Brand USA seeks global PR agency partner

Brand USA is accepting proposals for a global media relations agency to promote international travel to the US.

Mount Rushmore (Photo from Brand USA)
Mount Rushmore (Photo from Brand USA)

WASHINGTON: Brand USA is accepting proposals for a global media relations agency to promote international travel to the US.

The public-private nonprofit organization wants an agency that can tell stories about the US as a "destination of choice for international travelers" and how travel positively impacts the economy nationally, regionally, and locally, the RFP documents state.  

Objectives include making Brand USA "an ambassador for US tourism worldwide" and creating media relationships, broadcast opportunities, and new domestic partnerships. The selected agency will also be tasked with boosting the organization’s credibility and increasing international visitors and spending.

Agencies participating in the review should have experience in media planning and execution, brand management, global media, and travel and tourism or hospitality, according to the RFP. Firms should also be able to offer local perspectives of Brand USA’s core markets.

Brand USA does not specify a budget in the document, but asks bidders to include an "appropriate and realistic budget" in their proposals.

Previously, Brand USA worked with Ogilvy Public Relations, confirmed a Brand USA spokesperson. The representative added that the organization is seeking proposals because it reached the end of its contract with the WPP firm.

In December 2013, PRWeek reported that Brand USA appointed Ogilvy PR as its first PR agency partner in Brazil. The contract, which was in the mid-six-figure range, was expected to run through the end of 2014.

An Ogilvy PR representative was not immediately available for comment.

Proposals are due by October 20, and an intent-to-award notice is expected on October 27. A Brand USA spokesperson said the organization will potentially extend the deadline for questions.

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