How to pivot in-person activations to virtual

PR agency coded{pr} had to adjust its strategy when the festival season fell apart because of the COVID-19 crisis. Here’s how they were able to respond and find virtual outlets.

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Festival season won’t be happening this year due to the coronavirus and social distancing efforts.

That’s good for public health but a real blow for brands and PR agencies that rely on these events for activations for their campaigns. So, how can these messages move online and still deliver for the brands and communicators that are counting on them?

Jase Lucas, coded{pr}’s showroom manager, shares this case study:


“Festival Season is a huge moment for many agencies and brands. Each spring, we ramp up our showroom with a special initiative in the weeks leading up to Coachella through Stagecoach.

“In addition to our existing clients, we engage with brands solely for this activation on a project basis. At the beginning of this year, we were already working with various brands to ship us an increased number of products for our gifting and styling suite, while also planning for our own ramp up with marketing materials, décor and added team members.

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