The checklist
- Goal: bookings, awareness, a launch, a season or new ad creative?
- Audience: who are your ideal guests or customers, and where are they from?
- Key message: the one thing people should remember
- Deliverables: how many videos and photos, and in which formats
- Must-have shots: rooms, dishes, experiences or products that can’t be missed
- Languages: English, Spanish, French or a mix
- Usage: your channels only, or paid ads too, and for how long
- Timing: visit dates and when you need the final files
- Approvals: who reviews the content, and your brand guidelines
- Budget range, if you have one: it helps shape the right proposal
What to leave to the creator
Share the goal and the must-haves, then leave room for the creator’s eye. Overly scripted UGC stops feeling like UGC, and the authenticity is what makes it work.
Send your brief
My brief form follows this checklist and takes a few minutes. I reply within 24 hours with a tailored proposal.