A 90-day campaign plan for travel creators

What to take away

Days 1 to 30: choose the objective and the money

The first month is a decision month, not a posting month. Pick one primary objective and write it as a number you can check on day 90. Reach, saved content, referral traffic and bookings are all valid, but a plan chasing all four at once usually delivers none of them.

Tasks for this month

Set the total budget in the same meeting. For example, a tourism board paying £2,500 per creator across six creators has £15,000 in fees before usage rights or paid support. That is an illustrative figure, not a market rate. Add a contingency of at least 10 per cent for reshoots and boosted posts.

Use this month to check the rules for your sector. The CAP Code, enforced by the ASA, sets out how influencer advertising must be identified, including free trips, gifted stays and discounted travel. Use '#ad' at the start of the caption, or the platform's paid partnership label, so the disclosure is visible without tapping 'see more'. The Digital Markets, Competition and Consumers Act 2024 changed consumer protection duties that affect paid partnerships, and the Competition and Markets Authority's guidance on influencer marketing and the Privacy and Electronic Communications Regulations apply to how you collect and use audience data. If you are still weighing approaches, the strategy and planning guide explains how objective and budget choices lock together.

Days 31 to 60: brief, contract and publish

Month two is delivery. Brief the creators you have already selected, agree the deliverables in writing, and confirm who handles disclosure wording. A short contract should name the posts, dates, usage window, whether the creator is exclusive to the campaign, the approval turnaround, any kill fee if the campaign is cancelled, and when image and asset files are handed over. That prevents most disputes.

Travel logistics for hosted trips and gifted stays

If the campaign includes a hosted trip, press or fam trip, or a gifted stay, treat the trip as payment in kind and disclose it in the post. Set out transport, accommodation, destination access and who covers meals and incidentals in the brief. Build a shoot-day schedule that accounts for travel time between locations, and confirm any permits or access needs with the tourism board before the creators arrive.

Tasks for this month

Where your campaign touches product claims, safety information or accessibility promises, standards give you a defensible baseline. The British Standards Institution standards catalogue is where those documents sit, and citing a standard in your brief tells creators what evidence you need.

Publishing should be staggered rather than simultaneous. Two creators a week gives you time to check each post and correct a missing ad label before the next batch goes live. Rushed briefs cause most of the errors that repeat, and the common strategy mistakes piece shows which ones keep coming back.

Platform rules and formats

On Instagram and TikTok, use the branded content or paid partnership tools so the platform adds its own disclosure label. For Reels and Stories, keep the ad label in the first frame or the first line of the caption. If you use affiliate links or ad tools, check the platform's current rules before the brief goes out.

What to check before each post goes live

Confirm the ad label is visible without tapping, the destination link works on a phone, and no claim has gone out unapproved.

What to record on the day of posting

Log the post URL, the time, the reach at 24 hours and any paid spend attached to it. Day 90 reporting fails when raw numbers were never captured.

Use UTM parameters on the destination link and a tool such as Google Analytics 4 to attribute referral traffic and bookings. Ask creators to use the tracked link in their bio or caption so you can tell which post drove the visit.

Days 61 to 90: measure, decide and close

Month three is for measurement and a written decision. Pull the numbers you logged, compare them with the objective set in month one, and write one page that says whether the campaign hit it.

Your day-90 decision memo should have four lines: the objective, the result, the variance, and the decision (renew, change format, or stop).

Tasks for this month

Close the loop with the creators. Pay final invoices, confirm when the usage window ends, and tell each creator what happened to their content. Creators who hear nothing rarely return, and returning creators cost less to brief.

Set the review date in the calendar before the campaign starts, so the decision does not slide into next quarter by habit.

Common questions

These are the questions planners ask most often.

How do you know whether the ninety days worked?

Compare what you logged against the number you set in month one, then write the answer down. A clear comparison against a stated target is enough to justify the next round.

When should paid amplification enter the plan?

Around day 60 to 70, once organic performance is visible. Boosting a post that never landed buys reach for a weak idea.

What happens if the campaign misses its target?

Decide in advance whether a miss means changing the format or changing the creators. Most plans fail on the objective rather than the talent, so fix the brief before replacing anyone.