Tourism Destination Brand Marketing Services

The Vendor is required to provide tourism destination brand marketing services for include:- Consumer marketing
• Execute multi-channel marketing campaign(s) to increase awareness and intent to travel to state.
• Develop consumer-facing content, including video, written, and interactive materials, to promote state experiences.
• Manage direct-to-consumer promotions, contests, sweepstakes, and special offers to encourage travel bookings and support demand during shoulder seasons.
• Develop and implement co-branding initiatives with consumer brands that align with the state values to expand reach among target audiences.
• Maintain consumer email marketing programs, if applicable, including consumer database.
• Implement event-driven promotions aligned with travel trends and major state events.
• Integrate marketing campaigns with public relations and media initiatives to maximize consumer engagement.
• Participate in consumer travel shows, as appropriate, to promote state.
• Monitor and report campaign performance using analytics to optimize effectiveness.
• Explore and test new marketing channels and technologies, including AI-powered tools, to enhance reach and engagement.
- Public relations
• Target appropriate consumer and trade media aligned with state brand to secure positive publicity.
• Provide an annual “most wanted” media list of key targets.
• Develop partnerships with key media influencers to extend the state welcoming message to target audiences.
• Issue and distribute news releases and media newsletters regularly to highlight “what’s new in state.
• Develop and maintain an electronic media database accessible by authority.
• Organize press familiarization (FAM) trips.
• Schedule media appointments at trade shows.
• Coordinate media receptions and special events, as applicable.
• Proactively develop and execute media pitches promoting leisure travel to state.
• Creative ideas for unique partnerships to leverage resources.
• Leverage in-market contacts to explore new promotional partnerships to expand the state brand.
• Provide a monthly press clippings report.
• Assist authority with crisis communications as needed.
- Travel trade
• Develop and maintain an electronic database of top-producing tour operators accessible by authority
• Maintain regular contact with key travel trade partners through sales calls, meetings, and other channels.
• Develop and distribute a regularly scheduled travel trade newsletter to key travel trade partners.
• Organize travel trade familiarization (FAM) trips.
• Maintain and enhance the existing state destination training program and conduct educational seminars to increase travel trade knowledge and engagement.
• Promote and support airline-sponsored or wholesale company–sponsored programs, including training and familiarization trips.
• Represent state at selected travel trade shows and events in markets jointly determined by authority.
• Maintain membership in key professional associations that promote travel and tourism.
• Develop and manage state travel trade missions in designated markets, as applicable.
• Coordinate cooperative travel trade programs with select travel partners to drive conversion and maximize impact.
• Form an advisory group, including authority as a member, and hold meetings at least quarterly.
- Owned channel management
• Develop and maintain a social media content calendar and create localized social media posts.
• Manage and maintain existing social media platforms.
• Work closely with authority on the development and execution of the content strategy and content creation, involving authority during the planning stage and obtaining authority approval before content is finalized.