The purpose of the Request for Proposal (RFP) is to solicit sealed proposals to establish a contract through competitive negotiations for the procurement of advertising agency services to promote and grow tourism to the State of New Mexico.
Since its establishment in-market in 2012, the New Mexico True brand (Brand) has proven powerful and magnetic for driving tourism to the state of New Mexico. In the intervening years, we’ve seen record-breaking growth of the tourism economy. We seek a local, full-service advertising agency that can help New Mexico True continue to grow in the marketplace, as well as continue to evolve strategically and creatively to build awareness for New Mexico to the traveling public. This includes media buying and creative production under the banner of New Mexico True.
Scope of Work:
In collaboration with the New Mexico Tourism Department (NMTD), the Contractor will be responsible for the creative development, production, trafficking/distribution, media placement, and ongoing collaboration, strategy, and account services for NMTD to further strengthen the Brand’s effectiveness for the purpose of increasing tourism in the State of New Mexico (NM) and building on the success and momentum of the New Mexico True brand.
This procurement will be executed for a term not to exceed four (4) years. The current projected budget for this procurement is eleven million dollars ($11,000,000.00) per year, subject to annual budget appropriation and availability.
In collaboration with the New Mexico Tourism Department (NMTD), the Contractor shall perform the following Scope of Work for the purpose of increasing tourism in the State of New Mexico (NM) and building on the success and momentum of the New Mexico True Brand (Brand):
· Integrated Advertising Campaign and Comprehensive Media
o Contractor is responsible for the creative development, production, trafficking/distribution, media placement, and ongoing collaboration, strategy, and account services for NMTD to further strengthen the Brand’s effectiveness.
o Contractor shall identify target markets in collaboration with NMTD’s proprietary data studies, including but not limited to, prioritized domestic fly markets, regional drive markets, in-state travelers, and niche-group markets.
o Contractor shall employ marketing strategies using both traditional and new media elements, including but not limited to, print, broadcast television, streaming/connected television, radio, out-of-home, digital display, online video, digital native content, paid social media, specialized app environments, programmatic advertising, strategic marketing partnerships, podcasts, influencer campaigns, and experiential marketing.
o Contractor shall develop the following advertising creative and/or media plans, in consultation with NMTD data studies:
i. Fly Market plan: One holistic NM True campaign targeting prioritized fly markets in the U.S. — as determined in consultation with NMTD research — with the goal of increasing awareness of NM as a vacation destination.
ii. In-state plan: Up to two unique executions of in-state specific creative and media plans, including Keep New Mexico True and New Mexico True Certified campaigns, with the goal of inspiring residents to put their NM pride in action.
iii. Drive Market plan: One holistic campaign targeting prioritized drive-in markets, with the goal of increasing trip conversion.
iv. Niche-group marketing plan: As requested by NMTD, develop national niche marketing strategies, with the goal of influencing the influencers by linking personal passions with NM areas of attraction, such as art and artisans, culture, cuisine, or other interest-based travel groups deemed valuable by NMTD’s proprietary research
· Brand Stewardship
Contractor shall provide oversight of industry Brand adoption, including but not limited to, sharing of best practices with creative production and assistance with media buying for cooperative advertising partners that are receiving state funds to advertise the Brand.
· Agency Collaboration
o Contractor shall be available upon reasonable notice to plan and review work in progress under the terms of this Agreement.
o Contractor shall collaborate with NMTD and 3rd party contractors, as requested or required, in the development of strategic plans that integrate advertising activities and other NMTD programs, including but not limited to, web development, social media, public relations, tourism trade, visitor information centers, and New Mexico Magazine.
o Contractor will, at the request of NMTD, assist in preparing and presenting NMTD’s advertising objectives, strategic plans and creative direction to industry partners, in legislative meetings, and in public forums. Travel expenses associated with planning or presentations are the responsibility of the Contractor. Contractor also agrees to participate, at its expense, in the following two (2) annual events: the Educational Seminar for Tourism Organizations and the NM Governor’s Conference on Tourism.
o Contractor may provide value-added services to NMTD beyond those expressly identified in this Agreement when necessary and requested by NMTD.
· Budget Tracking
Contractor shall submit to NMTD a budget tracker showing a detailed breakdown of all production and media budgets, including amounts committed to date and amounts billed to date, no later than the tenth (10th) day of each month. Failure to provide an updated budget tracker each month may result in the delay of future payments. Contractor shall provide NMTD with a production expense estimate, which must be submitted and approved prior to invoicing. Invoices should include line item detail with any variance versus actuals, explained in detail.
· Creative Production Requirements
Contractor shall develop, design, and produce advertising copy, layouts, designs, video, artwork for print, broadcast, radio, out-of-home, interactive, audiovisual and online media. Contractor shall deliver such material timely to NMTD for approval, and then to advertising media, printer, broadcaster, internet provider or producer upon approval. Creative design and production include but are not limited to promotions and other projects as deemed necessary by NMTD. Before releasing any material, including all forms of advertisement, to the media, Contractor must obtain approval for all final layouts, copy or artwork from NMTD. Final material shall be submitted to NMTD for approval at least 24 hours in advance of release date.
· Advertising and Media Buy Requirements
Contractor shall arrange for all media to be billed directly according to its own net cost of time or space. Such bills shall be paid from funds designated for media buys. Contractor is responsible for placing written orders for time or space in advertising media and maintaining the records of all insertion orders, tear sheets, invoices, and all other billing information for a minimum of three (3) years. Contractor will notify NMTD when prepayment of advertisement and/or production is required. NMTD will make payment in accordance with Article 2 (Compensation) of this Agreement. Contractor will provide proof of placement for all executed media placements.
July 8, 2019
Ray Maestas, Procurement Manager
NMTD Advertising Agency, RFP#20-418-1003-00001-00
State Purchasing Division
1100 St. Francis Dr. Room 2016
Santa Fe, NM 87505