Specifications include, but are not limited to: ● The “Southern Utah+” primary ad campaign (including all media – TV, digital, print, out-of-home, social, etc.); media flight dates typically run from mid-February to June, and an example of the media flight schedule can be found here. (Additional “Southern Utah+” messaging may exist outside of this primary campaign window.*) ; ● The “Ski+” primary ad campaign (including all media – TV, digital, print, out-of-home, social, etc.); primary review will be for the winter campaign, and a media flight schedule example can be found here. (Additional ski resort-based non-winter activity promotion would also fall into this campaign category*.); ● The “Northern Utah+” primary ad campaign (including digital, print, social, etc.); Campaign date range and media buy not finalized, however anticipate a late February to end of June timeline for the primary campaign. Note this is very similar to the Southern Utah+ primary campaign date range. Effectiveness research could be bundled, or remain completely separate. (Additional Northern Utah+ campaign messaging is possible outside of the primary campaign window.*) ; ● Any additional niche segment or *campaign-aligned messaging outside of the primary campaign dates that the Office would like to test throughout the year in addition to these three larger primary campaigns. This could come in “pulsed” or ongoing research. Some flexibility exists here, with messaging alignment by region or topic rather than date / season, and the Office is looking for an agency with some flexibility in how to handle these shifts / ideas in an ongoing manner through the 5-year contract.; The research should measure: 1) advertising awareness ; 2) the effectiveness of the creative execution at stimulating our target audiences to consider Utah for their next vacation; 3) the impact of the campaign on changing attitudes toward Utah and promoting the brand image; 3) how the campaign influences interest in visiting the state
