Opportunity:

Strategically tap into the growing digital marketing budgets of tourism boards (DMOs) so that Travelzoo readers could be inspired to travel to these global destinations.

Solution:

• Co-created a customizable digital media program for tourism boards that fused inspirational stories with tactical opportunities for partner hotels, resorts, airlines, cruise lines, tour operators and entertainment providers.

• The digital syndication of these programs included a combination of targeted emails, social media placements, website placements and traditional PR (ultimately a combination contingent on objectives and budget).

• This was the first program of its kind for tourism board advertisers with both regional and global reach.

Results:

• The “Destinations” (DMO) business vertical at Travelzoo grew into a new, multimillion-dollar revenue stream for the online publishing company.

• The business vertical grew more than 100% year over year for the first three years in a row, transforming into a consistent revenue stream for the company with repeat clients — yielding diverse and engaging destination profiles for Travelzoo readers.

• The Destinations vertical continues to be a huge piece of business for Travelzoo. Click here to see the current “featured destinations” on Travelzoo.