Tourism Public Relations and Marketing Services

The Vendor is required to provide for tourism public relations and marketing services in the target markets.
- Comprehensive, innovative, and strategic tourism public relations and marketing campaign that fully integrates consumer travel trade and media activities.
- The campaign shall create a responsible, accurate, and positive image of state, while effectively marketing and promoting the state as a premier travel destination in the target markets.
- Advertising is the agency primary tourism marketing tool.
- Advertising efforts are outsourced using a full-service, contracted advertising agency. Most advertising is conducted outside the state.
- Advertising efforts include, but are not limited to, national and international advertising through consumer, digital, national television, and interactive methods.
- The Advertising program also manages the agency brand and use of its logos in ancillary marketing programs, as well as coordinating with an in-market vendor to provide translation and other services as needed.
- The Public Relations and Marketing program conducts tourism public relations activities, both domestically and internationally, to increase travel to the state by marketing and promoting state as a premier travel destination to consumers, the Media, and the Travel Trade.
- Because research shows that domestic travel decisions are primarily consumer driven, Public Relations and Marketing efforts have principally focused on Media and consumer-direct marketing and promotion activities in the country. However, because the Travel Trade remains an influential factor in international travelers’ travel planning and trip decision process, marketing to the Travel Trade in international markets remains a component of the overall Public Relations and Marketing efforts.
- The Public Relations and Marketing program includes Cooperative Marketing opportunities that enable the state’s travel industry Suppliers to jointly market their destinations and products with the state in the Travel tourism marketing and promotional activities.