The role and responsibilities of the selected Proposer (Agency) include: 6.1. Strategic Marketing Plan Development • Developing a comprehensive Strategic Marketing Plan informed by intake meetings, briefing sessions, and coordination with Airport staff. The plan must align with current initiatives and consider other concurrent marketing activities managed outside the scope of this contract. • Leading a full brand redevelopment process, including but not limited to: development of a new logo, refreshed visual identity system, updated messaging and tone guidelines, and a detailed brand rollout strategy. This rebranding effort should reflect the Airport’s evolving role, regional significance, and growth objectives. • Ensuring brand consistency across all marketing and communications, incorporating new brand elements into all campaign strategies, materials, and public-facing assets. • Identifying and applying emerging technologies and trends to improve brand visibility, market presence, and audience engagement. This may include tools and tactics related to content marketing, programmatic advertising, social media, and mobile-first strategies. • Defining detailed campaign objectives, strategies, and execution methods, including performance indicators and tools to monitor and optimize effectiveness over time. • Leveraging strategic partnerships with tourism organizations, destination marketing groups (DMOs), airlines, and travel-related businesses to broaden the campaign’s reach and maximize co-branded opportunities. • Maintaining a flexible, adaptive approach to ensure the Strategic Marketing Plan can evolve in response to market conditions, travel trends, or service changes throughout the life of the contract. 6.2. Creative and Production Services The role and responsibilities of the Agency include: • Developing and producing a creative marketing campaign in support of the identified marketing strategies, creative briefs, and guidance from the Airport. Campaign elements should reflect both strategic goals and the updated brand identity developed as part of the rebranding effort. • Translating the Airport’s brand identity into compelling creative assets, ensuring consistency in visual design, tone, messaging, and user experience across all mediums, including digital, print, video, audio, and out-of-home...
