‘Swerve socially-distant Santa, focus on joy’ — PR pros on Christmas 2020

Campaign

New research suggests the public want to see a different approach from the usual seasonal extravaganzas from brands, with a greater focus on real stories and a move away from big-budget blockbusters.

PRWeek asked some creative comms experts to gaze into their crystal (snow)balls and predict some of the main trends in Christmas campaigns for the Covid-19 era:

Show that you matter – Mark Borkowski, founder and chief executive, Borkowski PR

“As we inch towards a new normal, we’re prioritising what we need over what we want. This is bad news for those reliant on a collective sense of hysterical consumerist abandon (ie: most brands, most Christmases). Top Christmas PR tips this year: 1) Show that you matter, and 2) Don’t rub it in for those who have struggled. Most brands will understand this basic premise but overegg the nog by adopting a sombre, worthy tone. Don’t expect the equivalent of John Lewis’ Edgar the dragon in a mask, or a social-distanced Sainsbury’s ‘plug boy’. The challenge for PRs out there is to reinvent Christmas as something other than cheesy, sentimental consumerism… but not many will be brave enough to aim that high.”

Read more at: https://www.campaignasia.com/article/swerve-socially-distant-santa-focus-on-joy-pr-pros-on-christmas-2020/463090