The United 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).
The 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 results.
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.
In addition 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.
Scope of Work:
The scope of work will include:
o Build Kentucky destination image and brand awareness in the UK, developing and implementing marketing strategies to do so.
o Develop 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
o Provide support to KDT on a regular basis in Western European markets as designated with the activities/duties/objectives.
o Identify 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.)
o Organize 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 for Kentucky
Public Relations and Advertising
o Develop and nurture media relations, enhancing public relations efforts
o Organize 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)
April 13, 2020
Tourism, Arts, and Heritage Cabinet/Department of Tourism United Kingdom/Western Europe Consultant Travel and Tourism Services RFP 850 2000000357
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