Marketing
February 2, 2021
The 92nd Academy Awards were held in February 2020. Image credit: Academy of Motion Picture Arts and Sciences
By Sarah Ramirez
Nearly a year after COVID-19 was declared a global pandemic, in-person events have not returned in earnest — continuing to pose challenges for luxury marketers who relied on these opportunities to engage with affluent consumers.
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m+GdiweHIAxaUIvXgCnodRgUVfSIIV5I+lAe6ERBkurZRgnnV0n2SVqASP3Fqot2fKdGo5+YBfGhhyrxXTa6\/DWhykaB8dRyAYUCyXvoPdekV0yVPyL8u+OySAySH7vR6GRAf\/Wpiks7Ud9+QrMmNKtpp6yfBNRb35Q7mnAK7Wz+uvBwgw4hXipnRKNVLblZJd1IuahPerSsRFzkDd173uRFarvXUeNl2bJbDDaEzgKP1EZw3sDTda+kspmCUuwkydVofLVY\/xIOFyXK9vtmSN6t58CLCqtbpF6xPzTka7EgaRgM3oKl4mF43cfy65QpnpxXqAFUHwebvYFXZkFX1XCGx5wUzhVQJ4XVQGMntcpUcnFdk4MwRIoQmpPA0l6j5nQoSSC2dEgHUpa62p0RkS5nH0rKI\/ALzDq\/5wdoAuQZB5pWWtZLWRDsYUntO7yuDTC13yPbzeH0C25NLbX2GY4eoOttQOQ6doZmb\/6CEIBZV5i6Cio\/ribkxjEWuj69i3zXeePvmabBhr8dd1DcaCgJGDNPYN+VTpE7hAMSAq0wwFR9lHXK2ZtTVe9KKxNfeAQxp6z13CPf77vbZnLtt6MUGc\/TKgfQEpXUe8EPpoCLksHHxTQ4fS4bfj7ZZOe3Hoo10e\/FK9yPWNHYifCDex6Lem97qVwDz\/V0i7CqD5HgGK6BWiwoKonp7G\/g8XXYmvofdAzrVML9lr294\/GArRosiV849578jACCLQ4bA51S0gyJStFYx2aY7IvaDwqwShdotXedcZ89ctwxXQaKboglGpPZZXlaOq9nGUqTff30l6jaWkUlbcPie0VyNq2jsgwXVaFVgI0mW59dBwLSmzJ9B8yLP1YC0PQjbm4l1B3G5hVBNOP0Tn49zGmHvK9JXrw4Q0JyXatYgdcnkGOnpxMH\/VH\/jm7fqpkuMoV7U+I8vdvcYBGudpd35pWyTnjevU5bqok0X+mqg4RkD394O07whahd37U7xjNkmQxpAoypU5Ld4H\/UBOB\/l1WZZnnDu3DVRyKVNY\/iAlp+0\/OIsNVqcat+x1twVWA7lPo03Dn1y5+bPdszBPmSTtLoXpkR1SCqFMz\/CBgQrmKBpuxcSvE+7aXR508UobMVhWVLP6Z9bca\/TK\/DkvWTslsMK1OYWFC70UPylBDMbnhQ2O5\/CvoITY1DtLfWoL7eY1PZyEsDzXJmrZrT3PMGr74ggw9uCoiHb63TmKKS2W6WHibF\/AhzFwjG\/5B0tmGRh1JN11