Orange 142, a division of Direct Digital Holdings, announced a strategic partnership with Tourism Economics, an Oxford Economics company, on March 26, 2025. This collaboration aims to provide Destination Marketing Organizations (DMOs) with sophisticated attribution capabilities and economic impact dashboards.
The partnership allows DMOs to directly connect their paid marketing efforts to visitor metrics and economic outcomes, moving beyond traditional metrics. This provides clients with data to optimize campaigns, justify budgets, and secure stakeholder support for tourism initiatives.
Key metrics accessible through this partnership include visitor spending, tax revenue generated, and employment growth, utilizing Tourism Economics' Media Impact Calculator. This is particularly valuable for tourism boards dependent on tax revenue and local business support.
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