Introducción
Experience Kissimmee, the official destination marketing organization for Kissimmee and Osceola County, is dedicated to driving visitation and economic impact for the destination and its tourism partners. To help local tourism businesses reach more qualified travelers, Experience Kissimmee launched a co-op program with Sojern. Using Sojern's travel-intent data, the program delivered programmatic display campaigns that reached travelers actively planning trips to Central Florida. Experience Kissimmee and Sojern also matched partner investments, allowing local businesses to access sophisticated digital advertising with a significantly larger media budget than they could fund on their own.
Running display campaigns across three participating partners, the program exceeded campaign goals generating an estimated economic impact of $9 million for the region, an ROI of 243:1, and drove more than 8,100 confirmed travelers and 666 stays.
Objetivos
Experience Kissimmee wanted to provide local tourism businesses with a more sophisticated, data-driven marketing solution while maximizing the value of partner investments. They sought a co-op program that could combine travel-intent data, efficient media buying, and transparent reporting, allowing both Experience Kissimmee and participating businesses to clearly measure campaign performance and economic impact.
"Sojern really stands out because of the value they provide to our partners, the hands-on approach they bring, and the data they provide. Their media buying is incredibly effective and efficient, and the reporting gives both us and our partners complete visibility into campaign performance," said Steven Clenney, Director of Marketing at Experience Kissimmee.
For participating businesses like Top Tier at Reunion, a luxury short-term vacation rental company, the goal was to increase awareness for one of their new luxury vacation rental brands, reach high-value travelers, and generate measurable bookings without requiring the marketing budget of a much larger company.
Solución
Experience Kissimmee partnered with Sojern to launch a co-op program, combining Experience Kissimmee's investment, partner contributions, and Sojern's media match to significantly amplify campaign budgets. "For us putting in $5,000, Experience Kissimmee putting in $5,000, and then Sojern putting in $5,000, we've created a $15,000 marketing budget that we simply couldn't have handled on our own. The co-op model was a perfect fit for us," said Jodie Greene, CEO, Top Tier at Reunion.
Beyond increasing media value, Sojern worked directly with each participating business to understand its goals, develop customized media plans, and activate display campaigns using travel-intent data to reach prospective visitors actively planning trips. Throughout each campaign, both Experience Kissimmee and participating businesses had access to live reporting dashboards, allowing them to monitor performance and measure outcomes including return on ad spend. Experience Kissimmee also receives an aggregate Economic Impact Report to continually review how the overall program is helping to drive visitation and economic impact to the region.
For Top Tier at Reunion, the partnership provided an opportunity to introduce a new luxury vacation rental brand to qualified travelers while stretching a limited marketing budget through the co-op model.
The campaign surpassed performance goals, delivering measurable business results for both Experience Kissimmee and the participating partners. The reporting capabilities allowed the Experience Kissimmee team to demonstrate ROI for partner investments, monitor campaign performance in real time, and quantify the economic impact generated. "Partnering with Sojern was absolutely the right choice for us. They're an extension of our organization, incredibly thoughtful with our partners, and provide the transparency, reporting, and performance we need to show the value of every marketing dollar," Clenney said.
Partners benefit from the same transparency, allowing them to understand how their investment is performing and make informed decisions about future campaigns. For Top Tier at Reunion, the campaign successfully increased brand awareness while driving qualified leads and conversions. The positive results led the company to immediately launch a second campaign and plan additional future campaigns with Sojern.
Acerca de la Asociación
Anfitrión:
"The biggest benefit of working with Sojern is having an industry leader that's there for you and your partners. They take the time to learn about the destination and each partner's goals, then come back with thoughtful media plans that help drive results. Sojern really stands out because of the value they provide to our partners, the hands-on approach they bring, and the data they provide. They're really effective and efficient in finding visitors in the target markets our partners are looking for."
— Steven Clenney, Director of Marketing, Experience Kissimmee
Agencia:
Hotel asociado:
"Our experience working with Sojern has been amazing. From the very beginning, they were receptive, responsive, and we've seen nothing but success. I would definitely recommend Sojern to anybody, especially a small business with a smaller marketing budget or a newer company trying to build brand awareness. It's definitely beneficial."
— Jodie Greene, CEO, Top Tier at Reunion
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