We all want feel good stories right now, not being “marketed to” but escape the current situation. You should have some great visual content and stories you could use to promote who you are, but in a soft, empathetic manner. Help people escape to where they would rather be. It’s key to stay in the frame with your target market, but in an implicit manner. You want to stay relevant and fresh, so when the time is right to re-engage in a more commercial way, you are in the choice set for your customers. Have a look at how Haka Tours is handling things on Instagram. They’ve struck a nice balance of being kept in the consumers minds, but not in an overt commercial way.