Advertising Campaign Services

The Vendor is required to provide a full-service advertising agency to provide strategic planning, media buying, creative development, and campaign management services to support the City’s tourism goals.
- In addition to leisure travel, city places emphasis on attracting small-to-mid-sized meetings, sports events, and group business (approximately 300 attendees or fewer) aligned with the City’s hotel inventory and meeting facilities.
- Objectives:
•    Increase leisure travel visitation that generates overnight hotel stays and economic activity
•    Attract small meetings, sports events, and group business aligned with city facilities and hotel capacity
•    Encourage trip planning behavior and booking intent among high-value audiences
•    Provide measurable performance indicators demonstrating the impact of advertising efforts on lodging demand; including attribution of hotel bookings at the property level to specific advertising campaigns, channels, and conversion rates and attribution of bookings to specific campaigns and channels
- Marketing strategy & management
•    Conduct and present data-backed traveler analysis using at least three (3) data sources (e.g., platform analytics, third-party tourism data, and campaign performance data) and clearly identify how insights directly inform placement selection, creative direction, and budget allocation.
•    Collaborate with city staff to develop an annual marketing plan that includes market analysis, creative assets, and advertising playbook detailing strategy to differentiate city from competing southern state destinations and target both leisure travelers likely to stay overnight and meeting planners for small-to-mid-sized meetings, sports events, and group travel.
•    Track all budgetary expenditures and schedules related to marketing plan and provide monthly reconciliation reports
•    Manage and execute approved annual marketing campaign(s), inclusive of ongoing analysis, optimization and monthly reporting.
•    Ensure over-arching strategy is being executed across each visit city channel.
•    Create reports and/or presentations highlighting work completed for quarterly tourism marketing district meetings, or as needed.
- Media planning & placement
•    Supplier shall include a detailed media plan as part of the overall marketing strategy that is designed to further the goals of the visit city which include increasing leisure travel visitation that generates overnight hotel room night stays and provide measurable indicators that demonstrate the impact of said advertising efforts on lodging demand.
•    Consider the integration of regular media (print, digital, radio and television) and non-traditional media, (social/new-age media, and high-tech marketing activities) in the media plan and clearly identify the media channels that will be proposed or utilized.
•    Provide strategic insights and recommend media vendors and channels based on defined target audiences.
- Media plans should prioritize destination-relevant placements, including but not limited to: 
•    Digital & Programmatic
o    Travel-focused programmatic display and video
o    Behavioral, geo-targeted, and retargeting campaigns
o    High-intent search and trip-planning environments
•    Travel & Lifestyle Platforms
o    Expedia Group, Booking.com, TripAdvisor, Kayak, Priceline
o    Travel + Leisure, Condé Nast Traveler, AFAR, Sunset Magazine
o    Regional lifestyle and drive-market publications
•    Streaming & Connected TV (CTV)
o    Hulu, Roku, Amazon Fire, YouTube, Peacock, and similar platforms
o    Contextual placement within travel, lifestyle, and family-oriented content
•    Audio & Podcast Advertising
o    Spotify, Pandora, iHeartRadio
o    Travel, sports, family, and lifestyle podcasts aligned with target audiences
•    Out-of-Home (if recommended)
o    Digital billboards in key feeder markets
o    Transit, airport, or drive-market placements.