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."