On 24 March 1968 3rd Marine Division commander MG Rathvon M. Tompkins proposed a combined arms operation against the area around Mũi Lay to reduce PAVN infiltration and destroy artillery that had been targeting the Cửa Việt and Đông Hà bases and supporting PAVN infantry operations south of the Vietnamese Demilitarized Zone (DMZ).

The operational area would extend from the southern edge of the DMZ 14km north to Mũi Lay and 25km inland from the coast.

On 21 June, after consulting with representatives from III MAF, 7th Fleet and 7th Air Force, COMUSMACV General Creighton Abrams approved the plan with a start date of 1 July.

[1]: 360  The North Vietnamese appeared to be unprepared for the assault with Navy ships able to approach to within 10km of the coast without provoking PAVN shore batteries.

[1]: 548 This article incorporates public domain material from websites or documents of the United States Marine Corps.