Specifications include, but are not limited to: The vendor must provide a solid foundation of all work through a market-specific strategic workplan to grow visitation from Australia into rural Nevada. Rural Nevada is defined as destinations beyond Reno and Las Vegas. The integrated plan should include SMART (specific, measurable, achievable, relevant and time-bound) goals for the overarching programs that include travel trade sales, marketing, promotions, public relations, the tactical programs and activities that accomplish the goals. The workplan should include a market overview that provides the country’s economic and political overview as well as traveler demographics and psychographics, travel market trends and impacts, Australian traveler preferences, potential growth opportunities, competitor analysis and other concerns regarding the Australian travel market. The plan should also identify marketing and promotional opportunities with Nevada’s gateways, both in-state and in neighboring states. As a regional marketing effort, the tactics outlined in the plan should identify specific key target groups in particular geographical areas and promotional themes.
