Comarketing is a creative marketing practice which allows two or more companies to identify synergies and opportunities to collaborate and leverage each other's resources to achieve their marketing goals. Typically, this involves businesses who share the same target audience and offer complementary products or services, such as for example, a pet insurance provider and a pet-food company. Companies may even choose to share the cost of expensive marketing production and media advertising and co-produce the campaigns; this is not unusual in the tourism sector, where airlines or tour operators may partner up with destination tourism boards.