4-Attachment B Scope of Work.pdf

Attachment B Scope of Work

Mexico Trade and Media Services 2025-2026

Introduction and Purpose

The Utah Office of Tourism (UOT) is seeking a vendor to provide services related to marketing outreach, event coordination, and stakeholder engagement within the Mexico market. The selected agency would help promote Utah as a premier destination by inspiring visitation and continuing to develop the Utah brand within this international market.

Background

The mission of UOT is to elevate life in Utah through responsible tourism. We do this through:

• Marketing: messaging that inspires visitation, continues powerful branding, supports local business and builds the Utah economy.

• Stewardship: support visitation statewide and encouraging the responsible discovery of Utah.

• Development: partner with local communities to enhance and develop their visitor economies to benefit residents and visitors.

To accomplish our mission, UOT has identified these key objectives through our Red Emerald Strategic Plan:

1. Prioritize quality visitation

2. Distribute visitation

3. Continue powerful branding

4. Enable community-led destination readiness

Scope of Work

The global markets team of UOT is soliciting the services of a vendor who will position Utah as a preferred tourist destination among travel agents, tour operators, and media in Mexico.

This scope of work identifies the types of work to be performed and UOT’s expectations in each area, along with appropriate engagement protocols. UOT’s expectations are expressed in terms that may be specific (e.g., for quantifiable service level agreements) or purposely broad where necessary so as to allow for a smooth execution of the project. The provisions of such is intended to allow UOT to accomplish all required and agreed upon tasks, while simultaneously meeting both operational and budgetary requirements.

The selected vendor would be responsible for executing the following tactics within the Mexico market:

1. Promote The Utah Specialist Academy, a B2B e-learning platform

a. Objective: To engage travel trade professionals in Mexico to complete the online academy training and increase their awareness of Utah as a premier destination. The vendor will build and manage an incentive program campaign to engage travel trade professionals in Mexico to complete the online academy training.

i. Develop webinars, in-person trainings, market campaigns, newsletters, and develop alliances with tour operators to increase the awareness of Utah.

ii. Produce KPI’s to track enrollment rates and monitor the success of the incentive program.

iii. Compile a monthly report to evaluate the success of the efforts and address the strategy as needed.

2. Organize a joint trade/media FAM trip to Utah

a. Objective: to showcase Utah to leading tour operators and important media contacts, allowing them to experience what Utah has to offer as a destination. This is intended to eventually increase sales of tour packages and produce editorial content covering the state.

b. Timeline: 4 months (2 months for planning, 2 months for executions and follow up).

c. Proposal and selection of 2 tour operators and 2 media outlets.

i. Create a list of preliminary candidates, evaluate their target audience, reach, and their ability to influence the promotion of Utah. The vendor will contact and confirm the participants.

d. Assistance obtaining flights.

i. The vendor will contact airlines and negotiate tickets for the FAM, to reduce costs of the trip and to further develop relations with the airlines.

e. Notify participants and create materials for Save the Date and formal invitations.

i. The vendor will be responsible for information candidates of their selection and confirming their participation in the FAM.

f. Send and gather all participation forms and waivers.

i. All participants will need to sign waivers, and it is the responsibility of the vendor to ensure that all participants have all paperwork gathered prior to attending FAM.

g. Negotiate media coverage with media contacts to ensure content is produced as a result of the FAM trip.

h. Organize a pre-FAM meeting with participants.

i. This meeting should cover details of the trip, including objectives, itinerary, and anticipated deliverables.

i. Execution of the FAM Trip, providing support and assistance to participants during their trip.

j. Organize post-FAM meeting with participants.

i. Obtain feedback from the participants of the FAM. Prepare a satisfaction survey and gather feedback from them. The agency will analyze all feedback.

k. Follow up on publications.

i. The agency will follow up with editors after the trip to facilitate and ensure the agreed-upon coverage is completed.

l. Final activity report.

i. The vendor will compile all feedback, survey results, and publications and provide this to UOT as a final report analysis of the FAM trip. This information will be used to adjust strategy as needed in the future.

3. Trade and Media Event

a. Objective: organize and immersive experience for 30 guests (20 trade, 10 media), which include general managers, product directors, travel agents, tour operators, and media representatives. This includes:

i. Overseeing the venue selection, catering, event programming, curating the guest list and inviting attendees, theme for the activation, and AV capabilities for presentations.

ii. Execute activation and be on-hand at the event to coordinate with the event partners, and to facilitate introductions with participants.

iii. Prepare a post-event summary, providing pictures, event details, final head count, and conclusion of the efforts made.

b. The timing of this event is aligned with the Brand USA sales mission in Mexico.

Timeline

The duration of this contract will run for 12 months

Budget

• $70,000 (USD)

o $50,000 will be allocated for marketing, and $20,000 will be applied to the retainer for the projects as they are outlined.

Respondent Guidelines

To respond to this solicitation, please provide a technical proposal. The respondent must submit the following in the proposal:

• A summary of three examples (e.g. marketing campaigns, marketing activations, industry events) that demonstrate the expertise of the agency. The example should be similar in scope and size, and each example should be no more than 2 pages.

Summaries should include goals, strategy, and outcomes.

• Resumes and relevant work examples for key personnel who would be assigned to this account (no more than two pages per person; can be provided as external links).

Mandatory Minimums

1. Offeror must submit a technical proposal that is no more than 15 pages in length total.

2. Offeror must demonstrate prior experience and knowledge about global travel trade.

The technical proposals will be evaluated using the following criteria;

1. Level of Expertise

a. Strength of the offerors work in global travel trade

b. Background and experience of the offerors team members

c. Project management systems and tools

d. Data analytics and reporting

e. Resources allocation strategy

2. Familiarity with Product

a. Familiarity with travel industry and global travel trade

b. Familiarity with Utah/tourism product

c. Familiarity with UOT’s goals, campaigns, resources

3. Value Add

a. Additional services that can be provided in line with the proposed scope of work.

Interview Criteria

• Objective: To increase brand awareness and inspire visitation to Utah within the Mexico market through targeted digital and traditional marketing efforts.

• Develop and execute a marketing campaign strategy, including creative concepting, media planning, and content creation.

• Identify and partner with relevant media outlets and influencers to amplify the campaign messaging and audience reach.

• Implement KPI’s to track the performance of the campaign, including reach, engagement, and website traffic.

• Provide reports evaluating the success of the campaign.

Interview Date will be the week of December 1, 2025.