DMO COVID-19 Response Plans

GOUSA, San Francisco, San Diego California, NYC&Co and Santa Monica
56K
Views on First Social Messaging Go
40K
Views on Second Social Messaging Go
Challenge

When the Covid-19 outbreak began in China in February 2020, the United States government enacted strict entry regulations to prevent the pandemic from spreading. This put the country’s official DMO in an awkward position, as it needed to maintain its relationship with Chinese tourists without openly inviting them into the country.

Strategy

Developed social media messaging for serval DMOs empathizing with those affected by COVID-19, showing gratitude for those fighting the virus on the frontlines, and offering health tips to travelers. The first phase of messaging was a Weibo post that welcomed all Chinese travelers to the U.S. once the outbreak has resolved. The second phase of messaging was a Weibo and WeChat post that provided Chinese travelers with information on U.S. entry regulations.

Affiliated Agency
Public Relations
Awards
TheDrumAwards