Online Co-op. Let’s Hear Your Stories!
As destination marketers, we’ve all become fairly savvy at figuring out how to increase our “share of voice” in media through cooperative advertising programs (yes, the ubiquitous co-ops!).
However, whether it’s offering discounted media rates to partners who buy advertising in the same publications, branded “unit advertising” or a “destination insert”, it has been our observation that most of our co-op programs have been structured for the print medium with a few formulaic exceptions.
- Destination branded pages on booking engines: Orbitz, Expedia and Travelocity are chock-full of branded destination pages (the Hawaii screen shot above) or this Oregon example, where a state and/or region partners with its DMO’s for a presence. Success here is generally measured by incremental bookings to the region/state (in comparison to the same time frame in the previous calendar year).
- Contests: A second method we’ve witnessed involves driving traffic to landing page where consumers can sign up to win a fairly big prize (think 4 night getaway + airfare + cool experience); success here is usually measured by leads and each of the co-op partners receive all leads.
Surely there are other models for working with partners and using online advertising to increase visibility -be it for lead or awareness building. Or maybe we’re just delusional in trying to recreate the success of the old print model and are simply trying to fit a square peg into a round hole.
Either way, we want to hear your unique stores. If you know of destinations who’re successfully leveraging unique online co-op programs or are thinking outside the proverbial box and are redefining the faithful “co-op”, leave a comment and let us know.