTER

We’re using creativity to remain optimistic, overcome problems & drive commerce during COVID-19.

From brand reminder campaigns to building revenue streams through new virtual economics We have run multiple creative campaigns during this time including an isolation ‘care package’ in partnership with Budvar & the launch of a new national TV series.

Our Spring Newsletter Includes: + Campaign recommendations & what we liked + COVID-19 recovery plans + Links for online development + Content PR and marketing ideas that you can implement

If you are interested in more information on how we can help your business maintain and elevate, please contact info@alexandramarr.com today.

AM+A Marketing & Media Relations

www.welcometoama.com

CAMPAIGN RECOMMENDATIONS Are revenue streams low? Do you need to adapt fast? Have you created your COVID-19 exit strategy? Based on our agency COVID-19 modelling, AM+A can provide integrated plans along with PR and marketing activities.

Merging Content - Improving Owned Content - Campaign Building

Brand Reminder Campaigns

• Improving existing content systems with post production

• Marketing messages creating desirable reasons to stay connected and follow

• Animation, digital and post production

• Reminding consumers you’re active

• Campaigns that educate and benefit the current situation (‘giving back’)

Diversify Online Platforms & Increase Web Traffic • Creative campaigns, media orientated content connected to online conversation

Implementing New Revenue Streams • The internet economy presents opportunities to develop products that can become virtual

• Creating marketable, saleable stories around your product offering

• AM+A have knowledge and a network to develop websites to build online commerce through your traditional offer

Communications Strategies

COVID-19 Exit Strategies

• Strategy focuses and product offerings are likely to change as the climate shifts • Develop your products to be desirable and fitting to consumer demand

• Consideration of third party supply

• Develop sales and product reminders • Appropriate community messaging and environmental policy changes

www.welcometoama.com

COVID-19 COMMS: THREE STAGE FOCUS & GUIDANCE PLAN Strategy 1: Three-stage recovery plan PLAN > IMPLEMENT > RECOVER 1. Plan: Know what government support is available to you and plan new revenue streams to keep your business functioning.

2. Implement: Make alterations to your business model to cater for the stay-at-home economy / make updates to your website & owned channels.

3. Recover: Work with other local tourism businesses and engage with regional / national tourism bodies to maximise future marketing, sales and promotional opportunities.

Strategy 2: Three-stage recovery plan EDUCATE > INSPIRE > ENCOURAGE 1. Educate: Compile assets and branded content shift your comms strategy to information and education. Maintain brand presence and remind audiences of your unique selling points.

2. Inspire: Inspire engagement with your brand and encourage consumers to spend money - themed online campaigns i.e. courses, competitions and live streams.

3. Encourage: Implement campaigns with clear calls to action to drive bookings and web traffic.

AM+A RECENT WORK CASE STUDY: CzechTourism #CheersFromCzech Social Media Campaign With travel not possible, we had to get creative with our destination marketing. We launched a collaborative campaign with Budweiser Budvar, a Czech beer brand to offer travellers who have had their trips ot the Czech Republic cancelled an isolation ‘care package’ containing free beer.

We also compiled assets and created ‘virtual itineraries’ for consumers to enjoy on CzechTourism social media channels, created a sharable hashtag, encouraged user generated content with a competition, connected with influencers to drive engagement and generated national coverage through media pitching.

www.welcometoama.com

USEFUL INFORMATION & LINKS FOR ONLINE DEVELOPMENT

Social Media Sales • Facebook Marketplace is a convenient destination for people to discover, buy and sell items - https://www.facebook.com/ marketplace/ • Instagram sales - look at promoting your services, products and ideas

Virtual Webinars, Online Training and Workshops • Create your own education platform - think cooking master classes, art classes or ‘how to...’ classes provide personal direction •

Share/ teach your skills and talents online

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Virtual tutoring - tell people how you gained success in tourism - https://www. mindbodyonline.com/en-gb/

