UK in-person events to return in 2021

New Ideas in MarketingEssential news for marketers, summarised by YouGov
February 23, 2021, 5:29 PM UTC

The British government announced uplifting of social contact restrictions, making in-person experiences viable in 2021. 

With Boris Johnson announcing a four-step plan to ease lockdown restrictions by 21 June this year, brands have been showing interest in developing in-person events for 2021. According to a recent Campaign poll of leading experience agencies, in-person events could be back later in 2021.

Because of this announcement, 59% of respondents said they now have a clear picture of the coming 12 months. Around 35% of agencies also said they moved away from working on brand experiences and experiential during the pandemic but now expect a return to the grind. 

According to the government plan, retail, outdoor hospitality, pilots, and outdoor attractions like drive-in cinemas will open by 12 April. Indoor entertainment and attractions, along with large events, can open from 17 May. 

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