The Westchester County Office of Tourism & Film (“WCTF”) is seeking a full scale marketing & PR firm to provide a destination marketing/advertising and public relations program aligned with the “Meet Me in Westchester” brand and to strengthen the county’s position as the smart choice for business within 250-mile radius to the mid-Atlantic and an easy short getaway escape for leisure within 90-mile radius.
As a regional destination, the campaign goals are to gain more visibility and attract more visitors to the county. The brand platform “Meet Me in Westchester” was developed and created to tell the story of visitor offerings with a strong-call-to-action and “how to” through itineraries, promotions and packages.
Westchester County Travel & Tourism is the $1.7 billion dollar economic engine for the county and represents 24,000 jobs. Bordering NYC and surrounded by the Hudson River and Long Island Sound, Westchester County is a destination to meet, explore and enjoy. As the first stop in the Hudson Valley, Westchester County is the heart of New York with a variety of accommodations, historic sites, arts & culture, shopping, culinary, entertainment and more.
WCTF is Westchester County’s official destination marketing organization. Its mission is to generate economic benefits by enhancing the image and promoting Westchester County as a premier business and leisure destination in the Hudson Valley region. In addition, handles film inquiries for the county, permitting for county-owned properties and assists scouting and logistics in regards to filming within Westchester.
SCOPE OF WORK:
Digital Marketing and Media Plan, including digital media promotional campaigns to gain maximum traffic, frequency and engagement to visitwestchesterny.com, Westchester County Tourism Facebook, YouTube and Westchester Tour on Twitter. Program also to include development and execution of a digital marketing and online media strategy and plan targeting, among others, leisure travelers within a 90 -250 mile radius of the County and corporate and association meeting planners in the Northeast; Provision of creative and promotional tactics (e.g. macro-sites, content, contests, email acquisitions and leads as necessary); Execution, production and trafficking of digital placements, including mechanical artwork and follow-up.
Tourism and Travel Public Relations, including an ongoing public relations strategy and execution for earned media. Explore new themes and ideas of commonality that characterize the county’s unique qualities which will translate into compelling story ideas, pitch angles and itineraries; Research, cultivate and maintain focused consumer and business media hit list for print, broadcast and online targeting local, lifestyle, calendar listings, travel industry, including editorial calendars for key outlets.
Creative and Advertising: Enhanced graphic design, creative images, messaging and innovative elements; to craft a strategic advertising and promotion plan for Westchester County Tourism & Film that will be monitored by ROI. Execute, produce and traffic placements, including mechanical artwork and follow-up.
Film Public Relations, including to build a” Filming in Westchester” local publicity and community outreach plan to promote Westchester County as an attractive and business-friendly destination for film, TV and media production. Write related press and collateral materials as needed.
PROPOSAL DUE DATE: Friday, May 20, 2016 @ 6PM.
Director of Tourism & Film Westchester County Tourism & Film 148 Martine Avenue, Suite 104 White Plains, New York 10601
Phone: (914) 995-8502
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