ESBD_485051_1769528146116_RFP 301-26-03905D - Part A Tourism Asia Market.pdf

STATE OF TEXAS

OFFICE OF THE GOVERNOR

REQUEST FOR PROPOSALS

for

TOURISM PUBLIC RELATIONS & MARKETING SERVICES IN THE ASIA

SERVICE REGION

Solicitation No. 301-26-03905D

NIGP CLASS ITEMS

915-03 915-22 961-28 961-53

Response Date and Due Time: March 03, 2026 no later than 2:00 pm CT

Point of Contact

Jeffrey Duhon, CTCD, CTCM

Certification No. CTCD/CTCM 1900017129

Procurement and Contract Manager

Office of the Governor of Texas

Financial Services Division

P.O. Box 12428

Austin, Texas 78711-2878

512-936-9503 jeffrey.duhon@gov.texas.gov

PART A: SPECIFIC TERMS AND CONDITIONS

Solicitation No. 301-26-03905D - Part A

1. STRUCTURE OF SOLICITATION

This Solicitation is composed of three parts:

Part A: Specific Terms and Conditions, including exhibits and other attachments and appendices, if any;

Part B: Standard Terms and Conditions; and

Part C: Provisions Governing the Solicitation Process.

Resolution of Conflicting Provisions. In the event an instruction or term in Part A conflicts with an instruction or term in Part B or Part C, the instruction or term in Part A prevails. Any addenda or amendment to Part A, Part B, or Part C control over their original versions, respectively.

2. GLOSSARY OF TERMS

This Glossary assigns definitions to the listed terms not otherwise defined in this Solicitation.

Advertising Equivalency Value

Cost to the Contractor to make paid media placements of key messages on actual per-line cost for the publicity generated or other method per medium as agreed upon by the

OOG.

Convention and Visitors Bureau (“CVB”)

A local organization supported by hotel/motel occupancy taxes, government budget allocations, private memberships or a combination of any of these funding mechanisms.

A CVB encourages groups to hold meetings, conventions, and trade shows in its city, offers assistance for these meetings, and promotes tourism to its city. In some communities these activities may accomplished by a Chamber of Commerce.

Cooperative Marketing

Marketing and/or promotional activity in which the OOG and one or more other Texas

Partner(s) pool their resources to provide effective and attractive marketing and promotional opportunities that enhance and extend awareness of the Texas vacation message.

Destination Marketing Organization (“DMO”)

A state or provincial tourism office, convention and visitor bureau, chambers of commerce, or similar entities that promote a city, region, or state as a travel destination.

Editorial Calls

Telephone calls or personal visits conducted to encourage Media coverage of Texas.

Feature Brief

A release distributed to the Media that is typically more detailed than a news release and describes and promotes an aspect(s) of travel to Texas. Feature briefs are designed to generate placements of feature stories.

Fulfillment Materials

Pamphlets, brochures, travel guides, press kits, and any such materials (including digital versions) that may be requested by individuals, Travel Trade, or Media.

Media

Includes, but is not limited to, consumer and trade broadcast (e.g. radio, television), print (newspapers, magazines), and digital or interactive media viewed via a computer/mobile device on the internet (e.g., world wide web, social media).

Media Familiarization (“FAM”) Tour

A travel program to Texas for qualified members of the most effective trade and consumer Media in order to promote travel to Texas. Media FAM Tours may include complimentary or reduced rate transportation, accommodations, attractions admissions, and meals. A Media FAM Tour is designed to acquaint Media with specific Texas destinations and/or travel experiences to encourage and generate positive Media coverage about travel to Texas. Media FAM Tours can last up to seven

(7) calendars days and usually, but not always, include travel to multiple Texas cities.

Media FAM Tours may be individual or group tours.

Media Measure

Agreed upon metrics for evaluating public relations activities that generate Media coverage.

Media Mission

A concentrated public relations effort consisting of one-on-one editorial appointments for the Contractor’s account team members, representatives of the OOG, and/or Texas

Partners with key representatives of targeted media for the purpose of generating positive Media coverage about Texas and travel to Texas. A Media Mission may include other promotional or special events and is usually conducted within a specific geographic market during a brief period of time and can include multiple destinations.

Monthly Service Fee

The firm fixed monthly fee that will be charged by the Contractor to fully compensate the Contractor, and supporting subcontractors if applicable, for the costs of all of the

Contractor’s in-house services and goods and administrative expenses required to complete work under the Contract. Such expenses include, but are not limited to, all labor (e.g., all agency account service time; project and account management, direction, supervision, and coordination; writing and editing of newsletters, speeches, news releases, feature briefs, print and electronic clippings services, press kits, blog posts, development and use of specialized Media and Travel Trade contacts, regularly scheduled client meetings, background research, oversight, development and production of social media activities; strategic counsel; industry and issue monitoring, crisis management; accounting and billing services; administrative support; legal services and fees; development of the annual Public Relations and Marketing Plan and required monthly and quarterly reporting; facilities; and equipment, as required to meet the Contract performance requirements. The Monthly Service Fee also includes all incidental and normal business operating expenses, such as local and long distance phone (landline and mobile) calls; facsimile; local travel; postage; local courier service;

internal copying; supplies; materials; parking and other ongoing services performed or required for routine performance. The Monthly Service Fee does not include

Reimbursable(s) or Ad Hoc Deliverables.

