Tone guardrails (per Bunim's standing rules + Swimply brand voice): No em dashes anywhere. Don't tell users how they feel. Don't ask favors. Don't thank for using Swimply. Voice is playful, accessible-luxury, action-oriented. Lead with the experience, not the sentiment.
Creative direction: This is NOT a "treat dad" email. It's a "do something with dad that doesn't suck" email. The insight: most Father's Day gifts are forgettable. A private pool day with the family is not. Skip the cliches. No ties, no tools, no "World's Best Dad" mugs. Show the actual experience.
SP banner: Every email includes the conditional Summer Pass banner block via {% if {{custom_attribute.${has_summerPass}}} != true %}{{content_blocks.${summer_pass_banner}}}{% endif %}. Already-SP-holders skip the banner.
Email — Thu June 12 (T-3)
H2D1F1L1SP-BANNERTRUST
ESP / Braze (not in image design)
Subject
Skip the tie. Book dad a pool day.
Preview Text
Private pool. The whole family. Sunday sorted.
Image Design Spec
Creative Concept
Warm, relaxed energy. Dad in the pool or by the pool, genuinely having a good time. NOT posed "gift moment" energy. Think: dad floating on a raft while kids splash. Or dad grilling poolside while someone cannonballs in the background. Real joy, real people.
Headline
Skip the tie. Book a pool.
Supporting Line
Father's Day is Sunday. Give him something he'll actually enjoy. A private pool, the whole family, zero crowds.
CTA Button
Book a Pool for Dad
Lifestyle Photo
Dad relaxing poolside. Backyard setting, not resort. Kids in the pool. Grill visible if possible. Late morning/early afternoon light. Diverse casting. No stock-photo energy.
Creative Concept
3-up grid showing pool types that map to "dad activities." Each tile: photo + label + browse CTA. Not gendered stereotypes. Just actual fun things dads do at pools.
Category 1
Pools with Grills — fire up the burgers, jump in the pool
Category 2
Pools with Hot Tubs — the one thing every dad actually wants
Category 3
Pools with Sport Courts — swim, then pickleball. Dream day.
CC Source
Top 3 pools near {{city}} with Sunday June 15 availability. Show photo, price, amenity tags, "Book" button.
Note
Same conditional Liquid wrap. Non-SP-holders see the banner.
Trust Bar
Private pools. Real backyards. $1M protection. 24/7 support.
Paired Push — Thu June 12 PM
Title
Father's Day is Sunday
Body
Skip the tie. Book dad a private pool near {{city}} for the day. Grill, swim, repeat.
Deep-link
swimply.com/search?occasion=fathers-day
SMS — Sat June 14 (day before)
Message
Father's Day is tomorrow. Still time to book a private pool near you. Skip the tie, do something fun: swimply.com/fd
Timing
10am local. Last-minute bookers. Keep it short and direct.
Timeline
May 12 (today)
Brief finalized. Chris reviews.
May 13
Submit Creative Request to design team (Drew/Rafa).
May 20
Design back from NLC/Rafa (7 business days).
May 22
Internal review + revisions.
May 27
Send to Mike/Bunim for client approval.
June 2
Client approved. HTML build starts.
June 6
HTML in Braze. QA + test sends.
June 12
Email sends. Push sends PM.
June 14
SMS sends (day before).