Bal Harbour Village is located in Southeast Florida, USA and has a population of approximately 2,800 residents. As one of the most distinguished neighborhoods in South Florida, Bal Harbour Village offers a multitude of art, culture and world-class resorts within a one-mile radius. A shining enclave at the northern tip of Miami Beach, Bal Harbour Village holds a singular appeal for the world’s most discerning travelers seeking the finest Miami resorts. The Village exudes impeccable, contemporary style with deluxe oceanfront hotels, resorts, residences, ultra-chic shopping and an enviable selection of dining options. Yet, Bal Harbour Village remains a natural paradise with pristine, white sand beaches and a serene spirit.
Bal Harbour Village’s primary tourism audiences include
elite, sophisticated leisure consumers, luxury travel agents and meeting
planners, potential residential property buyers and journalists; our local
governmental audience includes current Residents and Bal Harbour business
partners. Within our tourism audiences, we are focused on serving U.S. guests,
and key international markets including Canada, Latin America, Europe and
Russia. The scope of work contemplated in this brief is for actions in the US
Domestic Market only.
TOP DOMESTIC MARKETS
Scope of Work:
The work covered by the Specifications and Contract
Documents, consists of the following services within the Village:
BAL HARBOUR VILLAGE 2020 MEDIA SERVICING
I. ANTICIPATED BREADTH OF CAMPAIGN:
PERIOD OF PERFORMANCE:
This Scope of Work covers one (1) overall Media Plan for a
Bal Harbour Village Advertising Campaign, for a period of seven (7) months from
March 1, 2020 – Sept 30, 2020. While the period for the indicated scope of work
is 7 months, the agreement may be renewed by the end of the initial period for
an additional year (Note: Fiscal Year runs October 1-September 30) or
multi-year period if both parties are in agreement.
ASSUMPTIONS: $300,000 media budget (inclusive of Successful
Proposer’s fees) for March 1- September 30, 2020 Period:
Primary campaign goal is to promote Bal Harbour Village to
affluent, travel-inclined consumers (US Based), and to increase consideration
of Bal Harbour Village as a soughtafter luxury tourism destination. The 2020
fiscal year campaign will also include seasonal event-driven efforts to promote
specific Bal Harbour Village including Events (e.g. Haute Cuisine, Miami Spice,
etc.) The campaign could employ both offline media (i.e. Print, Outof-Home) and
digital media (including but not limited to Display, Search, and Social) to aid
in this effort.
Campaign Strategy + Planning
Without presenting a fully-developed Media Plan (which would
be developed by the selected Agency), an Overview Presentation is required
A. Initial approach / strategy /
decision-making on media, audience, and KPI development to meet to maximize
budget investment and drive strongest results;
B. Media Services which can be
provided (e.g. planning and purchasing media on behalf of Bal Harbour Village
such as print, out-of-home, broadcast, digital and social media);
C. Summary analysis of how campaign
performance and insights will be presented; and
D. Pricing / Cost and description
of services included.
Friday, February 7, 2020 at 3:00 p.m.
Village Hall, 655 96th Street, Bal Harbour Village, Florida