Motor Coach

An over-the-road passenger coach or mini-bus with driver that transports buyer, Media

FAM Tour participants, and or/Travel Trade FAM Tour participants, and their luggage within Texas.

News Release

A one or two-page printed or electronic document (with or without photographs and captions) or video(s) describing aspect(s) of the Travel Texas product sent to the Media and designed to generate a hard news story placement. A News Release may be distributed via a variety of means including, but not limited to: email, Internet (e.g., world wide web, social media), and/or satellite broadcast. A News Release may also be referred to as a Press Release.

Performance Period

Each annual period of the Contract Term, running contemporaneously with a Fiscal

Year, during which the Contractor will perform the required services under the

Contract. Each Performance Period will be separately budgeted by the OOG, subject to available appropriations.

Plan of Action

The comprehensive, annual plan to be proposed by the Contactor, which shall include, at a minimum, a complete schedule of all proposed public relations and marketing activities, other detailed data, and recommendations for target audiences and the Target

Market consistent with the requirements of the Solicitation, including the goals and objectives identified in Section 5 of Part A of the Solicitation. Subject to revision and approval by the OOG, the Plan of Action as proposed by the Contractor shall become the Public Relations and Marketing Plan to be initially implemented by the Contractor.

Public Relations and Marketing Plan

The Plan of Action revised, approved by the OOG, to be implemented and maintained by the Contractor.

Print, Digital, and Broadcast Publicity

Publicity generated in a printed publication, online, digital, social media or broadcast

(TV or radio) format.

Proactive Contact

Contacts (telephone call, email or personal meeting) with key representatives of targeted Media and/or Travel Trade proactively conducted by the Contractor to encourage Media coverage (Media contact) and/or development of travel packages featuring the Travel Texas products and services (trade contact).

Product Educational Seminar

An independent destination marketing seminar for pre-qualified Travel Trade in the

Target Market that is designed to inform and educate Travel Trade sales staff about the

Travel Texas product. A product educational seminar may be held in conjunction with other special events such as a trade show, sales mission, product launch, marketing or promotional event, meal function, or reception. Product educational seminars may be conducted in conjunction with Texas Partners or in-market Travel Trade.

Product Launch

An event or series of events designed to present Texas suppliers’ new and/or expanded tourism products to retail travel agents, tour operators, group leaders, meeting planners, and/or Media, in the Target Market. A product launch may include special events, such as a trade show, a product seminar, a press event, a promotional function, a meal function, and/or a reception.

Promotions

Consumer direct marketing activities (e.g., sweepstakes, trip giveaways, contests, and consumer activations) that incorporate Media and Travel Trade that maximizes the awareness of the Travel Texas product by reaching a mass audience through a variety of Media, trade outlets, and/or consumer direct tactics.

Reimbursable(s)

Purchases made and external expenses incurred by the Contractor, on behalf of the

OOG, for services, goods, and local travel associated with coordinating and/or representing Travel Texas at travel trade shows or missions and out-of-town travel, not included in the Contractor’s Monthly Service Fee. All Reimbursable(s) must be pre-approved, in writing, by the OOG.

Sales Mission

A concentrated marketing effort consisting of one-on-one sales contacts and other promotional activities and special events between the Contractor’s account team and/or the OOG’s representative(s) and/or Texas Partners, and key Travel Trade for the purpose of encouraging tour operators, travel agents, meetings market professionals or other buyers, to develop and sell travel to Texas. A sales mission may include other promotional or special events and is usually conducted within a specific geographic market during a brief period of time and can include multiple destinations.

Suppliers

Attractions, accommodations, CVBs, and other businesses and organizations which supply tourism products.

Target Market:

Asia Service Region consists of the primary markets of India and Taiwan and the secondary markets of Japan and Korea and other markets as directed by OOG .

Texas Partners

Any Texas tourism industry representatives or suppliers participating in a given marketing and/or promotional activity.

Travel Texas

A program within the OOG that is responsible for promoting travel to and enhancing tourism development in Texas (also formerly known as “Texas Tourism”).

Travel Trade

Retail travel agents, tour operators, group leaders, wholesalers, receptive operators, meetings market travel professionals and planners, corporate travel divisions, and other buyers or packagers of tourism products.

