Convention and Visitors Bureau Advertising Agency Services

The vendor is required to provide to retain a full‑service advertising and marketing agency with demonstrated experience in destination marketing to serve as the city’s agency of record.
- A partner capable of delivering strategic planning, brand development, creative services, media planning and placement, and performance measurement in support of city tourism goals.
- Prospective agencies must show proven success in developing and executing tourism marketing campaigns for destinations, attractions, accommodations, or other tourism-related organizations.
- Strategic planning & destination marketing strategy
• Assessing current efforts
o Reviewing and evaluating the city’s existing tourism marketing initiatives to identify strengths, opportunities, challenges, and areas for improvement.
• Conducting market research
o Performing research to define target audiences, traveler motivations, visitor segments, and emerging tourism trends relevant to city.
• Developing marketing strategies
o Creating annual and multi-year marketing and communications strategies that align with the city’s tourism objectives and position city effectively within the competitive travel land scape.
• Identifying priority markets
o Recommending key geographic, demographic, and psychographic markets with the highest potential for visitor growth.
• Recommending marketing tactics
o Suggesting advertising, content, digital, and promotional tactics designed to increase visitation, hotel occupancy, and overall visitor spending.
• Aligning across travel segments
o Ensuring marketing strategies address and support leisure travel, meetings and conventions, group travel, sports tourism, and day-trip markets.
• Conducting ongoing status meetings
o Participating in regular status meetings to share progress updates, performance insights, and strategic recommendations. Frequency and duration of such meetings will be determined by the city.
- Brand development & messaging
• Evaluating the current brand
o Assessing the city’s existing tourism brand identity, messaging, positioning, and overall effectiveness.
• Recommending brand improvements
o Providing recommendations to enhance brand positioning, voice, storytelling, and emotional resonance with key target audiences.
• Developing brand guidelines
o Creating or updating brand standards, including visual guidelines, tone of voice, design elements, usage standards, and messaging direction.
• Creating messaging frameworks
o Developing overarching messaging platforms and key message structures tailored to priority audiences and market segments.
• Ensuring brand consistency
o Supporting consistent application of brand identity and messaging across all advertising, marketing, and digital content, and communications materials.
- Creative development & content production
• Creative concept development
o Developing creative concepts and thematic campaign ideas that support tourism marketing initiatives and resonate with target audiences.
• Design and production of advertising materials
o Creating, designing, and producing advertising assets across digital and traditional media channels, including programmatic, social, paid digital, print, broadcast, and out-of-home.
• Photography, video, and visual asset development
o Producing photography, videography, and other multimedia content to support campaigns, promotional efforts, and tourism storytelling.
• Copywriting and editorial support
o Providing copywriting and editorial content for advertisements, digital communications, brochures, promotions, and other marketing materials.
• Support for visitor guide and tourism website
o Offering creative direction, design support, and editorial assistance for the city’s visitor guide and official tourism website.
• Promotional materials production
o Developing promotional and collateral materials to support campaigns, events, visitor engagement, and tourism initiatives.
• Ownership of materials all artwork, electronic files, data, databases, photography, video, reports, and any materials created or produced under this contract shall be the property of the city. The city retains full ownership and usage rights to all such materials. The selected agency may retain and use these materials solely for the purpose of fulfilling obligations under this contract and any subsequent renewal or agreement with the city.
- Media planning, buying & campaign execution
• Media plan development
o Creating comprehensive media plans that incorporate digital, programmatic, social, traditional, broadcast, print, and out-of-home channels.
• Strategic media recommendations
o Providing strategic guidance on media mix, placements, timing, and audience targeting to achieve the highest return on investment.
• Media buying and negotiation
o Conducting negotiation, purchasing, and management of all advertising placements, including monitoring performance and ensuring cost-efficiency.
• Cooperative advertising coordination
o Managing cooperative advertising initiatives in collaboration with tourism partners, ensuring aligned messaging and efficient use of shared resources.
• Campaign scheduling and budget management
o Establishing campaign timelines, flighting schedules, and managing media budgets to ensure all placements run as planned and within approved funding levels.
• Campaign optimization
o Monitoring campaign performance and adjusting placements, targeting, and creative rotations as needed based on performance data and insights.
- Cooperative marketing & partner coordination
• Managing cooperative advertising opportunities
o Coordinating joint advertising efforts with tourism partners to leverage shared resources and maximize marketing exposure.
• Partner participation coordination
o Facilitating partner involvement in campaigns, ensuring alignment with brand standards, messaging, and campaign objectives.
• Development of partner marketing materials
o Assisting in the creation of marketing assets, promotional content, and campaign materials for use by tourism partners.
- Digital marketing & performance measurement
• Monitoring campaign performance
o Tracking campaign activity across all marketing channels, including digital, social, programmatic, website, paid media, and other platforms.
• Regular performance reporting
o Providing recurring reports detailing key performance indicators such as impressions, engagement, conversions, click-through rates, website traffic, and other relevant metrics.
• Analytics tools and data measurement
o Utilizing analytics systems such as google analytics, digital advertising dashboards, social media analytics, and other measurement platforms to assess campaign effectiveness.
• Performance insights and recommendations
o Analyzing performance data and providing actionable recommendations to improve campaign effectiveness, optimize budgets, and enhance return on investment.