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 Mexico 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. Agency of record will be tasked with a measurable percentage growth for visitation and consumer spending over the course of the contract. The overarching programs that include travel trade sales, marketing, promotions, public relations and 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, Mexico traveler preferences, potential growth opportunities, competitor analysis and other concerns regarding Mexico’s 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.
