The Vendor is required to provide for strategic advertising services, media planning and buying services that includes video (TV and streaming) print, audio (radio, streaming and downloaded), digital display, out-of-home, promotions and marketing partnerships for the purpose of promoting tourism to county.
- Marketing communications objectives and strategies include:
• Build destination brand awareness and intent to visit by showcasing the emotional and rational benefits of vacationing, conducting business, or hosting an event in the destination.
• Position city as a year-round, premier, welcoming, and diverse destination with world-class beaches, arts, dining, and more.
• Identify and target niche and untapped markets and communicate city strengths to these potential visitors.
• Establish agency to all audiences as the primary source for comprehensive travel planning information for city, increasing usage of agency materials and website as a trip planning resource.
• Reinforce agency reputation among local industry stakeholders, and business leaders to ensure a strong leadership image as a valuable source for marketing and tourism expertise.
• Promote tourism’s importance to residents as the area’s number one industry, emphasizing its importance to the area’s financial well-being and quality of life. - Current marketing communications tactics include but are not limited to:
• Developing effective local, national, and international advertising campaigns using innovative creative techniques and marketing media mix.
• Highlighting the destination’s 360 days of sunshine, 35 miles of award-winning white sand beaches and diverse experiences found throughout its 24 unique cities, emphasizing the brand promise of "beaches and so much more."
• Showcasing diverse visitor experiences in targeted media tailored to arts and culture, nature based activities, sports and recreation, history/heritage, shopping, dining, craft brewery tourism, and niche audiences such as weddings or other celebrations, small town/downtown enthusiasts, girlfriend getaways, golf, fishing, wellness, and luxury travelers.
• Reinforcing the geographic location of the destination, and ease of access via (TPA) and city international airports.
• Showcasing business and meeting opportunities in trade media, conferences and industry training sessions.
• Scheduling media and messaging during key periods of the year to align with target market’s travel patterns and purchase behavior as evidenced by research (i.e. seasonal trends, events etc.), and the destination’s biggest need months for travel.
- Contract Period/Term: 2 years
- Questions/Inquires Deadline: April 18, 2025