Global Media Relations RFP Issued: September 30, 2014 The following are answers to questions Brand USA has received to the RFP for Global Media Relations. Q: Can you confirm your core markets for media relations, if different/expanded from your top ten markets for visitation and spending? A: In fiscal year 2015 Brand USA will have a presence in 20+ key markets that generate 90% of inbound travel to the United States. Our current market representation is in: Australia, Austria, Brazil, Canada, China, Costa Rica, Germany, Guatemala, Hong Kong, India, Ireland, Japan, Mexico, New Zealand, Nicaragua, Panama, South Korea, Switzerland, Taiwan, United Kingdom and Gulf Coast Countries. We will be expanding to include: Benelux, France, Russia, Scandinavia, Southeast Asia, Middle East, Latin America (Andean Region and Southern Cone). We also expect our chosen agency to work domestically to achieve press and media in the United States. Q: How will this media relations program be integrated into any advertising, missions, trade shows, experiential and other initiatives? A: It will be expected that the media relations efforts will extend and enhance our outreach through missions, tradeshows and advertising initiatives. Q: Further to the research in your marketing and business plans, what additional research can you share with us, specifically related to consumer perception and insights? A: Brand USA s research study can be found on our corporate website: http://thebrandusa.com/about-brand-usa/roi%20results. There is also valuable information on how travel works for the United States available from the U.S. Travel Association, available here: http://www.ustravel.org/sites/default/files/page/2009/09/e_power_travel_promoti on.pdf. Q: Who are your other agency partners currently? A: Brand USA works with a variety of domestic and international vendors for our consumer advertising and social media efforts that we expect the selected agency to be able to work with and ensure that we are receiving the best possible service.
Q: Will this partnership include any integration with digital/social media efforts and agency? A: Depending on the project and initiative, integration may be necessary, however will be a limited part of the engagement. We require that our global media relations agency be able to work seamlessly with Brand USA and our other agencies and partners. Q: Does Brand USA have an incumbent agency for global media relations? A: There was no agency for global media relations. We have relied on our in market representatives to handle global public relations. Through this new partnership, the goal is to provide an overarching scope to our global media campaigns and efforts. Q: Has Brand USA worked with a public relations firm in the past 12 months? If so, was it under a project agreement or as agency of record? Was this firm invited to participate in the RFP process? A: Brand USA has been working with Ogilvy PR for our domestic media relations efforts under a project agreement. Ogilvy PR was invited to participate in the RFP process. Q: What prompted this agency search? A: As noted above, in-market PR was initially managed at the individual market level. This worked well when Brand USA was managing a few in-market representatives. With the growth of the past 12 months, Brand USA is looking for a singular global solution. Q: What budget parameters or insight can you share? Should the proposal include a proposed scope and fees, a table of hourly rates by level, or both? A: Brand USA has a designated budget for our global media relations efforts in order to help promote and showcase the good news of what our organization is accomplishing towards our goal of welcoming 100 million tourists to the USA by 2021. We request that agencies submit an appropriate and realistic budget for our global public relations efforts as the nation s destination marketing organization. We prefer the proposal to include both a proposed scope, associated fees, potential staff, and appropriate billing rates as appropriate.
Q: What level of crisis/issues response are you seeking as part of this media relations scope? A: The expectation is that our agency be aware of local, national and international issues that would impact the travel and tourism industry and that the agency would be in a position to provide guidance and counsel. Q: What will the role of the global media relations agency be as it relates to your international market partners and activities? A: Our new agency will provide support Brand USA s global marketing efforts as a holistic approach to reaching target travelers. Our in-market representatives will still generate media leads, stories, and other opportunities to drive Brand USA messaging and reach both consumers and the travel trade. The expectation is that the winning bidder will help both broaden the scope of our in-market representative s efforts and provide an organized approach to our global messaging. Q: How and with what frequency do you envision your media relations agency collaborating with your advertising agency, in terms of overarching strategy? With your digital/social agency? A: It will depend on the project and initiative to determine the frequency and type of collaboration required between our media agency and our other partner agencies. However, we do require that our global media relations agency be able to work seamlessly with Brand USA and our other agencies and partners across a number of initiatives and strategies. Q: Whom on the Brand USA side will your media relations agency work / report to on a day-to-day basis? A: The day-to-day contact at Brand USA will be Camila Clark, Director or Marketing Communications. Q: Will/have your brand positioning and themes evolve(d) beyond the initial campaign launch? If so, how? A: Brand USA is executing a dynamic marketing program that includes a combination of consumer, co-op and travel trade marketing efforts. The general themes have not changed, but Brand USA s messaging and creative will evolve as it learns more about consumers, markets, and the various responses to the creative. Brand USA expects the winning bidder to demonstrate and deliver results that evolve along with the marketing materials, goals, and objectives.
