A seasonal campaign built around real occupancy data
Photography, short-form video and paid distribution planned against the months the group actually needed to fill.
The problem
The group ran campaigns whenever a slow month arrived, which meant the work was always late and always rushed. Nobody had mapped campaign timing against the occupancy data the business already held.
What we did
- Pulled two years of occupancy figures and identified the months that genuinely needed filling.
- Planned a campaign calendar backwards from those months, allowing lead time for production.
- Shot photography and short-form video in batches, covering several campaigns per session.
- Built the paid distribution plan against booking windows rather than posting schedules.
- Reported weekly on bookings against the occupancy target, not on reach.
The outcome
- Campaign calendar tied directly to occupancy targets
- Production batched, cutting cost per asset substantially
- Booking attribution in place across paid and organic channels
- Marketing spend concentrated in the periods that needed it
Headline result
Campaign tied to occupancy targets
