This document proposes a new cooperative advertising program focused on niche travel interests rather than destinations. It notes benefits like bigger budgets, more exposure, and broader appeal when partners pool resources. The program would target special interests like shopping, culture, wellness rather than just beaches or family travel. Advertisements would feature 4 or fewer partners and use compelling images. Members would get presence in full-page ads, website listings, and other benefits. Participation is simple - complete a form, review advertising offers, and submit payment. Local SKAL clubs could potentially facilitate similar destination-focused co-ops. Feedback on the proposal is welcomed.

1. Shopping Meditation Culture Entertainment Trekking
Medical & Spa Mega-events Heritage Golf Diving Culinary
CO-OP ADVERTISING
REIMAGINED

2. The program is designed as a co-op, but
rather than duplicate (and possibly compete
with) destination oriented co-ops, the concept
focuses on reaching potential guests
through their special interests or types of
trips they take, with an emphasis on the
leisure segment.
CO-OP Advertising Reimagined

3. CO-OP may be an Old School idea.

4. Bigger Budget. When partners pool their budgets together, you are able to do
bigger and better things that are mutually beneficial. More money could mean
building a new website, buying more digital advertising, printing additional collateral,
or attending more shows.
More Exposure. The more partners involved, the more people who are promoting
your product. Each entity can talk about it on their social media channels, post it on
their website, include it in their collateral or mention it during trade and media
shows.
Broader Appeal. Travelers are more likely to take a trip when there are multiple
points of interests.

5. A future for niche and special interest markets
Shopping Meditation Culture Entertainment
Trekking
Medical & Spa Mega-events Heritage Golf Diving

6. beaches
family
travel
golf
pet
friendly
reunions romance
spa/
wellness
wedding
Beaches
Pet friendly
Reunions
Golf
Family Travel
Romance
Spa/Wellness

7. To create a larger
market impact, only
full page ads, with
compelling images
and copy are used.

8. The number of
hotels/attractio
ns per ad is
limited to just
four.

9. The overall market value
of the spa industry in
Thailand is growing as
high as 8% per annum,
from THB 30 billion in
2013 to THB 35 billion in
2015. This figure
puts Thailand at 16th
place in the world and
the 5th in Asia behind
China, Japan, South
Korea, and India.

10. A future for niche and special interest markets
Shopping Meditation Culture Entertainment
Trekking
Medical & Spa Mega-events Heritage Golf Diving

11. In Thailand, the
Tourism Authority has
put a focus on
promoting anti-aging
and longevity
treatments to potential
visitors, which has often
been targeted at a
much older clientele.

12. The Annual Destination
Wedding Planners
(DWP Congress 2017)
rated Thailand as the
preferred foreign
wedding destination for
Asians, third for the
Australian market and
sixth in European
countries. It was
selected as the rising
star for the Middle East
and African markets.

13. Member Benefits:
1. Presence in attention-getting
full page ads at a fraction of
regular cost.
2. Year-long listing and link on
our members website
3. Various Value-Add ins,
depending on magazine,
such as reader response
listings and links from
publication websites.
4. One cost for each ad position
covers everything, including
space, creative, website
listing.
3. No assessment or minimum
or maximum buy-in; buy one
ad position or buy 20.

14. Participating in the program is
as easy as 1, 2, 3:
1. Complete the Registration
form and survey, which
provides your contact
information and an idea of
the markets/themes in which
you are interested.
2. Review the advertising offers
they are listed on this site by
publication name,
theme/target market and
geographically (both
distribution and editorial
localizations are indicated).
3. Complete the insertion order
and send it with your
payment per instructions on
the order form.

15. 2021 PLAN? MEET WINDOW.

16. Maybe local SKAL clubs could
facilitate a CO-OP Advertising
program for their destination?
…maybe they already are.

18. Your Feedback is Appreciated
youngskalthailand@gmail.com