Travel Trade Familiarization (“FAM”) Tour

A travel program for qualified Travel Trade that may include some or all of the following: complimentary or reduced rate transportations, accommodation, attractions, admissions, and meals. A Travel Trade FAM Tour is designed to acquaint participants with specific Texas travel destinations or suppliers to increase the participants’ knowledge of the Travel Texas product and to encourage them to develop and/or expand travel packages to Texas. Travel Trade FAM Tours usually last between four

(4) and seven (7) calendar days and usually include multiple Texas cities. Travel Trade

FAM Tours may be individual or group tours.

Wholesalers

Individuals or companies that accumulate tour packages for sale to Travel Trade.

3. GENERAL INFORMATION

Purpose of Procurement.

The OOG seeks written proposals from qualified Respondents in accordance with the specifications contained in this Solicitation for Tourism Public Relations and Marketing Services in the Target Market.

Respondents shall be required to demonstrate ability to perform services as specified in this

Solicitation and shall fully understand the Travel Texas program, organization, mission and targeted audience. Respondents are encouraged to review market overviews and travel statistics and the Marketing Plan located at https://travel.texas.gov/ and https://www.traveltexas.com/.

Respondents are invited to submit written proposals for a comprehensive and strategic tourism public relations and marketing campaign that fully integrates consumer and Media activities, and supports the OOG’s Travel Trade activities in the Target Market. The campaign shall create a responsible, accurate, and positive image of Texas, while effectively marketing and promoting the state as a premier travel destination in the Target Market. The Contractor will implement, oversee, and measure all activities within the Target Market.

https://travel.texas.gov/ https://www.traveltexas.com/

Procurement Authority

The OOG is authorized by Texas Government Code, Section 481.172, as the primary state governmental entity responsible for out-of-state tourism marketing and promotion efforts to promote and advertise the State of Texas within foreign countries, including the Target Market, by any means considered appropriate.

Term of Contract

3.3.1. Primary Term

The primary term of any Contract awarded as the result of this Solicitation shall commence on (“Effective Date”), and shall terminate on August 31, 2026, unless terminated earlier pursuant to the terms of the Contract. The primary term plus any renewal terms or extensions, if any, shall constitute the “Contract Term.”

3.3.2. Renewal Term

The OOG shall have the right to renew the term of the Contract for up to three additional twelve month periods through August 31, 2029 with consideration to

Contractor performance. The OOG shall provide the Contractor with written notice of its intention to renew the term of the Contract in writing at least thirty days prior to the

Contract termination date.

3.3.3. Optional Extension

Upon the exhaustion of any and all renewal terms, the OOG may, in its sole discretion, extend the term of the Contract in any increment of months for up to six months if the

OOG determines that an extension is necessary to facilitate a transition to a new vendor.

The OOG shall provide the Contractor with written notice of its intention to extend the term of the Contract in writing at least thirty days prior to the Contract termination date.

Any compensation to the Contractor for this extension period would be based upon negotiated rates between the OOG and the Contractor and/or the reimbursement for actual expenses.

Office of the Governor’s Point of Contact Information. The mailing address of the

OOG for all notices is:

Jeffrey Duhon, CTCD, CTCM

Certification No. CTCD/CTCM 1900017129

Procurement and Contract Manager

Office of the Governor of Texas

Financial Services Division

P.O. Box 12428

Austin, Texas 78711-2878

512-936-9503 jeffrey.duhon@gov.texas.gov

Captions and Headings

The captions to the sections of this Solicitation are for convenience only and shall not affect the construction or interpretation of the Solicitation’s substantive terms.

4. OVERVIEW

Economic Impact of Tourism

Tourism benefits Texans. Travel and tourism continue to be one of the largest industries in the state; for example, in 2024, total direct travel spending was $97.5 billion, and travel expenditures generated a projected $9.2 billion in state and local taxes. Moreover, travel and tourism supported

1.3 million jobs and $79.7 billion in earnings in 2024.

Mission

It is the mission of the OOG’s Travel Texas program to enhance and extend local economic development efforts by marketing Texas as a premier travel destination in domestic, out-of-state, and international markets, generating non-Texan travel to the state, creating revenues and jobs.

Program Organization

The OOG Travel Texas program is organized into three interrelated functional areas: Travel

Research, Advertising, and Public Relations and Marketing. Each area plays a critical role in the overall mission to market Texas as a premier travel destination. Collectively, these areas provide an integrated marketing effort that supports the mission to generate non-Texan travel to the state.

The Travel Research area provides data and information that identifies key consumer travel patterns and trends that drive the OOG’s tourism marketing activities, determining overall marketing strategies and key messages, advertising content and placement, selection of markets, and the development and evaluation of advertising and marketing programs. The Travel Research section also directs important tourism development outreach services, providing Texas communities with information and tools needed to develop tourist attractions and to effectively use tourism as an economic development tool.

