New York State Contract Reporter #2140295

Statewide marketing campaign for New York county and local fairs

New York State is seeking a multi-season campaign to grow attendance and exhibitor participation at more than 50 county and local agricultural fairs statewide. - Government buyer: New York State Department of Agriculture and Markets, including the Division of Fiscal Management and Contracts & Purchasing Division. - Requested service: Research, plan, produce, place, and manage a statewide marketing and advertising campaign covering three fair seasons. No OEMs or named prospective vendors are identified. - Campaign scope: Audience and messaging research; regional media targeting; creative and collateral development; media placement across print, audio, video, digital, mobile, billboard, transit, signage, and other channels; fair-specific materials; and management and use of FindYourFair.com. - Goals and measurement: Increase fair attendance and exhibitor participation, broaden geographic reach and attendee diversity, and present fairs as accessible entertainment destinations that support local agriculture and economies. The contractor must measure performance, optimize campaign activity, provide monthly metrics and budget reporting, and deliver annual post-campaign presentations. - Budget: Approximately $1,000,000 per campaign year, with at least $700,000 per year allocated to media spend before commission. The cost form shows estimated media spend of $700,000, production spend of $0, and personnel costs of $0, while requiring a $1,000,000 grand total. The three-season campaign implies an estimated total of approximately $3,000,000. - Notable requirements: Proposals must state personnel rates and media and production commissions. Billing and invoicing, meals, and gifts are not reimbursable. The solicitation sets 15% participation goals for both minority-owned and women-owned businesses and requires general liability, automobile liability, umbrella/excess liability, workers’ compensation, and disability benefits coverage. - Term: Approximately early 2027 through late 2029, covering three annual fair seasons and subject to state fiscal-year appropriations.

Description

The New York State Department of Agriculture and Markets seeks one contractor to develop and implement a comprehensive marketing and advertising campaign for county and local fairs statewide. Work includes researching effective messaging, identifying regional media markets, and carrying out campaign activities to increase fair attendance and participation. The campaign must promote exhibitor opportunities, help fairs attract visitors from a wider geographic area, and increase the diversity of attendees. The contract term is January 1, 2027, through September 1, 2029; proposals are due December 1, 2026, by 3:00 p.m. local time.

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