Specifications include, but are not limited to:Explore Minnesota Tourism (EMT), the state agency responsible for marketing and promoting Minnesota’s leisure travel opportunities to potential travel consumers, is requesting proposals from advertising agencies for the Explore Minnesota Tourism advertising services contract. Explore Minnesota places a very high value on our agency partnership. The contracted agency of record will demonstrate a high degree of expertise in the following advertising and marketing communications areas through agency staff or subcontracted services: • Leadership: Provide EMT expert recommendations and thought leadership related to best practices, marketing trends, and consumer behaviors. • Account Services. Provide a day-to-day point of contact for EMT staff who is responsible for overall management of the account, including contracts, budgets/billing, quality control, project coordination with client and agency team, presentation of opportunities, and lead strategist. • Strategic Planning. Prepare seasonal, annual and multi-year plans for advertising Minnesota’s tourism products, services and resources. • Media Planning. Research, plan and place advertising in print, broadcast, online/interactive marketing, social media, out-of-home, and other media, consistent with strategic plans. This includes review and payment of all charges on behalf of the State. • Creative Services. Provide creative services for the development of television, radio, online/interactive, social media, out-of-home, and print advertising, as well as other advertising as needed. This includes all art direction, copywriting and scripting. (Does not include website design.) • Production Services. Prepare and purchase all materials and services necessary to complete advertising assignments for distribution. • Other Marketing Needs. Prepare and purchase marketing services including, but not limited to, printed collateral, public relations, AV presentations, sales promotions, research, social media and marketing partnerships. • Proof of Service. Check and verify all advertising identified above for accuracy, appearance, and quality. • Evaluation. Evaluate key advertising placements and all other promotional activities using appropriate measurement tools. • Collaboration: Consultation and/or collaboration with other relevant EMT vendors, including, but not limited to website development and public relations vendors.
