National Highway Traffic Safety Administration, Ad Council closer to contract

WASHINGTON: The National Highway Traffic Safety Administration is moving forward with plans to negotiate a contract with the Ad Council for media services for a planned public service campaign.

WASHINGTON: The National Highway Traffic Safety Administration is moving forward with plans to negotiate a contract with the Ad Council for media services for a planned public service campaign. The two-year deal would have three one-year extension options.

Late last year, the federal agency gave other firms the opportunity to demonstrate their capabilities before beginning negotiations with the Ad Council. “However, no firms identified themselves with the capabilities to meet NHTSA's needs, thus NHTSA will enter into negotiations with the Ad Council,” the agency said in a contract notice.

The Ad Council will be required to develop and implement large-scale, fully integrated public service campaigns in support of the agency's traffic-safety programs. It must also develop and execute multi-million-dollar donated media-distribution strategies, including the redistribution of PSAs. The campaign will also include TV, radio, print, outdoor, digital, social media, web, and other nontraditional media.

An administration contracting officer declined to release the budget because a formal contract has yet to be offered. An Ad Council press representative declined to comment on the matter.

The organization indicated in February that it will soon release a wide-ranging communications RFP seeking PR, advertising, marketing, and media services to enhance its behavioral safety programs. The federal agency said that sole-source contract with the Ad Council is unconnected to this notice.

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