Advertising is the OOG’s primary tourism marketing tool. Advertising efforts are outsourced using a full-service, contracted advertising agency. Most advertising is conducted outside the state. Advertising efforts include, but are not limited to, national and international advertising through consumer, digital, national television, and interactive methods. In the domestic market, the OOG uses the “Let’s Texas” campaign. This campaign is activity driven in that it communicates to consumers the “experiential value” that a Texas vacation has to offer by focusing on the state’s many diverse travel activities and experiences. The OOG also uses the Texas “Travel

Texas” logo trademark in international markets to effectively market Texas and all of its travel experiences throughout the world under the umbrella of a single, readily recognizable Travel Texas product.

The Advertising area also manages the OOG’s brand and use of its logos in ancillary marketing programs, as well as coordinating with an in-market vendor to provide translation and other services as needed.

The Public Relations and Marketing area conducts tourism public relations activities, both domestically and internationally, to increase travel to the state by marketing and promoting Texas as a premier travel destination to consumers, the Media, and the Travel Trade. Traditionally, strategies and tactics pursued have included, but have not been limited to the following consumer, Media, and Travel Trade activities: consumer promotions, representing Texas in domestic and international Travel Trade and consumer shows, conducting Travel Trade and Media missions, conducting educational seminars, and conducting Media and Travel Trade FAM tours within

Texas to acquaint the Travel Trade and Media with the Travel Texas product.

Because research shows that travel decisions are primarily consumer driven, Public Relations and

Marketing efforts have principally focused on Media and consumer-direct marketing and promotion activities in the Target Market. However, because the Travel Trade remains an influential factor in international travelers’ travel planning and trip decision process, marketing to the Travel Trade in international markets remains a component of the overall Public Relations and

Marketing efforts.

While Public Relations and Marketing efforts are primarily targeted outside the state, in-state activities are also conducted as needed to create awareness among the Texas public, the Texas

Media, and Texas Partners about the importance of tourism as a means of economic development in the state. Examples include but are not limited to, the Texas Travel Summit held in the fall and

National Travel and Tourism Week and multiple Travel Texas activities to encourage in-state travel by Texans to the state’s scenic, historical, cultural, natural, agricultural, educational, recreational, and other attractions.

The Public Relations and Marketing area includes cooperative marketing opportunities that enable the state’s travel industry Suppliers to jointly market their destinations and products with the state in the OOG’s tourism marketing and promotional activities. Cooperative marketing programs can offer Suppliers cost savings, while extending awareness, reach and exposure of the Travel Texas message and product. Fees generated from cooperative marketing programs are used to help offset some of the OOG’s costs for conducting Public Relations and Marketing activities.

Positioning

Research indicates that many domestic and international travelers have a stereotypical and one-dimensional image of Texas, recognizing the state for its rich cowboy image and western heritage.

The “Let’s Texas” campaign used domestically and internationally, where it applies, is an invitation. It is a friendly challenge to explore all the state has to offer. By turning the state name into a verb, we are presenting a trip to Texas an experience like no other. This is not because we are the only state with beaches, hiking trails, exciting cities, historical attractions and five-star restaurants, to name just a few experiences that can be enjoyed in Texas, but because these attractions and experiences come with a side of true Texas spirit that you cannot get anywhere else. In Travel Texas TV ads, we showcase authentic slices of the state told through the point of view of our straightforward narrator. The variety of the state’s offerings will come from the number of moments we witness as individual TV spots, digital videos, and digital ad units. When it comes to telling the truth about Texas - the real Texas, that is – our narrator should be as honest as the state itself. We do not sell or push. Remarks are not polished or embellished. We simply describe the state as it is, region by region, vista by vista, experience by experience, moment by moment. Our narrator is fresh and modern with a sense of history, comfortable wandering the country or exploring the city, and never in search of a stereotype. For our logo, we used our iconic shape as a simple signoff rather than a themed corporate logo.

Current Marketing Plan

A copy of the OOG’s current tourism marketing plan can be obtained at www.travel.texas.gov.

The plan includes briefings on each of the primary target markets and identifies key target audiences.

Travel Research Information

The OOG’s travel research reports and information can also be obtained at https://travel.texas.gov/travel-research/.

http://www.travel.texas.gov/ https://travel.texas.gov/travel-research/

5. STATEMENT OF WORK – SERVICE REQUIREMENTS

Deliverables

Deliverables shall include, but are not limited to, the requirements contained in this Solicitation.

Deliverables set forth that contain the words “must” or “shall” are mandatory and must be provided as specified with no alteration, modification, or exception. Deliverables set forth that contain the words “may” or “can” allow Respondents to offer alternatives to the manner in which the

Deliverables are provided.

