Pensacola International Airport has used the services of a marketing/public information/public relations firm for many years. It is the City’s opinion that the use of a professional, highly qualified firm is beneficial to the citizens of Pensacola as well as to the market productivity of the Airport.
Pensacola International Airport is a small hub airport serving the City of Pensacola and surrounding communities. It is the largest airport between New Orleans, Louisiana, and Jacksonville, Florida. The traffic is primarily originating and destination passengers utilizing approximately 90 daily flights offered by American, Delta, Frontier, Silver, Southwest, and United. Pensacola International Airport is a Department of the City of Pensacola and is classified as a “public enterprise” operation. An important underlying principle for the operation of the Airport is that it conducts its operations on a sound business basis, and that it generates airline and non-airline revenue equal to or in excess of its operating and capital requirements. Therefore, the Airport operates on a business model requiring communication with customers and the community, and marketing of its services.
Scope of Work:
The Selected Firm shall provide creative services for
developing advertising campaigns to promote the Airport and its services. They
will be responsible for all phases of such campaigns including the production
and placement of ads on radio, television, billboards, and print media. They
shall prepare and assist in the distribution of public information and
educational materials, prepare annual public relation/public information plans,
and provide updates and changes to those plans throughout the year. They will
provide advice regarding, and assist in addressing, all media relations and
will proactively identify and develop marketing and educational ideas and
opportunities for the Airport.
The Pensacola International Airport works with an estimated
annual advertising budget of over $600,000 (includes any and all agency fees
and expenses) to serve a catchment area from Mobile County, Alabama to Okaloosa
County, Florida, and accommodates approximately 2 million passengers a year
traveling using some twenty daily, weekend, or seasonal direct routes offered
The Firm shall develop and provide a transition plan for all
social media and trend analysis services currently provided to the Airport, for
all accounts for any survey engines, ongoing print media purchases, and all
contracted media buys with current providers.
Firm Capabilities: The Firm shall have the capability to
create and effectively use all forms of advertising and public information
media including, but not limited to the creation and production of videos, web
sites, social media, print material, and graphic displays. The Firm shall have
the ability to develop and produce (or shall possess experience in arranging
for development and production of) television or radio shows for the promotion
of the Airport. The Firm should be capable of assisting in all areas of
customer relations and customer information by providing analysis, surveys, and
visitor statistical data, conducting public information meetings, and as may be
requested, conducting activities to assess customer satisfaction, brand
recognition, and brand marketing approaches. Continuity is important. Pensacola
International Airport’s brand and colors must be used consistently through all
media and communications. Technical knowledge of the marketing/ public
relations business is only part of the requirement to be an effective partner
with the Airport. The Firm must have experience working with transportation
providers; experience with airports is preferred.
Purchasing Office located on the sixth floor of City Hall,
222 West Main Street, Pensacola, Florida 32502.
5WPR and Coyne PR are agencies worth considering for this assignment.