Marketing and Media Effectiveness Services

The Vendor is required to provide for conducting a study on marketing and media effectiveness services designed to increase tourism development by conducting market research, promulgating and updating strategic plans, and utilizing a competitive marketing strategy that fosters a good public image and promotes tourism assets, programs, events, and resources.
- Conduct the marketing and media effectiveness study:
• Benefits and awareness of aided paid media;
• Influence of the aided paid media and its target market;
• Comparison of travel due to aided paid media vs. Travel generated without the use of marketing and media;
• Spending occurred as a result of the travel due to aided paid media;
• Return on investment relative to the marketing and media advertising investment;
• Overall appeal of the marketing and media ad campaign;
• Impact on the appeal of the destination due to marketing and media ad campaigns;
• Traveler takeaways to ensure travelers receive the message(s) intended to be conveyed via the marketing and media advertising campaign;
• Impact on consumer behavior after viewing the marketing and media advertising campaigns;
• Past visitation of the destinations’ level of visitation among regional travelers;
• Compare how seasons impact the frequency of visitation to the city;
• Activity participation and key factors that drive visitors to visit the city; and
• Demographic profile of visitors, non-visitors and prospects.