Specifications include, but are not limited to: The selected Agency shall develop a comprehensive marketing strategy over a twelve-month period that drives cultural tourism in Austin by highlighting the vast and unique cultural offerings within the City. This shall include the creation of a distinct brand and graphic identity for Austin’s collective cultural amenities, and a multi-pronged regional, national and international advertising campaign, across media platforms that positions Austin as leader in the field of cultural tourism. The strategy should be innovative, with an advertising campaign that includes powerful, memorable messaging and creative, together with effective media placement strategies to measurably increase the advertising return on investment (ROI) and tourism in Austin. The strategy should include ideas on how to best reach new audiences.