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.
FY25/26 breakdown — brand → platform → lead gen vs sales (% = share of that brand)
| Brand / Platform / Objective | FY25/26 spend | % of brand |
|---|
| CCC | $576,223 | 100.0% |
| Meta | $317,974 | 55.2% |
| Lead Gen | $14,479 | 2.5% |
| Sales | $303,495 | 52.7% |
| Google | $258,249 | 44.8% |
| Lead Gen | $0 | 0.0% |
| Sales | $258,249 | 44.8% |
| JX | $163,549 | 100.0% |
| Meta | $111,193 | 68.0% |
| Lead Gen | $53,924 | 33.0% |
| Sales | $57,270 | 35.0% |
| Google | $52,356 | 32.0% |
| Lead Gen | $21,501 | 13.1% |
| Sales | $30,855 | 18.9% |
| SS | $40,880 | 100.0% |
| Meta | $26,730 | 65.4% |
| Lead Gen | $25,721 | 62.9% |
| Sales | $1,009 | 2.5% |
| Google | $14,150 | 34.6% |
| Lead Gen | $14,150 | 34.6% |
| Sales | $0 | 0.0% |
| Portfolio total | $780,653 | — |
Actuals to 11 Jun 2026 (June MTD). Meta classified by objective tag, Google by intent, JX Google brand split 69/31 by GA4 conversions.
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 | $576,000 | 73.8% | $638,000 | 75.0% | $627,000 | 73.8% |
| JX | $164,000 | 21.0% | $153,000 | 18.0% | $178,000 | 21.0% |
| SS | $41,000 | 5.2% | $60,000 | 7.0% | $45,000 | 5.2% |
| Total | $781,000 | 100% | $850,000 | 100% | $850,000 | 100% |
Option A — Data-led
| Brand | Platform | Lead Gen | Sales |
|---|
| CCC | Meta | $10,000 | $322,000 |
| CCC | Google | $9,000 | $297,000 |
| JX | Meta | $42,000 | $59,000 |
| JX | Google | $22,000 | $30,000 |
| SS | Meta | $37,000 | $2,000 |
| SS | Google | $20,000 | $1,000 |
| Total | $140,000 | $710,000 |
Meta $471,000 (55.4%) · Google $379,000 (44.6%) · Lead 16.5% / Sales 83.5%
Option B — Pro-rata
| Brand | Platform | Lead Gen | Sales |
|---|
| CCC | Meta | $16,000 | $330,000 |
| CCC | Google | $0 | $281,000 |
| JX | Meta | $59,000 | $62,000 |
| JX | Google | $23,000 | $34,000 |
| SS | Meta | $28,000 | $1,000 |
| SS | Google | $15,000 | $0 |
| Total | $141,000 | $709,000 |
Meta $496,000 (58.4%) · Google $354,000 (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 — month → brand → platform → lead gen vs sales (click a month to expand · % = share of that brand)
Jul$60,0007.1% of year
| Brand / Platform / Objective | Spend | % of brand |
|---|
| CCC | $44,000 | 100.0% |
| Meta | $24,000 | 54.5% |
| Lead Gen | $1,000 | 2.3% |
| Sales | $23,000 | 52.3% |
| Google | $20,000 | 45.5% |
| Lead Gen | $0 | 0.0% |
| Sales | $20,000 | 45.5% |
| JX | $11,000 | 100.0% |
| Meta | $8,000 | 72.7% |
| Lead Gen | $4,000 | 36.4% |
| Sales | $4,000 | 36.4% |
| Google | $3,000 | 27.3% |
| Lead Gen | $1,000 | 9.1% |
| Sales | $2,000 | 18.2% |
| SS | $5,000 | 100.0% |
| Meta | $3,000 | 60.0% |
| Lead Gen | $3,000 | 60.0% |
| Sales | $0 | 0.0% |
| Google | $2,000 | 40.0% |
| Lead Gen | $2,000 | 40.0% |
| Sales | $0 | 0.0% |
| Jul total | $60,000 | — |
Aug$68,0008.0% of year
| Brand / Platform / Objective | Spend | % of brand |
