Why your brand’s marketing strategy should not take a break

By Rena Tsangari (PR & Events Manager @ Purpose Communications)

When we think of summer, what usually comes to mind is holidays, relaxation, and slower rhythms. For many brands, this translates to a natural pause in communication efforts, with the assumption that audiences are too distracted by the beach to care about campaigns. But the truth is different. Summer is far more than an off season; it offers a unique opportunity to build your brand’s presence in more authentic and human ways.

The reality is that attention doesn’t disappear during summer but it simply shifts. People remain active, but their habits change. They unwind, travel, spend time with family and friends, and embrace smaller everyday moments. Brands that accompany their audience through this seasonal mindset, with relevance, lightness, and authenticity, are the ones that stay top of mind even after the summer ends.

Summer is also an ideal time for storytelling. People are more open to authentic, effortless messages that align with how they feel during this period. Campaigns that tap into emotion, nature, and the carefree spirit of the season tend to create lasting impressions. For example, Airbnb’s summer campaigns often focus on real travel stories and personal recommendations rather than promotions, creating a sense of inspiration and belonging. Similarly, Coca-Cola’s classic summer ads celebrate simple joys of life, like sharing a cold drink after a long day at the beach, tapping into universal feelings of connection.

Moreover, the communication landscape is quieter. Many companies reduce their activity, creating a unique window where your brand’s voice can be heard more clearly. With the right strategy, a summer campaign can achieve standout results even with a smaller budget, simply because there’s less noise to compete with. For instance, a local café might launch a “summer mornings” mini campaign featuring short sunrise videos paired with motivational captions, driving community engagement without heavy production costs. Likewise, a wellness brand can post simple summer wellness tips for hydration, movement, rest, in order to remain relevant and useful in its audience’s daily lives.

However, this doesn’t necessarily mean you need to launch massive campaigns or disruptive ideas. Summer is perfect for micro-campaigns that focus on connection rather than conversion. Simple concepts that align with the summer mindset, like authentic storytelling posts, casual reels showing how your team enjoys summer moments, or beautifully shot short videos capturing seasonal colours and textures, can create a sense of closeness and community around your brand.

It’s also a great time to show the human side of your team. Sharing behind-the-scenes moments of how your people recharge, where they find inspiration, or what summer purpose looks like for you, builds authenticity and trust. For example, a creative agency might share photos of team members working outdoors or favourite summer reads that fuel their creativity. People connect with people, and this remains true regardless of season.

Finally, consider using summer for mini collaborations. Whether it’s partnering with an influencer for authentic, unpolished content that feels aligned with summer’s simplicity, or co-creating a giveaway with another brand that shares your values, these small-scale collaborations can strengthen your community and extend your reach in subtle yet powerful ways.

Summer reminds us that communication goes beyond intensity and loud calls-to-action. It also embraces pause, feeling, and authenticity. Brands that nurture their relationship with their audiences during calmer times are the ones that stand out when the world becomes loud again.

Ready to make your brand shine this summer?

At Purpose Communications, we help brands create meaningful connections, season after season!