You've Launched - Now Let's Talk About What Comes Next

For most DMOs and CVBs, July 1 marks more than just a new fiscal year. It’s also the green light for new campaigns, new goals, and a fresh batch of expectations.

Now that we’re a few weeks into July, those campaigns you spent weeks (or months) planning? They’re live. And if you’re like most destination marketers, you’re already watching the numbers roll in—wondering if everything’s working the way it should.

We’ve helped dozens of clients navigate this exact moment: post-launch, mid-cycle, and in search of clarity. The truth? A strong launch is great. But what you do in the first 30 days after going live matters just as much.

Here’s how to make sure your campaign doesn’t just run—but keeps getting better.

Step One: Shift from Launch Mode to Optimization Mode

Launch day is exciting. But once the adrenaline wears off, it’s time to dig in. This is where we see the biggest difference between campaigns that coast and campaigns that climb.

You’re no longer setting things up—you’re actively shaping outcomes.

Start by asking:

• Are the placements you expected to perform actually delivering?
• Is anything underperforming—and why?
• Are your travelers behaving the way the data predicted?
• Are you catching creative fatigue before it shows up in your reports?

These are small questions, but they lead to big decisions.

Your Mid-July CVB Campaign Health Checklist

Use this to review your campaign’s current standing—and see where a few small moves might lead to bigger results.

Performance & Media

• Which placements are overperforming or underperforming expectations?
• Have CTRs, engagement, or conversions dropped since launch?
• Are video views holding steady, or is frequency starting to cap out?

Creative & Messaging

• Are the current ads still relevant to what’s happening locally (events, weather, seasonality)?
• Do we have alternate ad versions ready if creative needs to rotate?
• Is the messaging still aligned with user behavior—or is it time to refine?

Reporting & Communication

• Are you seeing reports that explain the “why,” not just the “what”?
• Have you talked with your media team about early trends and small pivots?
• Is your landing page converting—or just collecting traffic?

What the Best CVB Teams Do Post-Launch

Here’s what we’ve noticed across the board: the most successful campaigns don’t just rely on pre-launch planning. They stay curious. They keep testing. They trust the plan—but they’re not afraid to tweak it.

That might look like:

• Redirecting budget to a surprising top performer
• Swapping creative earlier than expected
• Localizing copy based on something happening on the ground this week
• Running a fast A/B test on a headline or CTA

You don’t need a massive overhaul. You just need to keep your hands on the wheel.

Final Thought: Launch Isn't the Goal - Impact Is

We’ve seen perfectly built campaigns that fizzle out because no one revisited the data until month two. And we’ve seen rough launches turn into major wins because someone stepped in early and made one smart pivot.

If your campaign is already live, now’s the time to check in. What’s working? What needs attention? What small shift could double your results?

Post-launch is where the learning happens. If you’re seeing some uncertainty in your numbers—or just want a second set of eyes on what’s next—don’t wait until the next report. Reach out. Let’s talk through it.