Advertising RFP Issued By Oregon Tourism Commission
Travel Oregon seeks a contractor to perform the following: 1. Perform creative advertising strategy and production, and media evaluation and purchase functions. Perform account planning and account management to fulfill these functions. 2. Evaluate, design, produce, and manage integrated advertising campaigns for all forms of media including, but not limited to print, custom content, online video, over the top video, streaming audio, digital display ads, programmatic ads, retargeting, social media, email, television, radio, out of home, and collateral. Purchase of all forms of advertising space and provide additional account services as needed by Travel Oregon. This includes brand development and advertising work for Travel Oregon, as well as occasional projects for individual tourism regions/partners, as directed by Travel Oregon personnel. Utilize primary and secondary research resources to quantitatively and qualitatively evaluate media opportunities and advertising performance including media trend and audience recommendations. Detailed ad tracking through pixel placement and UTM links on all digital advertising (as available). Evaluation of the resulting analytics to optimize advertising campaigns. Provide comprehensive mid-campaign and end-of-campaign reports and analysis to evaluate performance of advertising effectiveness and media channel performance. 3. Recommend to Travel Oregon the best means and methods for obtaining maximum returns and results in the promotion and encouragement of economic development in the State of Oregon. Must have a proven track record of developing and executing world-class brand travel advertising that delivers positive ROI results through direct economic impact.
Background:
About Travel Oregon
The Oregon Tourism Commission, dba Travel Oregon, works to enhance visitors’ experiences by providing information, resources and trip planning tools that inspire travel and consistently convey the exceptional quality of Oregon. The commission aims to improve Oregonians’ quality of life by strengthening the economic impacts of the state’s $12.3 billion tourism industry that employs more than 115,400 Oregonians. Visit industry.traveloregon.com to learn more.
About Advertising Agency of Record Work
We are soliciting proposals for a full service advertising agency to be responsible for all facets of Travel Oregon’s brand advertising campaigns including creative development and production along with media strategy and placement. Considered agencies will need to have the proven capability to create world class innovative and inspirational integrated tourism advertising campaigns across a broad spectrum of digital and traditional media channels, reaching predominantly regional, national and occasionally international markets. All work must support the Travel Oregon Strategic Plan.
Scope of Work:
Outcomes
The selected agency will be responsible for creative, production, media strategies and placement for Travel Oregon’s advertising campaigns. The selected agency will also provide all account management to facilitate these outcomes.
Qualifications
The proposal should summarize the agency’s range of relevant experience and capabilities in advertising campaign development and execution. Each proposal should also demonstrate how the agency meets the following minimum qualifications:
1. Have a minimum of five years combined experience in the following areas:
a. Development of major tourism destination advertising campaigns at the state, regional or national level.
b. Development of major cooperative marketing partnerships that have enhanced clients’ budgets.
c. Production of TV; print and digital advertising at the national level; agency resources and experience in international markets preferred.
d. Work with public-sector agencies and industry representatives from a broad variety of backgrounds and interests.
2. Provide no less than three professional references that provide details about the firm’s experience, expertise, and performance.
3. Provide on company letterhead statements and evidence that show the firm’s ability to carry out the minimum service requirements of this RFP.
4. Submit resumes of all key personnel to be assigned to the contract, as well as for any subcontractors.
5. Licensed access to and experience making advertising recommendations using syndicated national research to analyze data on consumer demographics, lifestyle, product and brand usage, and exposure to all forms of advertising media.
6. Demonstrated ability/experience respectfully representing diversity within advertising messaging that genuinely and authentically welcomes people of different communities.
Due Date:
5 p.m. PST Feb. 14, 2020
Address:
Travel Oregon Global Marketing 319 SW Washington, Suite 700 Portland, Oregon 97204
Agencies worth considering for this assignment include MWWPR and Edelman PR.
