Tourism Breaking News
Sojern announced its Co-Op Marketing Program designed to help Destination Marketing Organisation (DMOs) drive traveller demand in Asia Pacific, Middle East and Europe. The program, which first launched in North America in September 2019, is also expanding in scope. Marketers at DMOs and their partner organisations can now reach customers directly with multichannel digital advertising across video, display, native, Facebook and Instagram.
The COVID-19 pandemic has had a massive impact on travel and tourism. This program enables collaboration on digital marketing campaigns between the DMOs, hotels and attractions, to support market recovery together.
Early adopter, Linn Totland, Head of B2C Marketing, Fjord Norway, said, “As a DMO, we have been looking for a solution that would make us better equipped to measure the direct impact of destination marketing on the bottom line for the tourism businesses in our region. The tourism industry has been massively affected by Covid-19, and now, more than ever, we need to make sure that our marketing budget is spent wisely and is generating a positive ROAS.”
Venessa Chen, Regional Consumer Marketing Manager, Asia at Tourism New Zealand, said, “What sets Sojern apart from other display channels is its strong remarketing capabilities to drive conversions. During tactical campaigns, Sojern effectively remarkets to our audience, pulls them down the purchase funnel and delivers the highest conversions for us and our airline partners.”
“With the industry now seeing some early signs of recovery as some destinations gradually re-open travel both domestically and regionally, coordinated cooperation between all industry stakeholders is needed now more than ever in order to build a more resilient, responsible, and sustainable travel and tourism industry,” said Dr. Mario Hardy, CEO, Pacific Asia Travel Association (PATA).
“We know when someone is looking to travel and can influence them. We’ve delivered over €11B in bookings for 10,000+ global travel brands including destinations, attractions, hotels, airlines, cruise operators, and more. In this program for co-op marketing, we have removed the operational complexity of executing and measuring joint branding and performance campaigns and provide discounted media to co-op participants,” said Chris Blaine, VP of APAC & EMEA at Sojern.
“One of our SDGs is ‘partnerships’ – because of the cross-sectoral nature of tourism, which strengthens private or public partnerships and as such, engages multiple stakeholders including international, national, regional and local to work together to achieve common goals to support tourism,” said Alessandra Priante, Director for Europe Region at UNWTO.
