MIAMI: The Greater Miami Convention and Visitors Bureau (GMCVB) recently issued an RFP for a digital AOR.
The scope of work includes social media, digital strategy, media planning and buying, web development, eCRM, SEO, and analytics.
The three-year account is worth $3 million to $4 million, which includes advertising spend and media buying.
USDM.net has handled the account for the past eight years, but the bureau has never formally issued an RFP for its digital business. According to Rolando Aedo, CMO of GMCVB, the bureau is allocating more internal resources to digital these days and thus feels it is an appropriate time to issue an RFP to assess other opportunities that may exist.
“We felt that we also want to ensure that we have the best fit externally,” Aedo said, adding that the chosen agency could be the incumbent, a different agency, or a set of agencies.
GMCVB is open to proposals for the entire account, as well as proposals from specialty digital agencies only interested in portions of the account, such as social, mobile, and paid search.
A large focus of the work will be on the redevelopment of GMCVB's website, while other target areas include developing comprehensive digital marketing programs, maximizing SEO strategy, and working on strategy for content development and distribution.
Proposals are due by August 29, finalists will be notified on August 15, and the winning agency will be notified on September 26. GMCVB hopes the selected agency will begin work by the start of its fiscal year on October 1.
In June, the Miami Beach Visitor and Convention Authority selected Hill & Knowlton as AOR, following a competitive review. The budget for the one-year account is $250,000.