Public Relations and Marketing Requirements

The OOG strives to use the most innovative and cost-effective marketing and public relations programs to raise awareness of Texas as a premier travel destination. The scope of work for services and goods sought by the OOG in the Target Market includes a primary focus on public relations, social media and marketing strategies targeting consumers and Media. Secondarily the scope of work requires assistance with the Travel Texas travel trade relations and marketing activities. With this in mind, the Contractor shall have the following goals while providing public relations and marketing services for the OOG to raise awareness on a national level of Texas as a premier travel destination:

a. generate maximum positive press coverage of the Travel Texas product while expanding perceptions of the diverse travel experiences Texas offers visitors;

b. develop, produce and implement a robust social media strategy that successfully promotes the

Travel Texas product;

c. conduct high profile integrated consumer promotions;

d. assist the OOG in promoting and marketing Texas as a premier travel destination to Travel

Trade as directed;

e. create effective cooperative public relations and marketing programs that provide for maximum partner participation; and

f. generate measurable results from public relations and marketing efforts.

The Contractor shall propose measures and goals to use in evaluating work. Measures will include, but are not limited, to:

a. leading industry standard measures for traditional and digital media activities and placements including, but not limited to, Advertising Equivalency Value;

b. leading industry standard measures for results of social media strategy and activities;

c. creative and measurable integrated consumer promotions which incorporate Media, Travel

Trade, and other appropriate partners to generate maximum consumer awareness of the Travel

Texas product; and

d. successful completion of agreed upon marketing activities.

Public Relations and Marketing Initiatives

To meet the OOG’s tourism Mission, as further described in Section 4.2 of Part A of this

Solicitation, and to fulfill the Public Relations and Marketing Requirements, as further described in this section, the OOG is seeking an agency that is capable of providing the following

Deliverables:

5.3.1. Media Relations

Conduct public relations activities targeting key consumer and Travel Trade

Media in both traditional and non-traditional outlets to generate Media placements of key messages that result in maximum positive publicity of Texas as a premier travel destination.

Provide market insight and guidance based on demonstrated facts and research to help grow awareness and visitation to Texas.

Concentrate public relations activities during key travel planning seasons that provide the greatest potential to enhance the effectiveness and extend the reach of the OOG’s planned advertising activities.

Engaging in Media relations activities including, but not limited to:

1. proactive Media outreach and pitching;

2. organizing, planning, executing and attending:

a) Media FAM Tours – individual and/or group;

b) Media Missions;

c) Media and public relations events;

d) Media appointments;

e) press conferences; and

f) interviews and presentations;

3. compiling and maintaining a database of consumer and Travel Trade Media and travel influencers to accomplish public relations and Media activities and providing the database to the OOG upon request;

4. preparing and distributing regular Press Releases and/or Media pitches to generate Media impressions in both traditional and non-traditional Media outlets;

5. responding to Media and influencer inquiries;

6. assembling and fulfilling traditional and/or electronic press kits as needed and developing, maintaining, and fulfilling an evergreen press kit;

7. producing, storing, and fulfilling of collateral and promotional materials;

8. translating of materials as needed;

9. clippings and media monitoring services; and

10. contracting necessary venues, transportations, and other similar goods or services to accomplish the activities listed above.

Monitor editorial calendars of Target Market Media outlets for travel story opportunities and create an annual editorial calendar for the OOG. Proactively pitching story ideas to Media in the Target Market via phone, email, or in-person meetings.

Identifying and recommending travel influencers and executing agreements with said influencers to spread awareness of the Travel Texas product and experiences via social media channels.

5.3.2. Social Media

The Contractor shall develop, produce and implement a strategic plan and brand voice for all of the OOG’s social media platforms. Social media content calendars should be delivered at a cadence agreed upon by the OOG. Ongoing social media activities shall include, but are not limited to, real-time community management, production and management of social media assets including copy, photography and video, monthly and campaign-specific reporting, paid promotions, and additional program support as needed. Reporting should reflect leading industry standard measurements for all social media activity.

5.3.3. Consumer Promotions

The Contractor shall conduct aggressive, measurable and creative integrated consumer Promotions to maximize awareness of the Travel Texas product by reaching a mass audience through a variety of Media, Travel Trade, or consumer direct tactics.

Response Tracking

The Contractor shall track and maintain records of all of the Contractor’s assisted placements promoting the Travel Texas product. The Contractor shall use up-to-date industry standard measures approved by the OOG and proposed by the Contractor, including Advertising

Equivalency Value, to calculate and report on the traditional and digital coverage of Texas generated. The Contractor shall report on the types and amount of Media placements generated.

Travel Trade Relations

The Contractor shall assist the OOG to promote and market Texas as a premier travel destination to key Travel Trade industry representatives in both the leisure and meetings markets, as directed.