|---|
| CCC | $44,000 | 100.0% |
| Meta | $24,000 | 54.5% |
| Lead Gen | $1,000 | 2.3% |
| Sales | $23,000 | 52.3% |
| Google | $20,000 | 45.5% |
| Lead Gen | $0 | 0.0% |
| Sales | $20,000 | 45.5% |
| JX | $18,000 | 100.0% |
| Meta | $13,000 | 72.2% |
| Lead Gen | $6,000 | 33.3% |
| Sales | $7,000 | 38.9% |
| Google | $5,000 | 27.8% |
| Lead Gen | $2,000 | 11.1% |
| Sales | $3,000 | 16.7% |
| SS | $6,000 | 100.0% |
| Meta | $4,000 | 66.7% |
| Lead Gen | $4,000 | 66.7% |
| Sales | $0 | 0.0% |
| Google | $2,000 | 33.3% |
| Lead Gen | $2,000 | 33.3% |
| Sales | $0 | 0.0% |
| Aug total | $68,000 | — |
Sep$72,0008.5% of year
| Brand / Platform / Objective | Spend | % of brand |
|---|
| CCC | $44,000 | 100.0% |
| Meta | $24,000 | 54.5% |
| Lead Gen | $1,000 | 2.3% |
| Sales | $23,000 | 52.3% |
| Google | $20,000 | 45.5% |
| Lead Gen | $0 | 0.0% |
| Sales | $20,000 | 45.5% |
| JX | $21,000 | 100.0% |
| Meta | $14,000 | 66.7% |
| Lead Gen | $7,000 | 33.3% |
| Sales | $7,000 | 33.3% |
| Google | $7,000 | 33.3% |
| Lead Gen | $3,000 | 14.3% |
| Sales | $4,000 | 19.0% |
| SS | $7,000 | 100.0% |
| Meta | $5,000 | 71.4% |
| Lead Gen | $5,000 | 71.4% |
| Sales | $0 | 0.0% |
| Google | $2,000 | 28.6% |
| Lead Gen | $2,000 | 28.6% |
| Sales | $0 | 0.0% |
| Sep total | $72,000 | — |
Oct$81,0009.5% of year
| Brand / Platform / Objective | Spend | % of brand |
|---|
| CCC | $51,000 | 100.0% |
| Meta | $28,000 | 54.9% |
| Lead Gen | $1,000 | 2.0% |
| Sales | $27,000 | 52.9% |
| Google | $23,000 | 45.1% |
| Lead Gen | $0 | 0.0% |
| Sales | $23,000 | 45.1% |
| JX | $24,000 | 100.0% |
| Meta | $16,000 | 66.7% |
| Lead Gen | $8,000 | 33.3% |
| Sales | $8,000 | 33.3% |
| Google | $8,000 | 33.3% |
| Lead Gen | $3,000 | 12.5% |
| Sales | $5,000 | 20.8% |
| SS | $6,000 | 100.0% |
| Meta | $4,000 | 66.7% |
| Lead Gen | $4,000 | 66.7% |
| Sales | $0 | 0.0% |
| Google | $2,000 | 33.3% |
| Lead Gen | $2,000 | 33.3% |
| Sales | $0 | 0.0% |
| Oct total | $81,000 | — |
Nov$98,00011.5% of year
| Brand / Platform / Objective | Spend | % of brand |
|---|
| CCC | $73,000 | 100.0% |
| Meta | $40,000 | 54.8% |
| Lead Gen | $2,000 | 2.7% |
| Sales | $38,000 | 52.1% |
| Google | $33,000 | 45.2% |
| Lead Gen | $0 | 0.0% |
| Sales | $33,000 | 45.2% |
| JX | $21,000 | 100.0% |
| Meta | $14,000 | 66.7% |
| Lead Gen | $7,000 | 33.3% |
| Sales | $7,000 | 33.3% |
| Google | $7,000 | 33.3% |
| Lead Gen | $3,000 | 14.3% |
| Sales | $4,000 | 19.0% |
| SS | $4,000 | 100.0% |
| Meta | $3,000 | 75.0% |
| Lead Gen | $3,000 | 75.0% |
| Sales | $0 | 0.0% |
| Google | $1,000 | 25.0% |
| Lead Gen | $1,000 | 25.0% |
| Sales | $0 | 0.0% |
| Nov total | $98,000 | — |
Dec$81,0009.5% of year
| Brand / Platform / Objective | Spend | % of brand |
|---|
| CCC | $63,000 | 100.0% |
| Meta | $35,000 | 55.6% |
| Lead Gen | $2,000 | 3.2% |
| Sales | $33,000 | 52.4% |
