MRB-15681 - USA (Utah) - Tourism Marketing Campaign and Media Buys Services - Deadline March 3,2020

Product (RFP/RFQ/RFI/Solicitation/Tender/Bid Etc.) ID: MRB-15681

Government authority located in Utah; USA based organization looking for expert vendor for tourism marketing campaign and media buys services.

[A] Budget: Looking for Proposals

[B] Scope of Service:

Vendor needs to provide tourism marketing campaign and media buys services to promote the ease of access that sets city apart from ski competitors and emphasize many great experiences to be had on and off the mountain. The most recent winter campaign still utilizes the More Mountain Time concept (currently in market) and includes spot television, out-of-home (OOH), connected TV, digital media, long-form, video, social media.
- City is on the map and people are inspired to visit. Increased travel volume has put pressure on our national parks and many of the state’s top destinations at certain times of year, while other destinations within the state could benefit from more visitation year-round. This has created a need to develop a right-sized and targeted approach to tourism marketing, attracting and dispersing visitors to align with capacity and community goals.
- Our ideal relationship with our creative agency and media buyer enables an innovative approach to national and/or regional advertising campaigns, and additional fresh approaches to marketing the state. To responsibly manage our tourism economy and cultivate quality visitation requires targeted marketing. Our marketing messages and tactics should drive awareness and promote a responsible visitation mindset to prospective travellers throughout their travel lifecycle — from destination research to booking to trip planning.
● Destination development: Activities that increase and promote the quality of a destination. This includes improvements made to management, infrastructure, products, and overall sense of place. Destination development is intended to improve the appeal of a destination and its ability to handle the levels and types of visitation it desires.
● Destination marketing/management organization: A private or public entity designed to coordinate the management and marketing of all the elements that make up a destination including attractions, access, marketing, human resources, image and pricing.
● Quality visitation: We aim to attract and support visitors who travel thoughtfully and engage with local communities and businesses in order to create more memorable experiences. In most cases, this equates to longer visits and increased spending. Quality visits also include off-season (spring, fall, winter) travel to national parks and visits to parts of the state beyond the national parks, such as state parks, national monuments and visitor-ready communities.
● In-house content team: The Utah Office of Tourism has built a talented internal team of marketers that lead their own content strategy and create and produce content. These in-house content efforts complement our campaign strategy, and also supplement content gaps. A strong relationship between the in-house content team and our agency teams will be vital to the success of this contract.
- Our audiences for the ski campaign:
● Active families (primary audience): Familial groups who want to spend less time in the car, see children improve at skiing, but also appreciate non-ski activities. For example, a full morning of skiing, off-mountain activities in the afternoon and sneaking in a kid-free date night.
● Millennial achievers (secondary audience): Millennial travellers who want to maximize ski time, experience city powder, ski the same day they travel and try non-skiing activities like fat biking or dog sledding.
● Baby boomers (secondary audience): Boomer travellers who want to explore the mountain at their own pace, ski or go tubing with their grandkids, participate in non-downhill activities like snowshoeing or cross-country skiing, and make new friends.
- Strategy: -
- Develop a high-level integrated marketing strategy for the Utah Office of Tourism for the next 5 years that builds on the brand equity created by previous campaigns, but considers fresh approaches to our problem statement. This strategy should reflect responsible stewardship of Utah’s tourism economy as outlined in the 2020-2023 Red Emerald Strategic Plan.
- Conduct audience research, including understanding user journeys, and apply this research to the overall marketing strategy.
- Use research insights to identify audience targeting and segmentation.
- Bring expertise to managing and strengthening the Utah Life Elevated brand.
- Campaign Development and Execution
- Ideate and present creative approaches to marketing campaigns in line with the overall marketing strategy.
- Work with the Utah Office of Tourism to manage these campaigns.
- Produce all campaign creative and accompanying assets.

[C] Eligibility:

- Onshore (USA Only);

[D] Work Performance:

Performance of the work will be Offsite. Vendor needs to carry work in their office location.

Expiry Date : Tuesday, 3 March, 2020

Category : Marketing and Branding, Social Media, Internet Marketing and SEO

Country : USA

State : Utah

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