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.
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
Scope of Work:
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.
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
1. Have a minimum of five years combined experience in the
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
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
6. Demonstrated ability/experience respectfully representing
diversity within advertising messaging that genuinely and authentically
welcomes people of different communities.
5 p.m. PST Feb. 14, 2020
Travel Oregon Global Marketing 319 SW Washington, Suite 700
Portland, Oregon 97204
Agencies worth considering for this assignment include MWWPR and Edelman PR.