| Google | $28,000 | 44.4% |
| Lead Gen | $0 | 0.0% |
| Sales | $28,000 | 44.4% |
| JX | $14,000 | 100.0% |
| Meta | $9,000 | 64.3% |
| Lead Gen | $4,000 | 28.6% |
| Sales | $5,000 | 35.7% |
| Google | $5,000 | 35.7% |
| Lead Gen | $2,000 | 14.3% |
| Sales | $3,000 | 21.4% |
| SS | $4,000 | 100.0% |
| Meta | $3,000 | 75.0% |
| Lead Gen | $3,000 | 75.0% |
| Sales | $0 | 0.0% |
| Google | $1,000 | 25.0% |
| Lead Gen | $1,000 | 25.0% |
| Sales | $0 | 0.0% |
| Dec total | $81,000 | — |
Jan$47,0005.5% of year
| Brand / Platform / Objective | Spend | % of brand |
|---|
| CCC | $29,000 | 100.0% |
| Meta | $16,000 | 55.2% |
| Lead Gen | $1,000 | 3.4% |
| Sales | $15,000 | 51.7% |
| Google | $13,000 | 44.8% |
| Lead Gen | $0 | 0.0% |
| Sales | $13,000 | 44.8% |
| JX | $15,000 | 100.0% |
| Meta | $10,000 | 66.7% |
| Lead Gen | $5,000 | 33.3% |
| Sales | $5,000 | 33.3% |
| Google | $5,000 | 33.3% |
| Lead Gen | $2,000 | 13.3% |
| Sales | $3,000 | 20.0% |
| SS | $3,000 | 100.0% |
| Meta | $2,000 | 66.7% |
| Lead Gen | $2,000 | 66.7% |
| Sales | $0 | 0.0% |
| Google | $1,000 | 33.3% |
| Lead Gen | $1,000 | 33.3% |
| Sales | $0 | 0.0% |
| Jan total | $47,000 | — |
Feb$51,0006.0% of year
| Brand / Platform / Objective | Spend | % of brand |
|---|
| CCC | $29,000 | 100.0% |
| Meta | $16,000 | 55.2% |
| Lead Gen | $1,000 | 3.4% |
| Sales | $15,000 | 51.7% |
| Google | $13,000 | 44.8% |
| Lead Gen | $0 | 0.0% |
| Sales | $13,000 | 44.8% |
| JX | $19,000 | 100.0% |
| Meta | $13,000 | 68.4% |
| Lead Gen | $6,000 | 31.6% |
| Sales | $7,000 | 36.8% |
| Google | $6,000 | 31.6% |
| Lead Gen | $2,000 | 10.5% |
| Sales | $4,000 | 21.1% |
| SS | $3,000 | 100.0% |
| Meta | $2,000 | 66.7% |
| Lead Gen | $2,000 | 66.7% |
| Sales | $0 | 0.0% |
| Google | $1,000 | 33.3% |
| Lead Gen | $1,000 | 33.3% |
| Sales | $0 | 0.0% |
| Feb total | $51,000 | — |
Mar$59,0006.9% of year
| Brand / Platform / Objective | Spend | % of brand |
|---|
| CCC | $38,000 | 100.0% |
| Meta | $21,000 | 55.3% |
| Lead Gen | $1,000 | 2.6% |
| Sales | $20,000 | 52.6% |
| Google | $17,000 | 44.7% |
| Lead Gen | $0 | 0.0% |
| Sales | $17,000 | 44.7% |
| JX | $18,000 | 100.0% |
| Meta | $13,000 | 72.2% |
| Lead Gen | $6,000 | 33.3% |
| Sales | $7,000 | 38.9% |
| Google | $5,000 | 27.8% |
| Lead Gen | $2,000 | 11.1% |
| Sales | $3,000 | 16.7% |
| SS | $3,000 | 100.0% |
| Meta | $2,000 | 66.7% |
| Lead Gen | $2,000 | 66.7% |
| Sales | $0 | 0.0% |
| Google | $1,000 | 33.3% |
| Lead Gen | $1,000 | 33.3% |
| Sales | $0 | 0.0% |
| Mar total | $59,000 | — |
Apr$81,0009.5% of year
| Brand / Platform / Objective | Spend | % of brand |
|---|
| CCC | $67,000 | 100.0% |
| Meta | $37,000 | 55.2% |
| Lead Gen | $2,000 | 3.0% |
| Sales | $35,000 | 52.2% |
| Google | $30,000 | 44.8% |
| Lead Gen | $0 | 0.0% |
| Sales | $30,000 | 44.8% |
| JX | $12,000 | 100.0% |
| Meta | $8,000 | 66.7% |
| Lead Gen | $4,000 | 33.3% |
