The State of Michigan is seeking a qualified vendor to conduct research on the effectiveness of its tourism marketing campaigns. The selected firm will be responsible for measuring overall return on investment (ROI), evaluating paid media–attributed ROI, and analyzing various campaign effectiveness indicators.

Key duties include providing strategic marketing insights to inform future targeting, branding, and communication strategies. The vendor will assess brand perception before and after campaigns, measure campaign lift, and evaluate marketing effectiveness. Additional responsibilities include conducting competitive and audience assessments, developing traveler profiles with insights into life stages and motivators, and analyzing the media-attributed impact of campaign efforts. The goal is to ensure actionable findings that enhance campaign effectiveness and messaging resonance.