Clarifying Questions 3- 2025-87 RFP Integrated Marketing Campaign.pdf

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REQUEST FOR PROPOSALS #2025-87

Integrated marketing campaign

RESPONSE TO CLARIFYING QUESTIONS

January 20, 2026

Note that these are questions submitted by interested firms to the above referenced solicitation. The below answers are for clarification purposes only and in no way alter or amend the RFP as published.

1. Is Tourism open to agencies headquartered outside the state of Oregon (but with remote employees in Oregon) completing this work?

Answer:

Agencies headquartered outside the state of Oregon are eligible to respond to this RFP. Proposers are not required to be based in Oregon, provided they can meet all requirements outlined in the RFP, including coordination with Tourism staff and delivery of the scope of work.

Proposers should demonstrate an understanding of the destination, target audiences, and campaign objectives, and describe how their approach will reflect the unique characteristics of the region.

Agencies may propose remote or hybrid teams, including staff located in Oregon or elsewhere. Proposers should describe how their team structure and working approach will support effective collaboration, project management, and successful campaign execution.

2. How should this campaign clearly differentiate from, while still complementing, Mt. Hood Territory’s ongoing marketing efforts currently in market?

Answer:

Tourism conducts regular marketing in multiple markets and channels and will coordinate with the selected agency following contract award to share relevant context and planned activity. This coordination is intended to support effective campaign execution and avoid duplication of efforts.

Proposers are expected to assess the information provided in the RFP and propose a campaign approach that is clearly differentiated in concept, creative execution, and media strategy, while remaining aligned with Tourism’s brand and objectives.

3. Are there specific seasons, regions, or communities where Tourism is most focused on driving incremental visitation, overnight stays, or visitor spending through this campaign?

Answer:

Tourism has not pre-designated specific seasons, regions, or communities as required focal points for this campaign. Decisions about timing, geographic emphasis, and content will be informed by Tourism’s strategic priorities and refined in collaboration with the selected agency during onboarding and campaign development.

Tourism’s five-year strategic priorities include considerations such as visitor flow and seasonality. Spring and fall are typically shoulder seasons across the destination, while Tourism’s three primary regions — urban, valley, and mountain — experience differing visitation patterns and needs throughout the year.

As part of this project, the selected agency will be expected to review onboarding materials, strategic priorities, and available insights, and incorporate that information when recommending campaign timing, regional focus, and content strategy. Proposers should describe how they would approach evaluating these factors and translating them into an effective, data-informed campaign plan.

4. Are there particular visitor segments Tourism sees as most critical for this effort (e.g., families, outdoor enthusiasts, shoulder-season travelers)?

Answer:

For this campaign, Tourism is focused on reaching potential visitors most likely to travel in the near term, with an emphasis on visitation within six (6) months of campaign exposure and, where possible, within three (3) months.

Priority is given to short-haul markets, including visitors traveling by car within a day’s drive or by short-haul flight.

Tourism is not prescribing specific audience segments. Proposers are expected to identify and prioritize audiences based on data and campaign strategy, with a focus on travelers whose values align with Tourism’s strategic priorities, including respect for natural resources, interest in exploring lesser-used sites and support for local communities.

Proposers should describe how their audience strategy will prioritize visitors who are likely to book a near-term trip and contribute to the local economy through spending at lodging properties as well as restaurants, shops, guided experiences, attractions and other tourism-related businesses.

5. Beyond visitor spending and lodging overnights, are there secondary KPIs Tourism values when evaluating campaign success within the first six months?

Answer:

Yes. While visitor spending and lodging overnights are primary indicators of success, Tourism also values secondary KPIs that demonstrate meaningful engagement and intent to travel, particularly within the first six (6) months following campaign exposure.

Historically, when direct return on ad spend or equivalent attribution has not been available across all channels, Tourism has relied on the following conversion and engagement metrics as indicators of campaign performance:

• Outbound clicks to tourism partner websites or other actions that drive users to partner channels (something we refer to as “partner conversions”)

• Newsletter sign-ups

• Travel planner requests or downloads

• Video completions, when video content includes sufficient destination-specific information to support travel consideration or next-step action

Proposers are encouraged to recommend additional KPIs appropriate to their proposed strategy and media mix and to explain the rationale for how those metrics reflect near-term travel intent, visitor engagement and contribution to local economic activity. The goal is to establish shared expectations around measurement and success prior to campaign launch.

6. Proposal format - Can the 20 pages include links to documents like budgets or video files to display creative capabilities?

Answer:

No, the page count should not lead to other web pages unless there is a need to demonstrate a webpage or layout style.

7. How extensive are your current photo and video libraries?

Answer:

Tourism maintains an extensive photo and video library that represents a wide range of experiences, seasons, regions and communities across the destination. These assets are available to the selected agency for review and potential use as part of campaign development and execution.

While the library provides a strong foundation, it is not comprehensive for all campaign concepts, seasons, audiences or creative needs. Depending on the proposed campaign strategy, additional photography or video production may be required and should be accounted for within the overall project scope and budget.

8. Should this budget include any influencer marketing recommendations or is that something you do in-house?

Answer:

If proposers recommend influencer or creator-based tactics as part of an integrated campaign strategy, those efforts should be included within the proposed scope of work and all-inclusive budget.

Any influencer strategy, including identification, contracting, content creation, usage rights and performance reporting, should be planned, managed and funded by the selected agency as part of the overall campaign approach.

Proposers are not required to include influencer marketing and should only recommend such tactics if they are appropriate to the campaign strategy and goals.

End of Clarifying Questions #3