Strategic Advertising and Creative Agency of Record Services

The Vendor is required to provide strategic advertising and agency of record (AOR) to serve as a long-term strategic, creative, and executional partner for its division.
- The AOR will deliver fully integrated marketing services across the full campaign lifecycle, including research, strategic planning, creative development, media planning and buying, campaign execution, and performance measurement.
- They will apply data-driven insights into passenger behavior, market trends, and audience dynamics to inform annual strategies and ongoing campaign optimization.
- The AOR must demonstrate the ability to manage multiple initiatives concurrently, ranging from short-term tactical campaigns to long-term, multi-year brand efforts.
- Responsibilities include project management, production oversight, vendor coordination, reporting, and ongoing account support.
- Core anticipated functions include strategic advertising research, planning, and execution. 
- The AOR shall analyze passenger behavior, market trends, competitive positioning, and regional audience dynamics, and use these insights to inform the development of an annual strategic advertising plan. 
- The plan shall identify campaign objectives, target audiences, recommended media strategies and channels, creative approaches, measurement frameworks, and budget allocations.
- The AOR shall provide ongoing campaign management and optimization services throughout the campaign lifecycle, including performance monitoring, reporting, and iterative adjustments. 
- Performance reporting shall address campaign reach, engagement, and other agreed-upon performance metrics, including return on investment (ROI) and return on ad spend (ROAS), as applicable.
- The AOR shall deliver campaign performance reports and optimize campaigns on an ongoing basis to support effectiveness and efficiency.
- Media Buying, Placement, and Creative Direction
•    End-to-end media strategy, negotiation, and placement across digital, broadcast, out-of-home, paid social, print, linear/connected TV and emerging channels. The AOR will provide holistic creative direction to ensure that all paid media aligns with agency brand standards and campaign goals.
- Design Projects
•    Support marketing campaigns and initiatives
- Video & Photography
•    Video production and photoshoots, delivery of final, edited video and photography assets suitable for use across digital, print, broadcast, and all agency channels.
- Graphic Design Assets
•    Digital and print creative, campaign toolkits, air carrier incentive Program campaign cooperation, merchandise design, brand-aligned templates, outdoor exhibit.

- Contract Period/Term: 3 years
- Pre-Proposal Meeting (Non-Mandatory) Date: February 4, 2026
- Questions/Inquires Deadline: February 16, 2026