K1EVJ0KS5dCmSsY2s8Ma\/g+WhQ000Kxv5CphRJdjVoB\/PXqp0YhfNLBF6\/IbXZtb7rmG8oRqh5W9soF6fMM5yix1LexRiVXUBU\/ngnYS\/RKbPgEEL5nQXbzaFkfn8nxPBm8LyLpym6BrQ3s6d+Z9ZSa8t3BY8\/4UHOJNhYh4tFavWnfPIvhKfnjZIyVf2y6OX\/E0CQwXUsjeUYt4vaZiXgNezFv6SarKnkzDnYfJ8klS+KGBPN5caXePDeIGgXZ0LrE6PzLSfE9mSBWVgcIiZ+HCO2UrCx7OJkjOCwev+GzLdu1oUY4DEDwvBUdFrtW0TPaZUWqUro4xT6tk1lo\/89HZMdcQuyehSHGmtv5fnYW384ITk1EmjxKx+Uuc8MfVFYu5zrWY2kwhOOjDBi6DKkj1Kpi0EAUVkebu2lcORJ1ho7fUsUeHQykF8B2bRBHmAbUehbgnErYoO+dBhQ6kkVIVywsZ\/tgLmZvrsfssHM6nYjX24xkrxiWvkg\/QF1O9ZP5vk8I5ctcDwQVgn0gk6r91ihMrPkw\/yo\/rDsD7gVq360RJum4uZP6Jx42P9MyKEqYSTluY0wtE+bvTMY3z53BB7BXvMu2YXNPWKy0M0IvvY6T9Fh8fp6pC+e9DzmwteIUxcrJUK7XePkJS+doYHkj914H3XqWuHM5HvD\/5UMdcp0F19ER+Bj5UxMsX1eEMBzcSGJRnkeM23KmXrmXpM\/Yyrvm\/UrNPWb7hqdR4GNjhJ+Raf8j0LGOdT0en5Rfg0tlFVcdiKO\/Tt19\/CIWtxBo46wmUXuP793fKK2aYvs4uyl0TpNZUrBUem8x8\/zyr9YaNAoIO8XllS1iYX2Iu1bi5yCAsD83LmbJu2kmq5eioqRZkn1UTd9GdtpY6\/PKxOTyyKNJO7pWF2lOa5DR++AweccRg8qkYpCeVwgcqRnDpyH0uaY31\/xngYoeI3pDmWCYPk8Fqmuvro0IjOwFxlz6hCvLlwBJor7lY58rg+v8d3btT9Vro2nAPU33s+589lwla\/Ly4ZJHecK7UJZMt++rotcUiZz5W\/beQLzBV8a0QUhowY50og0uIRzN74UYSDFF1TbsJ0apiffFcqNHIjPg9j8rabM7ZkGGfzWgsJ03HvyBrl8rIZmMPExihcDGhg5XBlrZtNwUrtJDqhq8Unrqpkala1\/Z2vXUc1XHy95CBYHJEjqPDgu6GkpQwV11sUeNrN6ZMQjzY8q2xEMwLe1SORxlJaB88h7XNQEuburebniBDBa6aiouIEYAWbBrd5p\/lZlwZWElXFJX1RLT8TLnevJPx3DgYFg9\/5xLiKNnPej91KqAe60T7ZBpTPh3OS9fK51B2Jm8pSw3oZrswXuY+yjefG\/oyCc8XZCMFRKYXF\/udXJ7\/nGv0UPqL5euILjWNsOIQxDvOP79YBhfHcwWCVxEpeQJimLykutGUtNITb2EUPJb4oH8+N4nwEcgZ2QOKGKwPgcYZUeSxA9P6Gg9Lgdsep4M+RoLaaXtsRAhwInWNpptlStsS3Nb6Dz+sKFECa4sEeYXprUpU6YpMjoay1FgCZ16HNTDbrfAyY+85IH8Jo+MrAier1nWCIRjb35cMuBz5C34\/kXXcK\/PCd1oAZPOFE1rqJe5k23nftnHcdCUSXTkp9lwdeEhKduNAMxjgJ7soZq1CnD0Sj4OlyhjtLVAZr+3PxICmTxxYpEHpOrecOfMLeFow6gZRpKempp7r8oxyEiFJQsEKsrC1Kb67cg0fGz8vRt9Lu6ImEe9wzUiztl31rhQqEigCS0pnDcVmOSyUBQxKXL\/OuTUg\/B2I1cxbSbwVMgAyRl2cjQLBq5Mus0UiguSDey3p+h9ZB\/uUq7C683iL7TlwhcOI1pOlt2l7ic5jT4FyUHuQgsz8k+hDzlFhYQNDof4MvMftlaiuvuL0+x0oIscpZu3CGtKpxWXMS4Daap\/kwAn3Gvy\/ITLG1RcS9txKduulj4YlHfLG5adeVyMlZSaVytpahqHifT7lK3qzUdC28sk3Mw5cLy\/kbYOBVOWlpE7LTosYaFM\/iOIHIabT8EtGbtuqTrbwzpYs4JNKFZTrY\/HS6b1XDE5qglDaaMjl3E0bq9CTdb1pd1P86uSCInktMI0kEM0XMxIwRe2gH9Fx+8IWZeO0Yp3qBSzoQvPN6TSFV7\/p2DZzbqNWhQlSk5Lc3PkieXg+ZSYDctEgLQzmyIX\/n1MtU+WFYQOVZIX\/YYOgnQtOwEEg2fu2JhlTOIeb4uXJlO\/3fltzO8ZKoCUVRermuw42mLO6eDSG2woJEUtWEnm4rK8GyfOso5wyRlehUQM9FU9ntA6tI6ok2ihO6cxGQWdyC2NmvkFVW217n62zyaNtP+6laoikE\/I6FAcSTE6ahQ4P11UIjNG\/ZGj9b7DltPiWycskG1GHkY7rxmvmw04J9AJwJaxjOs3wtmeWN7pk0tnN\/Nk2OsoYwSTUjvhn2nHGK46rtl+HrAc07AnHzr5pfUH1Bd2TaDhwnYP11DMtX3s6s\/n0rbnaB0NdJFGJrDhtwjh9Eu54WLRlDBG6j\/U2DUW3+J14GjAeCQ4TBeWJPkfi1vXj9s8J9EcaILdTbK7g1JHzpXpmjLvy45fZspaus5ml4Xk6m9MEm51TGcMV49ALQKN8JlaH218jqDqX8htok+v7DgpzoBTvyAMpxe1Nj6eOq50GCIyYLarpLid7ZYugExN\/Z129F\/aUeiTx6qd94+bNweHiPC5PkYFhf81\/t3YeHtGStsl4VhjFIVa2ThqTRKt\/rFw77KosiFs8hTf9o6lniexGZCCFs4KI81sIXBPRxfsp1IWjNDoulmJaWHKujNe7XnEGG2hoHMptr14y0BVmJIi41byyJNQtXnjK\/GBC4zK2E5WOG9NMDRLjXZ7TLBUW1RJnogpkVkX76+6MoWy4nLO0GMoQjZAjgCq62mCljo4\/4RIJ+Z7S+TW2vXN13ufthG77y6gQy97B9WXFkymhcYodN12jf7RVxi56+6P+cPb2+jcV7az1sTaWPMwzP8Vp4V740tJjAE1WTyb+knX7Bj4ZtKmtmrgc\/WYUK2W8ygGnVGuDhV2QoUyp2QKWJHWcU\/yNhr\/g9xE8+YrmVky5Twzp5FACED1KmMlz0PPr5c2DA7C+43oSQWbGRhJBB4sWiwRVuMfBqRxzvl1v7t5SgtXr4yeanEkjxZSqG21cth2MGI9kU9dvP\/i\/M9D5u0uGZZhNF\/fBXjEDFp7OGlZTBJdJInR6pGKAQNkXeZlPaRHjtcyS3JtKLLx86s3WBa2FOHIg++oiXtsc8EyV1Htx5NLLdzGLF6hhp8pH7yZ2McnobqFdxyAzwyGpboAZsO1VOqdrMmhFSwOmum5hVaSKEmFtX9X7wA47rzB4Rn4eY8VrO1FDzDNPPMFE\/Po1nndnr75+cCGb9JTMkMRzLMejABLR2r2YTpyb7qNninyQbMFI7hoMTNGh2fGx2zsnJZaMvqqGdRlxSA+vXmkbDub5gqiNZaRuDrQY2Q0le4AcgR8iCob7Nz4iqErgWixaOLXPW+\/nn22ouBiQbYrhPdwYis95kkxPRdl3NmGlLI\/eWJZDaFdXQCIV0haSHGs0gjwRRoSxH7P95+sqNSihTiik4kwxYGBvgovuYsNi9skhO\/rm7Fso7w4bmcK0qeG9JW7dZLVV4qVJVZM\/dHuqdbhaZJoEFRj8+sVC8T12wpgF0ZWb5IgDQspeOo8W10HmNpxxNnpuYrDlIuxuBblMCB4aSU1Cg2LVV33U\/dUhqxRPGeJTpPBXgp\/XT5wvDjfp\/piI9nmAN9a8+\/Y4g\/CiZT0YtcCWb1w76Wv01g0WoTXW0vnc9EL2pQaAVy\/CetVhu5ulUKpexDxWHKnOYhZiWu92oIlCbACWotjgQ6LEJIaWWNRQHXPM9QiRB\/UtUUCA4KmafYiNRkFTZ9WOJ+qIriq+iFe6sAzDEPAnvkfSqXWjfmOZWf5IdndFoKu8E\/cqcBFjL4vIPa7wReCToWFgNFCqqVlAX+KFDALuifcv4Fw\/XGC03tOdL30FkiUb1eIh5s+7vIQc4Bem7edvRootpyBqP\/VyuSJUpZmlZhg6H2W7LfrzLjQzYxP9k7gJAqxnAmvzCNn6hUcsg1Byd6RawEn\/j2L6TE5NgS1spdMeO5JNuIMKaEu0Dj+ATos+TARj3Vwuuof3AFP4pjx99NzRKuwL2CruN6w3cwmByNxcSZt2Bde\/JURtnncSiPHUZkCac6qg2k7csYJ4QiHT8EzFAMJSok5xSda7iLMPRkuKTdrXzwkSFztx9BZ985NGJukOIoKFqpF11wdmaNsKJD0x12IUwOhcHxEa5Z3dsG5Pj8X67JDyiiQwpN5ugcIV1suZMbPn9zylh2AWZPxjOGlK79+JsiPydBjKt3e9zWrArW0Lv9Bh2hMi69CuPjP3NKBaclYtAi40bFem3HrHHEOIMtD42hoAYEBu6O\/PFyx4wrQ+d46sF1IFjECGxnuxjirTfVUtxtVmBAr8xdw1QmtC2Pg2l67ioPJaAhQcNoJfHgvkwrWG13axghzouT63YJNpyrpKfjsdfuRV\/bjsiXlvEKQqeMKnU4ZMTXGWrzNImFBDtxfvTHJC7Y+kKsUtZN0j+j6xJisNUbC++89HO\/cVCVf+V0fgAG9iGqzwJ8nOwDwdCK9+lOJlwFhcucjTYybcGfnn1OxeX3fs0hpxlA93LQwm4BItNC\/M0OfyvFIPTPoE5Ig5MSe49SM08Mlwaay7go0auPnZEJpqRicovtbemGNgJsNNJAacjt1gaCethsBpCy8LWyBK01eb9N+ZC1npPa3xsX23INApqSrqwRqtsJVZowzZBKWA4Aw40fJCNR8QuVzPnZuerYIvlOeKtEzfr8gDirK8XjZnO4aFm7o2VZNy+uNb\/7D\/Cypsp0cWg7jBXf2YjsTkjBnsbIhMYC6t1rUwlbV4y4R0+hjaH81758bEqh6\/QDnZwuT2gdufKEfCNCmtkIjvrqUxCI5N+SXrnjE\/476\/wvzzDSSsmr59qbStypvwh8hZnbMK5uyMPQKuCMQkJtKwdvLSi0\/Qa\/rLGigk2L1hknXzy65ksfdEjsy6AWfEfovfKi\/2kN8HQ8w+SzIBsqUBhQqcTKtSR92jCyrC1apvlaE2MUXAbi4bjCGCbEv5\/OmB92th3l5F7ma3R0WU2Wcv6PmgpZV9NxqvjNc9hXuTplGcHQpME1m1jcnzBVEeR5dBNaaex\/5ukmW0sqHxaWRj+n9zTIyteg\/rjY9GscE2u3nUgIxhQOj2cC15QdaDw+WyW7V\/3wPVk6a5pXlFc8w4PA0Tw231+UF1SaFRU2Mnf\/pMam1vd+KaNolDCHgbTBtKGOfLDAu8JqYfOM3FwlhNNnRxWQTqhcRn4huTrNfdjztEsteROUBzbIKRgqejU0BWJ1BXAyhIfUwWFWmGRdksdMxkTyUBY9OKB51KeZ2RRe\/dTjWHh5yQFp0g0jDTc3dZNvaulH8Py\/p9JE3JxE5Gy8zbIjdvp7u6Ap2Jy8rIkyYx4XjW\/dWvog39v4fH\/m\/s8cFtPStRJRFVwILZT7wH0D2ejerZsayukVocRsc37wImpNm2TqBM+LVUW3bJR6TUuepRjnoI4yPAlWishT+2CAtKVEH+pTOG\/fe0K6GkCdKv2es2hwuGx0mZqMWggOoRK3OKThyjXjDMcfBt05yKTJM5lm9KFRu5laDQIHqRa8zKCHkcWScl69ON1YqGofkC8bbQHbcZykIIMTgsas9IbMY4M+kzQ9OC5KcIefj7kq2Sq2g5ndZ9KNvPWwUArMOdsgezUc3YSNTt+M4ctQTWq0mh4hdelZhQhTu8eCJhIfyUZZyqXovglViihlnrxEcbTWGMSVfWmIs\/xh+dMI3uGHQErl0M0HgTzkIwoaBg\/SuSL\/vHIaS11wQlGzuazsfdBQlAGO9BRtLE+UWEejEJ82G1BOW9\/p94yxo1vwM4deMACLet\/q9usINhDi4ASneO8Qb8Xt9TKHwj8mn7NXzVuFxrLh3bsMzxUQmVZtirm+CQ29O4Vct5A5ULpZZ5MIkctpsg2FxVWJkpCVI\/vBIHgumIub2Zsxo2UPi49Lcujtnuyclxxb1lXq47hBny5ITC2sI3gYlQ9k5oawIDrBFDauBnADLbkpR7D9gsuwxjZJEPI1Je\/aeQOOk7ifc+OxKBGreF03E3rqrlfFrtySaOrQAI2HwmtFE3v+xuU2lFiDv4rtz\/flUt3KxBm3iahcUI2BH5RGzGRX5RRB9vZqVzYPFw3JInC8\/hRYyO+uRikPWfxQNfp1DjEbyu+hs7Om8YNqNPGwIpGN1tUPMXvEkJtCEgdSO+Iz6GAIn2KYt5qTplE+o0Vty6Fqm2l1Ron7npOkJiBzTLkcdB3Rn1GfUZKZJWFmL667t8b\/6M8Gmhq5DOl6YhLuwqS16QhYKZvrnlo1XNMq6quTI0\/2RN8exaFiFcoF46kZHxhmdnPK0JUgisTCVvzOYvPsdi+INOLvrsZczqcV3BlE+IAYMQQje\/5yB\/SDcYGSMQUkVRVnO1701zMXFrJn4UjXEsLd9JOWb01ZtAGura\/U8Hih+zj7FPB40vtSLLMvrNr4mkH2v22gM7y8yziUMtFtxB3p2RwhJ2LA5Vsc\/530PmNb\/EmnF48J2LxvN6gMJwB0nNFlvCEC\/RkbtHPsbGfoTOUDL\/f14CZgCYm+eVboUKVJV8Oxgsszl1Be\/gjbD0QjwTVz1M\/