Travel & Tourism

Multichannel Advertising & Strategy

Let Orange 142 help you create strategic, data-driven advertising campaigns that maximize visibility for your destination to drive visitations, book meetings, and optimize your budget across all channels.

Targeted Digital Campaigns

We support a full suite of digital campaign tactics and strategies: programmatic media buys, paid social, retargeting, and in-feed advertising to extend visibility and engagement.

Audience Development & Behavioral Targeting

Enjoy success coming out of the gate. Our proprietary database of online behavior, search history, and demographics lets us identify your high-intent travelers. We also segment audiences by interest, such as cultural travelers, food enthusiasts, and adventure seekers.

Creative Strategy, Development & Execution

We offer end-to-end campaign support, including:

• Strategic guidance on ad placements, messaging, and audience targeting for maximum impact.
• Custom development of digital assets, including banner ads, landing pages, email marketing creatives, and ad copywriting tailored for each campaign.
• A/B testing and best practices to ensure creative elements align with audience preferences and campaign objectives.

Cross-Channel Media Execution

Reach your audience wherever they are: display, native, video mobile, and social media. Our innovative re-engagement strategies keep your DMO top-of-mind for potential tourists and meeting planners.

Ongoing Optimization & Performance Tracking

Our account teams will continuously monitor and refine your campaign to maximize engagement and conversions. We eschew cookie-cutter campaigns, focusing on custom  KPIs that track website visits, visitor engagements, hotel bookings, and foot traffic attribution.

Organic Marketing & Influencer Strategy

Tourists and meeting planners rely on organic marketing and influencer recommendations when choosing destinations for personal vacations and business meetings or conferences. Orange 142 can elevate your destination's visibility through our targeted social media and influencer marketing campaigns, ensuring you capture attention in this competitive landscape.

Social Media Marketing

We support a full suite of digital campaign tactics and strategies: programmatic media buys, paid social, retargeting, and in-feed advertising to extend visibility and engagement.

Strategic Social Media Planning & Execution

Our teams design bespoke social media strategies rooted in audience insights, your destination’s goals, and emerging content trends. Our dynamic content calendars capture seasonal opportunities and local events while perfectly aligning with your marketing objectives. 

Content Creation and Optimization

Organic marketing lives and dies on the quality of content. We ensure your content delivers on your goals, whether ever-green posts to bring in a steady stream of visitors or seasonal and event-driven content. We can: 

• Produce engaging content, including short-form videos, Stories, carousel posts, and long-form content tailored to each platform.
• Leverage trending formats like Reels, TikTok videos, and interactive posts to boost engagement.
• Use data-driven optimizations to refine creative, including hashtag strategies and posting schedules.

Community Management

Success with social media marketing hinges on the DMO’s level of responsiveness. We actively monitor and respond to comments, messages, and tagged posts on your behalf to foster audience relationships. We also engage with potential travelers by commenting on related content and interacting with followers. We will encourage UCG participation through branded hashtags and social challenges if desired.

Cross-Platform Strategy & Channel Expertise

Travelers typically use multiple platforms, so we ensure your destination is featured wherever they go. We can:

• Execute targeted campaigns based on audience behaviors on Facebook, Instagram, TikTok, LinkedIn, and YouTube.
• Implement paid social strategies to complement organic efforts, particularly on pay-to-play platforms like Facebook.

Measurement & Reporting

What is the business impact of your ad spend? We will provide monthly analytics reports with insights on engagement, impressions, audience growth, and campaign performance. We also use Sprout Social and other analytics tools to track top-performing content and refine strategy. And we continuously test and optimize campaign elements to improve ROI and audience retention.

Influencer Marketing

Authentic storytelling creates destination demand. By partnering with trusted influencers, DMOs can showcase unique experiences, build credibility, and expand their reach to highly engaged audiences. Here’s how we can help you build a successful influencer marketing campaign for your destination:

Influencer Strategy & Selection

Success begins with selecting the right strategy and influencer for your campaign goals. We can help you identify the perfect creator based on audience engagement, content fit, and alignment with your goals, as well as screen them to ensure brand safety and suitability.

Contracting & Compliance Support

Your DMO has specific expectations and compliance requirements, which our team ensures are met. We structure agreements for the DMO and influencer, clarifying deliverables and payment. We can also manage contracts, billing, and commission structures to streamline collaboration.

Influencer Development & Nurturing

Do you have an influencer in mind who is new to the business? We can help. Our teams can:

• Help influencers understand what is expected of them to support your campaign
• Provide best practices for cross-platform promotion to maximize your reach
• Maintain continuous contact while the influencer is on-site to ensure a successful campaign.

Event-Driven Influencer Campaigns

Does your destination host signature events? We can design influencer campaigns around your fairs, holiday celebrations, or season attractions. Our services included tailored content strategies to attract local and regional audiences and thematic content series like “Choose Your Own Adventure” date nights.

Itinerary Planning & Coordination

Ensure your influencer has a game plan to create the content you need! We will develop curated itineraries that showcase key attractions and experiences and coordinate with local businesses, hotels, and attractions to secure accommodations, tickets, and VIP perks.

Content Creation & Campaign Management

We work closely with influencers to define deliverables, including videos, social posts, and stories. We take steps to ensure you receive high-quality content that resonates with travel audiences while maintaining brand authenticity.

Local Business & Stakeholder Engagement

You have many constituents who need to benefit from your investments in influencer marketing. We ensure your initiatives build strong relations with local businesses to encourage their participation and help them understand the long-term marketing value of such collaborations. We can facilitate city-hosted forums to align DMOs, local businesses, and influencers for campaign success if needed.

Measurement & Attribution

We track campaign performance -- and provide real-time reporting -- that measures engagement rates, impressions, video views, and earned media value (EMV). These insights allow you to optimize your campaign in real-time, demonstrate clear ROI on your influencer investments, and ensure your next campaign delivers even better results.