Nevada ePro #10TCA-S3966

Nevada Tourism Marketing Effectiveness Study

Nevada is seeking a research partner to measure how its tourism marketing influences travel interest and visitor behavior. - Government buyer: Nevada State Purchasing Division, for the Nevada Division of Tourism (Travel Nevada), within the Nevada Department of Tourism and Cultural Affairs. - Service requested: An integrated marketing effectiveness study using representative samples of the Division’s target markets and web-based surveys to measure awareness and the effects of paid, owned, and earned marketing on perceptions, interest in visiting Nevada, visitation, and spending. - Scope and volume: At least 5,000 completed survey responses per fiscal year, with at least four survey fieldings annually. Survey work includes recall testing of video, print, television, digital advertising, and other marketing materials, along with quality controls and analysis. - Deliverables: Quarterly key performance indicator updates and data analysis, plus a comprehensive annual report and presentation after the final quarterly survey. The contractor may also be asked to present results to a public body. - Term: Anticipated four-year contract, subject to approval by the Nevada Board of Examiners. - OEMs and vendors: No commercial OEMs, product manufacturers, or prospective contractors are named. Travel Nevada is the tourism division’s brand, not a stated study vendor. - Products and quantities: No physical products or part numbers are specified; the services line item calls for four annual survey cycles/fieldings.

Description

Nevada is seeking proposals for integrated marketing effectiveness study services for the Division of Tourism. The study will measure the awareness and impact of the Division’s paid, owned, and earned marketing and media efforts on perceptions, travel interest, visitation, and spending. The described approach includes a representative sample of panelists in target markets and web-based survey data collection, including recall testing of advertising. The anticipated contract term is four years, from July 1, 2027 through June 30, 2031, subject to Board of Examiners approval.

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