Brand USA Issues RFP For Marketing Agency

The purpose of this Request for Proposal (RFP) is to identify the appropriate vendor to assist the Global Trade Development team in the development of global strategic planning and execution in Asia, to include specific programming and standard operating procedures described below. Vendor will be required to provide a high level of strategy and oversee the Brand USA offices in the following Markets: China, Japan, South Korea, India and South East Asia (Hong Kong, Singapore and Taiwan).


Brand USA is the destination marketing organization for the United States with the mission of increasing incremental international visitation, spend, and market share to fuel the nation’s economy and enhance the image of the USA worldwide. Established by the Travel Promotion Act as the nation’s first public-private partnership to spearhead a globally coordinated marketing effort to promote the United States as a premier travel destination and communicate U.S. entry policies, Brand USA began operations in May 2011.

As one of the best levers for driving economic growth, international travel to the United States currently supports 1.8 million American jobs (directly and indirectly) and benefits virtually every sector of the U.S. economy. Brand USA works in close partnership with more than 700 partner organizations to invite the world to explore the exceptional, diverse, and virtually limitless travel experiences and destinations available in the United States of America.

Brand USA is governed by an 11-member Board of Directors. Each director is appointed by the U.S. Secretary of Commerce. Each director represents a sector of the travel and tourism industry as identified by the Travel Promotion Act. The executive leadership team possesses strong expertise and experience in the travel, tourism, and advertising industries.

Brand USA delivers a dynamic marketing program that includes, but is not limited to, a global advertising campaign, earned media and public relations strategies, a robust social media outreach plan, promotional and incentive campaigns, trade shows and sales missions, and educational campaigns about U.S. entry policies. Brand USA carefully selected its marketing tools and target audience after vigorous analysis of existing and original market research.

Brand USA is committed to including diverse firms as an important part of its sourcing and procurement activities. In furtherance and support of this goal, we encourage minority, women and locally-owned firms to pursue business opportunities with us. Minority and women-owned firms who otherwise meet the minimum requirements set forth in this Request for Proposal are encouraged to submit a Notice of Intent to Bid. In addition, Brand USA also seeks to do business with firms that also recognize the value of diversity and inclusion in the composition of their workforce and in their own contracting, subcontracting or teaming activities. We encourage such firms who meet the minimum bidding requirements (regardless of size or ownership) to also submit a Notice of Intent to

Bid. Brand USA reserves the right to give weight or allocate bidding credit to diverse firms or those with a demonstrated commitment to inclusion as part of its evaluation process.

Scope of Work:

The selected vendor will:

·         Together with the Global Trade Development Vice President and other Brand USA staff, develop annual marketing plans pertaining to trade activities for various international travel markets.

·         Other responsibilities include:

                                o Oversee implementation of trade related advertising and marketing programs.

                                o Develop with Brand USA management travel trade strategy and participate in key trade shows, sales missions, and events in these regions as necessary.

                                o Work with Global Trade Development Team to liaise with U.S. partners, and representation offices, to help organize logistics of farm tours, and industry and client events.

                                o Communicate Brand USA’s priorities and goals to the international teams.

                                o Create measurable ROI for all programs with the international teams.

                                o Review and administer the annual budget and forecast for each Asia market.

                                o Responsible for keeping programs on deadline and on budget ensuring that cross-functional and cross-departmental teams meet all goals.

                                o Support the Vice President of Global Trade Development to ensure integration and communications among Brand USA departments to coordinate cooperative marketing platforms.

                                o Attend industry functions as needed to represent Brand USA and its partners, and encourage industry leaders to become partners, sponsors, and participants in events and programs.

                                o Work with the Partner Marketing team to develop cooperative partnership programs with international trade and media partners.

                                o Work with Partner Marketing team to evaluate and negotiate potential deals and partnerships in support of Brand USA initiatives.

                                o Provide leadership to contracted Manager and/or coordinator – supervise, mentor and ensure compliance with all company policies and procedures.

                                o Conduct performance evaluations of contractors supervised based on feedback from others, as appropriate.

                                o Guide team in establishing goals that align and support the Brand USA business plan.

                                o Maintain communication with commerce entities promoting economic development (In- country).

                                o Other duties as assigned.

Due Date:

May 24th, 2019. 


Agencies with relevant experience includes Finn Partners and Edelman PR.

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