Marketing trends for January 7, 2022



In-person events: Too bad for 2022 being the year when the marketing events business is back to normal. CES struggled this week, but was plagued by last-minute cancellations and a truncated schedule due to the increase in the number of COVID cases. Other events that took a hit included the Electronic Entertainment Expo (E3) – the video game industry’s largest trade show – which announced this week that it was ending plans for its rally in no one this summer. All eyes are now on the National Retail Federation’s big show, which will continue in person as scheduled from January 16-18.

The CES woes didn’t stop US Travel Association President and CEO Roger Dow from putting a positive spin on the event. “By hosting an influential live event that securely brings together thousands of global professionals from all walks of life in technology, business and politics, CES is nothing less than a model for how business events can and should. take place in 2022. We sincerely hope that other business event planners will follow their example this year, ”he said.

The praise might be a bit premature, given the usual lag in positive COVID test results after large gatherings.

Read more: How brands and agencies are dealing with the COVID resurgence – a regularly updated list

Golden globes: What was once one of Hollywood’s funniest parties – and a major marketing opportunity for brands – is no longer so at all. As the Hollywood Reporter reports, the Globes, which take place on Sunday, will not have TV coverage, or even a live broadcast, and “will not feature red carpets, celebrity guests, celebrity insiders. industry or the typical hoopla and bustling afterparty scene inside the Beverly Hilton Hotel that has defined the Golden Globes for years. The show came under fire following an investigation by the Los Angeles Times which found that the organization behind the event suffered from a lack of diversity and ethical concerns.

Cruise lines: Success continues to flow for the cruise industry. As the omicron variant continued its wave across the country, nearly 100 cruise ships reported confirmed or suspected COVID-19 on board, according to an Insider report. As the Centers for Disease Control and Prevention investigate, many lines are canceling trips in a frenzy reminiscent of early 2020. Traders reporting positive cases include Norwegian, Disney, Carnival and Princess.

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