Rhode Island seeks agency support for $5 million branding contract

The scope of work on the account will stretch across digital, social media, PR and advertising.

PROVIDENCE, RI: Rhode Island is looking for an agency to work on a $5 million effort to build a new brand for the state and promote it over the next year.

The scope of work – which stretches across digital, social media, PR, and advertising – will entail branding, public outreach, creative development, market research and measurement, and media services, as stated in an RFP. The documents were released by the Rhode Island Commerce Corporation earlier this month.

In a Q&A document, the Commerce Corporation says the state is "planning for a fresh start," and does not have an incumbent firm "in recent memory."

The winning firm is expected to work on a rebranding campaign, set to go live at the start of 2016, which will "promote [Rhode Island] effectively and memorably," according to the documents.

One reason for the state’s rebranding push is its lack of "a statewide brand," which has caused Rhode Island’s tourism numbers to fall behind other states, the documents state.

Proposals are due by August 7, according to an addendum announcing an extension from the initial due date of July 31. An initial award date was set for the end of August, but it was not immediately clear if that also changed as a result of the submission extension.

The contract, which is for $5 million, is expected to last 12 months with an option to renew, according to documents.

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