437. Paid Media Tactics That Work in Travel and Tourism, with Colleen Senglaub

On this episode of Destination on the Left, I talk with Colleen Senglaub, Digital Account Manager at TAP, for the first installment of a four-part series exploring the PESO Model—a foundational framework designed by Gini Dietrich for integrated marketing plans in travel, tourism, and hospitality. We dig into the “P” of PESO—Paid Media. Colleen shares her expertise on digital advertising, breaking down today’s must-have channels, including Meta (Facebook and Instagram), Google, programmatic, and connected TV campaigns. They also touch on emerging platforms like Pinterest and TikTok, offering fresh ideas for reaching key audiences.

What You Will Learn in This Episode:

• How Colleen develops paid digital marketing plans using the PESO model and why this strategic framework helps destinations choose the right mix of paid, earned, shared, and owned tactics
• Why goal-setting and understanding your audience are foundational before selecting digital advertising channels and campaign types
• What considerations go into selecting paid media channels, including Meta (Facebook/Instagram), Google, programmatic connected TV, Pinterest, and TikTok, and why asset type and audience preference play a critical role
• How audience targeting and campaign automation are evolving (especially on Meta), and why maintaining control over audience selection is more important than ever
• What retargeting is in digital advertising, how it can be used effectively for tourism marketing, and why monitoring ad frequency matters for guest experience
• How to approach measurement, including setting the right KPIs, using industry benchmarks, and making ongoing campaign optimizations to ensure campaign success

Maximizing Your Travel Marketing Impact with the PESO Model: Paid Media

The PESO Model, developed by Spin Sucks founder Gini Dietrich, offers a holistic structure for integrated marketing. Of the four PESO pillars, paid media encompasses any tactic that requires a direct investment to capture attention. As Colleen Senglaub explains, this includes everything from digital campaigns (social ads, Google search, display, programmatic, and connected TV) to traditional placements like billboards and print, along with sponsored content and trade show activations.

The key to successful paid media is intentionality. Marketers should analyze both the needs of their destination and the motivations of their target audience, choosing only the channels best equipped to deliver on their specific business goals.

Channels to Consider in the Modern Mix

Choosing where to focus isn’t about following flashy trends—it’s about aligning with your destination’s unique goals and audiences. As Colleen says, every decision should connect back to core campaign objectives—are you trying to drive web visits, capture leads, or expand your newsletter reach? Who is your ideal traveler, in terms of age, interests, and location?

A well-aligned strategy might mean an integrated mix, like for TAP’s Baseball Hall of Fame campaign, which blended Meta, Google, TikTok, and CTV, thoughtfully timed to coincide with the launch of a new exhibit and the availability of assets.

Emerging Channels and Creative Asset Considerations

Don’t overlook evolving channels. Pinterest, for example, wields unique influence over women-led travel planning, while TikTok is a powerhouse for reaching Gen Z, who increasingly look to social platforms instead of Google for travel inspiration.

But succeeding on new channels requires the right creative approach. TikTok demands fun, vertical, trend-aligned videos, whereas Instagram and Meta perform better with a thoughtful mix of sizes and styles. Marketers should aim to capture assets in multiple formats upfront, future-proofing their campaigns for every channel.

Resources:

• https://spinsucks.com/communication/peso-model-comprehensive-guide/
• Website: https://travelalliancepartnership.com/
• LinkedIn Personal: https://www.linkedin.com/in/colleen-senglaub/
• LinkedIn Business: https://www.linkedin.com/company/tapintotravel/

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