Marketing Advertising Media And Creative Services

The Vendor is required to provide marketing, advertising, media, communications and design services for airport.
•    Development of marketing strategies and strategic brand and marketing and media activation plans for airport including metrics, development of compatible and complementary marketing plans, promotions and campaigns for the airport overall and for specific programs and initiatives (concessions, parking, construction, events etc.) with unique objectives for each program that align to overall airport goals
•    Evaluating and maintenance of existing airport brand and conducting new research as requested to evaluate airport messaging, customer segmentation and personas 
•    Developing targeted creative assets and messaging strategies with a focus on public relations, marketing, communications, digital, advertising (TV, radio, print, ooh, in-airport), social media, promotions, visual assets and viral moments ensuring brand alignment with the airport’s strategic objectives and brand guidelines 
•    Agencies will also ensure that the strategies developed for airport are aligned and complimentary to that of the city and county of Denver and other partners as needed.
- Requirement:
a. Account management services
•    Manage overall relationships with airport, as well as its relationships and interactions with advertising media and other subcontractors. 
•    Provide strategic insight and direction that pertains to marketing communications in the aviation, travel industry and related topics. 
•    Conduct a comprehensive analysis of client’s current market position and perceptions. 
•    Act as a primary contact for the client’s team, channeling questions and requests. 
•    Develop creative briefs, upon receipt of input from client, for each project that describe the strategy, specific goals and message of each project. 
•    Manage all ongoing projects, including timelines, budgets and invoices. 
•    Maintain monthly budget reporting to client on budget vs. expenditures. 
•    Participate and present at client stakeholder and meetings with various divisions with airport and other groups with related advertising and marketing needs. 
•    Have the ability to contract with diverse or other international marketing firms and sub-contract for various services as needed to implement approved marketing, advertising and media plans. 
•    Subcontracts may include the design, production and implementation of services related to the marketing plan.
•    Study and analyze the client’s audience and markets as well as the key current and future competitors’ strategies, programs, spending and provide and in-depth analysis and written report. 
•    Secure industry research from internal and external parties and assess findings related to airport offerings including parking, concessions and customer experience to determine brand marketing communications effectiveness, opportunities and needs. 
•    Conduct marketing surveys as needed in addition to any other market research needs such as, concept and creative testing, advertising awareness and opinion studies, focus groups, passenger surveys, a/b testing, etc. 
•    Ability to ensure all work is ADA compliant with both federal and state regulations. 
•    Ensure measures are taking to ensure 100% compliance across print and digital assets. 
•    Be prepared to present ideas and strategies to airport senior leadership. 
•    Take all reasonable precautions to guard against any loss to the client through the failure of suppliers or sub-contractors to execute properly their commitments. 
•    Recommend, prepare and submit entries for related industry awards.
•    Other programs and projects as assigned.
b. Marketing campaigns and promotions
•    The agency will develop overarching brand marketing for various initiatives but will also be expected to integrate several other project or initiative-specific marketing or communication projects to ensure they are all cohesive and brand aligned and meet the needs of other divisions as necessary. 
•    With each campaign, the agency will work closely with client’s other partners to ensure that all campaigns are consistent across all media and channels. 
•    Create, prepare and submit for client approval, marketing plans and ideas, marketing communications materials and advertising and campaign concepts, rough layouts, rough storyboards, draft scripts and plans for the production and execution thereof. 
•    Ensure alignment with stakeholders on marketing efforts. 
•    Ensure all marketing, advertising, promotional elements, etc. align with airport brand guidelines and policies and any other guidelines for other groups as specified by the client during the contract period. 
•    Develop, provide and implement marketing plans and corresponding budgets for all airport programs (i.e. brand, concessions, parking, etc.) on an annual basis. 
•    This includes strategy and account planning, advertising, marketing, media, promotions, customer experience and market research for the length of the contract. 
o    Develop a long-term marketing strategy aligned with business objectives. 
•    Proofread all copy created by agency, including copy approved by the client, and ensure that all such materials deemed approved have been reviewed and approved through client’s internal review process and are of the highest quality. 
•    Provide creative consulting, sharing with the client the agency’s best practices and expertise for brand advocacy and creative continuity. 
•    Execute and implement marketing plans and advertising in finished form, monitoring progress and results and recommending adjustments as needed. 
•    Contract with various production companies, photographers, studios and other necessary vendors to execute marketing plan. 
•    Traffic and disperse all necessary materials to media suppliers and agency, printers and all third parties needed to accomplish client-approved marketing and advertising plan, programs and campaigns.
c. Creative services
•    Design, create and manage local, national and international creative assets for an advertising plan and other marketing efforts, that may include but are not limited to:
o    Broadcast
o    Digital
o    Print
o    Out-of-home
o    Social media
o    In-airport and non-traditional
•    Ability to create high quality video content from end to end including script writing, storyboarding, talent sourcing and hiring, props and costumes and all other video production steps.
•    Agency should have a clear strategy for utilizing, monitoring and evaluating new technology including artificial intelligence (AI). 
•    AI or machine learning tools are used, it must comply with ccd policies and must be disclosed. 
•    Full transparency regarding the use of AI is required.
d. Media services
•    Develop and execute a comprehensive media strategy across multiple channels to maximize roi. 
•    Plan and negotiate media buying for all identified platforms. 
•    Create holistic media plan recommendations reflective of the key metrics, research against the target audiences and creative recommendations and direction 
•    Planning responsibilities include:
o    Media plan recommendations and development, refinements and amendments as needed throughout the fiscal year 
o    Target audience development and refinement as needed for all customer market targets. 
o    Media planning and buying will include the use of all media vehicles as needed based on strategic direction and target audience media usage (radio, print, trade publications, digital, out-of-home, etc.) and budget.
•    All media buying performed by the agencies will include:
o    Pre-buy estimates
o    Goal accountability and defined delivery as well as cancellation guarantees
o    Buy negotiations, contracts and placements
o    Program and station determination
o    Added value negotiations and recap
o    Timely post-buy analyses and all billing and payment of invoices
•    Proactively identify and assess new opportunities and developments in media consumption and viewpoints that may impact client in the short and long term 
•    Access and utilize industry benchmarking data to prove campaign success and roi and optimize campaigns for performance. 
•    Maintain superior negation and stewardship of client media buys 
•    Act as primary contact, on behalf of the airport, with media reps.

- Contract Period/Term: 3 years
- Optional/Mandatory Pre-Proposal Conference Date: July 31, 2025
- Questions/Inquires Deadline: August 7, 2025