Online Shops - Shopify • Work with your neighbours to make and market • Shopify allows you to duplicate your content on other social media platforms • Set up online payment systems in as little as one hour WordPress Websites • Woo Commerce, a highly customisable eCommerce option - https:// woocommerce.com

Don’t Just Blog - spread you message across multiple channels • Share your content across multiple channels such as Reddit.com through an automated sharing tool (HootSuite etc)

Collecting Films - create a film library Create virtual tours through the owned / found content on the internet (usage rights depending). Look to use resources such as PeoplePerHour.com (freelance hire) for post production video services

Virtual Itineraries - create experiences about your business & neighbours • Work with your neighbours to create online experiences i.e. virtual cooking shops, yoga classes etc. Look at online platform options from YouTube to Facebook Live

Hospitality in a Downturn, an Emergency Toolkit • https://thegrowthworks.com/2020/03/18/ hospitality-in-a-downturn/ Preparing your Marketing Plans for the Coronavirus Downturn • https://www.thedrum.com/ opinion/2020/03/18/preparing-yourmarketing-plans-the-coronavirus-downturn

Automation on MailChimp • Follow-up tools, pop-up newsletters on website and direct sales

www.welcometoama.com

CREATIVE SOLUTIONS: CAMPAIGNS WE LIKED Helsinki Tourism ‍- www.myhelsinki.fi/en/see-and-do‍ •

Many travellers are currently stuck at home after having to postpone their holidays, however Helsinki Tourism have crafted an online experience to help dampen the disappointment

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Website page launch listing digital experiences and live broadcasts from the destination, including: Virtual tour of Helsinki city centre, live concerts from the Helsinki Philharmonic Orchestra and live streamed gigs, virtual meeting place organised

by Annantalo Culture Centre

Signature Brew, London ‍- www.signaturebrew.co.uk/products •

Signature Brew in Walthamstow, East London has launched their make-shift ‘Pub in a Box’ package containing beers, traditional pub snacks and a pub quiz

•

Care package fulfills every Brits’ essential weekend plans whilst encouraging the public to practice social distancing and spend Friday night at home ‍

‍Discover Los Angeles ‍- www.discoverlosangeles.com/things-to-do •

Many travellers are currently stuck at home after having to postpone their holidays, however Helsinki Tourism have crafted an online experience to help dampen the disappointment

•

Website page launch listing digital experiences and live broadcasts from the destination, including: Virtual tour of Helsinki city centre, live concerts from the Helsinki Philharmonic Orchestra and live streamed gigs, virtual meeting place organised by Annantalo Culture Centre

Visit London ‍- www.visitlondon.com/virtually-london •

England’s capital invites travellers and locals to enjoy the vibrant cultural hub’s galleries, theatres and historic institutions that date back hundreds of years

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Highlights include ballet live streams from the Royal Opera House, Borough Market’s live cooking classes and virtual tours of iconic sights including the Houses of Parliament and Buckingham Palace

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Encouraging online experiences that audiences can share on social media platforms keeps cultural institutions present in the public mind whilst they are unable to operate as usual

www.welcometoama.com

OTHER CONTENT MARKETING & PR IDEAS • Positive news stories - highlight community spirit eg. Italians singing from their balconies, local initiatives to support vulnerable individuals in the community (food shoppings etc), re-birth of the penpal

• Create a YouTube library - content generated through previous campaigns or events, entertainment whilst self-isolating that can be shared across owned channels

• Emphasise online shops and vouchers that can be redeemed in future

• Wanderlust whilst at home e.g. promote books inspired by travel destinations, TV series and movies filmed at destinations

• Use free time to research - unusual and alternative travel destinations, eg. plan your post-corona holiday whilst avoiding crowd, late summer travel ideas

• Manage your mental health e.g. focus on travel stories as escapism to alleviate anxiety

• Newsletters - updating on situations, insights into latest travel advice

• Community and social responsibility what is your business doing to support the local community during this time?

www.welcometoama.com

AM+A Marketing & Media Relations

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www.welcometoama.com