The Evergreen State has allocated $150K and is seeking proposals from firms to market the Washington Discover Pass, a new vehicle access permit for state land which has fallen short of expectations of bringing in $64M in revenue in two years.
The state issued an RFP open through December 15 for an agency to develop a promotional plan for the $30 pass, which was launched in July with hopes that its revenue would help plug a $30M shortfall in the state’s parks budget.
The Seattle Times reported Dec. 1 that the pass has received a “lukewarm” reception generating only $7.2M through its first four months.
The RFP calls for a campaign with social media, promotions and advertising through the summer of 2012.
View RFP summary (PDF).