Phoenix is the fifth largest city in the U.S., boasting a thriving community known for its year-round sun and warm temperatures. The sprawling multi-city metropolitan area elevates art, culture, cuisine, nature and outdoor adventures, and has many high-end spa resorts, golf courses, and vibrant nightclubs for travelers to enjoy. Visit Phoenix and their agency, Brkthru, activated a co-op program with Sojern to support their local partners, increase tourism to Phoenix, and drive economic impact.
Visit Phoenix and Brkthru sought to activate a co-op program based on feedback from their local partners that there was interest in participating. Though they had run co-ops in the past, they had not activated one that centered on programmatic media. The team started testing programmatic solutions in 2021 in partnership with Sojern and was very satisfied with the results. They wanted to run a test to see if it would be as effective from a co-op member standpoint and due to the success with Sojern on previous programmatic campaigns, they were eager to recommend it to partners. With a target list of key contacts from Visit Phoenix, Sojern led the outreach and secured 12 partners. It was key to deliver fantastic results for their partners that were trackable to prove the value back to them. Customization was important as each partner had different goals for their campaigns based on individual needs, some focused on ROAS and others on brand awareness.
Sojern, Visit Phoenix, and Brkthru teamed up to activate a co-op campaign with 12 local partners including hotels and attractions. The Sojern team coordinated and communicated with the members to save Visit Phoenix and Brkthru time and ensure implementation was easy. Visit Phoenix contributed match funds to the program to support their partners on custom campaigns across display and native channels. The Sojern team also provided ad design support for the participants as needed.
The co-op program resulted in 9,669 confirmed travelers, 3,057 flights and 11,445 hotel post-impression bookings, $5.6 million in estimated economic impact, and a 125:1 ROAS. The Sojern team received positive feedback on performance from the partners. The Visit Phoenix and Brkthru teams were satisfied with the results and signed on for a co-op for fiscal year 2025 to continue driving results for the destination and their partners.
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