But hearing it while many bars and restaurants have been forced to close meant it came off as tone-deaf.
Not just to its would-be customers, but also to staff and other operators in the hard-hit hospitality industry.
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Butsetting aside the SaaS exceptionsfor a moment, those more mainstream industries need to do better.
Even the mighty Google withdrew its annual April Fools Day pranks amid concerns it would be perceived as insensitive.
Might it be best to say nothing at all?
But keeping quiet could create even worse risks than putting a foot wrong.
It may be gradual, taking place over months.
A far more pragmatic approach is to work out how to keep messaging going, but sensitively and thoughtfully.
Audiences areglued to their devices and ready to engage.
Here are a few practical tips.
If youre in the travel or hospitality sector, this may mean pulling everything to start again.
4/ Stop acting as business is usual.
Throw out the usual business prop.
There is going to be a new normal, if we are not already there.
Also, verify your messages are aligned across different channels.
For example, the EasyJet website is currently promoting cheap flights for 2021.
If youre going to communicate, double-check its relevant, and use the opportunity to differentiate.
Put helpful information at the top of the email where most people are likely to read it.
Which piece of information will people likely care about more?
But only if youre actually doing something cool.
Estee Lauder is one of many companiesusing its manufacturing facilitiesto make hand sanitizer.
Now theres no excuse for not washing your hands even at a train station.
These are all meaningful acts that consumers are likely to remember once the crisis abates.
At all costs, avoid profiteering
This is an absolute no-no.
For example, Zoom is offering free services that will increase new signups without coming off as exploitative.
Story byBen Jacobson
Ben Jacobson is a marketing strategy consultant based in Israel.
His specialties include social media and branded content for the B2B sector.
Ben can be reached via Twitter@osbennn.
