Strategic Brand Communication Through A Crisis: Exploring The Risks and Opportunities for Aquila Safari

Abstract

The COVID-19 pandemic has disrupted the tourism sector across the world. Crises are trying times for brands, and when confronted with a crisis, they have the responsibility to keep their consumers informed and carefully consider how to respond and communicate to facilitate post-COVID-19 crisis recovery. Once lockdowns and travel restrictions were eased and travel was allowed to resume, there was uncertainty amongst tourism brands on how to communicate to show both confidence and give vital information on health and safety to domestic and international travellers. This study examines Aquila Safari’s post-COVID-19 crisis brand identity and brand communication through the lens of Kapferer’s Brand Identity Prism and the Discourse of Renewal theory. Utilising semi-structured, in-depth interviews and thematic analysis, the research reveals that Aquila Safari’s brand identity remained consistent and easily recognizable, aligning closely with the Brand Identity Prism. Moreover, the brand's communication successfully incorporated the four subcomponents of the Discourse of Renewal theory: organisational learning, ethical communication, prospective vision, and sound organisational rhetoric. An interesting finding from the study highlights that while Aquila Safari excelled in ethical communication and maintaining a forward-looking perspective, there is room for improvement in leader-based communication and the development of a comprehensive crisis communication plan. These insights offer valuable guidance for enhancing brand resilience and ensuring effective communication strategies in future crises.