CVG International Airport Issues Marketing and Creative RFP
The Kenton County Airport Board (“KCAB”) is soliciting proposals relating to Marketing and Creative Support at the Cincinnati/Northern Kentucky International Airport (“CVG”).
CVG is currently one of the fastest growing airports in the country with total passenger growth since 2015 of 38 percent and local origin & destination passenger growth of more than 56 percent. It is projected that CVG will serve more than 9 million passengers on an annual basis as early as 2019. CVG is currently served by 9 scheduled passenger carriers with approximately 30 percent of seat capacity operated by low-cost carriers. The profile of the CVG customer has transitioned from predominately business/corporate to a strong diverse mix between leisure/family travels and business/corporate. CVG has become the most competitive airport in the tri-state region for U.S. domestic travel based on the department of transportation airfare data ranking CVG as number 82 out of the top 100 in terms of lowest average fare. Since 2014, average U.S. domestic airfares to and from CVG have declined more than $240 per ticket, a reduction of more than 43 percent.
CVG is the 8th largest cargo airport in N. America. It is also the fastest growing cargo airport in N. America, growing tonnage handled by more than 54% since 2015. CVG is also home to the new Amazon Prime Air Cargo hub which represents an investment of more than 1.5 billion USD and will employ more than 2,700 people when fully operational in the next three to five years.
In 2017, CVG launched a new tagline to support the constant positive change taking place at the airport and the impact the change has on multiple stakeholders including passengers, tenants and vendors, Cargo customers, employees and community stakeholders. CVG is looking to advance the equity value and impact of the tagline “Embrace What’s Next” through print, digital and broadcast media channels emphasizing the continuous positive change that is taking place at the airport.
Scope of Work
KCAB is looking for a firm that offers deep experience and varied expertise from having served a broad range of clients. The selected firm will need to be able to work creatively and cooperatively with KCAB’s internal creative team, with community stakeholders and with KCAB ’s business partners.
Creative Development – The selected firm(s) will create strategic marketing campaigns and develop related materials in line with the goals established by KCAB. Campaign executions include strategic messaging, conceptualization, art direction, copywriting and production for print, outdoor, multimedia, radio and online executions.
Media Planning & Placement – The selected firm will provide research, analysis, strategy, negotiation and placement, with media billing KCAB directly. (We have secured most of the paid media for 2019 including print, radio, billboards and digital. As we make additional ad buys in 2019 and beyond we will utilize the expertise the agency or agencies that we select. The overall advertising budget for 2019 is $550,000.00.)
Our internal creative team is responsible for signage and internal airport displays. External advertising and marketing will be handled by the agency or agencies we hire. To the degree that there can be some overlap or cross purposing, it is important that the selected firm(s) and our internal team work together creatively and cooperatively
KENTON COUNTY AIRPORT BOARD
Candace S. McGraw, Chief Executive Officer CINCINNATI/NORTHERN KENTUCKY INTERNATIONAL AIRPORT
Hebron, Kentucky 41048
5WPR and Coyne PR are strong travel PR agencies.