The vendor required to provide that integrated marketing for delivering a comprehensive, end-to-end marketing campaign.
- Campaign strategy and planning
• Develop a campaign plan aligned with tourism’s brand and the council strategic priority of a thriving economy.
• Define campaign objectives, target audiences, key messages, and success metrics.
• Provide campaign strategy and creative recommendations for tourism review and approval.
- Creative development
• Develop and present campaign concept(s) including themes, messaging and creative direction for tourism review and approval.
• Produce draft creative assets (e.g., sample ads, messaging executions or visual treatments) to demonstrate how the approved concept will be applied across channels.
• Design and produce campaign assets across all relevant formats, including digital, social, print, out-of-home, and broadcast.
• Adapt campaign creative for tourism’s owned channels, including website content and blog features, to ensure visual and thematic consistency when consumers engage with the destination online
• Manage creative talent as needed (photographers, videographers, illustrators, etc.).
• Ensure creativity aligns with brand identity and keeps the destination as the focal point.
- Media planning and buying
• Develop an integrated media plan across appropriate channels (e.g., digital, social, search engine marketing (“SEM”), over-the-top (“OTT”) and connected tv (“CTV”), print, radio, podcasts, television, out-of-home (“ooh”).
• Negotiate, purchase, and manage media placements.
• Share media buy plans early with tourism to allow coordination with tourism’s existing placements.
• Monitor media performance and make adjustments to optimize results.
- Campaign execution and management
• Oversee production, trafficking, and delivery of all creative assets.
• Manage campaign launch and execution across platforms.
• Ensure all deliverables are completed on schedule and within budget.
• Maintain regular communication with tourism staff.
- Measurement and reporting
• Work with tourism to establish KPIs.
• Track campaign performance across all channels.
• Provide performance reports during the campaign and a final campaign report with ROI analysis and recommendations.
- Project management and communication
• Assign a dedicated account manager and project team.
• provide a project timeline with milestones and approval points.
• Facilitate regular check-ins, meetings, and status reports.
- Brand alignment and compliance
• Ensure campaign materials adhere to brand standards, tone, and messaging guidelines.
• Comply with applicable advertising, accessibility, and legal standards.
- Content and asset management
• Deliver all final creative files, raw assets, and b-roll footage to tourism.
• Ensure all assets are provided with appropriate usage rights and licensing granting tourism and its tourism partners full, unrestricted rights to use the materials in perpetuity.
• Obtain and provide tourism with all necessary model and property releases for any individuals, businesses or locations depicted in photos or video.
• Obtain and pay for all necessary permits (e.g., location, filming, drone or other regulatory approvals) required for campaign production activities.
- Budget management
• Manage all expenses within the approved budget.
• Provide detailed budgets for campaign elements during planning and reporting, as requested by tourism.
• Seek cost efficiencies through vendor negotiation and effective media buying.
- Post-campaign knowledge transfer
• Conduct a post-campaign debrief with lessons learned and recommendations.
• Provide documentation of campaign strategy, creative rationale, and media performance.
• Share insights to inform future tourism marketing initiatives.
- Budget: $800,000.00
- Contract Period/Term: 1 years
- Questions/Inquires Deadline: January 22, 2026
