How can you keep customers interested when your doors are closed?

Several arts and culture organizations have figured it out. 

One historical organization in New England usually gives in-person tours once a month. This month, they instead filmed a short version of a tour, which gave a fair amount of information, but it didn’t go into the same depth on the topic as the usual tours. It was just enough information to educate yet created curiosity and a desire to see more (i.e., sign up for the in-person tours once they are reinstated). 

A few orchestras around the world are using similar strategies – providing enough content to generate excitement without giving away too much. 

On the other hand, a travel company created an entire virtual trip, which rather than generating excitement for future bookings, instead gives customers a reason not to book. Why pay money for something that you’ve already done and to see things you’ve already seen?

How can you generate interest when your doors are closed without giving up a future sale?