Maximizing Marketing Impact With Co-Op Campaigns
Discover how DMOs can elevate their reach and drive community-wide results through strategic co-op marketing campaigns.
Co-op advertising campaigns present a powerful opportunity for Destination Marketing Organizations (DMOs) to collaborate with tourism partners, combining resources to amplify reach, reduce costs, and inspire more travelers. By aligning objectives, selecting the right partners, and using data to guide decisions, co-op campaigns can deliver measurable outcomes that benefit entire communities.
Why Co-Op Campaigns Work
When the destination grows, so do its partners. Co-op campaigns create a meaningful opportunity to reinforce that shared value. At their core, co-op campaigns are joint advertising efforts where two or more organizations team up to tell a shared story. For DMOs, who already work closely with local businesses and have deep insight into promoting their destination, this collaborative model is a natural fit.
A few key reasons why co-op campaigns can be transformative:
- Shared investment reduces individual marketing spend while maximizing overall impact.
- Larger pooled budgets unlock access to high-visibility channels like digital advertising, influencer collaborations, and targeted social media.
- Cross-promotion expands reach by tapping into each partner’s existing audience.
- Unified messaging builds consistency across platforms, helping tell a cohesive destination story.
- Stronger storytelling brings destination themes — like culinary culture, outdoor recreation, or heritage — to life.
- Shared data insights support continuous improvement and transparency across partners.
- Collaborative planning strengthens long-term relationships between DMOs and their stakeholders.
- Economic impact is amplified across accommodations, attractions, restaurants, and retailers.
TIP: If you're utilizing the Destination Signals program, partners who are already engaged with that platform may be ideal co-op participants. These businesses are already aligned with shared goals — like increasing website traffic and visibility — and an investment in paid media will directly support their own success.
How to Maximize Co-Op Campaign Success
Success in co-op campaigns begins with intentional planning and collaboration. When DMOs lean into their leadership role, they can guide strategic partnerships that benefit everyone involved.
A few best practices to consider include:
- Identify aligned partners, from local businesses to regional and statewide collaborators.
- Define success together — whether that means growing awareness, boosting bookings, or driving traffic to partner sites.
- Establish clear KPIs, such as site sessions, ad clicks, bookings, and social shares.
- Use a mix of paid and earned media — including social media, influencer content, email campaigns, and digital ads.
- Create high-impact, human-centric content, like blog posts, short videos, and co-branded storytelling.
- Track and optimize throughout the campaign using real-time performance data.
- Encourage partner amplification, sharing assets through their own digital channels.
- Leverage user-generated content to expand visibility and authenticity.
- Conduct wrap-up reporting that provides transparency and valuable insights for future initiatives.
Activating Paid Channels with Co-Op Support
DMOs can activate a wide variety of paid strategies to support co-op campaigns. Here are a few to explore:
- Co-branded video ads that showcase multiple partners or experiences.
- Digital and out-of-home ads — like transit wraps or airport signage — that promote the broader destination.
- Collaborations with influencers and content creators to bring fresh perspective and expanded reach.
- Targeted paid campaigns on platforms like Instagram, TikTok, and YouTube that link directly to partner content.
- Paid search placements that support booking conversions or seasonal promotions.
- Strategic use of OTAs and travel booking integrations to direct users to destination-specific offers.
Tempest Is Here to Help
We’ve spent over 15 years supporting innovative DMOs and their tourism partners. From local co-ops to national brand activations, we’ve helped destinations grow by creating marketing programs rooted in trust, data, and results.
Our Growth Marketing team utilizes DV360, Google’s premier programmatic ad platform, to manage media with precision — automating bids, optimizing placements in real time, and ensuring cost efficiency. With direct access to high-profile publishers like Tripadvisor, Travel + Leisure, The New York Times, and USA Today, we deliver your message where it matters most.
What sets us apart is our commitment to transparency and partnership. You’ll always know where your dollars are going, with previews, placements, and full end-to-end reporting included.
Let’s connect and build something meaningful together — for your destination and the members of the community who power it.
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