When Results Matter: Orange 142 Partners with Tourism Economics

When Results Matter: Orange 142 Partners with Tourism Economics

Every DMO, regardless of size, is under pressure to ensure that every dollar invested in marketing delivers results. Whether you’re driving tourism, securing conventions, or promoting local events, tying media spend or website upgrades to visits and bookings is table stakes.

That’s why Orange 142 has partnered with Tourism Economics to offer DMOs sophisticated attribution capabilities backed by detailed economic impact dashboards. 

Our partnership helps our qualified DMO partners measure how their campaigns translate into actual on-site visits and economic growth.

What You Can Measure

Through this partnership, Orange 142 helps DMOs track the following critical KPIs that directly tie advertising efforts and digital strategies to tangible outcomes:

• Total Visitors from Media. Track the number of visitors who arrive at your destination due to your media campaign. Measure and optimize the direct impact of advertising on foot traffic.
• Total Visitors from Website. This tracks real people who visited your destination after engaging with your site. It's a vital metric that shows whether your online presence is genuinely converting interest into physical visits, helping you assess the bottom-line impact of your digital strategy.
• Cost Per 1000 Visitors. Understand how best to spend your budget on an ongoing basis. This metric lets you assess the media cost of 1000 visitors who engage with your ads.
• Average Length of Stay. Which campaigns and users stay the longest and spend the most? This KPI measures the duration of visitors' trips, providing valuable insights into the engagement and interest generated by a destination's campaigns.
• Economic Impact Data. Visits, meetings, and conventions broadly impact the local economy. This metric lets you validate the economic boost that Travel & Tourism bring to your destination, including job creation and tax revenue.
• Point of Interest Visitation Data: Track the attractions people visit most often to optimize your promotional efforts.

Why We Partnered with Tourism Economics

Tourism Economics, is a leader in the tourism industry. The company offers custom forecast models, economic impact analysis, policy analysis, and market assessments. It provides comprehensive travel data and insights to support investment, marketing, and policy decisions.

One of their most powerful tools is the Tourism Economics Media Impact Calculator (MIC). This sophisticated tool ties media campaigns to physical visits, measuring those attributable to destination media campaigns. The analysis digs deeper to quantify the economic impact, informing strategy to maximize ROI.

Use the MIC to:

• Quantify the economic impact of marketing campaigns
• Optimize campaigns by media tactic, type, DMA and vendor
• Discover opportunity markets for growth
• Strengthen advocacy and funding initiatives
• Integrate with the Website Impact and Event Impact Calculators

Benefits of the Orange 142 / Tourism Economics Partnership

Orange 142 works strategically with their DMO partners, ensuring that the media campaigns, websites, and custom landing pages deliver the desired results.

We can take the analysis to the next level by helping you demonstrate the tangible economic value of a destination's website and digital content by linking online engagement to real-world outcomes. Additionally, we can help to optimize your website content and identify new, untapped markets that may prompt visits if targeted for a campaign. 

Tourism boards often depend on tax revenue and local business/grant support. To help secure this funding, we provide concrete data showing tourism's actual economic footprint - from dollars spent by visitors to business expansion, tax revenue generation, and employment growth in your community. We'll also help you pinpoint the right timing to reach potential visitors, ensuring your marketing dollars work harder when they matter most.

Read to Get Started?

Orange 142 has extensive experience working with DMOs, helping them leverage data-driven strategies to achieve measurable results. Get in touch.