Assistance in Travel Trade activities may also include, but is not limited to, production, storage, and fulfillment of collateral and promotional materials, presentations, brochures, promotional items, newsletters, photographs, Travel Trade FAM tours, sales missions and promotional events, trade show registration and exhibition booth procurement, product launches, promotions, and related events.

Promotional Functions

The Contractor shall be responsible for conducting and coordinating promotional functions and providing supporting collateral materials needed to support tourism efforts at local, state, national and international meetings, conferences, and similar events. These materials shall complement the overall Travel Texas public relations and marketing efforts and may include, but are not necessarily limited to, use of computer and interactive technologies. Examples include, but are not limited to, event program sponsorships, experiential marketing, trade shows, conferences, receptions, presentations, committee meetings, and Media and trade missions. The Contractor shall store, maintain, and pre-stage Travel Texas collateral and promotional items as necessary to facilitate the timely delivery of services in the Target Market.

Creative Services

The Contractor shall be responsible for coordinating the production of presentation, promotional, and collateral materials, including but not limited to: Press Releases, collateral, print and digital invitations, photographs, mats, videos, filming, editing, equipment rentals, display materials, brochures, trade show booths, and infographics, as required to meet the Contract performance requirements.

Plan of Action

On or before July 1st of each Fiscal Year of the Contract Term, the Contractor shall be responsible for development and submission of an annual Plan of Action for the Deliverables the Contractor proposes to provide during the upcoming Fiscal Year. The Plan of Action shall include the

Contractor’s evaluations and recommendations for all proposed activities and projects to be undertaken that will most effectively position Texas as a premier travel destination and create market awareness of and stimulate interest in travel to Texas among consumers, the Media, and

Travel Trade. Appropriate market research and planning should be conducted and provided in order to determine the most effective and cost-efficient public relations and marketing efforts. The

Plan of Action must include a detailed budget for all proposed projects, activities, and services to be performed, as well as recommendations of specific goals and measurements which demonstrate the success of the Plan of Action in meeting or exceeding the objectives outlined in Section 5 of

Part A of this Solicitation.

Any routine use of subcontractors for the provision of Contractor’s in-house services that are to be included in Contractor’s Monthly Service Fee shall be disclosed and clearly identified in the proposed Plan of Action.

The Plan of Action must be approved by the OOG prior to implementation, at which point it becomes the Public Relations and Marketing Plan for the Fiscal Year as further described in

Section 5.9 of Part A of this Solicitation.

A Plan of Action submitted to the OOG during the Contract Term becomes property of the

OOG. OOG approval of the Contractor’s Plan of Action is not a guarantee the Contract

Term set forth in Section 3.3 of Part A of this Solicitation will be extended to encompass the fiscal year for which the Plan of Action was developed.

Public Relations and Marketing Plan

Upon the OOG’s approval, the Plan of Action will be adopted and serve as the Public Relations and Marketing Plan to be implemented by the Contractor for the Fiscal Year. To the extent the

OOG extends the Contract Term set forth in Section 3.3 of Part A of this Solicitation to encompass the Fiscal Year for which the Plan of Action was developed, the Contractor shall operate in accordance with an approved, detailed, written Public Relations and Marketing Plan, including budget allocation for using public relations and marketing activities (consumer, Media and trade relations) to market and promote Texas as a premier travel destination. Any changes made to the

Public Relations and Marketing Plan throughout the Fiscal Year in which it is in effect must be approved by the OOG in writing.

Coordination of Efforts

When appropriate, and as required by the OOG, the Contractor shall coordinate activities with other of the OOG’s vendors (e.g., advertising, public relations and marketing, or research), Texas

Partners, other state agencies and local, regional, and statewide tourism industry associations and organizations involved with or affected by services and goods provided under the Contract.

Crisis Management

The Contractor shall provide a crisis management plan and ongoing crisis management in relation to the services provided under this Contract. Services shall include, but are not limited to, the identification and monitoring of domestic and international crisis situations that may impact the tourism industry, the implementation of the Public Relations and Marketing Plan, or the effectiveness, cost-efficiency, or desirability of ongoing public relations and marketing efforts.

The crisis management plan shall facilitate the ability of the OOG to promptly cancel or modify existing marketing promotions in response to a domestic or international crisis situation. The

Contractor shall coordinate such efforts with the OOG and other of the OOG’s vendors as necessary (e.g., advertising, public relations, or research).

Timelines

The OOG and the Contractor shall determine projected timelines at the onset of individual projects.

Every effort should be made to produce materials well-ahead of the determined deadlines. Proofs of collateral and other promotional materials shall be submitted to the OOG in a timely manner to allow for editing and approval of the materials before established deadlines. The OOG, in its sole discretion, shall determine whether required services and deliverables were timely submitted.

