It seems like a crazy thing to do. The business is severely impacted by a pandemic, sales are falling and revenue is incredibly hard to come by. Logic would say – cut costs and double down on advertising to drive what little traffic is out there into the shop front. But, Pan Pacific Hotels Group took a different approach – they said let’s build our capabilities when the market is at its weakest, so when the economy picks back up we’re in the right place to capitalise on being data-driven and therefore relevant to a new set of post-pandemic audiences. Hear how they managed to weather the storm, build the foundations and look forward to leveraging those capabilities as we emerge from the virus across 2021.