Returning to normalcy after ‘the collective experiences we’ve lost’

"Direct mentions to the pandemic will reduce significantly, the overall mood tends to be more positive and campaigns will leverage the power of human connection,” noted RAPP US’ Chief Creative Officer, Moa Netto. 

That’s not to say messaging related to the pandemic will subside entirely. Marketers and agency execs say mentions of cleanliness and sanitizing spaces as well as maintaining distance and staying safe are table stakes and that language will continue in messaging.

“Overall, despite the increase in marketing activity, messaging is still very conscious of the anxiety caused by the pandemic,” said Deepthi Prakash, global director of product and marketing, TBWA\Worldwide. “We’re seeing a focus on cities encouraging travel by publicizing that they will require vaccine passports and offering up bike tours or outdoor experiences. Hotels and airlines are continuing to message touchless experiences and sanitizing routines as well.”

Check out the full article with Digiday.