a. generate maximum positive press coverage of the Travel Texas product while expanding perceptions of the diverse travel experiences Texas offers visitors; b. develop and implement a robust social media strategy that successfully promotes the Travel Texas product. c. conduct high-profile integrated consumer promotions; d. lead efforts in promoting and marketing Texas as a premier travel destination to Travel Trade as directed; e. create effective cooperative public relations and marketing programs that provide for maximum partner participation; and f. generate measurable results from public relations and marketing efforts. The Contractor must propose measures and goals to use in evaluating work. Measures will include, but are not limited, to: a. leading industry standard measures for traditional and digital media activities and placements including, but not limited to, Advertising Value Equivalency; b. leading industry standard measures for results of social media strategy and activities; c. creative integrated consumer promotions which incorporate Media, Travel Trade, and other appropriate partners to generate maximum consumer awareness of the Travel Texas product; d. successful completion of agreed upon marketing activities; and e. generating and maintaining Texas travel packages in Target Markets.
