In a move that could redefine how travel brands engage consumers on the move, Orange 142, a division of Direct Digital Holdings (Nasdaq: DRCT), has teamed up with ReachTV, the award-winning streaming network that delivers live sports and entertainment to over 50 million travelers monthly.
The partnership brings together ReachTV’s massive travel media footprint—spanning 3,500 airport venues and gates and half a million hotel rooms—with Orange 142’s data-driven media planning, buying, and performance marketing expertise. The result: a unified advertising ecosystem designed to reach travelers at every touchpoint of their journey.
Connecting Brands to Travelers in Motion
ReachTV has long been the digital destination for travelers seeking sports, lifestyle, and premium content during layovers and hotel stays. Orange 142, meanwhile, has carved out a reputation as a performance marketing powerhouse, serving more than 250 clients across tourism, hospitality, and mid-market sectors.
Now, the two companies aim to simplify how brands reach “the connected traveler.” Their partnership fuses ReachTV’s omnichannel distribution with Orange 142’s precision targeting, allowing marketers to reach audiences through programmatic, search, social, connected TV, and emerging digital platforms—all aligned with the context of travel moments.
“This collaboration is about unlocking the full value of the travel ecosystem,” said Maria Lowrey, President of Orange 142. “Together, we’re creating a unified platform that empowers brands to reach, inspire, and engage travelers in more meaningful ways—before, during, and after their trip.”
A Seamless Experience Across the Travel Journey
For ReachTV, this marks a strategic expansion of its Travel Sync 365 platform, which integrates mobile data, location intelligence, retail visitation metrics, and purchase transaction data across 20 million geofenced locations. The system helps brands deliver personalized, high-impact campaigns tailored to traveler behaviors and real-time contexts.
“Together, we’re building the home of the connected traveler,” said Lynnwood Bibbens, Founder and CEO of ReachTV. “By merging our scale and content with Orange 142’s precision media expertise, we’re turning every moment of the journey—from gate to guest room—into an opportunity for meaningful engagement.”
Data, Context, and Commerce in One Ecosystem
The collaboration also has strong implications for airports and concessionaires. By combining media, content, and commerce, the partners aim to transform physical travel spaces into data-enriched engagement zones, offering targeted retail promotions, exclusive offers, and entertainment experiences that resonate in real time.
For brands, the integration of ReachTV’s contextual inventory with Orange 142’s data segmentation promises smarter spend and better ROI in a notoriously fragmented channel. For travelers, it means more relevant, less intrusive messaging across their journey.
Why It Matters
Travel media has long struggled to balance reach with relevance. This partnership—pairing one of the largest travel content networks with a data-native media agency—may finally bridge that gap. It signals a growing trend: as the lines blur between media, retail, and experience, travel marketing is becoming not just about destinations, but about continuous, connected storytelling.
With the global travel advertising market expected to surge past $30 billion by 2027, the ReachTV–Orange 142 alliance could set a new standard for what omnichannel engagement looks like in a post-pandemic travel economy.
