REQUEST FOR PROPOSAL – MICHIGAN ECONOMIC DEVELOPMENT CORPORATION

United Kingdom, Ireland & Scotland Tourism Marketing Representative

October 4, 2024, at 3:00 p.m.: Electronic versions sent separately of each of your

Technical Proposal and Price Proposal due to the MEDC via email to

contractsandgrants@michigan.org . Proposals will not be accepted via U.S. Mail or

any other delivery method.

Contract Services

Michigan Economic Development Corporation

300 North Washington Square

Lansing, Michigan 48913

contractsandgrants@michigan.org

PURPOSE

The purpose of this RFP is to enter into a contract with an in-country full-service travel

marketing firm to represent Travel Michigan in United Kingdom, Ireland, and Scotland at both

the consumer and travel industry level. The agency must possess extensive knowledge of the

Michigan leisure travel market, and demonstrate native-country insights, knowledge, and

expertise in promoting foreign travel product such as is available in Michigan and must have the

appropriate travel industry and consumer contacts to efficiently promote the State of Michigan.

B) BACKGROUND STATEMENT AND OBJECTIVES

International leisure travel to the Michigan is critically important to the economic impact of

tourism throughout our state. In 2022, the United Kingdom market was the fourth largest

international leisure travel market for Michigan with an economic value of $49 million.

Recovery of the international traveler is taking longer than the domestic traveler since starting at

a much lower base due to dramatic drop-off in visits during the pandemic. Anticipate a stronger

growth in recovery now through 2028.

For generations, most of the international travel to the U.S. has gone to better known U.S.

destinations in East and West Coast cities with well-promoted attractions and to Western U.S.

National Parks. In 2023, Michigan’s international leisure visits reached 842,000 with a travel

spend of $650 million, outpacing regional competitors.

Travel Michigan intends to capture a greater number of foreign visitors and spending from the

United Kingdom, Ireland, and Scotland, by increasing awareness of Michigan as a world-class

destination offering the duality of unique city and outdoor experiences.

OBJECTIVES

The role of the international marketing effort will be:

1. To create a strategy to increase inbound leisure travel to the State of Michigan

2. To enhance and elevate the image of the State of Michigan as a diverse, exciting, and

premier leisure travel destination.

3. To create marketing programs and platforms that add value for Travel Michigan and highlight

destinations throughout the state as part of their international marketing effort

4. To advise Travel Michigan staff regarding native-country travel patterns and opportunities

5. To develop native-language marketing tools such as brochures, e-newsletters, social media,

and consumer promotions, at economical costs.

7. To assist Travel Michigan staff in organizing sales missions and securing appointments at

important trade shows such as WTM (international travel show), IPW and Brand USA Travel

Week.

8. To be an extension of the Travel Michigan team by being readily available for weekly

meetings, provide monthly status updates and annual performance reports.

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C) QUALIFICATIONS

Vendors responding to this RFP must have a minimum of five years’ experience representing

American destinations for tourism promotion in overseas markets and five years’ experience

representing United States destinations for tourism promotion in the United Kingdom, Ireland,

and Scotland.

D) DELIVERABLES

Deliverables to be provided by the selected vendor include, but are not limited to:

1. Creating a strategy to attract more visitors from the United Kingdom, Ireland, and

Scotland, specifically leisure visitors, to Michigan;

2. Creating relevant marketing components like brochures, e-newsletters, social media

and web sites;

3. Working with tour operators to elevate Michigan product;

4. Identifying and engaging travel journalists to attend FAM tours;

5. Identifying and representing Michigan in key travel and tourism events;

6. Securing appointments with top tour operators and media;

7. Attending the annual WTM, IPW, BUSA Travel Week; and

8. Devising and executing consumer marketing activations to build consumer awareness of

Michigan as a destination.