So why am I talking about the holidays and my general sense of merriment? Because this year, platforms like Pinterest and Meta encouraged marketers to start pitching holiday content earlier than ever. The goal: be top of mind before consumers even start thinking about the holidays.

We decided to test that advice with one of the most fitting clients imaginable — Santa Claus, Indiana.

Normally, we launch their holiday campaign in early to mid-November. But this year, we started in early October to see if getting ahead of the rush would pay off.

For the past four years, we’ve promoted the Christmas Event Guide, a blog showcasing all the festive things to do in Santa Claus, Indiana. It’s a fan favorite — events always perform well because they’re timely, inspiring, and easy for audiences to engage with.

Here’s how our results typically look when we start in November:

• Impressions: 900K – 1.2M
• Link Clicks: 23K – 29K
• CPC: $0.15 – $0.17
• CTR: Around 2%

Solid numbers, right? Don’t fix what isn’t broken.

But this year, by starting on October 6, we’re already seeing standout results — with more than a month left in the campaign:

• Impressions: 461,186
• Clicks: 16,469
• CPC: $0.12 (our lowest yet!)
• CTR: 3.49% (our highest yet!)

Engagements are also trending positively. Saves are already at 201 (previous years landed between 250–415), and we expect shares to climb as it becomes more “socially acceptable” to post holiday content.

So far, the data suggests getting festive early isn’t a waste — it’s working.

1. Know your audience.
   This approach appeals to planners — people who love to organize their trips and experiences early. Every year I want to do so much at Christmas, but all the events fall within the same few weekends. Make yours standout by getting out in front of the rest. Use language like “plan ahead” or “book early.” Feature events that fill up fast, highlight what’s new, and use eye-catching visuals from past years.
2. Have fun with it.
   The holidays are meant to be joyful. Don’t worry about the Scrooges — lean into the cheer! Make reels or TikToks showing the magic of your town during the season. Let the visuals tell the story and spark excitement. Don’t just talk about the fun show it! Make us want to be there and experience it.
3. You don’t have to be Santa Claus.
   Every destination has holiday magic to share. Start your promotions a bit earlier, be consistent, and showcase what makes your community special. The same tactics can work anywhere — you’re just shifting the timeline.

Starting early worked for Santa Claus, Indiana, and it can work for your destination too.

Happy holidays — and happy early planning!

Ashley Maddix 

Digital Advertising Strategist