Required Reports and Meetings

The Contractor’s account team, in coordination with the OOG’s designated representative, must compile, maintain and provide certain required reports to, and participate in meetings with, the

OOG. Texas Government Code, Section 2252.907 requires that information created or exchanged by the Contractor must be made available in a format that is readily accessible to the public;

accordingly, reports may not be delivered or made available to the OOG solely through portal access to the Contractor’s information systems or project management applications. Reports must be provided in Microsoft Word, Microsoft Power Point, Microsoft Excel or other formats approved by the OOG. Reports may be, but are not required to be, delivered electronically to the OOG, such as via email, or through a State of Texas secure file transfer. These reports and meetings shall include:

5.13.1. Weekly/Regularly-Scheduled Status Meetings. The Contractor will be required to participate in weekly (or, at the OOG’s sole discretion, regularly scheduled) status meetings and provide a written weekly (or, if applicable, regularly scheduled) summary status report at each such meeting relating to Works in progress at the time of the particular Weekly/Regularly-Scheduled status meeting, and, if requested by the OOG, and if available and requested by the OOG, physical copies of such Works in draft or final form.

5.13.2. Monthly Report. The Contractor must deliver to the OOG no later than the 15th

Business Day of each month a report that includes the following:

Response Tracking Report. A log sheet that records all monthly Media placements generated during the prior month’s period, that provides measurements agreed upon by the OOG and the Contractor for traditional and digital Media, including, but not limited to, Media value generated with explanations of Media calculation, circulation or impressions, title of publication/program, title of article, Media type, publication date, and description of activity that generated article/program.

Copies of all Media generated listed on the log sheet shall be included with the report;

Ongoing and Completed Projects Update. A description and evaluation of all ongoing projects and activities completed by the Contractor (including all necessary back-up) during the prior month, including but not limited to, all

Deliverables (e.g., materials production/distribution, industry events, research, Media relations, trade relations, social media activities, special events, and promotions). A copy of all materials produced shall be included with the report; and

Accounting Report. A monthly accounting of the prior month’s expenditures, including the Monthly Service Fee and the amount of all Reimbursable(s) by project, projected future expenditures, a cumulative total of expenditures for the

Fiscal Year and Contract Term, and available budget balances for the remainder of the

Contract Term and Fiscal Year.

5.13.3. Quarterly Report. The Contractor must deliver to the OOG no later than 30 calendar days following the close of each quarter a report of the Contractor’s work and activities during that quarter. The quarterly report shall include:

Log of Proactive Media Contacts. A log sheet of all quarterly and annual proactive Media contacts made during the prior quarter;

Response Tracking Report. A log sheet which records all quarterly and annual Media placements generated during the prior quarter, including all required

Media clippings specified in Section 5.3.1.4 of Part A of this Solicitation;

Subcontracting Report. A report of all subcontracts awarded during the quarter, including a listing of each subcontract made with a HUB (including certification number) or non-HUB, the amount of each subcontract, subcontractor names and addresses, and the total dollar value of all subcontracts issued to HUBs and the total dollar value of all subcontracts issued to non-HUBs;

Performance Update. A report, including all relevant figures, on the

Contractor’s progress during the previous quarter toward meeting key Contract performance standards and the Contractor’s evaluations and recommendations for meeting annual performance standards targets. The report shall include quarterly totals for:

a. agreed upon measures of traditional and non-traditional Media placements, including, but not limited to, Advertising Value Equivalency;

b. social media strategy activities and results;

c. number of consumers reached via promotions generated by the Contractor;

d. number of proactive and reactive Media contacts, including resulting Media placements, impressions, or Media FAM tours generated; and

e. the number of completed Travel Trade show, Sales Mission and Media Mission activities assisted including, but not limited to, Travel Trade shows, Media

Missions, Sales Missions, and FAM tours.

Crisis Management. A report on all crisis management situations that occurred during the previous quarter, including an assessment of the actions taken to address the situations and speed recovery, including any necessary plan revisions, and a copy of the revised plan, if applicable; and

Contractor’s Evaluations and Recommendations. The Contractor’s evaluation on all Deliverables provided under the Contractor’s Public Relations and

Marketing Plan during the previous quarter and any recommendations for improvements, including plan revisions and additional services and goods proposed for future implementation.

Annual Report

On or before September 15th of each Fiscal Year of the Contract Term following the first Fiscal

Year of the Contract Term, the Contractor shall submit a written annual report that provides a comprehensive overview of the performance of the Contractor’s provision of Deliverables, including, but not limited to, a review of all activities, major accomplishments, performance summaries (including all performance measures), and industry awards received.

Failure to Comply with Reporting Requirements

The OOG and the Contractor agree that failure by the Contractor to meet the performance standards and timelines set forth in Sections 5.13 and 5.14 will cause the OOG to sustain actual damages in an amount that it is difficult to quantify. It is agreed that the OOG may require the

Contractor to pay liquidated damages for failure to comply with the reporting requirements contained herein.

