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Partnership Announcement: A New Era for Destination Marketing

In a strategic move poised to revolutionize destination marketing, Orange 142, a segment of Direct Digital Holdings, has announced a collaboration with Tourism Economics, a renowned global leader in tourism analysis. This partnership aims to equip destination marketing organizations (DMOs) with advanced tools to evaluate the economic impact of their digital marketing investments effectively.

The Need for Advanced Attribution

As the tourism landscape evolves, DMOs face increasing scrutiny regarding the return on investment (ROI) for their marketing dollars. Lindsey Wilkes, Senior Vice President of Business Development at Orange 142, highlights this shift, stating, "Destination marketers are under growing pressure to demonstrate the ROI of every marketing dollar spent." This partnership aims to transcend traditional metrics, equipping DMOs with essential data to optimize marketing campaigns and secure necessary funding.

What the Partnership Offers

The collaboration enables DMOs to access sophisticated metrics that link marketing efforts directly to visitor behaviors and economic results. Some key features include:

• - Total Visitors from Media: Tracking visitors arriving at destinations due to media campaigns.
• - Total Visitors from Website: Recording individuals who visit after engaging with the destination's site.
• - Cost Per 1000 Visitors: Analyzing the efficiency of marketing spend related to actual visitation numbers.
• - Average Length of Stay: Measuring which campaigns lead to longer stays and increased spending.
• - Economic Impact Data: Validating tourism's role in local economies through metrics like job creation and tax revenue.
• - Point of Interest Visitation: Tracking the attractions that draw visitors, aiding promotional strategies.

The Media Impact Calculator (MIC) from Tourism Economics serves as the backbone of this analytics suite, allowing DMOs to quantify the economic outcomes of their marketing strategies, thus shaping approaches for improved ROI.

Significance for Federal and Local Support

This partnership is particularly vital for tourism boards that rely significantly on tax revenues and support from local businesses. Detailed economic impact data empowers DMOs to secure funding by illustrating the tangible economic benefits that tourism brings. From visitor spending to local job creation, the partnership seeks to provide comprehensive insights that can lead to sustainable funding streams and investment.

Michael Snyder, Director of Operations at Visit South Jersey, voiced appreciation for the partnership, stating how it enables smaller DMOs to leverage sophisticated attribution metrics, thus enhancing their campaign outcomes. This reflects Orange 142's commitment to supporting organizations of various sizes in navigating the complex marketing landscape.

About Orange 142 and Tourism Economics

Orange 142 stands as a pioneer in the realm of digital marketing solutions for destination organizations, boasting a wide range of services designed to enhance reach and revenue through innovative media strategies. Operating across the United States, they ensure a customized approach, crafting marketing initiatives aligned with clients' goals.

Tourism Economics, part of Oxford Economics, is dedicated to providing in-depth insights into tourism trends and their broader economic implications. Each year, they collaborate with over 500 organizations, leveraging their extensive experience to empower clients in making well-informed marketing and investment decisions.

Conclusion

The strategic partnership between Orange 142 and Tourism Economics heralds a new chapter for destination marketing organizations, enabling them to leverage data insights for optimized marketing efforts. With a focus on transparency, collaboration, and advanced analytics, DMOs are now better equipped than ever to demonstrate the economic impact of their initiatives and secure the necessary support for their tourism development activities.

For additional information on how these advanced attribution capabilities can benefit your destination, consider reaching out to Orange 142 today.