Scope
This service produces the strategic marketing plan for continuous, year-round destination marketing: the content pillars, the channel plan across paid, earned, and owned media, and the content calendar, all built to align with the destination's organizational goals.
The plan is sequenced against booking windows and source market seasonality across the full year, and delivered for the destination's own team, an existing agency, or a hybrid structure to execute.
Who It's For
DMOs whose current marketing runs in seasonal bursts with long gaps between activity
Destinations funded for year-round marketing but structured around a single annual push
DMOs bringing marketing execution in-house or transitioning from an outside agency of record
Governments and boards evaluating whether current marketing spend produces sustained results
Process
01
Channel Audit
Assessment of current paid, earned, and owned channel performance, and where gaps between activity are costing momentum.
02
Content Pillars
Defining the core content themes and messaging that anchor the always-on plan across every channel, aligned to the destination's organizational goals.
03
Channel Plan
Allocation across paid, earned, and owned channels, and the specific role each plays in the always-on plan.
04
Content Calendar
The year-round calendar sequencing content and channel activity against booking windows and source market seasonality.
05
Measurement Framework and Execution Recommendation
The reporting cadence for tracking performance across the year, delivered with a recommendation on whether the plan is best executed in-house, through an agency, or a hybrid structure.
What You Receive
- Content pillars and core messaging framework
- Channel plan across paid, earned, and owned media
- Year-round content calendar sequenced against booking windows and source market seasonality
- Measurement and optimization framework
- Execution structure recommendation: in-house, agency, or hybrid
- Handover documentation for the team running it
These deliverables are structured through Strategic Advisory, Strategy Reset, or full DMO Formation engagements depending on scope and duration. See
Engagement Types for how each is structured.
FAQ
Does this include running our marketing department or day-to-day execution?
No. This service delivers the plan: content pillars, channel plan, and content calendar. Day-to-day execution and ongoing management stay with the client's own team or agency, using the plan as the operating document.
Does this replace our existing agency of record?
No. The plan can be executed by an existing agency, a new one, an in-house team, or a hybrid structure. This service produces the content pillars, channel plan, and calendar. Who executes them is a separate decision made after the plan is set.
Does always-on marketing require a bigger budget?
Not automatically. The same budget spread across the year and sequenced against booking windows often outperforms a single concentrated push. Budget size and how it's sequenced are separate decisions.
How does this connect to the destination's brand and attribution work?
Always-on execution runs on the brand framework and reports through the attribution model, each covered under its own service. This service is the marketing calendar and channel strategy that puts both into continuous, coordinated action.
Related Reading
Led by Woodrow Oldford, Managing Principal of Oldford Global Consulting. Full background →