California’s high-speed rail project is reviewing its multimillion-dollar PR account with a new RFP after Ogilvy PR Worldwide resigned the account in June.
The $45B plan to build high-speed train lines between Los Angeles and San Francisco has faced public criticism and various setbacks, and Ogilvy quit the account after less than two years amid reports that both client and agency were not on the same page.
The California High Speed Rail Authority issued the new RFP on Aug. 23 with a deadline set for Sept. 7. [Updated 9/8: The deadline has been extended to 9/19.]
The RFP notes that Ogilvy terminated its work in June and is currently serving in a transition role. It had billed more than $2M through February 2011.
Ogilvy edged Porter Novelli and Mercury Public Affairs to win the account in 2009.
“Simply put, the contractor will be responsible for assisting in the success of the implementation of high-speed rail in California by explaining key decision points of the project to a broad audience,” reads the RFP. That includes a long-term communications strategy and helping to execute it.
The Authority said there is a maximum of $1.1M available for the PR pact in the current fiscal year with future years estimated at $1.7M through 2014.