Orange 142, a division of Direct Digital Holdings, has launched its Emerging Markets Council, targeting opportunities in Latin America, Mexico, and other Spanish-speaking regions. This initiative seeks to empower small and mid-sized businesses (SMBs) with innovative tools and strategies to expand into these vibrant and dynamic markets. By focusing on culturally attuned campaigns, the council aims to facilitate SMBs’ entry into international travel markets, connecting businesses with audiences eager to explore global destinations.
Driving International Tourism to and from Latin America
Latin America represents a significant area of growth for the travel industry. Orange 142, based in Houston, has leveraged its diverse location to spearhead this new initiative. The 2025 strategy prioritizes connecting SMBs with the region’s burgeoning travel market through campaigns emphasizing multigenerational travel, Gen Z consumer preferences, and immersive cultural experiences. The council’s approach highlights the unique decision-making dynamics within Latin American families, where a single member often influences group travel choices.
Case Study: Santa Ana’s Success
Orange 142 demonstrated its ability to connect SMBs with Latin American audiences through its award-winning strategy for Travel Santa Ana. By targeting major cities such as Mexico City, Guadalajara, and Monterrey, the campaign generated over 3.5 million impressions and boosted Santa Ana’s visibility as a cultural destination. The strategy’s use of behavioral insights, creative direction, and media expertise proved successful in elevating Santa Ana as a must-visit location for Mexican travelers.
Leveraging Multicultural Marketing Strategies
The Emerging Markets Council will focus on data-driven market insights and culturally tailored solutions. Lindsey Wilkes, Senior Vice President of Business Development at Orange 142, emphasized that this initiative strengthens SMBs’ global presence and helps them navigate cultural nuances effectively.
By combining programmatic advertising expertise with multicultural strategies, the council aims to establish meaningful connections between businesses and Latin American audiences.
The council’s strategies also align with key trends such as Gen Z’s interest in authentic, immersive travel experiences. As younger generations prioritize meaningful connections over superficial trips, the council’s focus on regional heritage and local attractions aligns perfectly with consumer demand.
Opportunities for the Travel Industry
This initiative has far-reaching implications for the travel industry. By facilitating SMBs’ entry into emerging markets, Orange 142 is opening new avenues for collaboration between businesses and local travel hubs. These efforts will likely encourage greater diversity in travel options, fostering an enriched tourism experience for both international and domestic travelers.
The campaign also highlights the importance of targeted marketing strategies for businesses in the travel sector. As companies become increasingly aware of cultural differences and preferences, tailored campaigns are expected to replace one-size-fits-all approaches, leading to more personalized travel offerings.
Impact on Multigenerational Travel
One standout focus of the Emerging Markets Council is multigenerational travel. Families in Latin America often travel as large groups, with one member influencing decisions for the entire family. This trend creates an opportunity for SMBs to design packages that cater specifically to family-oriented travel, including accommodations, cultural activities, and group discounts.
Travel destinations that emphasize their ability to accommodate family groups are expected to see increased interest, particularly from Latin American travelers seeking shared experiences.
Source: Travel & Tour World