DAE&Co COVID-19 Signage

The Dangers of Playing it Safe

Aug 4, 2020 | DAE & Company, Marketing

There’s one symptom related to COVID-19 that no doctor has addressed: paralysis. Not the kind of paralysis you might imagine, but rather the kind that often runs rampant in the world of marketing when we’re hit by change, chaos and uncertainty. Such has been the script for 2020.

Uncertainty was working overtime this spring as one business after another went dark and streets grew silent. It was a good time to go with messaging that was gray, beige and largely unnoticed. Or was it?

In the travel and hospitality industry, there’s a pervasive sense that the only route to take is the one most traveled, the one where messages and signs and ads look more in line with the kinds of safe,  uninspiring templates you’d expect from government entities, accompanied by staid headlines that work tirelessly to try and say it all without saying a thing. The end result is a flurry of messages that are easy to ignore, which may well have been the intent. After all, this is another C-word that was best not addressed.

That wasn’t the case with two DAE clients that used the downtime to plan for the day when the lockdown would lift. Working together with these clients, we went where few others would go – to a place where our media would stand out, stop consumers in their tracks, and possibly even leave them with a much-needed reason to smile. All while being respectful to the feelings at hand that surround this crisis.

LTRH COVID Signage

“We had an opportunity to buy COVID-19 signs from a government website but chose to create signs that complement our brand and that have messages that are friendly, eye-catching and effective,” said Bill Cottrill, General Manager, Lake Tahoe Resort Hotel. “We were thrilled with what DAE&Co came up with. Our guests stop and read them and actually smile. The beauty of having an agency you’ve worked with for over 20 years is that they get to know you so well and they know the significance of something as simple as a sign.” 

AMGH COVID Signage

Kim Painter, GM of Anaheim Majestic Garden Hotel, added, “We’ve been closed since Disneyland Resort closed. It’s been a tough time, but as we were looking forward to opening our doors and welcoming guests back, we wanted to be sure they felt the magic the moment they stepped in our doors. The whimsical and clever signage will help set the tone for a family friendly stay with a touch of magic. It is always fun to see our brand come to life.” 

It was the best of times to be different, smart, and even a little brave. It was – as all marketing should be – a good time to advance the brand, an approach far more effective than giving in to fear and paralysis.

 

More posts in this category

30 Content Ideas for Your Business

As a trusted and effective creative marketing agency, DAE & Company knows a thing or two about the importance of having the right content. From planning to creating to repurposing, every part of the process has the potential to help increase brand awareness and...

read more

July Back to School Marketing Trends and Tips for Businesses

It’s that time of year when the sun is shining brightly, pool days are a weekly occurrence and vacation itineraries are in full swing. You would think that in the midst of all this summer fun, that school would be the last thing on peoples’ minds but you would be...

read more

The Impact Of Social Media And PR For Healthcare Businesses

In today’s digital age, social media platforms are an integral part of our lives when it comes to communicating, gathering information, and making decisions. In fact, there is much more to social media than the ‘social’ aspect.  DAE & Co. has witnessed the power...

read more

5 Digital Marketing Services FAQS

Although digital marketing is not new, keeping up with the latest trends and best practices can feel like an overwhelming, full-time job. Trying to ‘figure it out as you go’ is not for the faint of heart or budget savvy individuals. There’s a reason why large...

read more

How to Quickly Improve Your Website Copy & Get Better Results

Imagine this: You've put together an incredible marketing campaign that's driving traffic to your website. Your audience is hooked by your messaging on social media or your latest commercial. But as soon as they arrive on your website, excitement dwindles.  They're...

read more

Marketing Tips for Solopreneurs on a Tight Budget

Most entrepreneurs we meet have an unrivaled passion for their businesses, products, and services. They have incredible stories about why they started their business, how their work makes a difference, and know better than anyone why their goods or services are the...

read more