Orange 142, a division of Direct Digital Holdings and a leader in digital marketing for destination marketing organizations (DMOs), has announced a strategic partnership with Tourism Economics, an Oxford Economics company specializing in tourism industry analysis. This collaboration provides DMOs with sophisticated attribution capabilities and economic impact dashboards, allowing them to connect their paid marketing efforts directly to visitor metrics and economic outcomes.

"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 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."

Benefits for Destination Marketing Organizations

Through this partnership, DMOs can access advanced attribution models and economic impact insights that directly tie their advertising and digital strategies to measurable outcomes.

1. Measuring the True Impact of Paid Media

• Total Visitors from Media – Track visitors arriving at destinations as a direct result of media campaigns.

• Total Visitors from Website – Measure real people who visit after engaging with a destination’s website.

• Cost Per 1000 Visitors – Assess marketing spend efficiency in driving actual visitation.

2. Understanding Visitor Behavior and Economic Contributions

• Average Length of Stay – Identify which campaigns drive longer visits and higher spending.

• Point of Interest Visitation – Track the most-visited attractions to refine promotional strategies.

• Economic Impact Data – Validate tourism’s contribution to local economies, including job creation and tax revenue.

The Role of Tourism Economics’ Media Impact Calculator (MIC)

Tourism Economics’ Media Impact Calculator (MIC) is at the core of this analysis, enabling DMOs to:

• Quantify the economic impact of their paid media campaigns.

• Optimize marketing efforts based on real-world performance data.

• Identify opportunities for increased engagement and visitation.

"Destinations must demonstrate returns on their paid marketing investments with increasing precision," said Chuck Davison, Vice President, Attribution Solutions at Tourism Economics. "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."

Why This Partnership Matters for DMOs

This collaboration is particularly valuable for tourism boards that rely on tax revenue and local business support. With detailed economic impact data, DMOs can:

• Secure funding by demonstrating tourism’s economic contributions.

• Show the impact of visitor spending on local business growth and job creation.

• Optimize campaigns to attract high-value visitors and increase overall tourism revenue.

"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 at 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."

By combining Orange 142’s expertise in digital marketing with Tourism Economics’ industry-leading data and attribution solutions, this partnership delivers unprecedented insights for DMOs. With access to more actionable intelligence, destination marketers can make data-driven decisions that maximize marketing ROI and drive sustainable tourism growth.