Connected TV (CTV) / Streaming TV
Video advertising delivered within streaming TV content on internet-connected devices through platforms like Netflix, Hulu, Peacock or Roku. Streaming TV combines the high im¬pact video experience of traditional TV with digital targeting capabilities to reach relevant audiences and markets.
Digital Audio
Audio advertising delivered through streaming music and audio platforms such as Spotify and Pandora. Digital audio builds awareness while using digital targeting to reach relevant audiences and markets.
Display
Standard banner ads served across websites and apps. Display can build awareness and frequency while driving potential travelers to a partner’s website throughout the trip-planning process.
Email Marketing
Email messaging delivered to a destination’s existing database of subscribers and travelers who have opted in to receive messaging. Email marketing uses first-party audience data to reconnect with interested travelers, share relevant content and encourage continued planning.
Linear TV
Traditional television programming watched at a scheduled time through broadcast or cable providers. Programming is selected based on target audiences and viewership trends. Linear TV provides broad reach and a high-impact envi¬ronment for inspirational video messaging. Strategies may include broadcast, cable or both, dependent on market costs and viewing behaviors.
Online Travel Agencies (OTAs)
Advertising across travel booking and planning platforms such as Tripadvisor, Expedia and Priceline. OTA advertising reaches travelers actively researching and booking trips, allowing des¬tinations to influence consideration and drive action during key stages of the planning process.
Online Video
Video advertising across websites and apps on mobile devices, computers and tablets, complementing linear and streaming inventory. Online video combines the storytelling power of video with digital targeting to inspire travelers throughout the planning process.
Outdoor / Out-of-Home (OOH)
Reaches travelers as they move throughout their daily rou¬tines through placements such as billboards, airports, transit, malls and other public environments. Both static and digital formats provide high visibility and repeated exposure within target markets.
Paid Search
Text-based advertising appearing where travelers are actively searching for trip-planning information. Paid search captures existing intent and helps drive qualified traffic to your web¬site. This can include traditional search engines like Google or emerging environments like LLMs/ChatGPT.
Paid Social
Advertising across social media platforms, such as Facebook, Instagram, Pinterest, Reddit and others. Paid social allows destinations to reach travelers using audience, interest, behavioral and geo targeting while using engaging ad formats to inspire consideration and action.
Podcasts
Audio or video advertising delivered within podcast content. Placements may include host-read messages, produced ads or other formats, helping destinations reach audienc¬es based on their interests, listening habits and content preferences.
Print
Visual ads placed within regional magazines or newspa¬pers. Print can build awareness and inspire travel through high-impact imagery and messaging while reaching audienc¬es based on geography, interests or publication readership.
Retargeting
Reconnects with travelers who have previously visited or en¬gaged with a destination’s website or other paid media. Re¬targeting keeps the destination top of mind and encourages travelers to take the next step in their planning journey.
Rich Media / High-Impact Display
Larger, interactive or immersive digital formats to capture attention beyond traditional display banners. These place¬ments give destinations more space to showcase compelling imagery, video and experiences while encouraging travelers to engage with the content.
Traditional Radio
Reaches broad local audiences through traditional AM/FM radio programming. Radio can build awareness and fre¬quency within targeted geographic markets while reaching listeners throughout their daily routines.