Drake Content · Sealink NSW · June 2026
Media Spend Pacing & FY26/27 Forecast
CCC + JX + SS · Meta + Google Ads · $850K FY26/27
FY25/26 actuals to 11 Jun 2026 (June MTD) · All figures AUD
FY25/26 Total
$780,653
to 11 Jun (June partial)
FY26/27 Budget
$850,000
+8.9% vs FY25/26
Lead Gen / Sales
16.6% / 83.4%
$129,775 / $648,232
Meta / Google
58.4% / 41.6%
$455,898 / $324,755
01
FY25/26 Spend PacingMonthly, by brand and by objective. May peak = Vivid; June is MTD to the 11th.
| Month | CCC | JX | SS | Total | Lead Gen | Sales |
|---|
| Jul | $40,057 | $9,615 | $4,312 | $53,984 | $11,815 | $42,168 |
| Aug | $46,776 | $19,853 | $5,941 | $72,570 | $25,584 | $46,986 |
| Sep | $44,044 | $19,913 | $7,407 | $71,364 | $25,268 | $46,096 |
| Oct | $37,844 | $17,666 | $5,014 | $60,524 | $15,722 | $44,802 |
| Nov | $54,251 | $15,471 | $3,089 | $72,811 | $9,644 | $63,167 |
| Dec | $46,320 | $10,060 | $3,064 | $59,444 | $6,928 | $52,516 |
| Jan | $25,369 | $13,774 | $3,059 | $42,202 | $6,669 | $35,533 |
| Feb | $20,621 | $13,754 | $2,289 | $36,664 | $6,636 | $30,028 |
| Mar | $26,735 | $13,438 | $2,087 | $42,260 | $7,150 | $35,109 |
| Apr | $59,699 | $9,940 | $1,953 | $71,592 | $6,149 | $65,442 |
| May | $130,278 | $18,566 | $1,998 | $150,842 | $6,089 | $144,753 |
| Jun | $44,231 | $1,499 | $669 | $46,399 | $2,121 | $44,277 |
| Total | $576,223 | $163,549 | $40,880 | $780,653 | $129,775 | $650,878 |
02
Lead Gen vs SalesMeta by objective tag · Google by intent · JX Google brand split 69/31 by GA4 conversions.
| Brand | Platform | Lead Gen | Sales | Total |
|---|
| CCC | Meta | $14,479 | $303,495 | $317,974 |
| CCC | Google | $0 | $258,249 | $258,249 |
| JX | Meta | $53,924 | $57,270 | $111,193 |
| JX | Google | $21,501 | $30,855 | $52,356 |
| SS | Meta | $25,721 | $1,009 | $26,730 |
| SS | Google | $14,150 | $0 | $14,150 |
| Total | $129,775 | $650,878 | $780,653 |
Where the ambiguous campaigns were sortedYou asked to be told. Net effect on the split is under 4% of total spend. JX Google brand was split by its actual GA4 conversion mix (263 enquiry/call/contact actions vs 118 purchases).
| Brand | Campaign | Objective | Sorted to | AUD |
|---|
| CCC | Traffic — Employment + Job Hire (recruitment) | Traffic | Excluded | $2,646 |
| JX | S_Brand (Google) — hybrid brand | Search | Split 69% Lead / 31% Sales | $16,461 |
| JX | S_CHLL + PMAX_CHLL (ticketed event) | Search/PMax | Sales | $12,941 |
| JX | Awareness — Wedding Branded Collab | Awareness | Lead Gen | $846 |
| JX | Engagement — Competition Post x2 | Engagement | Lead Gen | $1,026 |
| CCC/JX | Traffic — Boosting (brand) | Traffic | Sales | $2,357 |
| CCC | Brilliant Gift Card Christmas | Traffic | Sales | $907 |
| JX | Veuve / Chandon ToneDen (event promo) | Traffic | Sales | $1,833 |
03
FY26/27 Forecast — Two Options on $850,000A: data-led (ROAS + seasonality). B: pro-rata on this year's mix.
| Brand | FY25/26 | % | Option A | A % | Option B | B % |
|---|
| CCC | $576,223 | 73.8% | $637,500 | 75.0% | $627,410 | 73.8% |
| JX | $163,549 | 21.0% | $153,000 | 18.0% | $178,078 | 21.0% |
| SS | $40,880 | 5.2% | $59,500 | 7.0% | $44,512 | 5.2% |
| Total | $780,653 | 100% | $850,000 | 100% | $850,000 | 100% |
Option A — Data-led
| Brand | Platform | Lead Gen | Sales |
|---|
| CCC | Meta | $9,945 | $321,555 |
| CCC | Google | $9,180 | $296,820 |
| JX | Meta | $42,412 | $58,568 |
| JX | Google | $21,848 | $30,172 |
| SS | Meta | $36,741 | $1,934 |
| SS | Google | $19,784 | $1,041 |
| Total | $139,910 | $710,090 |
Meta $471,155 (55.4%) · Google $378,845 (44.6%) · Lead 16.5% / Sales 83.5%
Option B — Pro-rata
| Brand | Platform | Lead Gen | Sales |
|---|
| CCC | Meta | $15,765 | $330,456 |
| CCC | Google | $0 | $281,190 |
| JX | Meta | $58,714 | $62,357 |
| JX | Google | $23,411 | $33,596 |
| SS | Meta | $28,006 | $1,099 |
| SS | Google | $15,407 | $0 |
| Total | $141,303 | $708,697 |
Meta $496,397 (58.4%) · Google $353,603 (41.6%) · Lead 17.0% / Sales 83.0%
04
Recommended Monthly Pacing — FY26/27Spreads Vivid into April, brings Whale Watching forward, opens a NYE window (Sep–Dec).