| Sales | $4,000 | 33.3% |
| Google | $4,000 | 33.3% |
| Lead Gen | $2,000 | 16.7% |
| Sales | $2,000 | 16.7% |
| SS | $2,000 | 100.0% |
| Meta | $1,000 | 50.0% |
| Lead Gen | $1,000 | 50.0% |
| Sales | $0 | 0.0% |
| Google | $1,000 | 50.0% |
| Lead Gen | $1,000 | 50.0% |
| Sales | $0 | 0.0% |
| Apr total | $81,000 | — |
May$93,00010.9% of year
| Brand / Platform / Objective | Spend | % of brand |
|---|
| CCC | $81,000 | 100.0% |
| Meta | $45,000 | 55.6% |
| Lead Gen | $2,000 | 2.5% |
| Sales | $43,000 | 53.1% |
| Google | $36,000 | 44.4% |
| Lead Gen | $0 | 0.0% |
| Sales | $36,000 | 44.4% |
| JX | $11,000 | 100.0% |
| Meta | $8,000 | 72.7% |
| Lead Gen | $4,000 | 36.4% |
| Sales | $4,000 | 36.4% |
| Google | $3,000 | 27.3% |
| Lead Gen | $1,000 | 9.1% |
| Sales | $2,000 | 18.2% |
| SS | $1,000 | 100.0% |
| Meta | $1,000 | 100.0% |
| Lead Gen | $1,000 | 100.0% |
| Sales | $0 | 0.0% |
| Google | $0 | 0.0% |
| Lead Gen | $0 | 0.0% |
| Sales | $0 | 0.0% |
| May total | $93,000 | — |
Jun$59,0006.9% of year
| Brand / Platform / Objective | Spend | % of brand |
|---|
| CCC | $56,000 | 100.0% |
| Meta | $31,000 | 55.4% |
| Lead Gen | $1,000 | 1.8% |
| Sales | $30,000 | 53.6% |
| Google | $25,000 | 44.6% |
| Lead Gen | $0 | 0.0% |
| Sales | $25,000 | 44.6% |
| JX | $2,000 | 100.0% |
| Meta | $2,000 | 100.0% |
| Lead Gen | $1,000 | 50.0% |
| Sales | $1,000 | 50.0% |
| Google | $0 | 0.0% |
| Lead Gen | $0 | 0.0% |
| Sales | $0 | 0.0% |
| SS | $1,000 | 100.0% |
| Meta | $1,000 | 100.0% |
| Lead Gen | $1,000 | 100.0% |
| Sales | $0 | 0.0% |
| Google | $0 | 0.0% |
| Lead Gen | $0 | 0.0% |
| Sales | $0 | 0.0% |
| Jun total | $59,000 | — |
Each month's total is distributed by that month's FY25/26 brand mix, then split within each brand by the FY26/27 platform/objective allocation below (SS = lead gen only). Figures rounded to the nearest $1,000.
FY26/27 allocation — brand → platform → lead gen vs sales (% = share of that brand)
| Brand / Platform / Objective | FY26/27 spend | % of brand |
|---|
| CCC | $619,000 | 100.0% |
| Meta | $341,000 | 55.1% |
| Lead Gen | $16,000 | 2.6% |
| Sales | $325,000 | 52.5% |
| Google | $278,000 | 44.9% |
| Lead Gen | $0 | 0.0% |
| Sales | $278,000 | 44.9% |
| JX | $186,000 | 100.0% |
| Meta | $128,000 | 68.8% |
| Lead Gen | $62,000 | 33.3% |
| Sales | $66,000 | 35.5% |
| Google | $58,000 | 31.2% |
| Lead Gen | $23,000 | 12.4% |
| Sales | $35,000 | 18.8% |
| SS | $45,000 | 100.0% |
| Meta | $31,000 | 68.9% |
| Lead Gen | $31,000 | 68.9% |
| Sales | $0 | 0.0% |
| Google | $14,000 | 31.1% |
| Lead Gen | $14,000 | 31.1% |
| Sales | $0 | 0.0% |
| Portfolio total | $850,000 | — |
Brand totals come from the recommended monthly pacing; the platform and lead-gen/sales split within each brand follows that brand's actual FY25/26 mix. Figures rounded to the nearest $1,000.
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. |