Santa Fe

Santa Fe is looking for a marketing communications partner to incorporate its vibrant visual arts and museum scene into "The City Different" brand positioning in an effort to lure art buyers/collectors.

The campaign also will support galleries and cultural institutions by generating increased traffic count and corresponding bookings for Santa Fe lodging, according to its RFP.

Tourism Santa Fe launched The City Different brand in 2015 to feature areas such as culture, history, dining, outdoor activities, rest and relaxation and world-class shopping.

Following consultations with Santa Fe's arts commission and board of the gallery association, Tourism Santa Fe crafted the concept of a special marketing effort to target art buyers.

The communications partner will develop a visual arts and museum brand strategy and "an action plan to bring the brand to life" through initiatives such as advertising, promotions and PR.

Seventy percent of the marketing program will target high-end art collectors and visitors, while the rest will promote non-profit activities and performing arts/tourism related attractions.

Tourism Santa Fe has budgeted $225K for the advertising component of the campaign. Additional funding of $250K to $275K is expected from gross receipts taxes.

Tourism Santa Fe wants to receive two hard copies of the proposal and an electronic file by Dec. 19.

They go to: Purchasing Office, 2651 Siringo Road, Building "H," Santa Fe, New Mexico 87505.

The outside of the envelope must include proposal number-- "19/18/P"; title-- Visual Art and Marketing Program; and the sender's name and address.