The end of a campaign does not mean its URL must disappear. Decide by considering what someone following the old link still seeks: an event report, a new edition, an equivalent offer or only an announcement whose purpose has passed.
Keep an archive when it still informs
A past programme, presented resources or an event report may retain value. Mark the campaign as finished, show its period and remove actions that no longer work. Link to a current edition only if one really exists and is worth comparing.
Update a recurring URL deliberately
A permanent page may serve each season if its subject and role remain stable. Rewrite dates, conditions, images and metadata; do not leave an old promotion in a snippet or social preview. Preserve important archives on their own pages when they answer a distinct historical need.
Redirect to a genuinely equivalent destination
When the old page has no remaining useful content and a new one answers the same need, a redirect can make sense. Avoid sending every old offer to the homepage, which loses the context of the original link. If no relevant destination exists, an explicit ended page or appropriate 404 may serve people better than a misleading redirect.
Clean up entry points
Remove banners, buttons and navigation links that promise an expired action. Check prepared emails, social links, category pages and on-site search results. The campaign planning guide recommends inventorying these placements from the outset.
Check an old link yourself
Open a URL shared during the campaign on a phone. The first screen should tell you what has finished and where current information lives. Review remaining visits before removing a useful archive; low traffic alone does not prove it lacks documentary value.