The selected vendor will provide comprehensive traditional and digital paid media services, including planning, buying, and campaign management for iconic destination brands. Services span large-scale awareness campaigns across digital and display, retargeting, paid search, and ongoing 'always on' marketing activities. Vendors are expected to create consumer-centric marketing strategies that support business objectives and reflect the dynamic destination marketing landscape, with emphasis on omni-channel personalization.

The scope requires multi-media channel expertise, strategic guidance on channel opportunities, and implementation via CRM and marketing automation tools. The vendor will develop integrated media strategies that align with overall brand marketing approaches, focusing on key objectives and targeting consumer segments in international markets such as the United States, Germany, Australia, the United Kingdom, Mexico, and China. Responsibilities also include nurturing traditional and non-traditional marketing partnerships, publisher collaborations, and sponsorships.

Ongoing monitoring, detailed reporting, analyses, and optimization of all media buys are required. The vendor must leverage Google Analytics 360 to track website visitation, develop and activate audience segments through the Google marketing platform, and analyze online travel planning behaviors. Developing or implementing marketing attribution systems is also necessary to improve campaign performance and media selection. The vendor must demonstrate the capacity to efficiently manage multiple simultaneous projects and campaigns, often under tight deadlines. The contract will be awarded for a period of three years.