On this episode of Destination on the Left, I talk with Camille Zess, Vice President of Growth at TAP, who brings 14 years of wide-ranging expertise in digital strategy, website development, email marketing, and the ever-evolving world of AI. We discuss the “Owned” media segment of Gini Dietrich’s PESO Model—your website, blog, email marketing, and other assets you have complete control over. Camille shares practical tips on evaluating and optimizing these owned channels, from knowing when it’s time for a website refresh to the power of blog audits and list segmentation. Our discussion also explores emerging trends, such as adapting your content strategy for AI-driven search and leveraging print collateral in creative ways.

What You Will Learn in This Episode:

Why owned media (websites, email marketing, blogs) serves as the foundation for effective marketing plans
Steps Camille recommends for evaluating and enhancing your owned assets
How segmentation and personalization in email marketing can help target different audience groups more effectively
Why regular content audits ensure your owned channels remain timely, relevant, and aligned with your strategic goals
What role emerging trends like AI and generative engine optimization (GEO) play in shaping how destinations should develop and share owned content
How to measure the success of owned media tactics using key performance indicators in Google Analytics

Owned Media as the Cornerstone of the PESO Model

The PESO Model, originally developed by Ginny Dietrich, stands for Paid, Earned, Shared, and Owned media. While all four elements are essential for a comprehensive integrated marketing strategy, owned media is often the foundation upon which the other components are built.

Unlike paid placements or earned coverage, owned media provides total control over your messaging, branding, and audience engagement. For travel and tourism organizations, this means shaping the narrative around your destination, attraction, or service without being subject to algorithms, editors, or third-party platforms.

Websites, Emails, and Blogs

The best place to start is with the basics: website, email, and blog. Each serves a dual role as both a direct communication channel and a central hub for integrating with your other PESO tactics.

Website: Your digital home base. Every few years, assess its usability, content, and technology to ensure it supports both visitors and your staff. If you avoid using your own website in campaigns, that’s a red flag that shows it’s time for a revamp.

Email Marketing: A direct pipeline to your audience. Focus on growing your list, increasing engagement, and experimenting with segmentation for better targeting, such as creating a local list for residents interested in exclusive offers.

Blog: An SEO powerhouse and evergreen content resource. Use it to highlight key assets, answer frequently asked questions, share itineraries, and drive authority on topics that matter to your audience.

Integrating Owned with the Wider Plan

Though the acronym reads PESO, starting with “paid” isn’t always the most effective. As Camille points out, TAP often leads with owned or earned tactics because they form the content backbone for everything else; paid campaigns merely amplify what’s already working.

When planning, review your owned assets alongside your brand positioning and audience goals. Consider where gaps exist, such as organizations not yet doing email marketing (and wanting to drive repeat visitation) or those needing advanced tactics like personalized content and tailored landing pages for lead generation or ticket sales.

Resources:

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

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