Port of Oakland Issues Advertising and Media Planning RFP

Port of Oakland at Twilight01

Oakland International Airport (OAK), a division of the Port of Oakland, is seeking an experienced, full-service creative design agency to assess its current creative assets and advertising programs and manage further development of the Oakland International Airport brand with the goal of increasing demand for OAK airline services. Oakland International is the most centrally located airport in the 7.7M population Bay Area region, and closest airport to the region’s top business and tourism venues. Oakland’s air service roster to over 60 nonstop destinations is offered on 14 different airline brands – seven of which operate with OAK as their sole gateway into the San Francisco Bay region. The vision of Oakland International Airport is to offer customers a world-class experience and be the airport of choice for Bay Area residents and visitors alike. OAK is operated by the Port of Oakland, which also oversees the Oakland seaport and 20 miles of waterfront. Together with its business partners, the Port supports more than 73,000 jobs in the region and nearly 827,000 jobs across the United States. The Aviation Marketing and Communications Department’s goal is to oversee the development, design, production, and management of a variety of marketing and creative assets to be used for various advertising campaigns pursued each year. Consistent with the Port’s Strategic Plan goals, the Aviation Marketing and Communications Department’s plan is to continue to execute strategic marketing campaigns promoting new and existing air services in order to maintain and grow passenger traffic. Aviation staff promotes Oakland International Airport to two distinct groups of passengers with messages centered on OAK’s relative convenience and reliability as a major San Francisco Bay Area airport. They are:

1. To local originating San Francisco Bay Area market, Oakland International Airport is promoted as the easily accessible, reliable, and centrally located airport in the region. “Fly the East Bay Way” is the identifiable message to the local audience.

2. To inbound domestic and international travelers, OAK is promoted as “Fly the East Bay Way to San Francisco” and “The Best Way to San Francisco Bay”. The expected expenditures for this service could be budgeted up to $450,000 * per year and are not to exceed $1,350,000 over a contract period of three years. The Port will have the option to issue two (2) one-year extensions not to exceed a total period of 5 years with an estimated budget up to $450,000 for each one-year extension. *Qualification: No guarantee it will be $450,000, it just will not exceed $450,000 depending on volume of work/project


The Port of Oakland was established in 1927 and oversees the Oakland Seaport, Oakland International Airport, and nearly 20 miles of waterfront including Jack London Square. The Port’s 5-year strategic plan – Growth with Care – pairs business expansion with community benefits, envisioning more jobs and economic stimulus as the Port grows. Together with its business partners, the Port supports more than 73,000 jobs in the region and nearly 827,000 jobs across the United States.

Scope of Work:

Our vision is to promote Oakland International Airport as the San Francisco Bay Area’s airport of choice for business and leisure travelers. In support of the Port’s objectives and as identified in the Port’s Strategic Plan goals to continue to execute an aggressive marketing campaign promoting new and existing air service, we also seek to increase Oakland International Airport’s (OAK) market share of air passengers in the region and continued growth. The successful Respondent will support the Aviation Marketing and Communications Department in reaching its goals by providing creative design services. The Aviation Marketing and Communications Department is seeking a full-service creative design agency with aviation/airport related experience that can further develop and execute the existing integrated marketing campaigns to increase the use of Oakland International Airport customers both local and inbound. The scope of work shall include, but is not necessarily limited to:

1. Brand Growth and Development:

a. Capability to further develop the Oakland International Airport brand.

b. Assist in the consistency of the brand message throughout all marketing programs and campaigns.

c. Assist in strategic development of marketing initiatives, marketing communications, and advertising campaigns.

2. Production: Produce and reproduce high quality print and digital advertising.

3. Website Design: Provide graphic design and content development for oaklandairport.com and associated online websites. Currently, OAK has several different types of advertising and marketing outlets. Below are some examples of the current advertising outlets:

a. Cal Bears Sports Properties, LLC – Five-year contract for in-stadium, radio, sports announcements (ending 2022)

b. KQED – news broadcasting and television sponsorships

c. KQED Radio

d. Digital – Facebook, Google, and other web-based advertising

e. Outfront Media

f. OTT/ Digital/ Television Network– ABC, CBS, PBS

g. Clear Channel in-terminal advertising

h. Public transportation: Select in and out of home public transportation relevant to the current airport marketing initiative

B. Ownership of Work Product Any interest (including copyright interests) of Consultant or its subcontractors or subconsultants, in studies, reports, memoranda, computational sheets, drawings, plans or any other documents (including electronic media) prepared by Consultant or its subcontractors or subconsultants in connection with the Services, shall become the property of the Port. To the extent permitted by Title 17 of the United States Code, work product produced under this Contract shall be deemed works for hire and all copyrights in such works shall be the property of the Port. With Port’s prior written approval, Consultants may retain and use copies of such works for reference and as documentation of experience and capabilities.

C. Award Consideration and Length of Contract Following review and evaluation of all proposals, the Port may interview the top firms. Following the interview process, the evaluation committee will select the firm it finds is the most qualified to provide the highest-level of creative design services to Oakland International Airport. The fully executed legal contract will be for three years with an expected commencement date of July 1, 2021. Depending on performance of the selected firm, the contract may include an option for two (2) one-year extensions for a total of five years.

Due Date:

March 18, 2021 until 11:00 a.m.


Port of Oakland




Agencies to consider for this assignment include Finn Partners and Ruder Finn.

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