Monthly breakdown — brand · platform · lead gen vs sales
| Month | CCC | JX | SS | Meta | Google | Lead Gen | Sales | Total |
|---|
| Jul | $44,150 | $10,598 | $4,752 | $36,241 | $23,259 | $13,023 | $46,477 | $59,500 |
| Aug | $43,830 | $18,603 | $5,567 | $48,283 | $19,717 | $23,973 | $44,027 | $68,000 |
| Sep | $44,591 | $20,160 | $7,499 | $47,398 | $24,852 | $25,581 | $46,669 | $72,250 |
| Oct | $50,491 | $23,570 | $6,689 | $45,420 | $35,330 | $20,976 | $59,774 | $80,750 |
| Nov | $72,833 | $20,770 | $4,147 | $46,799 | $50,951 | $12,947 | $84,803 | $97,750 |
| Dec | $62,922 | $13,666 | $4,163 | $34,310 | $46,440 | $9,411 | $71,339 | $80,750 |
| Jan | $28,103 | $15,258 | $3,388 | $25,918 | $20,832 | $7,387 | $39,363 | $46,750 |
| Feb | $28,684 | $19,132 | $3,184 | $32,330 | $18,670 | $9,231 | $41,769 | $51,000 |
| Mar | $37,641 | $18,920 | $2,938 | $39,639 | $19,861 | $10,067 | $49,433 | $59,500 |
| Apr | $67,336 | $11,211 | $2,203 | $47,869 | $32,881 | $6,936 | $73,814 | $80,750 |
| May | $80,753 | $11,508 | $1,238 | $55,009 | $38,491 | $3,774 | $89,726 | $93,500 |
| Jun | $56,720 | $1,923 | $857 | $31,464 | $28,036 | $2,721 | $56,779 | $59,500 |
| Total | $618,055 | $185,319 | $46,626 | $490,681 | $359,319 | $146,027 | $703,973 | $850,000 |
Each month's recommended total is distributed by that month's actual FY25/26 mix, so the seasonal shape is preserved and every column reconciles to the monthly and annual totals.
05
Seasonal Timeline — When to StartHigh-AOV harbour events have long consideration windows: start earlier, ramp into the peak.
| Campaign | Move | Event window | Recommended start | Peak push | Rationale / timeline |
|---|
| New Year's Eve | NEW | 31 Dec 2026 | Early-bird 1 Sep 2026 | Nov–Dec | Premium AOV, capacity-constrained event. Not run in FY25/26 — a clear gap. High-ticket NYE cruises sell out early, so lock offers in Aug, open early-bird in Sep, intensify Oct–Dec, last-seats urgency the final fortnight. |
| Vivid Sydney | SCALE | Late May–mid Jun 2027 | Early-bird ~1 Mar 2027 | Mid-May–mid-Jun | Start early March to collect early-bird traction. Your YoY data backs this: the 2025 Vivid launch on 20 Feb hit 8.03x ROAS on the early-booker curve vs 5.36x for the later 7 Apr 2026 start. Build through Apr–May, hold retargeting to the closing weekend. |
| Whale Watching | EARLIER | Mid-May–early Nov | Creative mid-Apr, live 28 Apr | Jun–Jul, Sep–Nov | Humpback season opens mid-May. FY25/26 started too late (Jul). Go live late-April to own early season + school holidays; second push Sep–Nov for southbound calves close to shore. |
| Christmas / EIM | STEADY+ | Nov–Dec | Sep–Oct | Oct–Nov | Corporate party decisions are made early. Keep EIM always-on, lift Christmas group offers from September. |
| Melbourne Cup (JX) | HOLD | Early Nov | Early Oct | Late Oct–Nov | Build the ticketed event window early — open prospecting early October ahead of the early-Nov race. |
| Valentine's Day | HOLD | 14 Feb | Late Jan | Early Feb | Dinner-cruise gifting, 2-3 week lead, retarget to the day. |
| Weddings (SS) / MICE (JX) | ALWAYS-ON | Always-on | Always-on | Steady | Lead-gen engines with long close cycles. Hold steady through troughs — validated by JX's 0.9x → 6.87x ramp. |