Strategic Tourism Marketing Plan Development

The contract seeks the development of a comprehensive, data-driven marketing strategy aimed at promoting tourism in Texas, requiring detailed audience segmentation to identify key demographics and travel behaviors, followed by the creation of compelling campaign themes that resonate with those segments. The selected vendor will be responsible for designing an integrated channel mix that optimizes reach across digital, social, traditional media, and emerging platforms, ensuring alignment with current consumer trends and media consumption patterns. Performance metrics must be clearly defined and measurable, incorporating KPIs such as visitor engagement, conversion rates, trip intent, and return on investment to evaluate success and inform iterative improvements throughout the campaign lifecycle. The solicitation is classified as a subcontract under NAICS code 541810, which pertains to advertising services, and is issued by the Texas Governor’s Executive office through the Texas SmartBuy portal. Responses are due by June 5, 2026, with the posting date indicating an expected procurement timeline focused on strategic planning for the coming years. While no specific set-aside provisions or geographic performance requirements are detailed, the work is anticipated to support statewide tourism goals, with results expected to influence marketing expenditures and public outreach initiatives across Texas. The provided link directs interested parties to the official solicitation for full submission guidelines and technical requirements.