The vendor is required to provide that tourism public relations and marketing services to raise awareness of state as a premier travel destination
- The target market includes a primary focus on public relations, social media and marketing strategies targeting consumers and media.
- The travel state travel trade relations and marketing activities.
- The contractor shall have the goals while providing public relations and marketing services for the agency to raise awareness on a national level of state as a premier travel destination:
• Generate maximum positive press coverage of the travel state product while expanding perceptions of the diverse travel experiences state offers visitors;
• Develop, produce and implement a robust social media strategy that successfully promotes the travel state product;
• Conduct high profile integrated consumer promotions;
• Assist the agency in promoting and marketing state as a premier travel destination to travel trade as directed;
• Create effective cooperative public relations and marketing programs that provide for maximum partner participation; and
• Generate measurable results from public relations and marketing efforts.
- The contractor shall propose measures and goals to use in evaluating work. measures will include, but are not limited, to:
• Leading industry standard measures for traditional and digital media activities and placements including, but not limited to, advertising equivalency value;
• Leading industry standard measures for results of social media strategy and activities;
• Creative and measurable integrated consumer promotions which incorporate media, travel trade, and other appropriate partners to generate maximum consumer awareness of the travel state product; and
• Successful completion of agreed upon marketing activities.
- Media relations:
• Conduct public relations activities targeting key consumer and travel trade media in both traditional and non-traditional outlets to generate media placements of key messages that result in maximum positive publicity of state as a premier travel destination.
• Provide market insight and guidance based on demonstrated facts and research to help grow awareness and visitation to state.
• Concentrate public relations activities during key travel planning seasons that provide the greatest potential to enhance the effectiveness and extend the reach of the agency planned advertising activities.
• Engaging in media relations activities including, but not limited to:
o Proactive media outreach and pitching;
o Organizing, planning, executing and attending:
 Media fam tours – individual and/or group;
 Media missions;
 Media and public relations events;
 Media appointments;
 Press conferences; and
 Interviews and presentations;
o Compiling and maintaining a database of consumer and travel trade media and travel influencers to accomplish public relations and media activities and providing the database to the upon request;
o Preparing and distributing regular press releases and/or media pitches to generate media impressions in both traditional and non-traditional media outlets;
o Responding to media and influencer inquiries;
o Assembling and fulfilling traditional and/or electronic press kits as needed and developing, maintaining, and fulfilling an evergreen press kit;
o Producing, storing, and fulfilling of collateral and promotional materials;
o Translating of materials as needed;
o Clippings and media monitoring services; and
o Contracting necessary venues, transportations, and other similar goods or services to accomplish the activities listed above.
• Monitor editorial calendars of target market media outlets for travel story opportunities and create an annual editorial calendar for the agency.
• Proactively pitching story ideas to media in the target market via phone, email, or in-person meetings.
• Identifying and recommending travel influencers and executing agreements with said influencers to spread awareness of the travel state product and experiences via social media channels.
- Social media:
• The contractor shall develop, produce and implement a strategic plan and brand voice for all of the agency social media platforms. social media content calendars should be delivered at a cadence agreed upon by the agency.
• Ongoing social media activities shall include, but are not limited to, real-time community management, production and management of social media assets including copy, photography and video, monthly and campaign-specific reporting, paid promotions, and additional program support as needed.
• Reporting reflects leading industry standard measurements for all social media activity.
- Contract Period/Term:12 Month
- Questions/Inquires Deadline: January 22, 2025