Government of Yukon Seeks Media, Influencer and Public Relations Support

The Department of Tourism and Culture, Tourism Branch (Tourism Yukon) wishes to enter into a Service Contract with a professional, highly-qualified company with a proven track record in media relations and destination marketing in the North American market. The contractor will provide media, influencer and public relations (PR) support services to Tourism Yukon in the development, coordination, and implementation of its North American marketing initiatives.

Implementation of the media and influencer relations programming for print, broadcast, digital and social media with the objective of generating and maximizing the unpaid media awareness of the Yukon as a tourism destination. Primary activities will consist of, but are not limited to, the following on behalf of Tourism Yukon:

                1) North American media marketplace(s) representation and support

                2) In-market media event planning, installation, and management

                3) Solicitation and development of non-traditional PR partnership proposals

                4) Ongoing solicitation and promotion of Yukon to North American travel journalists, influencers and media sources

                5) Media Press Trip support as needed

Tourism Yukon is responsible for marketing and promoting the Yukon as a tourism destination and requires additional PR, media & influencer relations support. The Public Relations contractor’s role is to take key messages and marketing investments further, ultimately helping to deliver new opportunities that will stimulate media coverage and generate positive awareness among North American audiences.

Scope of Work:

The Contractor may be required to conduct any of the following activities:

·         Upon awarding of the contract, lead an initial planning meeting with the Marketing Specialist, Media & Influencer Relations with the aim of developing an annual media and influencer relations marketing plan

·         identify and develop opportunities for targeted travel and lifestyle media contacts to visit Yukon on familiarizations tours/press trips; conduct targeted and strategic media pitches

·         evaluate, qualify and strategically vet media proposals and collaboration requests; provide recommendations to Tourism Yukon

·         cultivate and maintain and report on a wide network of media contacts and outlets including broadcast, newspapers, travel journalists, consumer and lifestyle publications, and social media influencers

·         plan and execute targeted media and influencer relations events in the approved marketing plan for Tourism Yukon including concept development, media targeting and outreach, special event coordination and on-the-ground event management

·         attend media marketplaces on behalf of Tourism Yukon taking appointments with media and providing post-event summary to Tourism Yukon and undertake any relevant media follow-up

·         maintain membership in relevant travel media associations in Canada and US

·         host media familiarization tours, requiring travel to and within Yukon

·         liaise as needed with partners at Destination Canada, and media associations such as the Society of American Travel Writers (SATW), Travel Media Association of Canada (TMAC), Adventure Travel Trade Association (ATTA) and others

·         Hold bi-weekly status update calls with the Marketing Specialist, Media & Influencer Relations to go through ongoing agenda, strategic program planning and media vetting; maintain rolling agenda

Program Hard Costs relating to the approved program plan are intended to encompass all funds associated with the tactics used to effectively promote Yukon in the market and to achieve the stated Primary Objectives. Administration tasks related to Program Hard Costs, such as contracts and payments, will be primarily the responsibility of the Marketing Specialist, Media & Influencer Relations, however the successful Contractor will be expected to consider and include all tactics paid for by the Program Hard Cost budget in the program plan. In some cases, and based on prior approval, the Contractor may be expected to prepay for services on behalf of Tourism Yukon. Reimbursement would be provided for in a future invoice, with the appropriate back-up receipts.

Program Hard Costs may include the following items (this listing is not exhaustive):

                1. Collateral development, design and printing

                2. Sub-contractors for special events eg. décor, lighting, AV, in-market event planners

                3. Hosting costs for media and other clients

                4. Event registration costs

                5. Travel costs and per diems while conducting Tourism Yukon business

Due Date:

April 9th, 2019. 


Government of Yukon 

Procurement Support Centre 

Suite 101-104 Elliott Street 

Whitehorse, Yukon Y1A 0M2

Agencies with relevant experience includes 5WPR and Coyne PR.

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