5oulQTg\/yVWvL\/sXgyL89l7TbB2z1eKHRYx6OEIpZoSTUGM\/1MMgrV5TpvzJQ40SaJbjncWykedMth+Hk3ByUdDz8Y0YcU22ciUl+fvRS9T\/FQ76n\/FnBYxlkKohL8Tjc\/vmRGMubIYD86WS0VV314UXq53zD7ciuQ0qrKIRD7jEr6vC4PHPoU4qXWP+3Waq4EGpiMJ5xHb1t4Fy5QwVvuMjsMzTpQ4v\/EU5+O7JF0aYjEGjhIopZr3gBGV67HoKw5+N1xAhnuHSwpFE7B6obZ8yeQUzym\/unchMaRac0pduBLe9EcpisiP\/3hJt8nYBs5iTbVLFDTxNQT8hmN392xmWs8Goeh7aYjXs26x3FW5WfsYi6LTiNsK6idmT2txQEToVq9iykPUcxvK4SLr1L7cSbjo5ZZ0N5blFbDPorl6fbiKI725bI9Gynp1n7sa8sX4AAAd2HJLvm8nBcNBKSLtmbeBAI7MOFLIsOLyRnMSPqhtW6lIRRF+38d5f2AbHbTZ4tDFi7banlKQg74L2ANeU1VWrk2me3ipLAcA82j03905MooDUJuDDyn7LwUlhVjKJU6CCC+DnCoJ4HXQ8ZlcRnCB5RP+c+pWgZc\/ocB3hi6Dh1DBlRWhBIwlRZtERKx3RrIfCb806tS4VX4uvCt2S8tzlNzM\/m6do8Pc7W00K5VO19Tq\/srHKPBead2\/RSRRBkkbPTZXEv2uDfghgUBnJfJ\/Vg+t2Jy3o74++cb9TuyhGIVvM1Gg9l21beM76mjDw6ZXvumqoLHJkD52fKL2cXkUxePeJ3IKSK7\/D9GxjGrD0wMsIz\/6ZqabIGWh+V0H8IsclIwY7FCbDpQ9fx0ikU5FoRi0hHlpStUDpmXFN8omWiCl1\/zqUT8M14ukgyr+wCtliO7IdqimjSHKHwgWQfqfQykuj9fiZ+cpznVXAjY1eUzcu\/qGOA8z6ZTG3iEheDtMLnqow\/d0g20QCy4ql\/M70MztjBr1ftAFnIK09do3DGsZmsDBTlbb7UQc5VZH+yNHjeOCd+4HPsq9jbRqYIowtgn7lKpACqiKkstwWE7ypz1XoxFH0pk3PlwvIiw5ocBcWHuHnL4u1rLb\/cfhGijOG1WTucxq2OtfBcKaCIz+ojATtOXkZUqRDMLImCRK7Gom\/vlC0OiRQVvSQLUbpnKoITVGzM7xMEkrAxSaSDIMqeU7eFNBLkZnNNe9Up+5WW7WopPRFWJgbL\/C0fBGM\/O4z0SgVOxMK+Lxg9TarLFyKdWbt\/0pMBzZgymo7SRMd\/zaxliFKUMubhGE\/v0MA2FXQwuvhS6Ir9BQ6QLBIUVY1\/AhEgLH9Hx65uWVZtcQBpX\/xTX7bBI1ugbsuGp2JiQSe2p\/hd0APqTa9o3gcdOVAzJW3AxO34v\/g60jFL0igXsqMfzNhhs\/4T2xHorZ8X5eF\/J2SGQZf4c5TcG+lCdjFCWtHf5upvjRmxwrkH4vowM7HlcMPObdZFO5xF+u3sNhKJJM8DM2QVG7tshgsBvKX6xCOHflGd3pWBdN2qFLN1XhjE7tRSts5veam9xMzpS0w==","iv":"609a7402d2f52e67b75628988bd09597","s":"33aee0b1cdf5958b"}
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