Nevada seeks PR support for tourism boost

CARSON CITY, NV: The Nevada Department of Tourism and Cultural Affairs is seeking a communications firm or firms that can generate both earned and paid media to promote the state as a travel destination.

CARSON CITY, NV: The Nevada Department of Tourism and Cultural Affairs is seeking a communications firm or firms that can generate both earned and paid media to promote the state as a travel destination.

There is no incumbent communications firm working on the account, allowing the winner to “start fresh,” said Bethany Drysdale, director of PR at the Nevada Commission on Tourism.

R&R Partners is the AOR for the Las Vegas Convention and Visitors Authority.

The state tourism department could hire one firm to provide all services, but it is also willing to hire multiple contractors for the account, which has PR, marketing, and advertising components. 

The overall budget for the RFP is more than $1.8 million in year one and nearly $1.2 million in the second year. There is an additional two-year renewal option for the contract. The deadline to apply is April 18.

Up to $1 million over the initial two-year period will be spent on PR. This section of the contract requires a firm to generate media coverage in consumer, trade, traditional, and online media outlets.

Another PR component of the account will be brand education. There is currently a multi-agency effort to develop a state brand. Once it is endorsed by the governor's office, “the brand will be the first for the state and for use in a collaborative environment,” according to the RFP. The state will complete the brand by the time work on the account starts, and the winning communications firm will be tasked with creating awareness and driving buzz for its launch.

Media-relations work on the account will include collaborating with the state Indian Commission to develop an online and print press kit and to identify key events to draw interest in the Nevada Arts Council and state museums.

The PR firm will also be required to create social media and networking strategy, which will include programming that “will drive the conversation about Nevada travel through ongoing, dynamic activity on social media channels,” according to the RFP.

The selected agency will also be asked to develop an educational program targeting legislators to help raise awareness of the economic impact and value of tourism and cultural affairs.

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