Succeeding with Co-Operative Marketing

Creativity is the most relevant determinant of ROI - it's key to understand how can destinations leverage creativity when creating their campaigns.

In this session, Katarina Kjaljic explains how to run a successful campaign - what should be the priorities?

In this session, Katarina Kjaljic explains how to run a successful campaign - what should be the priorities?

Katarina starts by sharing some research insights that will help destinations design more effective campaigns.

Main Google Insights

People are increasingly more interested in travelling when we look at searches - either flights, hotels or attractions - a 15% increase in Europe (+12% UK and +21% Italy).

But the landscape has changed dramatically in the past 6 months - the impact of war in Ukraine, energy prices and the risk of recession in the UK.


Google Destination Insights help destinations to stay of these trends.

Fastest growing destination +25% South Korea
Country with the most inbound interest USA #01
Top city in demand domestically London #01


Data also shows that exotic destinations are far more popular as travel restrictions are less and visitors look for different experiences - like UAE, Indonesia and Mexico. Another relevant finding is that holiday searches are starting earlier.

Inspirational content is the key to catching consumers' attention. There's growth in the discovery phase - travellers now need to invest more time and effort in every stage before the pandemic. There's more prep work ahead of booking a trip.

It is also worth highlighting that traveller expectations are higher than ever - especially for younger generations (18-34 years old).

'TV view' had the highest decrease in viewership. Online video on the other hand is growing significantly. YouTube videos generate a higher impact (greater ROI than other Online Videos channels).


Online video is the key format to inspirational content - 34M hours of travel in the UK (+55% YoY growth). This is easy to understand since they can find the content they love - it is the most extensive video library in the world.


Creativity is Key

Katarina highlighted that 'creativity' is the most relevant determinant of ROI (50% to 80%), whilst targeting is only due to 5% to 35%. So it's relevant to understand how can destinations leverage creativity when creating their campaigns.

How to maximise messages in different channels:

  • Apply the ABCDs guidance -attention (hook and sustain attention), branding (full visibility from the start), connection (help people feel connected) and direction (have a relevant call to action).
  • Create ads that feel like content - less like ads.
  • Partner with creators - to drive credibility and relevance.

Personalisation is also an important dimension to consider. In order to effectively implement it in campaigns, Katarina suggests incorporating animate static assets, plan a bespoke shoot and being able to drive urgency.


Four Key Pillars to Best in Class Co-Op Model

  • Finding the right partner for your destination - that shares the same vision and goals.
  • Using the right creative - understand the most important part of the campaign - it should suit both brands and capture attention.
  • Being clear on the strategy and concept - make sure you have an audience in mind.
  • Measuring success - both parties should be happy.

Key Takeaways

  • Creativity is the most relevant determinant of ROI - it's key to understand how can destinations leverage creativity when creating their campaigns.

  • Campaigns should be built on top of macroeconomic relevant trends.
Published on:
December 2022
About the contributor

Katarina Kljajic

Travel Vertical, Google