Q: Are you interested in having your global media relations partner track and assess lifts in international travel, in terms of consumer awareness and perception? Would equal priority be given to trade awareness/perception? A: It is very important for us to measure the results of our media efforts and how our campaigns are influencing consumer and trade perception. We expect our global media relations partner to be able to track and assess changes in awareness of Brand USA and our efforts, as well as the perception of travel to and within the United States. Any tracking and measurement would supplement that of our Research team. Q: Is it accurate that final consumers/travelers are your primary audience for this proposal, with trade and partners (domestic and international) considered secondary? A: The goal is always to drive consumer interest, and Brand USA expects that PR efforts to supplement its direct to consumer marketing and promotional efforts. Brand USA recognizes that the travel trade is integral in reaching this audience globally and view these efforts as important, but secondary to the consumer interests. Q: How significant is the national market to the PR efforts? A: Domestic PR is incredibly important to Brand USA. The vast majority of Brand USA partners are located in the United States, and the expectation is that a coordinated PR effort can help broaden the partner base. So much of what Brand USA does happens far from domestic eyes, it is important to remind potential partners of the possibilities of working with Brand USA. Q: Where can bidding agencies find more information on Brand USA s marquee programs? A: Please visit our website: www.thebrandusa.com Q: In the Proposal Format and Specs section of the RFP, it asks for Competitive Review Process Proposed/Example. Can you explain what this means? A: A competitive review is required for us to complete internally for all RFPs. The competitive review is based on the proposal evaluation criteria (attachment 3 in the RFP). Q: What is the length of the contract in question? What is proposed start date of contract?
A: The contract is for one year with an optional renewal for up to two additional years. The proposed start date is November 3, 2014. Q: Will all teams who submit proposals be invited to present? A: No presentations are required. We are just accepting the written proposals for an internal evaluation. Q: May we submit biographies capturing the depth of team members relevant experience rather than a formal resume? A: We will accept biographies for your team members rather than formal resumes as long as the biographies include relevant past experience. Q: Is it required that the agency of record having wholly-owned offices in all (or most) of your key markets? A: No that is not a requirement. Q: What PR initiatives have worked well for you in the past? What didn't work? A: We have effectively utilized traditional media outreach, events and social media to generate media exposure. We have also conducted media lunches, media days, and press tours. Q: What do you see as Brand USA s challenges for a PR firm? A: As the destination marketing organization for the United States, our PR firm will face the same challenges that we have as an organization: to market the expansiveness and diversity of the United States in its entirety and to ensure balanced exposure for all of our rural and urban areas. Furthermore, messaging and promotional efforts vary by market. Global competition is increasing and it is a challenge to position the United States as a destination of choice, inspire travelers to book travel to the United States and therefore increase our market share of international travelers. Q: What is considered the most effective campaign implemented to date for Brand USA? A: The release of our ROI study was highly effective. For this campaign we utilized both traditional and social media to generate coverage.
Q: What is the most desirable attribute you seek in a PR partner? A: Global reach, solid relationships with media outlets and the ability to react quickly. Q: Who is the current advertising agency and are there any plans in place for new creative or programs in the next year that we should be aware of? A: Brand USA works with a number of agencies and partners. Upcoming programs will focus on our initiatives surrounding the great outdoors, including the Giant Screen film featuring one of our most treasured assets the National Park and conservation system. Another focus for fiscal year 2015 will be on our culinary initiative. Q: What are the metrics you will use to measure success? A: As with most media outreach, we will measure success on ad equivalency, number of impressions and enhanced positive sentiment. Q: Of your diverse competitive set, which companies do you view as your top competitors, and why? Of these, which do you view as doing the best job from a communications standpoint? A: The world is our competition, however we recognize the successful marketing and communication efforts of our competitors including Tourism Australia, Canadian Tourism Commission and various Caribbean nations. Q: One year from now, what will you have accomplished if we ve worked together successfully? A: We will have increased our media exposure globally, positively influenced the world s perception of the United States and inspired more travelers to visit our vast and diverse nation.