Let’s face it, we are all multi-taskers. We want to do more than one thing at a time. At the very least, we are sequential-taskers. That occurs when you plan the next thing you will be doing while you are still doing the first thing.

I have a teenage daughter who is never satisfied with the current song playing on the car radio. She’s always “just checking” to see what’s playing on the other stations, even though she likes the song currently playing. She needs to be sure that she doesn’t like the unknown song better.

Since we are obsessed with cramming as much into our day as a human being can, shouldn’t your marketing strategy help us to accomplish this overload by offering us the opportunity to experience more than one destination on a single trip?

If we are going to take the time and effort to plan and execute a trip to a destination, either for the day or a full vacation, we want more. More than whatever your destination has to offer. Because just like the songs on my car radio, it’s the new experience waiting just around the corner that we all find so enticing. It doesn’t matter if your destination is a single historic house or the excess of Disneyland, we want to double down. But not everyone can achieve the variety that Disney has jammed into Epcot, which is why you need to co-market your destination.

By combining all or part of your marketing budgets with a nearby attraction, you can spread the word further and to more people than ever before. When choosing a partner, get creative. Complement an indoor attraction with an outdoor destination, a strategy Palm Beach has applied with their Dual Discovery Pass, a two-for-one ticket to the area’s Science Center & Aquarium and the Palm Beach Zoo. It doesn’t even need to be a similar product. It could be a combination of history and culture, gardens and theatre, crafts and a museum. Even chocolate and jazz. What makes it work is physical proximity. It makes the journey worthwhile.

Here’s your challenge: look around and form a marketing partnership with that lifelong “competitor” across town. Offer discounted add-on packages, and reap the benefits of the visitors coming from your new collaborator.

To see this strategy in action on an ever larger scale, check out Smart Destinations, which touts “all-inclusive passes” to hundreds of attractions in major cities across the country.

Can you think of other examples of destinations that are co-marketing? Let us know and we will feature them here.