In Marketing, Media, Tourism

budget spelled out in blocksReady to really maximize your budget—and cover the most territory with it? Co-op marketing programs yield remarkable bang for your buck.

Co-op marketing provides a method for advertisers to reach their target markets via complementary partnerships with other companies and organizations. By designating space for your partner, you can also divvy up the cost, resources and promotional possibilities, to make your marketing plan its most profitable.

When it comes to tourism, hospitality and lifestyle marketing, co-ops are an especially effective fit. These types of entities all have a natural, vested interest in each other’s overall success. For example, bringing more folks to town means boosted business for hotels and resorts, tour companies, attractions and so on. And vice versa.

With co-op marketing funds, your message can go farther and generate a greater impact, by reaching additional people and running larger and more powerful ad units.

What does one look like in action? As an example, Dana created a high-impact awareness campaign promoting the Hawaii Visitors & Convention Bureau’s (HVCB) Destination Specialist Program to travel agents and secondary targets.

The Official Travel Trade Co-Op Marketing Program pulled together the HVCB’s allies—like hotels, resorts and attractions—and Island Chapter budgets, to deliver a comprehensive print and digital media plan representing Hawaii, its six islands and participating partners.

All parties’ buy-in, combined with vigorous rate negotiations, yielded 800% media purchasing power. Among the results was a huge jump in signups and a positive, measurable impact on tourism.

If you’re considering a co-op marketing program, keep a couple of tips in mind:

  • For a destination, like a CVB, co-op marketing programs are generally a good bet. Gauge the interest of your existing membership. Use the internal database you’ve collected, or your website, to dip your toes in, by creating and selling space on your owned properties. Once you’ve found success there, go out and buy media from outside publishers that match your destination targets.
  • An individual attraction or business? Be sure that the space you’re buying allows you to get your custom message out. It should be just as effective as—or more effective than—if you were buying the same type of space directly from a media outlet.

Let’s forge a partnership of our own.

We can help launch a co-op marketing program for your destination or business. Sync up today with Lynn Kaniper at or 609.466.9187, ext. 117.

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