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Identity reports 80% of clients want to return to live in 2021

The managing director of Identity, which will deliver the G7 Summit from 11-13 June, has said his agency is working hard on audience acquisition strategies to help kick start client’s event programmes in 2021, while 80% of clients want to get back in to in-person events.

Read: what events can happen from 17 May?

In the wake of the prime minister’s confirmation that indoor events can resume for up to 1,000 people from 17 May, Michael Gietzen (pictured right) told Conference News that the announcement will inspire clients to commit to live events.

“We are already working with a number of clients to deliver live events during the second half of this year,” he said. “There was of course some initial hesitation around feasibility, but we have successfully combatted this by reassuring clients with having robust processes mapped out, including contingency plans.

“We are conscious that as live events begin to return, audience acquisition will be critical and that attendees will also require reassurances around health and safety.

“We are working closely with our clients to ensure that marketing and comms strategies are well executed to appease concerns and maximise attendance rates.”

80% of clients want to get back to live

Gietzen described the mood among clients as largely positive in the context of returning to live, in-person events.

“The vast majority of our clients are optimistic and enthusiastic to see the return of live events and have been for some time,” he said. “An industry-wide study undertaken by Identity towards the end of 2020 revealed that 80% of respondents were 'very keen to attend live events in person'. While we have been pioneers in the virtual and hybrid events space, delivering innovative and successful campaigns for clients including Unilever the Royal Navy and RAF, the return of live events is extremely welcome news - particularly for our clients that rely on physical interaction to thrive, such as sporting events and exhibitions.”

Gietzen added that clients are eager to get back to live delivery as soon as possible and that he was hopeful that the Government’s plans and the vaccine rollout continue to move ahead smoothly and successfully.