Partner Marketing Campaigns

Driving Impact through Partnership

Destinations have always worked with industry partners to support marketing  activities, this normally includes partner airlines, hotels and attractions.


Driving Impact through Partnership

Destinations have always worked with industry partners to support marketing  activities, this normally includes partner airlines, hotels and attractions. In digital, partner marketing is helping destinations to not only raise funds and increase the impact of their campaigns but to drive measurable conversion all the way through the funnel with smart sharing of data to measure inspiration right through to conversion across multiple channels, partner touchpoints and conversion endpoints.

Co-Investment

The most obvious value of partnership marketing is the opportunity to jointly contribute funds to a single campaign or campaign calendar. Destinations routinely develop comprehensive marketing programmes and then ‘pitch’ them to industry to ‘buy-into’, from single campaigns to multi-year programmes. This approach to marketing means more commitment and stronger results overall.

Data Sharing

Working with a team of partners on a campaign has the real value of being able to share data with partners, which can have many benefits. Traditionally this would entail simply sharing acquisitions for newsletter and database marketing, but now this has evolved to sharing pixel tracking ensuring campaigns can be optimised according to the response, with much deeper learnings from insights gathered through data generated in the campaign itself.

Full-Funnel Impact

The DMO’s role has never been to drive direct bookings to the destination or to subsidise the private sector by doing marketing on their behalf. Thanks to data driven marketing techniques today, it is now possible for campaigns to be setup in such a way that the DMO can invest in the upper funnel, awareness and interest generation, leaving the private sector contribution to drive conversion, where traffic to their sites right through to booking can be measured and quantified. This really is full-funnel marketing and yes, it really is possible to measure impact from destination campaigns digitally.


Destinations have always worked with industry partners to support marketing  activities, this normally includes partner airlines, hotels and attractions.


Driving Impact through Partnership

Destinations have always worked with industry partners to support marketing  activities, this normally includes partner airlines, hotels and attractions. In digital, partner marketing is helping destinations to not only raise funds and increase the impact of their campaigns but to drive measurable conversion all the way through the funnel with smart sharing of data to measure inspiration right through to conversion across multiple channels, partner touchpoints and conversion endpoints.

Co-Investment

The most obvious value of partnership marketing is the opportunity to jointly contribute funds to a single campaign or campaign calendar. Destinations routinely develop comprehensive marketing programmes and then ‘pitch’ them to industry to ‘buy-into’, from single campaigns to multi-year programmes. This approach to marketing means more commitment and stronger results overall.

Data Sharing

Working with a team of partners on a campaign has the real value of being able to share data with partners, which can have many benefits. Traditionally this would entail simply sharing acquisitions for newsletter and database marketing, but now this has evolved to sharing pixel tracking ensuring campaigns can be optimised according to the response, with much deeper learnings from insights gathered through data generated in the campaign itself.

Full-Funnel Impact

The DMO’s role has never been to drive direct bookings to the destination or to subsidise the private sector by doing marketing on their behalf. Thanks to data driven marketing techniques today, it is now possible for campaigns to be setup in such a way that the DMO can invest in the upper funnel, awareness and interest generation, leaving the private sector contribution to drive conversion, where traffic to their sites right through to booking can be measured and quantified. This really is full-funnel marketing and yes, it really is possible to measure impact from destination campaigns digitally.