Marketing Agency Sought By Kentucky Unbridled Spirit
Kingdom is a primary target market for KDT’s international tourism marketing.
Due to the logistics involved in marketing to the United Kingdom, coupled with
the needed expertise in addressing that market, KDT desires to secure the
services of a representation consultant in the United Kingdom (UK).
Consultant will focus on group, niche and leisure independent travelers,
building interest in Kentucky as a travel destination, thus increasing local
tax revenues for Kentucky’s economy, through increased United Kingdom traffic.
The Consultant will be responsible for developing new business with measurable
The role of
the UK Consultant will be to stimulate growth and build the market through
direct sales; advertising, direct and e-marketing; and public relations
methods. The Consultant must keep up-to-date on travel trends, international
travel and niche market interests. The Consultant will enthusiastically support
marketing/sales/public relations campaigns in getting the Kentucky brand,
“Unbridled Spirit”, messaging disseminated throughout the UK market including
to travel trade and consumer media, tour operators, travel agents, consumers
and others as appropriate.
to the primary focus being the UK, the Consultant will be asked to provide
support and recommendations in regard to other Western Europe countries. Such
support may include, but not necessarily limited to media relations activities
and contact with the travel trade. In some cases, there may even be the need to
have a representative in those additional markets.
The scope of
work will include:
Kentucky destination image and brand awareness in the UK, developing and
implementing marketing strategies to do so.
and present overall marketing/sales/communications plan for each Fiscal Year
o Assist in
creation of various collateral pieces and web pages directed to international
visitors on www.kentuckytourism.com
o Utilize and propose cross marketing opportunities with leisure travelers and
niche markets on building awareness of Kentucky; i.e. equine, bourbon,
adventure, music, etc. o Develop tracking and return on investment strategies
for all UK programs
support to KDT on a regular basis in Western European markets as designated
with the activities/duties/objectives.
potential business for KDT through direct sales and marketing to tour
operators, travel agents, and other agencies producing FIT and group travel
o Host and
conduct education sessions as requested for tour operators/travel agents
o Assist in
planning and implementing sales missions for the KDT, including recommendations
for a “pay to play” participation approach for Kentucky industry partners.
(Sales missions should also include engagement with the media.)
familiarization trips for qualified tour operators, travel agents and other
prospective agents interested in bringing visitors to Kentucky o Engage in
opportunities that involve receptive services in building packages and business
Public Relations and Advertising
and nurture media relations, enhancing public relations efforts
familiarization trips for qualified media/journalists
o Assist in
the development and distribution of media kit information, press releases and
feature stories of Kentucky
o Assist in
planning any advertising placement in the market(s)
Arts, and Heritage Cabinet/Department of Tourism United Kingdom/Western Europe
Consultant Travel and Tourism Services RFP 850 2000000357
APCO Worldwide and MWWPR are agencies worth considering.