The vendor required to provide marketing agency, with strong preference given to an agency with experience in tourism marketing, to work as a collaborative partner in the development of marketing campaigns, brand management, creative services, marketing and consumer research, media purchasing, public relations, event management, print services, and activations to promote the mount state as a premier travel destination regionally, nationally and globally.
- Brand marketing
• Develop comprehensive, innovative, and highly impactful marketing campaign strategies that are based on quality research evaluating the profile, demographics, and media usage of the state visitor and audience, while also identifying emerging changes and trends.
• Develop and produce engaging content and award-winning creative for integrated, omni-channel campaigns that captivate viewers, expand and enhance the state brand, produce tangible results, and maximize our ROI.
• Planning and development of comprehensive media schedules for omni-channel campaigns that align with our strategy and objectives.
• Media buying, implementation, and management of traditional, digital, video, audio, paid social, paid search, print, integrated partnerships and ooh placements.
• Campaign reporting - perform evaluations and generate reports on the overall performance and effectiveness of marketing tactics and campaigns.
• Assist in planning and producing presentations for various marketing presentations throughout the year.
- Cooperative marketing and management
• Develop comprehensive, innovative and highly impactful marketing strategies and omnichannel campaigns for 16+ destination marketing organization (DMOs) such as CVBs, bid boards, chambers of commerce or other entities partnering with agency that support and align with agency broader campaigns.
• Create and deliver engaging content and award-winning creative for omni-channel campaigns that support and align with the overall agency campaign creative.
• Campaign reporting - perform evaluations and generate reports on the overall performance and effectiveness of marketing tactics and campaigns for each cooperative marketing partner. this includes development and maintenance of a campaign dashboard for each partner.
• Assist in planning and producing presentations for various marketing presentations throughout the year.
- Organic social media and influencer marketing
• Identify emerging technology and trends in social media to enhance and expand social media platforms by executing robust, innovative, creative, and engaging strategies and campaigns that are aligned with the department’s brand.
• Ongoing social media activities shall include, but are not limited to, real-time community management, production and management of social media assets including photography and video, campaign-specific reporting, paid promotions, monthly content planning, and additional program support as needed.
• Provide support for partnerships with influencers including ideation, vetting, contract negotiation, transportation arrangement, itinerary and destination immersion support, and reporting.
• Support for community management should be prioritized, with an emphasis on strengthening agency efforts for both day-to-day engagement and during times of crisis.
• Prioritize photo and video asset creation, management, and organization of those assets.
• Provide leadership in areas of crisis communications, tourism stakeholder engagement, etc.
• Collaborate with agency team, and other marketing and agencies of record, to plan and execute integrated campaigns.
- Email marketing program
• Design and create compelling and innovative email marketing programs for both consumer and industry contact lists.
• Provide strategies – consumer and industry – for content messaging, increased engagement, list management (including development and cleansing), segmentation, and a/b testing.
• Offeror shall provide editorial calendars for efforts to align with ongoing marketing campaigns.
• Develop email templates and be responsible for content writing, individual email design, coding, testing, and deployment.
- Consumer website and industry website
• Evaluate the current design, navigation, usability, and functionality of the consumer website and industry website.
• Develop and implement a plan to ensure both incorporate the latest technology and industry best practices, including accessibility, while delivering a first-rate user experience.
• Provide website management and maintenance, including essential ongoing optimizations.
• Provide website management, maintenance and content development for agency online training system which may include CMS updates, technology enhancements, website hosting services, training videos, user reports and technical assistance, style sheets and design work and navigation updates.
- Public relations
• Develop and execute a comprehensive regional, national, and international public relations strategy that includes ongoing pitches to television, print, digital and online media outlets that aligns with brand strategy and goals.
• Provide crisis communication leadership and guidance with the ability to remain flexible and nimble through changing events.
• Develop a strategic public relations and media relations plan that includes targeted day-to-day, monthly, or quarterly outreach to key travel writers, journalists, etc., and ongoing relationship building with said travel writers, journalists.
• Provide media relations work that includes assistance with media research, story development pitches, press releases, media alerts that supports agency campaign and brand initiatives.
• Provide media relations work including coordination of and assistance on destination immersion tours, support event activation and outreach, virtual media offerings, and media blitz and media event coordination.
• In collaboration with agency team, develop media materials, press kits, and media mailers.
• Provide media monitoring services and joint management of the software and tools.
• Maintain and audit regional and national target media lists.
• Collaborate with agency team, and other marketing and agencies of record, to plan and execute integrated campaigns.
- Events and activations
• Concept, develop and execute robust and engaging brand activation events.
• Create marketing elements and materials related to the specific event and promotion of activation.
• Coordinate and support event activation outreach in key or emerging markets.
- Research and reporting
• Possess the ability to provide frequent market analysis data and information as well as market segmentation and psychographic analysis on a regular cadence
• Pre-test advertising concepts and taglines in key markets
• Organize and conduct marketing focus group studies
• Conduct research and testing to determine motivation and influences for travel among consumers and understand consumer’s propensity to travel.
• Provide tracking and reporting of all campaign elements as well as other additional aspects required to manage and measure results of a comprehensive and integrated marketing campaign.
• Possess or have access to data intelligence and technology tools (data-management platforms and demand-side platforms) that will provide agency with the ability to track distributed personalized content to appropriate audiences across multiple channels.
• These platforms must integrate with many any of the digital ad networks and reporting tools.
• Collaborate with other businesses, agencies, and vendors to conduct research on a regular frequency; gather, collect, transform, and interpret new and existing data sources; be comfortable building and integrating new data pipelines, and conduct monthly meetings to share current, new, and evolving travel trends; in-depth market research; content measurement across website, social, paid ads, etc. and changes in audience and behavior cohorts and customer journey.
- Contract Period/Term: 1 year
- Questions/Inquires Deadline: January 16, 2026
