Texas DIR/ESBD #RFP-301-26-07016

Texas Seeks Full-Service Advertising Agency for Statewide Tourism Marketing Campaign

The Texas Office of the Governor, Economic Development and Tourism Office, is seeking a full-service advertising agency to lead a comprehensive tourism marketing campaign for the state. - Government Buyer: - Office of the Governor of Texas, Economic Development and Tourism Office, Financial Services Division - Scope of Services: - Develop and implement a strategic, results-driven advertising and marketing campaign to promote Texas as a premier travel destination - Target domestic and international markets, including the U.S., Mexico, Canada, U.K., Germany, India, and Australia - Services include: - Account planning and management - Creative development and design - Advertising production and media buying - Results tracking and reporting - Fulfillment materials (pamphlets, brochures, travel guides, press kits) - Website and interactive project management - Social media coordination - Experiential marketing - Script and copy writing, art direction, and production - Legal services - Crisis management and cooperative advertising programs - Notable Requirements: - Agency must use strategic positioning and branding elements (e.g., slogans, logos) approved by the Office of the Governor - Respondents must have dual CTCD/CTCM certification - Maximum contract value for the initial period is $55 million, with a total estimated value up to $250 million including renewals - No specific OEMs or vendors are named; solicitation is open to qualified advertising agencies - Place of Performance: - Primary location is Austin, TX, with campaign reach extending to international markets

Description

This solicitation seeks an established full-service advertising agency to implement a comprehensive, strategic, and results-driven advertising and marketing campaign. The campaign aims to use effective strategic positioning and branding elements, such as slogans and logos approved by the Office of the Governor (OOG), to distinguish Texas from other travel destinations. The goal is to clearly position Texas as a premier travel destination and increase travel to the state. The contract involves extensive advertising and marketing services to promote tourism in Texas.

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