IPN Tour · Marketing Hub

IPN Tour marketing — where we stand.

A private space for the recap, the August plan, the budget options, and the one call we need to make next.

Open Marketing Summary See budget options

Where we stand

Here's the short version. Phase 1 got the marketing engine running and brought in solid checkout interest. Toronto is our completed benchmark. August is the active business case. The cancelled June dates are out of the forward CAC / ROAS math. The main thing to confirm now: do we keep the current August rooms, or scale some of them down?

What's already built + what we're seeing

The foundation is built — and it's already giving us real signal.

✓ Setup completed

Website + hosting, live
Backend + ticketing flow
Tracking: Meta pixel + CAPI + GA4
Ad account + campaign structure
Warm audiences built
Creative tested + validated

Campaign signal · Meta

$7,164Ad spend reviewed

430,794Reach

601,804Impressions

10,920Link clicks

2,768Checkout-intent events

$2.59Cost per checkout

Website signal · GA4

23KActive users

23KNew users

132KWebsite events

12KSessions from Meta paid

~48%First-user acquisition from Meta paid

✦

The system is already built and generating useful signal. The next step isn't rebuilding the foundation — it's using the traffic, warm audiences, and checkout intent we already have to push August more efficiently.

What we need to decide

Do the current August rooms stay — or do we scale some down?

Everything downstream — budget, city order, creative — depends on this one call.

Option A

Keep the current rooms

Run a controlled August push. Release spend city by city, based on ticket movement, clean links, creative being ready, and a weekly check against DCV sales.

Option B

Scale some rooms down

Rebuild the budget and plan around the smaller capacity, and lean the campaign toward protecting sell-through, retargeting, and final-call pushes.

Budget options

Ad spend only

After the June scale-down, our recommended media budget for the tour is $25K — a recommendation, not a fresh ask. The table below shows where it went and what's left for August.

What it is	Amount	How to read it
Recommended tour media budget	$25,000	Our call after the June scale-down — not a fresh ask
− Toronto (already spent)	~$2,070	Our benchmark
− Cancelled June dates	~$5,094	Gone — left out of August math
= Left for August	~$17,836	What's left for August if the rooms stay

Our recommendation Controlled relaunch

$12K–$15K

Our recommended first release — enough to move tickets, sent out in stages as cities show real DCV movement.

Full push

$15K–$17.8K

Only go higher if weekly DCV sales, creative and clean links back it — never all at once.

Revised fees

Good-faith fee adjustment — $30K → $20K (separate from ad spend)

We've cut our own fee, in good faith, to match the smaller scope and keep August realistic. This is separate from ad spend — it doesn't change the media budget.

$30,000→$20,000−$10,000

Was$30,000

Now$20,000

You save$10,000

Ad spendSeparate

Next steps

Decide: keep the August rooms, or scale some down.
If any change, confirm the new seat counts.
Approve the August ad budget.
Confirm the final ticket links.
Confirm creative is ready.
Go — start the controlled August launch.

One thing to confirm first: keep the August rooms, or scale some down. Confirm the room decision

Go deeper

01 · Marketing Summary

The recap + the recommendation

May/June recap, the Toronto benchmark, how August is selling, and what we'd do next. The short, board-ready read.

Open Marketing Summary

02 · Full Campaign Data

Source numbers + benchmarks

Source numbers, weekly pacing, and benchmarks. Available on request.