Nevada looks for tourism agency help in China

After closing a tourism office in the country earlier this year, the state is seeking agency help to attract visitors.

Pahranagat National Wildlife Refuge's Lower Lake. (Image via Travel Nevada's Facebook page).
Pahranagat National Wildlife Refuge's Lower Lake. (Image via Travel Nevada's Facebook page).

CARSON CITY, NV: Nevada is looking for international office sales and PR representation in China.

While the state closed its office in China earlier this year, it "retains a high level of commitment to the Chinese travel market," according to an RFP released by the state’s Division of Tourism. It is looking for an agency partner with a "unique combination of government relations, sales, and marketing expertise" and that is fluent in both English and Chinese, according to the documents.

The contract’s expected budget includes operations, with a ceiling of $118,000 per fiscal year, and programming, for which $80,000 is budgeted each fiscal year, according to the documents. The contract is set to run from July 1, 2016, through the end of June 2018, with a potential two-year renewal option.

PR services required by the contact include media relations and programming, the creation of a "PR value report" each quarter, development of an assets library targeting the Chinese market, social media planning, consumer and trade travel outreach, and media event coordination. The contract also requires the creation of a China sales and media mission each year and aligning communications efforts with those of sales.

Claudia Vecchio, Nevada’s director of tourism and cultural affairs, confirmed that while the state has collaborated with agencies through tourism groups such as Brand USA in the past, this will be its first direct relationship with an external agency in China. Trading its decade-old office for an agency partner in the country is part of its effort "to ensure we are as nimble as possible," and reaffirm its dedication to China, she said.

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