Orange 142 Partners with Tourism Economics to Deliver Advanced Attribution and Economic Impact Data for Destination Marketing Organizations
Rhea-AI Summary
Orange 142, a division of Direct Digital Holdings (NASDAQ: DRCT), has announced a strategic partnership with Tourism Economics, an Oxford Economics company, to enhance destination marketing organizations' (DMOs) measurement capabilities.
The collaboration provides DMOs with advanced attribution tools and economic impact dashboards that connect marketing efforts to visitor metrics and economic outcomes. Key features include:
- Tracking visitors from media campaigns and website engagement
- Measuring cost per 1000 visitors
- Analyzing average length of stay
- Calculating economic impact through job creation and tax revenue
- Monitoring point of interest visitation
The partnership leverages Tourism Economics' Media Impact Calculator (MIC) to help DMOs quantify marketing ROI and optimize campaign performance. This solution is particularly valuable for tourism boards seeking to justify budgets and secure stakeholder support through detailed economic impact data.
Positive
- Strategic partnership enhances DRCT's service offerings for tourism industry clients
- Provides competitive advantage through advanced attribution capabilities
- Expands revenue potential in the destination marketing sector
Negative
- None.
Insights
Direct Digital Holdings' division Orange 142 has established a strategic partnership with Tourism Economics to enhance its destination marketing capabilities. This collaboration introduces the Media Impact Calculator (MIC), enabling destination marketing organizations (DMOs) to directly connect advertising expenditures with quantifiable visitor outcomes and economic impact.
The partnership addresses a critical pain point for tourism boards: demonstrating ROI for marketing investments. The solution provides advanced metrics including visitor attribution, cost per 1000 visitors, length of stay analysis, and economic impact validation. For tourism-focused clients like Visit South Jersey, this creates a compelling value proposition, particularly for smaller DMOs with internal analytics capabilities.
From a competitive standpoint, this enhances Orange 142's service differentiation in the tourism vertical by moving beyond traditional marketing metrics to tangible economic outcomes. While potentially valuable for client retention and acquisition in this sector, the announcement lacks financial terms or projections that would help quantify the partnership's impact on DRCT's overall performance.
The tourism marketing sector represents a specific vertical within Orange 142's business, but the announcement provides no context regarding what percentage of Direct Digital Holdings' revenue comes from this segment. Without this context or any financial projections, it's difficult to assess the material impact on DRCT's future performance, suggesting this is an incremental service enhancement rather than a transformative business development.
The partnership provides DMOs with tools to measure the real economic impact of digital marketing investments
"Destination marketers are under increasing pressure to demonstrate the ROI of every marketing dollar spent," said Lindsey Wilkes, SVP of Business Development at Orange 142. "Our partnership with Tourism Economics transforms how DMOs can measure success, moving far beyond traditional metrics. This gives our clients the data they need to optimize campaigns, justify budgets, and secure stakeholder support for their tourism initiatives."
The partnership enables Orange 142's DMO clients to access powerful metrics that directly tie advertising efforts and digital strategies to tangible outcomes, including:
- Total Visitors from Media: Track visitors who arrive at destinations as a direct result of media campaigns
- Total Visitors from Website: Measure real people who visited after engaging with the destination's website
- Cost Per 1000 Visitors: Assess the efficiency of marketing spend in driving actual visitation
- Average Length of Stay: Identify which campaigns drive longer visits and higher spending
- Economic Impact Data: Validate tourism's contribution to local economies through job creation and tax revenue
- Point of Interest Visitation: Track the attractions visitors frequent most to inform promotional strategies
Tourism Economics' Media Impact Calculator (MIC) serves as the foundation for much of this analysis, allowing DMOs to quantify the economic impact of their paid media, optimize based on performance, identify new opportunities, and shape ROI strategy.
"Destinations must demonstrate returns on their paid marketing investments with increasing precision," said Tourism Economics' Chuck Davison, Vice President, Attribution Solutions. "The MIC unlocks a powerful solution that helps DMOs connect the dots between campaign touchpoints and real-world economic impact. We're proud that this partnership with Orange 142 equips destination marketers with more actionable intelligence to make tailored, informed decisions."
This partnership is particularly valuable for tourism boards dependent on tax revenue and local business support. The detailed economic impact data helps secure funding by demonstrating tourism's actual economic footprint, from visitor spending to business expansion, tax revenue generation, and employment growth.
"When starting our journey with Tourism Economics, it was exciting to know that Orange 142 was a partner so that we could get the full benefit of their robust offerings," shared Michael Snyder, Director of Operations Visit South Jersey. "As a smaller DMO, it's nice to have a media partner that can help us walk through the attribution and will go over learnings and how we can best apply them to future campaigns."
For more information about Orange 142's partnership with Tourism Economics or to learn how your destination can benefit from these advanced attribution capabilities, click here.
About Orange 142
Orange 142 is a digital marketing and advertising company with offices across the US. We service marketers and agencies. We are part of Direct Digital Holding, the ninth Black-owned company to go public.
We help marketers of all sizes grow their reach and revenue through data-driven media strategies. We also partner with agencies and execute campaigns on behalf of their clients.
Our team of experts has a deep understanding of the digital landscape and the latest advertising and marketing technologies. We work closely with our clients to develop and execute custom advertising and marketing campaigns that meet specific goals.
We are committed to providing our clients with the highest level of service and transparency. We believe that open communication and collaboration are essential to the success of every advertising and marketing initiative.
About Direct Digital Holdings
Direct Digital Holdings (Nasdaq: DRCT) combines cutting-edge sell-side and buy-side advertising solutions, providing data-driven digital media strategies that enhance reach and performance for brands, agencies, and publishers of all sizes. Our sell-side platform, Colossus SSP, offers curated access to premium, growth-oriented media properties throughout the digital ecosystem. On the buy-side, Orange 142 delivers customized, audience-focused digital marketing and advertising solutions that enable mid-market and enterprise companies to achieve measurable results across a range of platforms, including programmatic, search, social, CTV, and influencer marketing. With extensive expertise in high-growth sectors such as Travel & Tourism, Energy, Healthcare, and Financial Services, our teams deliver performance strategies that connect brands with their ideal audiences.
At Direct Digital Holdings, we prioritize personal relationships by humanizing technology, ensuring each client receives dedicated support and tailored digital marketing solutions regardless of company size. This empowers everyone to thrive by generating billions of monthly impressions across display, CTV, in-app, and emerging media channels through advanced targeting, comprehensive data insights, and cross-platform activation. DDH is "Digital advertising built for everyone."
For more information, visit www.directdigitalholdings.com.
About Tourism Economics
Tourism Economics, an Oxford Economics company, combines deep knowledge of tourism dynamics with rigorous economics to answer the most important questions facing global destinations and corporations. More than 500 companies, associations, and destinations work with Tourism Economics annually as a research partner. We bring decades of experience to every engagement to help our clients make better marketing, investment, and policy decisions.
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SOURCE Direct Digital Holdings
FAQ
What metrics does the Orange 142 and Tourism Economics partnership provide to DMOs?
How does Tourism Economics' Media Impact Calculator benefit DRCT's destination marketing clients?
What economic impact data can tourism boards measure through this DRCT partnership?
When did Orange 142 announce its partnership with Tourism Economics?
