Alaska puts $75m tourism marketing account up for grabs

The scope of work includes advertising, social media, content marketing, partnerships, and joint ventures.

Mount McKinley
Mount McKinley

JUNEAU, AK: Alaska is looking for agency help as it plans a tourism advertising and marketing campaign with a high-eight-figure budget.

The state’s Department of Community and Economic Development is handling the search for a firm to manage the effort, which would have a budget up to $75 million.

An amendment document posted to the state’s website on Tuesday noted that the account is expected to run from July 1 of this year through June 30, 2017, with three annual options to renew.

The scope of work includes advertising, social media, content marketing, partnership marketing and joint ventures, maintaining Travel Alaska’s online presence, and other collateral materials.

The documents also claim the state "has tourism representation offices in Australia, Germany, Japan, Korea, and the UK," and the governor’s office has representatives in China and Taiwan. Account work could also include activity in markets where contractors are not present, such as India and Mexico.

The state’s primary target group, according to the RFP, consists of people ages 45 to 65, who are described as affluent, married, college educated, and who are frequent travelers.

Thompson & Co. Public Relations is listed as the media contact on TravelAlaska.com. According to the firm’s website, it "handles all national and instate public relations" for the Community and Economic Development Department. A spokeswoman said the firm is mid-contract, and the PR-specific account is not up for review.

Alaska re-signed the firm for tourism PR in 2012.

Proposals are due by February 10.

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