Scope: All services shall be provided under the direction of the City Manager and City Council. The tourism promotion services provided shall include, but not be limited to, the following tasks:
1. Destination Marketing Plan Development & Implementation
• Collaborate with City leadership to develop a strategic, datadriven Destination Marketing Plan that sets clear goals and identify implementation steps
• Continue ongoing market research to define and refine target audiences, visitor personas, travel motivations, and regional trends. Use insights to inform real-time adjustments and longterm strategy. Measurable Outcomes:
• Implement the goals of the DMP with clearly defined KPIs and timelines.
• Increased visitation during targeted seasons (especially offpeak).
• Measurable growth in visitor spending and economic impact.
• Enhanced understanding of visitor behavior and journey mapping.
2. Brand Management and Communications (including sustainable & inclusive tourism development)
• Maintain and evolve the Discover Newport brand, including logo systems, style guides, tone of voice, and key messaging pillars.
• Ensure consistent application of Discover Newport brand in marketing assets, digital platforms, and relevant third-party partner initiatives in Newport and Lincoln County.
• Create a cohesive brand narrative that distinguishes Newport in a competitive coastal market.
• Shape and enhance public perception of Newport through consistent, values-based storytelling.
• Implement public relations initiatives, influencer collaborations, and direct-to-consumer outreach that reflect the City’s character, natural assets, and diverse cultural offerings.
• Prioritize sustainability in promotional efforts. Support initiatives that highlight underrepresented voices, promote environmental conservation, and align with local values.
Measurable Outcomes:
• Consistent branding across ≥ 90% of marketing collateral.
• Increased brand recognition and positive sentiment in target markets.
• Engagement growth on branded platforms.
• Increased number of sustainable tourism-related promotions.
3. Stakeholder Relations & Community Engagement
• Facilitate regular engagement with local businesses, nonprofits, cultural institutions, and residents.
• Strengthen community-tourism relations by promoting local-first tourism strategies and responsible visitation.
• Create channels for stakeholder input and collaborative marketing opportunities.
Measurable Outcomes:
• Stakeholder satisfaction and engagement survey scores.
• Number of collaborative projects or co-branded campaigns initiated.
• Reduction in tourism-related community concerns.
4. Promotions & Events
• Develop and support signature events, thematic campaigns, and in-market activations that generate buzz and create shareable visitor experiences. Promotions should align with Newport’s brand identity, enhance the local experience, and encourage overnight stays.
• Identify opportunities for new events that drive year-round visitation and reflect Newport’s identity.
• Foster community partnerships and sponsorships to strengthen and diversify event offerings.
Measurable Outcomes:
• Attendance, media coverage, and hotel occupancy tied to events.
• Year-over-year event-driven economic impact growth.
• Community participation and satisfaction levels.
5. Content Creation, Creative Production and Asset Management
• Provide and/or partner with the contracted content creator on high-quality photography, videography, and storytelling assets that highlight Newport’s landscapes, attractions, local culture, and experiences. • Maintain a robust digital asset library and monthly branded enewsletter that engages target audiences.
• Provide concept development, copywriting, graphic design, and production of all creative materials for digital ads, social content, print pieces, and out-of-home media., either in-house or through vendors.
• Ensure all content aligns with campaign goals, accessibility standards, and brand tone.
Measurable Outcomes:
• Monthly content production goals met.
• Newsletter open/click-through rates that compare to industry benchmarks.
• Growth in organic search traffic and time-on-site metrics.
• Positive qualitative feedback from stakeholders and community.
6. Marketing & Advertising
a. Digital & Social Media Marketing
• Maintain and enhance the Discover Newport website and social media channels, ensuring content is timely, mobilefriendly, and SEO-optimized.
• Develop strategic digital campaigns that grow awareness, engagement, and conversions using organic, boosted, and paid placements.
• Evaluate and implement emerging media formats, including OTT (Over-the-Top), CTV (Connected TV), and mobile-first platforms.
Measurable Outcomes:
• Growth in social media followers, reach, and engagement by ≥10% annually.
• Website traffic growth with improved bounce rate and time on site.
• ROI from paid digital channels.
b. Targeted Advertising
• Deploy advertising campaigns that reach high-value visitor segments in key geographic and psychographic markets.
• Use programmatic ad tools, geofencing, retargeting, and other tactics to drive conversions.
• Continually optimize messaging, creative, and placement based on performance data.
Measurable Outcomes:
• Increase in conversion rates from targeted campaigns.
• Improved return on ad spend (ROAS).
6. Reporting & Accountability
• Provide quarterly progress reports and performance metrics to the City Council and Discover Newport Committee, including analysis of key marketing indicators, tourism trends, and ROI.
• Present quarterly and annual summaries with visual dashboards, campaign highlights, and recommendations for improvement.
• Ensure all activities and strategies are aligned with the City Council’s goals and the Discover Newport Committee’s mission.
• Adapt and pivot as needed in response to citywide initiatives, public input, and changing market conditions.
• In partnership with City leadership, conduct an annual tourismrelations survey for the community. Measurable Outcomes:
• 100% on-time reporting.
• Demonstrated improvements in KPIs over baseline benchmarks.
• Transparent budget and resource utilization.
• Quarterly alignment check-ins with City leadership.
• Marketing efforts visibly support economic, cultural, and sustainability priorities.
• Positive public and Council feedback.
Due Date: May 19, 2025
Contact: Nina Vetter n.vetter@newportoregon.gov
