Destination Marketing Organization Services

The Vendor is required to provide destination marketing organization services for include:
1. Integrated digital advertising and campaign execution
• Plan, execute, and optimize tourism marketing campaigns
• Manage paid media including:
o Search engine marketing (SEM and google ads)
o Paid social media advertising
o Programmatic display advertising
o Video and connected TV and streaming placements (as appropriate)
• Develop seasonal and event-based campaigns
• Optimize campaigns for performance, efficiency, and return on investment (ROI)
• Manage media buying execution and vendor coordination
2. Creative development and content production
• Develop high-impact advertising creative and campaign assets
• Produce digital and video content supporting tourism promotion
• Provide graphic design, photography coordination, and video production
• Develop storytelling aligned with experience Prescott branding and signature events
• Ensure creative consistency across all campaign channels
• Produce scalable content for multi-platform distribution
3. Travel trade, tourism marketing and visitor programs
• Support travel trade engagement and destination marketing initiatives
• Coordinate itineraries for tourism partners and industry stakeholders
• Plan and execute familiarization (fam) tours and hosted visits
• Support influencer and content creator marketing programs
• Develop itinerary-based marketing to increase visitation and length of stay
• Support regional and national tourism market exposure
4. Campaign strategy and economic impact focus
• Align marketing execution with tourism growth and economic development objectives
• Focus on increasing:
o Visitor volume
o Visitor spending
o Length of stay
o Lodging demand and bed tax revenue
• Identify opportunities for tourism-to-economic development crossover impact
• Provide strategic recommendations for campaign optimization and growth
5. Performance measurement and reporting
• Provide monthly and quarterly performance reporting including:
o Paid media performance (click-through rate (CTR), conversions, reach, cost per acquisition (CPA))
o Campaign efficiency and optimization insights
o Visitor demand indicators (where available)
o Return on advertising spend (ROAS)
o Lodging tax and visitation impact trends (where available)
• Provide data-driven recommendations for continuous improvement
• Demonstrate clear accountability for marketing performance and return on investment (ROI).