New York State is seeking pitches as it reviews the PR portion of its iconic “I Love New York” tourism campaign.
The Empire State’s Dept. of Economic Development released an open RFP on April 7 through May 10 for firms that have high-visibility tourism PR experience to handle national and global outreach for the account, as well as be available for other state tourism assignments. Media relations, trade show support and crisis management are among the tasks.
Primary target markets are the northeastern states, including and in addition to New York City, Canada, Pennsylvania and Ohio.
Lou Hammond & Associates has recently worked on the campaign and the RFP notes that the campaign generated more than $7M in earned media in 2009, nearly double 2008. A contracting official said there is no formal incumbent, however.
The state re-launched the 33-year-old campaign in 2008 to reposition New York tourism “in the 21st century.” Tourism is a $51 billion business in the Empire State.
Lynn Kramer of the NYSDED is overseeing the RFP process. She is at lkramer [at] empire.state.ny.us. Questions are due by April 21.
“The winning public relations firm will have an excellent background in tourism and travel PR, combined with strategic, creative and actionable approaches to bring the I Love New York brand to both the travel trade and the consumer,” says the RFP.
Download the RFP (PDF).
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