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Marketing Calendar

Plan and organise your marketing activities throughout the year

Written by Hayden Zammit Meaney

Marketing Calendar

A marketing calendar helps you plan ahead, stay organised, and never miss an opportunity. See your campaigns, content, and key dates in one view — so you can market your tourism business strategically.

Why use a marketing calendar?

  • Plan ahead — prepare for busy seasons and events

  • Stay consistent — maintain regular marketing activity

  • Coordinate efforts — align campaigns across channels

  • Avoid missed opportunities — never forget key dates

  • Manage resources — balance workload throughout the year

Accessing your marketing calendar

Go to Marketing from the main menu

Click Calendar or navigate to Content Calendar

View your marketing timeline

Calendar views

Monthly view

See the full month at a glance:
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All scheduled content

Campaign periods

Key dates and events

Colour-coded by type


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Weekly view

Detailed week planning:
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Day-by-day breakdown

Time-specific scheduling

Better for active periods


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List view

All upcoming items:
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Chronological list

Filter by type

Quick editing access


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What appears on your calendar

Scheduled content

Social media posts

Email campaigns

Blog articles

Any planned content

Campaigns

Campaign start and end dates

Associated content pieces

Progress indicators

Key dates

Public holidays

School holidays

Seasonal events

Industry dates

Tasks and deadlines

Content creation deadlines

Approval milestones

Campaign launches

Adding to your calendar

Schedule new content

Click on a date

Select Add Content

Choose content type

Set the time

Add details

Click Save

Add a campaign

Click Add Campaign

Set the date range

Name your campaign

Add campaign details

Assign content pieces

Mark key dates

  • Click on a date

  • Select Add Event

  • Name the event

  • Set as recurring if applicable

  • Add notes

Planning your year

Step 1: Mark key dates

Add important dates for your business: Peak seasons

  • Your busiest periods

  • Booking deadlines

  • Capacity limits

Australian public holidays

  • New Year's Day (1 January)

  • Australia Day (26 January)

  • Easter (March/April)

  • ANZAC Day (25 April)

  • Queen's Birthday (varies by state)

  • Christmas (25 December)

  • Boxing Day (26 December)

School holidays

  • Summer (December-January)

  • Autumn (April)

  • Winter (June-July)

  • Spring (September-October)

Industry events

  • Tourism awards

  • Trade shows

  • Industry conferences

Local events

  • Festivals in your region

  • Sporting events

  • Community celebrations

Step 2: Plan campaigns

Map out major campaigns: Seasonal campaigns

  • 4-6 weeks before each peak season

  • Aligned with booking lead times

  • Built around your key experiences

Event campaigns

  • Tied to specific events or dates

  • Clear start and end

  • Focused messaging

Ongoing campaigns

  • Brand awareness

  • Always-on social media

  • Regular newsletter

Step 3: Fill in content

Plan content to support campaigns:

  • Social posts (daily or several per week)

  • Email newsletters (weekly or monthly)

  • Blog articles (as relevant)

  • Promotional content (around offers)

Step 4: Set deadlines

Work backwards from publish dates:

  • Content creation time

  • Review and approval

  • Design if needed

  • Final checks

Monthly planning routine

Start of month

  • Review the month ahead

  • Confirm all scheduled content

  • Identify gaps to fill

  • Check campaign progress

Weekly check-in

  • Review next week's content

  • Approve scheduled posts

  • Make last-minute adjustments

  • Prepare for upcoming deadlines

End of month

  • Review what published

  • Check performance metrics

  • Note learnings

  • Prepare next month

Seasonal marketing ideas

Summer (December-February)

  • Holiday packages and family activities

  • Hot weather experiences

  • Extended hours and availability

  • New Year promotions

  • Australia Day activities

  • Valentine's Day (14 February)

Autumn (March-May)

  • Autumn colours and cooler weather

  • Easter holiday campaigns

  • ANZAC Day observances

  • Mother's Day (May)

  • Shoulder season deals

  • Early bird winter promotions

Winter (June-August)

  • Cosy winter experiences

  • School holiday activities

  • Local resident campaigns

  • Long weekend promotions

  • Early bird summer planning

  • Winter events and festivals

Spring (September-October)

  • Spring renewal themes

  • Father's Day (September)

  • Melbourne Cup (November)

  • Spring racing carnival

  • Garden and nature content

  • Pre-summer bookings

Collaborating with your team

Sharing the calendar

  • Team members can view scheduled content

  • Assign content creation tasks

  • Add comments and notes

  • Track approval status

Approval workflows

  • Content created and scheduled

  • Marked for review

  • Reviewer approves or requests changes

  • Approved content publishes automatically

Tips for effective planning

  • Plan quarterly — high-level three months ahead

  • Detail monthly — specific content for the month

  • Flex weekly — adjust based on what's happening

  • Leave room — don't over-schedule, allow for spontaneity

  • Review regularly — learn from what works

Syncing with other calendars

Export your marketing calendar:
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  • Click Settings in the calendar

  • Select Export/Sync

  • Choose format (iCal, Google Calendar)

  • Subscribe or download


This helps you see marketing alongside other business activities.

A well-planned marketing calendar keeps you ahead of the game — never scramble for content again.

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