10TCA-S3686 - Questions and Answers - Final.docx

10TCA-S3686

INTERNATIONAL REPRESENTATION AGENCY

FOR AUSTRALIA AND NEW ZEALAND

QUESTIONS AND ANSWERS

1. The RFP says that the focus of the work programme between Australia and New Zealand is 85% Australia and 15% New Zealand - how did you come to this split and is there flexibility to change this?

This number was determined based on market share, however, if agency would like to present an alternative approach Travel Nevada is willing to hear proposed percentage and justification.

2. The RFP says a maximum of 30% will be set aside for labour, hours and planning (i.e. consulting fees) and the remaining 70% for programme costs (i.e. hard costs) - how did you come to this split and is there flexibility to change this?

The split was determined based on review of previous fiscal year billing packets and based on industry standards. If agency is unable to meet percentages listed in the RFP, please propose what percentage agency feels is more realistic and justification on why.

3. The RFP says the total investment for this work programme is 500k USD - how did you come to this budget and is there flexibility to increase this?

The RFP indicates contract authority up to $500k, USD per fiscal year. This number is based on prior year’s budgeting and spending. There is no room for this number to increase, however there is a possibility of it decreasing depending on the state’s fiscal year 2027 budget. Responding agencies may present options with multiple tiers - $500k, $400k, and $300k.

4. Where does Travel Nevada see the greatest gap today between its global brand expression and what most effectively resonates with Australian and New Zealand long-haul travellers?

Travel Nevada recognizes that one of the greatest gaps between its global brand positioning and what resonates most strongly with long-haul travelers from Australia and New Zealand lies in awareness across both the travel trade and product connectivity. While Nevada is widely associated with Las Vegas, many visitors and industry partners in these markets are less aware of the state’s broader tourism offering beyond the city. To bridge this gap, there is a need to increase awareness within the travel trade including tour operators, wholesalers, and travel advisors, so they better understand the diversity of experiences Nevada offers and can more confidently package and promote the destination. In addition, product connectivity remains an important factor. Strengthening how Nevada’s destinations and experiences are integrated into itineraries across the American West will make it easier for long haul travelers to include the state as part of their broader Westcoast journeys.

5. Which rural Nevada experiences or stories are considered the highest priority for driving awareness, itinerary inclusion, and overnight stay growth in this market?

For a decade Travel Nevada has promoted 10 curated road trips, but when the agency went through a brand repositioning in 2023 – 2024, Outdoor Recreation+ became the foundation of our “Get A Little Out There” brand. Outdoor Recreation + refers to Nevada’s world class outdoor activities and destinations that are enhanced through arts & culture, history & heritage, food & beverage, and more.

6. How would Travel Nevada like agency partners to balance centralised brand control with the need for locally resonant creative, content, and communications execution?

Travel Nevada understands that each international market has its own unique lexicon and cultural identity and is looking for an agency that will work with Travel Nevada’s Global Market Manager and Marketing team to bridge the gap between local needs and brand alignment.

7. Rather than a monthly retainer, are you open to reshaping the budget to focus on 1-2 big campaign moments in a 12-month period to create bigger impact?

No.