CITY OF DULUTH: REQUEST FOR PROPOSALS FOR TOURISM MARKETING SERVICES
PROPOSALS DUE: Thursday, September 19, 2024 by 4:00 PM.
SUBMIT TO
CITY OF DULUTH
ATTN: PURCHASING DIVISION
CITY HALL, ROOM 120
411 WEST 1ST STREET
DULUTH, MN 55802
INTRODUCTION
Duluth, Minnesota is a popular travel destination attracting visitors from all parts of the world.
The City of Duluth (City) is excited to share our unique culture, attractions, and adventures with
tourists and is seeking responses from organizations with proven expertise in tourism
marketing. As a city, we have an endless amount of compelling stories to share. We are looking
for partners that can help us transform our stories into sophisticated marketing strategies,
inspiring target audiences to choose Duluth as the location for their next travel experience
whether that be leisure, events or conventions experiences.
The City and tourism partner, Visit Duluth is looking for a strategic and creative agency to
increase tourism by generating increased awareness and demand. Innovative marketing
strategies focused on tourism should drive economic benefits for the community and foster a
travel economy that supports the other economic drivers of our city.
Campaign and strategic marketing work should holistically capture all facets of a Duluth travel
experience including, art, culture and history, events, conferences and conventions, sports
and recreation, and our natural environment.
CURRENT SITUATION
The selection of a marketing agency to provide destination marketing services for a two-year
term, under the oversight of Visit Duluth (VISD). This two-year marketing contract will focus on
key areas crucial to maintaining and enhancing Duluth’s appeal as a tourist destination. The
structure and focus of this contract will serve as a transitional bridge between the existing
destination marketing model and a reimagined, future-oriented framework.
The future framework includes the development of a long-term destination marketing model
that will be guided by the results of a governance study, which is designed to align with the
strategic goals set forth in a forthcoming Destination Development Plan. This strategic plan is still
in the early stages of development but will be essential in shaping Duluth’s tourism landscape.
A 10-year Operating Agreement to be contracted between the City of Duluth and the
Destination Management Organization (DMO), ensuring continuity and stability as these new
initiatives are implemented.
It’s important to carefully select a marketing firm that can effectively manage the transitional
period while also setting the stage for the future growth and success of Duluth as a premier
travel destination.
KEY FOCUS AREAS:
Maintain and expand Duluth’s place in Minnesota and the region’s tourism industry: Duluth
is a premier travel destination in Minnesota. Our goal is to remain the preferred travel location
of current visitors and gain a measurable market share by attracting new audiences.
- Leisure Travel: Blend social and natural assets: Duluth is both a place for people to come
together in the city and get out and experience nature. Highlight all neighborhoods,
their relationship to nature and unique offerings.
- Art, Culture, and Historic Features: capture and market the unique art, culture, and
historic features of Duluth.
- Events, Conferences and Convention Center: increase the visibility of events, meetings,
conferences and City event venues.
OTHER PRIORITIES:
- Represent diversity: BIPOC representation is essential in Duluth’s marketing efforts. The
city has a rich cultural history that should be fully told and celebrated. Work with local
native nations and business owners of color to ensure accurate representation.
- Promote shoulder-season Travel: Leverage travel opportunities in shoulder
seasonsto increase visits during non-peak times, benefiting the city, destinations,
and travelers alike.
- Showcase free or low-cost entertainment and experiences: Duluth shouldn’t be
perceived as an expensive destination. Free and low-cost opportunities should be
promoted alongside more traditional experiences.
BUDGET
The City has historically provided an annual budget of up to $2.2 million for tourism services. The 2025 marketing budget includes up to $3 million allocated for overhead and marketing services focused on leisure travel, convention and event sales. Please use budget allocations to create a plan outlining how you would propose using this funding to execute on the 9 scope areas below.
SCOPE OF WORK
In your response document, please outline your experience and share relevant examples of
your work in each of the following marketing disciplines:
- Comprehensive Marketing Planning
Develop comprehensive annual marketing, advertising, and communications plans
complete with recommended key performance indicators and other metrics that track
the engagement of target audiences and accurately measure the return on the City’s
financial investment in all marketing-related activities.
- Target Audience Mapping
Develop expanded target audience profiles including demographics, psychographics,
personas, and media habits. Recommend new target audiences for Visit Duluth and the
City to consider.
- Creative Campaign Development
Develop modern and alluring creative campaign assets to increase target audience
engagement across traditional, digital, and social media channels that builds on
existing creative work currently in the market.
- Website Management
Assist with content planning and development, structural updates(as recommended
to support strategies), of the existing tourism website. Build on strategic SEO
throughout website content to strengthen Duluth’s online presence. Reporting on
site traffic, conversion, performance, etc.)
- Video and Photography
Assist with the development of visually compelling video and photo assets featuring
Duluth’s diversity in population, neighborhoods, and attractions. Assets created will be
used on the City’s tourism website and across all tourism marketing campaign channels
and platforms.
- Paid & Print Media
Develop plans and channel strategies with paid media platforms to stay relevant and
competitive while continuously capturing the attention of new travelers. Print Media
plans and strategies should include but not limited to, a destination visitor guide.
- Earned Media
Develop, manage, and update a comprehensive list of targeted media outlets. Connect
frequently with media targets to pitch captivating stories to secure earned media
opportunities.
- Social Media
Develop a comprehensive social media calendar and plan for organic and paid social
media posts. Assist with social media content development, posting, community
management, campaign metrics, and reporting.
- Data, Analytics, and Reporting
Assist with capturing data from multiple sources, including advertising platforms, public
relations efforts, social media, events, and other resources. Identify key data points,
monitor success in real-time, and prepare performance reports monthly or as
requested.
TIMELINE
The City will make every effort to adhere to the following schedule:
● August 30, 2024 RFP will be posted
● September 6, 2024 Questions to committee due
● September 12, 2024 Responses to questions due
● September 19, 2024 Proposals must be received by 4:00 p.m.
● September 23-27, 2024 Finalist presentations and interviews will be conducted
● October 1, 2024 Contracts will be awarded
