Tourism Advertising and Marketing Services

The contract solicits a full-service advertising agency capable of designing and executing a comprehensive, strategic, and results-driven marketing campaign to promote Texas as a premier travel destination. The objective is to clearly position Texas distinctively among travel locations using effective branding elements such as authorized slogans and logos approved by the Office of the Governor (OOG). The awarded agency will be responsible for all deliverables, including branding, advertising strategies, campaign management, reporting, and performance accountability. The contract term extends until August 31, 2027, with options to renew for up to two additional one-year periods and an additional six-month extension, potentially concluding in early 2031. The estimated maximum contract value for the initial performance period is $55 million, subject to appropriations and market conditions. Proposals will be evaluated in a multi-phase process emphasizing the methodology of the strategic marketing plan, creativity, cost, responsiveness, and experience, using a best value trade-off approach rather than a lowest-price model. Key personnel qualifications, organizational structure, past performance, and compliance with HUB subcontracting requirements also play critical roles. The contractor must comply with all applicable Texas state regulations, including information security (e.g., TX-RAMP where applicable), E-Verify employment verification, and strict confidentiality obligations under Texas Public Information Act provisions. Inspection and acceptance of deliverables rest solely with the OOG, applying an internally defined Acceptable Quality Level (AQL). Payment is made monthly upon submission of itemized invoices referencing contract requirements. The solicitation mandates detailed proposal submissions organized in specified volumes with strict page limits and physical delivery by June 5, 2026. The agency contact for the procurement is Michael White at the Office of the Governor in Austin, Texas.