Baton Rouge Metropolitan Airport Seeking Advertising, Marketing and Promotional Services

The Greater Baton Rouge Airport District (“Airport”) are seeking Request of Qualifications (RFQ) from highly qualified consulting firms interested in providing consulting services in connection with the project entitled: ADVERTISING, MARKETING and PROMOTIONAL SERVICES.

Background:

The Baton Rouge Metropolitan Airport (BTR) is an airport serving the Baton Rouge region, which is owned and operated by the City of Baton Rouge/Parish of East Baton Rouge on behalf of the Greater Baton Rouge Airport District. BTR is a small hub facility providing commercial air travel connecting more than 1.6 million residents across south Louisiana. BTR is the second largest commercial airport in Louisiana and hosts daily jet flights on three (3) airlines to/from four (4) major hubs. BTR is a primary commercial service airport with three (3) runways of 7,500 feet, 7,004 feet, and 3,779 feet in length. BTR’s current size is approximately 1,750 acres at an elevation of seventy (70) feet. The City of Baton Rouge and Parish of East Baton Rouge on behalf of the Greater Baton Rouge Airport District request qualifications from professional firms to provide advertising, marketing, and select media buying as needed. It is the intent of the Baton Rouge Metro Airport to enter into contract negotiations with a single company. BTR’s goal is to have an effective ad campaign to leverage our strengths and enhance our perception, resulting in increased usage by existing customers and new bookings among area residents that have historically flown from alternate airports.

Primary goals of BTR advertising and marketing are to increase total passenger volume (outbound and inbound), and grow non-aeronautical revenue through expansion of The Aviation Business Park.

BTR wishes to obtain expert professional advertising and marketing assistance in support of its ongoing efforts to promote local air service and expand passenger usage of BTR. Work will include development of a strategic advertising/marketing plan, designing creative advertising concepts and ads, media buying, and assistance in implementing the plan. The campaigns will primarily target “catchment-area” residents, and secondarily inbound passengers from other markets. While increasing the number of passengers is difficult to attribute directly to advertising efforts, we are interested in innovative ways to measure and monitor advertising and marketing success.

Scope of Work:

Specific services may include the following:

  • Strategy Development
  • Creative Design and Direction
  • Market Research and Focus Group Research
  • Search Engine Optimization
  • App Development
  • Graphic Arts, Layout, and Pre-Press
  • Copywriting
  • Media Planning and Placement
  • Audio, Video, and Film Production
  • Co-Branding and cooperative marketing (may partner with an airline, etc.)
  • Digital and Mobile Marketing Content
  • Social Media Recommendations
  • Targeted Digital Marketing
  • Guerilla Marketing
  • E-mail Campaign Assistance
  • Customer Relationship Management

Due Date:

October 13, 2017

Address:

ATTN: Ralph Hennessy, Interim Director of Aviation
Baton Rouge Metropolitan Airport
9430 Jackie Cochran Drive, Suite 300
Baton Rouge, Louisiana 70807

Strong relevant PR firms could include Hunter PR and Coyne PR.

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