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Visit Florida issues RFP for US Public Relations
14 November 2023
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Contract annual budget $750K -$1M

Visit Florida issues RFP for US Public Relations

The Florida Tourism Industry Marketing Corporation dba Visit Florida has issued an RFP for "public relations for United States".

Stated intent of this RFP is to "solicit proposals from agencies for management of day-to-day public relations operations in the United States."

"It is anticipated that the selected vendor will provide services to VISIT FLORIDA for 3 to 5 years..."

Goals to be achieved by agency:

  • Protect and grow visitation from domestic markets outside Florida
  • Extend visitor stays and spend
  • Increase visit frequency and visitor retention
  • Increase travel to emerging Florida destinations
  • Maintain and build positive Florida brand awareness and engagement
  • Promote industry alignment and impact through partner investment and thought leadership

Visit Florida's objectives for this RFP include selecting an agency to:

  • Increase media impressions by pitching tourism-related stories to media in targeted demographic markets
  • Facilitate media relations with key US journalists and media through networking events, 1:1 appointments, FAM tours, and otherwise
  • Increase economic impact and gain domestic leisure travelers through marketing initiatives by Visit Florida and industry partners
  • Provide strategic guidance on translating the Visit Florida brand to increase the impact of marketing efforts with domestic leisure travelers

Selected agency would have an annual budget of $750K -$1M, inclusive of all agency fees, expenses and travel.

Additional requirements of the deal (in a nutshell - see the RFP for more) - Selected vendor shall:

  • Maintain a physical office in the US, including meeting space
  • Provide at least 1 managing director, 1 account manager, and additional staff as required
  • Provide comprehensive monthly reports of all activities undertaken
  • Prepare annual PR and marketing plans and budgets for each targeted market
  • Assist with storage, fulfillment and distribution of promotional materials
  • Speak on behalf of Visit Florida, as requested
  • Respond to all inquiries from anyone within 2-3 business days
  • Control spend to stay within budget.

PR services to be provided will include:

  • Media relations
  • Newsletter, proactive media releases and pitching
  • Individual media trips - minimum of 8 per fiscal year
  • Media mission - minimum of one per year to 2 strategic US cities, including 1 reception/event per market plus scheduled deskside appointments
  • Content creator trips to various regions of Florida - minimum of 8 per fiscal year
  • Integrated brand campaigns - minimum of 4

Key dates

  • Deadline for questions: 15 November 2023
  • Proposals due: 5PM EST 12 January 2024 - submit in PDF format 15 pages max via upload link in Section 5.2 of the RFP
  • Presentations by selected vendors: Week of 4 March 2024
  • Agency selection: 26 April 2024

Questions and inquiries to:

Justin Mcgath

Subject: VISITFLORIDA United States PR RFP

Comment: This is a big contract! And be sure to note that questions are due tomorrow, Wednessday 15 November 2023.

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