The Vendor is required to provide media relations (MR) and public relations (PR) agency expertise and support in the states.
- The media relations and public relations agency(s) will leverage strong, trusted relationships with key influential media to help drive brand impact through positive coverage about travel to country.
- Earned media planning
• Support the development and writing of the market strategy and tactical plans by providing a recommended earned media strategy that is a core component of an integrated multi-channel strategy.
• Provide an annual market intelligence report, including but not limited to;
1. Target audience pulse checks and market insights (traveler trends as an example); and
2. Media landscape and editorial pulse checks (changes and trends across platforms that agency needs to be aware of).
• Provide earned media plans aligned to market objectives in consideration of earned coverage from national to regional across a broad range of media and public relations channels.
• Consultation on multi-channel activities to provide MR and PR strategies and integration to help shape and execute program activities.
• Conduct and present ongoing analysis of the market media landscape including trends, changes, competitive reviews and opportunistic activities that will inform our activities, as required.
• Conduct research for, and provide input to, a multi-year media relations and public relations plan.
• Support in defining earned media measures and key performance indicators (KPIS).
- Public relations strategy and execution
• Leverage existing media relationships and brand partnerships to introduce opportunities to agency that are aligned with the market strategy and tactical plan.
• Monitor the state media landscape for cultural trends that can be leveraged for opportunistic PR and brand engagement programs.
• Seek out new media relationships and brand partnerships with large potential scale and impact to support the agency earned media strategy in the market(s).
• Provide agency with recommendations and execution support on opportunities aligned to the shifting media landscape, including; right time engagements, new media platforms, key opinion leaders, etc.
• Support the planning and execution of specific market public relations projects and initiatives involving media and/or affinity brands.
- Media relations strategy and execution
• Provide ongoing media relations support, including targeted media opportunities, highlighting state distinctive brand value.
• Maintain strong relationships with a diversity of market media across multiple channels in the tourism, lifestyle and other relevant sectors.
• Review and analyze incoming market media queries for information.
• Pro-active pitching based on agency earned media plan.
• Provide recommendations to agency and follow up with journalists as required.
• Secure media attendance for agency led media familiarizations (FAMS), and support execution as and where needed.
• Create and share relevant media materials and messaging with agency internal teams.
• Develop content as needed for agency events, projects and campaigns; this includes, but is not limited to press releases, backgrounders, story idea pitches, media biographies, key messages, speeches, etc.
• Provide performance reports and tactical updates as required (ex. bi-monthly market performance report).
• Provide agency with market media monitoring if and as required.
- Travel trade and business events media support
• If and as required, the agency may be briefed to support on establishing relationships with market travel trade media
• If and as required, the agency may be briefed to support on establishing relationships with business and sector-specific target media outlets aligned to agency business events strategy.
- Contract Period/Term: 3 years
- Questions/Inquires Deadline: May 14, 2025