UNSPSC 82101801: Advertising campaign services

UNSPSC 82101801 Advertising campaign services is a Commodity code capturing the creative strategy, media planning, media buying, and campaign execution that state and local governments procure to raise public awareness, drive behavioral change, or promote services. Recent state and local solicitations under this code show agencies buying comprehensive advertising campaigns spanning digital, broadcast, print, and social media channels, often with measurable reporting and performance analytics requirements. The Texas Department of Agriculture is procuring a Summer Media Campaign covering digital advertising, social media management, print and broadcast media placement, and creative development, with proposals due August 6, 2026, subject to state executive order restrictions on vendor DEI practices and mandatory VetHUB subcontracting compliance. The City of Milpitas is seeking on-call communications and marketing support including graphic design, video production, and integrated media campaigns across digital, print, social, and broadcast platforms for a five-year term beginning October 2026. Issuers include state agencies (Texas Department of Agriculture, Texas Office of the Governor Economic Development and Tourism Office, state health and human services commissions, state departments of transportation), counties and cities (Broward County, Pinellas County, City of Milpitas, Valley Transit, Seminole County), universities (University of Georgia, Utah Tech University, Tarleton State University, UMGC), and special-purpose districts (transit authorities, convention and visitors bureaus). Several issuing bodies have appeared multiple times: the Texas Office of the Governor has posted multiple tourism marketing solicitations targeting specific geographic markets (Australia/New Zealand, Mexico, Israel, Asia); Broward County and Visit St. Pete-Clearwater have solicited public relations and tourism marketing services; and state departments have procured awareness campaigns ranging from traffic safety to behavioral health.

Geographic activity concentrates in Texas, Florida, and California, with secondary presence in Illinois, Georgia, Ohio, and Michigan. The Texas Office of the Governor dominates recent activity, with multiple high-value solicitations (up to $400,000 for Australia/New Zealand marketing; $55 million for domestic Tourism Advertising and Marketing Services; $300,000 for Mexico market PR) driven by economic development and tourism mandates. Florida is active through convention and visitors bureaus (Broward County, Pinellas County, Visit St. Pete-Clearwater) and airports (Jacksonville Transportation Authority, Tarpon Springs). California shows activity through the State Comptroller (Unclaimed Property Program advertising) and state transportation procurement (TxDOT traffic safety campaign). Representative recent opportunities include the Texas Office of the Governor's RFP 301-26-07016 Tourism Advertising and Marketing Services (due June 5, 2026; maximum contract value $55 million for integrated advertising agency services), the Broward County Greater Fort Lauderdale Convention & Visitors Bureau's solicitation GEN2130519P1 for Public Relations Services (due June 15, 2026; approximately 125 service hours monthly with 15% County Business Enterprise goal), and the State of Texas Comptroller of Public Accounts' RFP 304-26-0999AM for Integrated Advertising Services supporting the Unclaimed Property Program (due March 27, 2026; annual budget $240,000 structured as IDIQ with VetHUB subcontracting required). Set-asides and preferences vary significantly: Texas consistently requires HUB subcontracting plans with statewide goals ranging 11.2–32.9 percent by category; Florida imposes County Business Enterprise and DBE/MBE participation goals; Michigan requires Business Inclusion and Diversity compliance where applicable. Contract terms typically run one to five years with renewal options, and compensation structures mix fixed monthly service fees, hourly billing, or blended rates with cost-of-living adjustments permitted in renewal periods.