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Texas is floating a tourism PR & marketing services RFP as it seeks to bolster the number of travelers to the Lone Star State.
Total direct travel spending topped $80B in Texas last year, generating $7.5B in state/local taxes and supporting 1.2M jobs.
The office of governor Greg Abbott, which issued the RFP, noted that research shows that "many domestic and international travelers have a stereotypical and one-dimensional image of Texas, recognizing the state for its rich cowboy image and western heritage." He wants to go beyond that image.
The current "Let's Texas" marketing campaign turns the state's name into a verb and is positioned as "a friendly challenge to explore all the state has to offer," including beaches, hiking trails, historical attractions, exciting cities and five-star restaurants," according to the RFP.
The state wants a PR firm to generate maximum positive press coverage of the "Travel Texas" product, "while expanding perceptions of the diverse travel experiences Texas offers visitors."
The PR partner will develop/implement a robust social media strategy, conduct consumer promotions and generate measurable results.
Media FAM trips, press conferences, interviews/presentations, travel trade missions and crisis management plans are on the agenda.
The winning firm must operate an office in Austin throughout the contract and have the ability to perform PR services in New York. Preference will be given to firms with an office in the Big Apple.
Work begins Sept. 4 and runs through Aug. 31, 2020. There are three one-year renewal options.
Proposals are due Aug. 22.
Responses go via overnight delivery/express mail to:
Office of the Governor
Financial Services Division
Attention: Spencer Cummings
1100 San Jacinto Blvd.
Austin, TX 78701.
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