Seasonal spend and the weeks a briefing must not ignore

A Batumi property that fills in August did not necessarily fill because a video line ran in July. A Tbilisi tutor marketplace that jumps in September is meeting the school year. If those weeks are not on the chart, the campaign inherits the calendar.

The seasons we put on every hospitality and education pack

For coastal hospitality: Orthodox Easter, the first hot weekends, August, and the shoulder of September. For Tbilisi hotels: conferences, New Year, and the weeks when domestic travel substitutes for a closed border or a pricey flight. For education: enrolment windows, exam results, and the quiet of late December.

We draw them as bands behind the outcome line. It is unglamorous. It stops a January briefing from congratulating a New Year burst for rooms that were going to fill.

What we ask you to bring

A two-year outcome series, even if the campaign under review is short. One year is not enough to see a season. If you have only six months of clean bookings, we will still work, and we will write the seasonal caveat in a larger type than the spend bars.

Marketing performance measurement in Georgia is, in practice, a conversation with the calendar. The visual briefing should make that conversation visible, not apologise for it in a footnote.