SCOPE OF WORK
Purpose: To develop a media relations campaign, placing Alaska as a top destination of choice among Alaska’s target audiences.Overview
The Alaska tourism marketing program is a research-based, multi-pronged program with the goals of generating interest and awareness in Alaska as a travel destination and increasing year-round visitation to Alaska. The target audience has been baby boomers (ages 45-65), college-educated, no children at home with an annual household income over $100,000. This scope does NOT include the following:- Social media
- Content marketing
- Paid advertising
- Purchasing assets such as photography, video and b-roll
Scope of Work
- Contractor will develop and execute a comprehensive media relations program focused on generating positive media coverage of Alaska as a visitor destination.
- Contractor will work to incorporate authentic stories and experiences of Alaska that showcase our destination and represent the diversity in culture, people, region and place.
- Contractor must have existing extensive national media contacts including editors, journalists, broadcasters and travel writers. The program must include proactive, consistent outreach to media as well as providing quick and accurate responses to media queries.
- Contractor will need to be familiar with Alaska tourism products and services.
- Contractor must develop press releases and other outreach techniques, coordinate press trips and assist with itinerary planning, coordinate with other regional DMOs, provide media b-roll and images (existing assets) and conduct monthly reports on activities and ROI. Proposal should include how contractor will measure ROI against KPIs utilizing online, print and broadcast mediums.
- Proposers should also include an idea for a media event that brings together Alaska businesses with national media representatives. The entire event will be coordinated by the contractor and executed as a specialized editor briefing. Previous events have included the Alaska Media Roadshow held annually in Santa Barbara and New York City Editor Briefings.
- This scope of work also includes maintaining a crisis communication plan that can be utilized should an event or media coverage result in a negative image of Alaska as a travel destination.
- Deliverables include a comprehensive media relations program inclusive of strategy, press releases, media outreach and response, development of press trips and familiarization tours, research, analysis of editorial outcomes, account management and all supporting documentation for all services.
