Crisis Communication: When Paradise Faces Problems

Terrorism Impact and Recovery

The 2015-2016 attacks tested crisis communication:

Immediate Response - Safety information prioritization - Transparent communication - Avoiding destination abandonment - Supporting affected businesses

Recovery Campaigns - "Paris is always a good idea" resilience messaging - Resident testimonials showing normal life - Event continuation demonstrating confidence - Media familiarization trips

Lessons Learned - Pre-crisis preparation essential - Authentic voices over corporate speak - Local/domestic markets recover first - Consistent messaging across channels

COVID-19: Unprecedented Challenge

The pandemic demanded marketing reinvention:

Phase 1: Dreaming - Virtual experiences maintaining connection - Future booking incentives - Destination loyalty building - Content creation time

Phase 2: Domestic Focus - "Cet été, je visite la France" campaign - Regional discovery encouragement - Safety protocol communication - Flexibility guarantees

Phase 3: International Return - Market-by-market reopening - Health credentials integration - Small group experience emphasis - Outdoor activity highlighting

Digital marketing director reflection: "COVID taught us agility. Campaigns planned months ahead became worthless overnight. Now we plan in sprints, not marathons."