The Vendor is required to provide to engage a qualified strategist and branding agency for a limited engagement to develop and implement a strategy, brand identity, and activation that furthers agency reputation as a domestic and international destination with a wide range of travel experiences.
- Discovery, Research & Insights
- Materials audit and review (largely relying on existing resources), including but not limited to:
• Travel and tourism data and projections
• Tax collection, visitation, and economic data
• Historical audiences, geographic markets, media buys, marketing campaigns, brand elements, and taglines
• Budgets and allocation
• Travel guides, collateral, creative, media and channels
• Recent news, reputation and brand perception
• Current and potential stakeholder and community partnerships, including state and surrounding counties' marketing efforts
• Local sentiment research
- Competitive audit and landscape review, including but not limited to:
• Lead conversations with stakeholders, including local constituents, city government, local nonprofits, local businesses, state tourism office, film commission, and others
• Identify key competitors and similarly situated destinations
• Recent destination branding projects and industry trends
• Market awareness and opportunity spotting
• Single-destination vacation feasibility and length-of-stay analysis
• Destination wedding feasibility and market analysis
- Brand development
- Business and brand strategy, including:
• KBOS and KPIS
• Existing market analysis and plan
• Community integration and launch plan
• Off-season strategy
• New tourism products, new approaches and a plan for existing products
• Audiences, personas, geographic markets
• Budget allocation
• Go-to-market calendar and plan
• Reporting
- Brand platform and narrative, including:
• Write authoritatively about the area, including for our outdoor adventure guide
• Strategic alignment and emotional resonance
• Core verbal brand elements
• Brand promise, mission, and attributes
• Key messages and seasonal messages
• Style guide and brand book
• Develop difficulty systems (beginner, intermediate, advanced), itineraries, and accompanying narrative for all products, including hiking, off-roading, mountain biking and rafting
• Film and screen tourism
• Destination weddings
• Dinosaur history, geology and ecology
• Places to go, things to do, places to stay, restaurants
• Review, fact check, edit, rewrite, reskin, optimize and restructure website
• Review creative assets libraries, retire assets, and implement a new organizational system
• Develop off-season messaging
- Visual brand identity, including:
• Logo
• Typography
• Palette
• Representative photography, illustrations, maps, and visuals
• Style guide and brand book
- Brand activation, implementation and launch
• Design and implement the new brand identity into existing and new initiatives, touching the complete lifecycle of the visitor experience, including but not limited to:
• Produce creative assets, photography and video, and an in-season paid media campaign
• Produce creative assets, photography and video for an off-season, paid media campaign
• Design and implement across owned media, including website, microsites, social media, travel guides, in-town and trail maps, and print
• Brand expressions across architecture, signage, visitor center, vehicles, downtown kiosks, airport, trade shows, billboards, public transit, stakeholder and strategic partnership opportunities, merchandise and giveaways, 2034 city winter Olympics, possibly other large tourism events like world cup 2026, official and sponsored events, business cards and presentation templates
• Local business integration, tech support and marketing consulting
• Work collaboratively with contracted public relations agency and media agency.
- Questions/Inquires Deadline: June 15, 2025