State Tourism Account in Review
Steve’s breakdown: Virginia Tourism Corp. is seeking proposals from agencies to provide creative and paid media services to help elevate the state’s brand vision, as stated in the RFP. Proposals are due November 16th,
RICHMOND, VA: The selected agency will work to strengthen the “Virginia is for Lovers” brand and ensure it stays relevant to the evolving consumer. The agency will serve as the creative and paid media AOR, tasked with analyzing tourism research for strategy and execution of integrated marketing programs. The scope of work will cover advertising and paid media work separately. Ad work will include strategic planning and management execution, as well as developing and executing creative concepts across broadcast/video, digital, print, event and brand activations, social media, radio and outdoor channels.
Paid media services will include translating marketing goals and strategies into effective media plans and buys, providing a schedule of media buys and implementing a post-media buy evaluation. Overall services will include, but are not limited to: strategy/media concepts, negotiation, placement, invoice management, budget management, analytics/ongoing results analysis, weekly account updates, annual paid media plan, industry advertising plan, on-going client communication, occasional planning sessions with VTC and coordination with creative agency work.