Massachusetts Reviews Tourism Marketing

Massachusetts is the latest state to kick off a review of its travel and tourism business with an RFP process covering marketing, advertising and PR.

USS Constitution, Charlestown Photo: Tim Grafft/MOTT

The Bay State’s Office of Travel and Tourism, based in Boston, is focused on attracting leisure travelers in the U.S. with possible side projects targeting Canada, sports marketing and film production.

Budget is in the $3M to $5M range for the base year.

Connelly Partners is the longtime incumbent for advertising account. Development Counsellors International worked the PR account in recent years.

The MOTT said it wants to award a single contract – ostensibly to an ad agency that partners with a subcontractor for PR, social media and other services -- but added that could make multiple awards if that is in its best interest.

The pact will run for a year with three option years.

The work includes development of an annual destination marketing plan, including a PR plan, press relations program and other functions.

Proposals are due April 16. [O'Dwyer's subscribers: View the RFP (DOC).]

New Jersey, New Mexico, South Dakota, New Hampshire, Nevada, California and Alaska are among states reviewing tourism PR accounts so far this year.