REMARKETING CO-OP DMO

CHALLENGES

Compass Media was called on to provide a cost effective digital co-op strategy to help leverage the website traffic and marketing efforts of Gulf Shores & Orange Beach Tourism to benefit their industry partners.

Applying a strategy that would meet the goals of the DMO to offer a cost effective co-op program to their industry partners that leveraged their annual marketing.

SOLUTIONS

In this case we recommended a Remarketing CO-OP with guaranteed click goals for each partner, knowing the risk of running a CPC based remarketing campaign when the industry norm is a CPM campaign.

This approach would allow each industry partner to target a specific list of travelers who have already expressed their interest in coming to Gulf Shores, AL by remarketing to them on the Google Display Network using the Gulf Shores and Orange Beach Tourism remarketing list. Instead of serving impressions, we optimized each campaign until a qualified audience visited the industry partners website.