The coronation of the new King marks both a conclusion and a beginning. It is an opportunity to celebrate, reflect on the past but also look forward to our next chapter.

National events can be great opportunities to market your business, but also carry risks that you should consider.

In this article, we’ll explore how marketers can responsibly and empathically market brands during Coronation Weekend using real-life examples to illustrate that thoughtful strategies are important.

1. Understand the significance of the event

The first step to marketing your brand during Coronation Weekend is to appreciate the cultural, historical, and emotional importance of the occasion. Ensure your marketing efforts are respectful and considerate of the event’s significance.

Exploiting or trivialising the event could lead to negative backlash and damage your brand’s reputation.

Example: Luton Airport’s Royal Baby Tweet (2015) faced criticism for perpetuating gender stereotypes during the celebration of Princess Charlotte’s birth. The airport later apologised and removed the tweet.

2. Align your message with the event

Before launching a marketing campaign around the coronation, assess if your brand’s message and values align with it. If there is a genuine connection—and you can communicate this tastefully and relevantly—create marketing materials that showcase this link.

Avoid forced or inauthentic messaging, as it can diminish trust and credibility with your audience.

Example: Kenneth Cole’s Cairo Tweet (2011) was criticized for being disrespectful and inappropriate when attempting to tie the brand to a serious political crisis.

3. Engage your audience with timely promotions and user-generated content

Offering special deals or promotions tied to the event can drive sales and customer engagement. Encourage users to share content related to the coronation and your brand, increasing engagement and providing valuable social proof. Be cautious about not going overboard with promotions and maintain a balance between self-promotion and genuine celebration.

Example: Walkers’ #WalkersWave Campaign (2017) backfired when internet trolls uploaded inappropriate images, resulting in negative publicity for the brand. Walkers apologised and removed the content.

4. Collaborate and form partnerships

Partner with other brands, influencers, or media outlets to enhance your marketing efforts during the event. Collaborations can expand your reach and create more significant marketing impact. However, ensure that your partners align with your brand’s values and respect the event’s importance.

Example: Budweiser’s FIFA World Cup Campaign (2014) faced backlash for promoting excessive alcohol consumption, leading the brand to alter the campaign to focus on responsible drinking.

5. Beware of potential pitfalls

As discussed earlier, several potential pitfalls could harm your brand during the Coronation Weekend. Insensitivity, over-commercialisation, irrelevance, inauthenticity, poor timing, and legal or ethical issues are some of the challenges you need to navigate. To mitigate these risks, approach your marketing strategy with care, monitor the public’s reaction, and be prepared to make swift adjustments if necessary.

Example: American Apparel’s Hurricane Sandy Sale (2012) was criticised for attempting to capitalise on a disaster, showing insensitivity to the affected areas.

6. Consider alternative marketing strategies

If your brand does not have a clear connection with the coronation or if you’re concerned about potential pitfalls, it might be wise to explore alternative marketing strategies. You can still engage your audience with timely, relevant content that doesn’t directly involve the event. This way, you can maintain brand visibility and avoid potential controversy.

Marketing your brand during Coronation Weekend can be a delicate balancing act. The key to success lies in understanding the event’s significance.