Global Media Agency Services

The vendor is required to provide global media agency partner to help us deliver impactful destination marketing and investor attraction programs.
- Agency remain agile and data-driven, implementing strategic, measurable, and innovative media solutions that increase consideration of state as both a travel and investment destination, while driving tourism revenue across key global source markets.
- The agency brand through relevant and efficient media channels, leveraging state independent spirit, incredible spaces, and welcoming faces in all we do.
- Strategic planning
•    Develop campaign strategies across all paid channels in alignment with agency brand and priority markets.
•    Collaborate with agency and key external agencies (i.e., creative, digital, social, etc.) on all business, audience, and campaign strategies. 
•    Collaborate with provincial and national partners to align our strategies and create the most significant impact for state and our visitor economy. 
•    Provide strategic market insights, relevant research, consumer insights, media trends, and new technologies for campaign planning. 
•    Recommend, leverage, build and contract marketing automation, artificial intelligence (ai) tools and software as required.
- Account servicing
•    Establish and maintain clear and effective communication processes through a collaborative approach with agency, partner agencies and state tourism stakeholders. 
•    Provide the services of a flexible multidisciplinary account team comprised of account leadership and supporting resource team. 
•    The principal must be a senior account management resource, and the team must include individuals with mid-level project management and quality assurance experience. 
•    Provide dedicated budget and finance management for the agency account (budget control reports, detailed statements of work, invoices, accruals, forecasting, etc.). 
•    Select and manage sub-contractors in consultation and with approval from agency. 
•    Ensure contractor personnel performance and consult agency for feedback on selection and performance.
- Media planning and distribution
•    Develop and execute paid media strategies that target high-value travelers and investors at each stage of their respective lifecycles, across the marketing funnel, and in relevant markets. 
•    Develop audience segmentation based on consumer behaviors, conducting consumer research and incorporating agency research and custom traveler personas to perform 1:1 marketing. 
•    Develop and execute programmatic and retargeting paid media strategies to create and nurture travel demand and investors in assigned markets. 
•    Plan and execute multiple complementary marketing programs within a given market. 
•    Proactively analyze and optimize paid media efforts, providing recommendations to the agency ta team. 
•    Develop paid social media and search strategies to deliver on tactical executions that achieve the respective plan’s key performance indicators (KPIs). 
•    Develop and oversee the implementation of tagging and trafficking of ads, with explicit approval. 
•    Develop and execute influencer marketing strategies in alignment with our goals. 
•    Lead the strategy, and manage and procure large, international content partnerships with publishers that align with agency brand-led strategy.
- Data and reporting
•    Proactively monitor media and respond to emerging trends and evolving travel behaviors and media opportunities.
•    Advanced analytics capabilities, including expert-level proficiency in google suite tools and cross-platform measurement tools to precisely assess audiences, brands, and consumer behavior across digital, linear, and emerging platforms. 
•    Provide strategic modelling expertise, including marketing mix and attributable performance modelling to predict consumer behavior, optimize media investment, and tie executions to measurable business outcomes. 
•    Provide first-party research expertise to uncover persona-level media habits and targeting strategies. 
•    Establish robust data infrastructure and engineering expertise, including automated, scalable pipelines for near real-time transfer of cleansed data to agency systems. 
•    Adhere to agency logical data models and taxonomies in paid media and all other opportunities to enable unified performance analysis. 
•    Provide unified performance analysis, integrating paid and organic insights across channels (search, social, content) to inform amplification strategies aligned with the user journey. 
•    Ensure visibility on campaign optimization and insights, including real-time monitoring, cross channel ad analysis, and strategic performance assessments. 
•    Must be able to interpret marketing data, hypothesize performance drivers, and share learnings across agency teams. 
•    Automate reporting delivery, including connections, transformations, quality assurance, and visualizations within agency -owned business intelligence (BI) platforms.
- Artificial intelligence (AI)
•    Evolve agency AI strategy across our marketing operations, providing forward-looking guidance and strategic recommendations that prioritize emerging technologies backed by relevant case studies and outcomes to ensure alignment with evolving traveler expectations and performance goals. 
•    Lead the strategic integration of AI tools and platforms across campaign workflows, working with internal stakeholders and external agency partners to ensure legal, ethical, and privacy compliant use of AI technologies.
•    Collaborate with agency to define AI governance frameworks that support responsible AI deployment and data stewardship. 
•    Assemble and manage fluid, cross-functional teams with deep expertise in strategy, creativity, data science, and AI to drive innovation and collaboration across the agency account. 
•    Facilitate real-time, iterative workflows that leverage AI integrations and technologies to break down traditional silos and accelerate decision-making across stakeholders. 
•    Apply AI to automate and optimize project management, task assignments, resource planning, and cross-team collaboration. 
•    Use agentic AI systems to streamline campaign development, testing, and deployment across channels. 
•    Implement predictive AI models to improve media buying outcomes, including forecasting, dynamic bidding, and cross-channel optimization. 
•    Tie AI-driven efforts directly to measurable business outcomes, and support outcome-based pricing and performance tracking.

- Contract Period/Term: 3 years
- Questions/Inquires Deadline: October 01, 2025