Sojern launches co-op marketing program for DMOs and local businesses

Sojern is launching a new Digital Co-Op Program following successful tests by customers including the Colorado Tourism Office and Discover Puerto Rico.

The product is intended to simplify branding and performance campaigns produced jointly by destination marketing organizations, hotels, attractions and agencies.

“Sojern is building multiple solutions and pricing models to service all types of travel clients, and we saw a clear opportunity with the challenges DMOs were facing. We listened closely to destination marketers and built a program that makes it easier than ever for these leaders to combine forces with their local stakeholders and achieve big results,” says Kurt Weinsheimer, chief solutions officer at Sojern.

“We have expanded their multi-channel digital options, simplified the operational legwork for the destination and provided sophisticated measurement tools required to prove total economic impact."

Sojern says the program uses a plug-and-play framework that gives participants a dashboard of performance metrics across all campaigns as well as individual views for each hotel owner or attraction provider; analytics such as data on flight searches and bookings, direct hotel bookings and in-destination spending; campaign targeting across programmatic display, native, mobile and video campaigns; and discounted media campaigns.

"Sojern's Digital Co-Op program gives our local hotel and industry leaders a cost-effective way of connecting with our campaign's target audiences and expanding our overall Colorado media footprint,” says Cathy Ritter, director of the Colorado Tourism Office, which tested the program earlier this year.

“They make it simple for everyone to collaborate, and with their match and ours offsetting the costs, several of our DMO partners are integrating this into their own plans."