Why summer is the season to create connection
Summer offers unique opportunities to make your brand visible and build lasting relationships. The days are longer, the atmosphere is looser and people are more open to connecting. For brands and companies, this is the season to step outside, literally and figuratively. Think of brand activations in the sun, surprising relationship events or informal internal meetings that provide renewed energy in your team. The right setting creates space for encounters, experiences and brand reinforcement.
Why exactly the summer?
Summer is all about relaxation, experience and contact. Your target audience is outside more often, has more space in their calendar and is open to spontaneous encounters. Moreover, competition from other campaigns is lower: no busy Christmas periods, no overflowing diaries. A summer event therefore feels more exclusive and personal. The informal setting, combined with longer days and warmer temperatures, creates an atmosphere where people connect more easily with each other and with brands. That makes summer an ideal time to increase your visibility and deepen relationships in an authentic way.
Precisely because people are more open to interaction, summer is the season for activation. You not only create space for relaxation and appreciation, but also for brand experience and substantive connection. Whether it's a creative outdoor brand activation, a personal relationship event or an internal moment of connection: summer provides the perfect backdrop to powerfully communicate your story.
Activate your brand in the outdoors
Summer lends itself particularly well to creative brand activations. Outdoor locations not only offer freedom and visibility, but also create a different mindset among your target audience. Think of city parks, beaches, squares or roof terraces places where people relax, are open to new impressions and let themselves be surprised. It is precisely in such a context that your brand not only appears in images, but really comes to life.
Brand activations in the summer work because they capitalize on emotion and experience. Instead of sending, it's all about interaction and experience. You give people a moment to reflect on your brand, literally and figuratively. And if you manage to couple that with a positive atmosphere, that experience not only sticks, but it gets shared. Through conversations, through social media, or simply because someone remembers your brand at the right moment. That's how you build recognition, preference and long-term brand loyalty.
Consider, for example:
- A branded ice cream truck at a festival that provides both refreshment and visibility.
- A temporary pop-up experience in a city park where visitors are introduced to your newest service or product.
- A beach lounge where experience and hospitality come together. Perfect for lifestyle or food brands.
By linking physical experience with sunshine, atmosphere and surprise, you create memories that stick. And that is exactly what you want as a brand: to stand out, surprise and stick around. Even long after the summer.
Strengthen customer relationships with summer events
Summer relationship events feel like a gift. The informal setting; outside, in the sun, without the pressure of agendas or meeting rooms invites genuine encounters. It is precisely in this relaxed atmosphere that space is created for real conversations. Not from a commercial angle, but from attention and appreciation. And that is exactly what makes relationships stronger: the feeling that you are seen as a partner, not just as a client.
Relationship events in the summer offer an excellent opportunity to invest in trust and loyalty. You show that you make an effort, that you grant your relations something not because you have to, but because it suits your brand and way of working together. By creating a shared experience, you give substance to the relationship. And that sticks. Later, when business choices have to be made, you will be top of mind.
Consider, for example:
- A networking reception by the water where relations can talk to each other in a relaxed manner.
- A sunset wine tasting at a special location with storytelling around your brand.
- An active afternoon program such as boating, biking or golfing, concluded with a barbecue or dinner.
It is the combination of attention, hospitality and experience that makes such an event more than just a fun outing. It becomes an investment in long-term connection.
Don't forget your internal relationships
Summer is also the perfect time to pay attention to internal relationships. This season in particular offers a valuable time to take a break from the daily work structure. Getting away from the familiar office environment creates space for reflection, deeper connection and new energy within teams. It gives employees a chance to get to know each other in a different way, outside of hierarchies and tasks. The informal atmosphere of summer makes it easier to discuss obstacles, celebrate successes and look ahead together. This is important to maintain a strong team within your company and continue to grow.
For temabuilding, consider:
- A summer team outing with game elements and room for relaxation.
- A private mini-festival with music, food trucks and workshops around team values.
- A strategic outdoor heath day interspersed with creative or sporting activities.
By connecting internally as well, you invest in a strong corporate culture and increase job satisfaction. It contributes to trust, better cooperation and higher commitment when the team returns to work after the summer.
Enter something
A tangible keepsake completes a summer event. Think of a carefully chosen giveaway that suits the season as well as your brand story. This way, you not only create a lasting impression, but ensure that your brand remains top of mind even after the event is over. A smart and relevant giveaway extends the experience, strengthens the brand association and contributes to a positive memory of the event.
Some ideas:
- A personalized summer kit with summer essentials.
- Branded sunglasses or towel.
- Local delicacies or seasonal produce.
- Cocktail/mocktail ingredients with recipe.
By choosing the right giveaway, you extend the brand experience and show your appreciation. We are happy to help you choose a giveaway that fits your event, target audience and the story you want to tell.
Summer is not a pause button, it is an opportunity. An opportunity to harness the power of connection, literally bring your brand to life and build lasting relationships. By consciously choosing experience, hospitality and attention, you create moments that stick.
Whether it's a creative brand activation, a surprise relationship event or a connecting internal day, this is the season to make an impact.
Brainstorming together about your summer event? We are happy to think with you - from concept to creation.