Tourism Advertising and Marketing Services

The Office of the Governor of Texas is seeking a full-service advertising agency to provide tourism advertising and marketing services. The agency will be responsible for developing and implementing a comprehensive and strategic tourism advertising and marketing campaign to promote Texas as a premier travel destination. The campaign will include consumer and media activities, as well as travel trade relations, and will be targeted at domestic and international markets. The agency will also be responsible for managing the Travel Texas brand and providing cooperative advertising and marketing programs for Texas partners. Some key requirements for the proposal include: • A detailed written outline of a proposed Strategic Marketing Plan • A proposed branding and strategic creative approach • Effective management and integration of the TravelTexas.com website and international microsites • Methods for monitoring, tracking, and measuring the effectiveness and efficiency of the proposed advertising campaign • Work samples from previous or current clients • A detailed description of the Respondent's costs, including a fixed Monthly Service Fee. The contract term will be for 12 months, with the option to renew for up to three additional 12-month periods. The estimated annual budget for the contract is $55 million. Some of the key goals and objectives of the campaign include: • Increasing awareness of Texas as a travel destination • Helping consumers distinguish Texas from other travel destinations • Positively changing consumer perceptions about Texas as a travel destination • Increasing advertising-influenced travel to the state • Improving brand affinity and loyalty among consumers • Enhancing the Office of the Governor's Cooperative Advertising & Marketing Programs.