Tone guardrails: No em dashes. Don't tell users how they feel. Don't ask favors. Don't thank for using Swimply. Voice is playful, high-energy, action-oriented. This is THE summer holiday. Match that energy without being cheesy.
Creative direction: July 4th is the peak pool weekend. Higher demand than any other single day. Lean into: pool parties, BBQ + swim combos, evening/sunset pool hangs (fireworks viewing from poolside), large group gatherings. Do NOT lean into: patriotic red/white/blue aesthetics (keep it Swimply blue + warm tones), flag imagery, political anything. This is about the weekend, not the holiday.
Discount decision needed: July 4th is peak demand. Same as MDW: default is NO discount. Demand exceeds supply. If Bunim/Mike want a promo, it should be targeted (lapsed guests only, or new-market geo push). Confirm before design starts.
Wave 1 — T-14 · Fri June 20
H2D1F1L1SP-BANNERTRUST
ESP / Braze
Subject
July 4th pools are already booking. Just saying.
Preview Text
2 weeks out. The ones with grills go first.
Image Design Spec
Creative Concept
Peak summer energy. Golden hour, pool party vibes. Group of friends or family at a backyard pool. Floats, coolers, string lights starting to glow. Not posed. Feels like you just walked into the best backyard party of the summer.
Headline
The biggest pool weekend of the summer.
Supporting Line
July 4th is 2 weeks out. Private pools near {{city}} are already booking. Lock yours in.
CTA Button
Browse July 4th Pools
Category 1
Pools with Outdoor Kitchens — grill and swim in the same backyard
Category 2
Party-Ready Pools — big decks, speakers, space for the crew
Category 3
Pools with Fire Pits — for after sunset
CC Source
Top 3 pools near {{city}} with July 4-6 availability. Show photo, price, amenity tags, "Book" button.
Note
Same conditional Liquid wrap as all campaigns.
Paired Push — Fri June 20 PM
Title
July 4th pools are booking
Body
2 weeks out. Private pools near {{city}} with grills, decks, and space for the crew. Lock yours in.
Wave 2 — T-7 · Fri June 27
H2F1L1SP-BANNERTRUST
ESP / Braze
Subject
1 week to July 4th. Top pools near you are filling up.
Preview Text
The fire-pit pools are almost gone. Just a heads up.
Image Design Spec
Creative Concept
Same warm summer energy but the messaging gets sharper. Visual signal of "filling up." Could be a pool grid where some tiles show "booked" or dimmed. Or a single hero with a "limited spots" badge. Keep it real, not manufactured urgency.
Headline
July 4th is next week. Pools are going fast.
Supporting Line
Top pools near {{city}} are filling up for the long weekend. Grab yours.
Creative Concept
3-up grid of top local pools. Show remaining availability ("2 slots left Sat"). If inventory feed isn't ready, use "Booking up fast" badges.
Paired Push — Fri June 27 PM
Title
July 4th pools are filling up
Body
1 week out. The best pools near {{city}} already have holds. Don't wait.
Wave 3 — T-3 · Tue July 1
H2L1SP-BANNERTRUST
ESP / Braze
Subject
3 days to July 4th. Last call for pool spots.
Preview Text
Still a few pools open near {{city}}. Not for long.
Image Design Spec
Creative Concept
Urgency without panic. Evening pool scene. String lights, sunset colors. The vibe is "this could be your Friday night." Short, punchy copy. No category grid needed. Just hero + recs + CTA.
Headline
3 days. Limited pools. You know the move.
Supporting Line
Still a few spots open near {{city}} for the long weekend. This is your last real window to book.
Paired Push — Tue July 1 PM
Title
Last call for July 4th pools
Body
3 days out. A few pools near {{city}} still have spots. This is it.
SMS — Wed July 2
Message
July 4th is Friday. A few pools near you still have open spots for the weekend. Book now: swimply.com/j4
Wave 4 — Day-of · Fri July 4
H2L1TRUST
ESP / Braze
Subject
Happy 4th. Pools near you are open today.
Preview Text
Same-day bookings. Private pools. Go.
Image Design Spec
Creative Concept
Bright, high-noon summer energy. Pool with people already in it. Festive but not patriotic kitsch. Could show sparklers poolside at dusk as a secondary image. The point: it's the 4th, you're at home, this pool is 15 minutes away. Go.
Headline
It's the 4th. Pools are open. Go.
Supporting Line
Same-day bookings available near {{city}}. Private pool. Your crew. Today.
CTA Button
Book a Pool Now
Paired Push — Fri July 4 AM
Title
Happy 4th! Pools open today
Body
Same-day bookings near {{city}}. Private pool for the holiday. Book now, swim in an hour.
SMS — Fri July 4 noon
Message
Happy 4th! Private pools near you have same-day spots open. Book now, swim in an hour: swimply.com/j4
Timing
Noon local. Catches afternoon planners.
Timeline
May 12 (today)
Brief finalized. Chris reviews.
May 14
Submit Creative Request for all 4 waves to design team.
May 22
T-43 deadline. Brief must be locked by here for full multi-wave.
May 28
Designs back from NLC/Rafa.
June 2
Internal review + revisions complete.
June 6
Client approval (Mike/Bunim).
June 10
All 4 emails built in Braze. QA complete.
July 1
Wave 3 sends + SMS July 2.
July 4
Wave 4 sends + SMS.