Field & Intent perspective · October 26, 2026 · 3 min read
Give the campaign a job
Choose the audience, the offer and the action you want to make easier. Awareness, first-time bookings and retention need different messages and measures.
Work with the resources you have
A plan should account for who creates content, who approves it and who handles enquiries. A demanding schedule with no owner is unlikely to stay useful.
Make the website part of the plan
A campaign can create attention while the destination page leaves questions unanswered. Review both sides of the journey, including the handoff after an enquiry or booking.
Set a review point
Agree a baseline, a small set of measures and a date to decide what to continue, change or stop. Record what else could have affected results, such as seasonality, pricing or capacity.