Marketing Agency of Record Services

The issuing organization is seeking a full-service advertising and marketing firm to serve as its marketing agency of record for the United States market. The selected vendor will support efforts to strengthen marketing, advertising, and promotional activities with goals that include increasing brand awareness, positioning Laredo as a top destination in target U.S. markets, increasing overnight stays, driving website traffic, and improving engagement across social media platforms.

The scope of work includes managing existing media buys and planning and executing a multi-media campaign across television, digital, social media, traditional media, and special promotional channels. The agency will also be expected to lead public relations efforts, provide crisis management planning, and deliver clear reporting on campaign performance and success metrics. Strategic planning is expected to include analysis of media outlet options and recommendations for advertising purchases.

Creative and production services are also required. These include development of cross-channel creative concepts and production of artwork for print publications, digital ads, billboards, e-newsletters, blogs, website content, social media posts, promotional giveaways, trade show materials, rack cards, postcards, window decals, brochures, maps, and related assets. Additional as-needed services may include public relations support, messaging development, news releases, monitoring of media outreach, stock photography, radio commercial production, television ad production, and photography services for tourism marketing campaigns, events, attractions, food, sports, meetings, and destination-related assets.

The contract term is one year. Questions are due by July 29, 2026.