Marketing RFP Issued By Westchester County Department of Public Works

Westchester County’s Department of Public Works and Transportation (WCDPWT) is seeking a qualified advertising firm to develop and implement a television advertising campaign to promote the benefits and safety of riding the Westchester County Bee-Line System. The campaign should provide a unifying creative theme to highlight the benefits of using the BeeLine while placing a strong focus on how the system is safe and clean to ride. While targeting new riders the campaign will also make current passengers feel secure riding the bus, showing the system in a positive light. The project will involve the development of all creative design and production. The selected firm will be responsible for the following which will be addressed in the proposal: Meet with WCDPWT to review Project Overview and scope of work. Provide comments and suggestions on how to best develop the unified message in order to reach the targeted demographics. Provide leadership in the overall creative vision for the campaign. Submit an action plan outlining step by step design and implementation of the full program and provide a project timeline.


Westchester’s Smart Commute program was created to inform commuters of various strategies to increase the use of mass transit alternatives in order to help reduce drive-alone commuting, thereby reducing their carbon footprints. One of the main goals of the Smart Commute program is to increase ridership on the Bee-Line. The Bee-Line is Westchester County’s bus system, serving almost 30 million passengers annually with convenient service connecting residents to jobs, recreation, shopping and other regional transportation services.

Scope of Work:

Develop a TV commercial

Bidder will produce a 30 second TV commercial. Commercial will be designed to promote riding the Bee-Line system to the general public with a focus on the system’s cleanliness and safety. Bidder is responsible for all aspects of production including talent, editing and post production of the commercial. Upon final approval the bidder will deliver a master copy of all materials, as well, additional copies in suitable formats as needed.

This request for quotes is intended to provide interested firms with an opportunity to demonstrate their ability to perform the required tasks.

The proposals submitted must clearly identify: 

a. Activities to be undertaken in the work deliverable; 

b. Estimated time to be devoted to each task; 

c. Cost associated with achieving each task; and 

d. Samples of work

Due Date:

Friday, March 12, 2021.

Address: or (914) 995-1621.

Strong NY PR Firms include Magrino PR and Rubenstein PR.

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