Global Brand and Advertising Services

The vendor is required to provide global brand advertising services, including brand strategy, creative strategy and production, media strategy and implementation, and to support our mission of promoting state as a premier travel destination.
- These services include:
•    Brand strategy
•    Creative strategy and production
•    Media strategy and implementation
- Requirement:
1. Brand strategy
•    The brand stands for, how it will compete, and who to target, turning market and consumer insight into clear positioning and priorities.
•    The brand strategy and activation, stewarding the brand platform through the interagency ecosystem in unified campaign planning, integrated go-to-market strategies, and ongoing brand enablement.
•    The ideal partner will integrate these elements with quality brand management, strategic planning, and campaign-specific integrated efforts. 
•    This holistic approach should support our overall marketing objectives and enhance user engagement across all touchpoints.
•    Working closely with our AVP of global brand advertising, you will play a crucial role in evolving our brand strategy to be more efficient, effective, and aligned with our audience's needs and behaviors.
•    Include global brand experience, working in at least four markets worldwide, with at least one being non-English speaking.
•    Provide evidence of continuous consumer-behavior research in travel planning and how those insights are operationalized (e.g., audience strategy, messaging, channel mix), including cadence, methods, and recent examples.
a. Responsibilities will include:
•    Audience architecture:
o    Priority segments by market
o    Discovery and need states
o    Connection strategy
o    Role of brand vs. performance
•    Comms architecture and channel roles
o    Platform-led campaign framework
o    Channel roles by market
o    Global-to-local guardrails
•    Interagency leadership
o    Campaign concepting and GTM planning and leadership
o    Joint briefing model
o    Decision rights (RACI) per cross-channel campaign or program
o    Escalation paths
o    Planning calendars
o    Transcreation standards
•    Unified measurement plan
o    Brand tracking
o    Continuous optimization through data insights
o    Test and learn roadmap
•    Annual brand plan and quarterly business reviews (QBRS)
o    Global objectives
o    Market plans
o    KPI targets
o    Governance
2. Creative strategy and production
•    Partner to lead creative strategy and production for platform-led campaign ideas. 
•    This partner will use a modular, transcreation asset system that works across channels and markets. 
•    They will be responsible for developing creative concepts and campaign elements (tv, online, etc.).
•    Provide evidence of continuous consumer-behavior research in travel planning and how those insights are operationalized (e.g., audience strategy, messaging, channel mix), including cadence, methods, and recent examples.
a. Responsibilities will include:
•    Creative platform and campaign architecture
o    Big organizing idea (per campaign)
o    Campaign territories
o    Integrated creative brief(s) and toolkits
•    Asset system
o    Master brand film(s)
o    Cutdowns
o    Social-first assets
o    Creator and influencer content guidance and adaptation for media usage
o    Print creative assets
o    Display assets
o    Template development and governance
•    Transcreation and localization
o    Multi-language adaptations
o    Market-level nuance
o    QA
o    Accessibility governance
•    Production and ops
o    Production plans
o    Rights and talent
o    Dam taxonomy
o    File specs
o    Versioning
o    Content hygiene
o    Approvals and QA
•    Cross-channel cohesion
o    Landing page guidance and collaboration
o    Experimentation with media + owned teams
•    Innovation
o    Dynamic creative (DCO)
o    Automation
o    Responsible AI for scale and versioning
3. Media strategy and implementation
•    Highly skilled and strategic partner to plan, manage, and implement a transparent, high-quality, and performance-driven global media operating model focused on brand outcomes.
•    The development and execution of nuanced media plans that highlight state diverse tourism offerings, engage target audiences, and ensure consistency across all digital and print channels.
•    International media planning and buying, covering both online and offline channels—across at least four markets worldwide, with at least one being non-English speaking.
•    Provide evidence of continuous consumer-behavior research in travel planning and how those insights are operationalized (e.g., audience strategy, messaging, channel mix), including cadence, methods, and recent examples.
a. Responsibilities will include:
•    Global media strategy and stewardship
o    Audience planning
o    Channel mix
o    Flighting
o    Market allocations
o    Upfronts and marketplace strategy
•    advanced content distribution and delivery
o    multi-use creative asset distribution (i.e., brand creative + owned creative + creator and influencer assets, etc.)
o    precisely place and personalize ads
o    dynamic experiences
•    Planning and buying
o    Video and CTV
o    Linear
o    Digital and programmatic
o    Paid social
o    Search
o    Audio
o    Ooh
o    Partnerships
o    negotiations and value-adds
•    Campaign launches and implementation
o    GTM playbooks
o    Trafficking, tagging, testing, and QA
o    Scheduling, budgeting, and pacing plans
o    Dynamic delivery and governance
o    Integrated lift for creator, influencer, UGC, and owned campaign assets
o    Campaign-level reporting, analysis, and optimization
•    Quality, safety and transparency
o    Collaborates with 3rd party auditing firm on transparency, quality, and safety
o    Standards for IVT, viewability, brand safety, attention, and misinformation avoidance
o    Log-level data access
o    Fee transparency
o    Buying and optimization transparency
o    Reporting templates
•    Localization and in-market ops
o    Geo strategy
o    Cultural nuance
o    Language
o    Local partner coordination
o    Global tool stack and handoff
•    Measurement and optimization
o    Media modeling and predictive analytics and experiments
o    Incrementality tests
o    Creative and media diagnostics
o    Weekly optimization rituals
o    Monthly analysis, insights, and actions report
o    Quarterly business reviews (QBRS)
•    Data and tech
o    Identity approach
o    Real-time data and automation
o    Tagging
o    Analytics
o    Dashboards.
- Budget $157.3 billion

- Contract Period/Term: 5 years
- Questions/Inquires Deadline: November 10, 2025