The parties understand that liquidated damages are not intended to be punitive but compensatory and that the amounts of liquidated damages to which the OOG and the Contractor agree will be enforceable. In addition to assessing liquidated damages, the OOG may begin default proceedings if the Contractor has failed to comply with the awarded Contract.

The OOG reserves the right to provide the Contractor with a cure period prior to assessing liquidated damages. The assessment of liquidated damages is at the OOG’s discretion. Written notification of failure to meet a performance standard relating to required reporting may be given by the OOG’s Contract Manager at any time a failure occurs.

The Contractor may not be liable for liquidated damages which result from events that are directly caused by the failure of the OOG, any Texas state agency, or any governmental entity to perform any required activity. Additionally, the Contractor may not be liable for liquidated damages to the extent any delays or service interruptions are directly due to any of the following:

a. Action or inaction by the OOG, its end-users, their employees, invitees, and third parties, including, but not limited to, changes in applications, protocols, or transmission parameters without prior coordination with the Contractor;

b. Breach of the Contract by the OOG; or any other cause beyond the control of the

Contractor including, but not limited to Force Majeure (in accordance with the section of

Part B of this Solicitation referring to “Force Majeure”) or failure or unavailability of the

OOG or equipment not provided by the Contractor, as long as the delay or service interruption is due to a problem with the equipment itself and is not due to the fact that the

Contractor recommended the wrong equipment or equipment that is not suited for this project).

The OOG has the option to offset any liquidated damages from any payment due to the Contractor under the Contract. The Contractor has the burden of proof that the delay or other failure is attributable to someone or something other than the Contractor.

The OOG has the right to offset any liquidated damages payable to the OOG against any payments due to the Contractor, as well as from any funds that are escrowed for this purpose. If sufficient payments or escrow funds are not available to offset such liquidated damages, then the Contractor shall pay to the OOG any remaining liquidated damages within 15 calendar days following receipt of written notice of the amount due.

The Contractor must meet the reporting requirements specified in Sections 5.13 and 5.14 of the

Solicitation on the dates specified in those Sections. The reporting requirements specified in

Sections 5.13 and 5.14 will be used to measure compliance with this service level requirement. A liquidated damages amount of $50/day for each calendar day beyond the date the Regularly

Scheduled, Monthly, Quarterly, or Annual Report is due such report is not provided.

Contractor’s Relationship to the OOG

The OOG is a part of the executive branch of Texas state government and does not relinquish control over decisions related to the Deliverables specified in Part A of this Solicitation to the

Contractor. Rather, the Contractor shall provide all Deliverables under the Contract with the

OOG’s prior approval.

Contracted Account Staff

The Contractor shall dedicate qualified professional staff who are experienced in public relations and marketing, including social media strategy and execution and Travel Trade relations, to work on the OOG’s account in the Target Market. The Contractor must dedicate an Account Manager to oversee all activities of the Contract including, but not limited to, coordination of public relations and marketing activities, account management, accounting for the entire Contract, billing and reporting. The Account Manager will be the OOG’s primary day-to-day contact Personnel must include key account team members. Key account team members shall be responsible for day-to-day activities required to support and service the OOG’s tourism account. Key account team members must be experienced in working on public relations and marketing, including social media strategy and execution, in providing public relations and marketing services and goods for tourism, travel and DMO accounts, in consumer activations, and in working on accounts similar in nature and budget size to the OOG’s account, unless otherwise agreed to by the OOG. The

OOG reserves the right to approve and accept key personnel, including the Account Manager. The

Contractor must notify the OOG in writing if key personnel cannot continue on the account, and the OOG must approve replacement personnel.

Assumption of Existing Contracts, Subcontracts and Programs

The Contactor may, at the OOG’s sole discretion, be required to assume certain subcontracts, licensing agreements, and programs that may have been originally established by a prior vendor of the OOG and that remain in effect on the date the Contract is awarded.

Physical Offices

Within the first sixty (60) calendar days from the Contract award date, the Contractor shall maintain throughout each Performance Period (including any optional renewal and/or extension periods), a fully operational office within the Target Market. The Contractor must have an office within the Target Market to fully support and Service OOG’s Tourism Account. Key members of the Contractor’s OOG Tourism Account Team shall be available, upon request by the OOG, to meet with OOG staff and representatives in Austin, Texas, or via videoconference.

Research

Appropriate market research and planning should be conducted in order to determine the most effective and cost-efficient public relations and marketing efforts. Activities should reinforce creative messages and appeal to the targeted audiences. The Contractor shall instigate long term planning, yet also be responsive to immediate opportunities that arise suddenly to ensure the most effective and cost-efficient marketing is utilized. The Contractor shall become familiar with and use travel research data and information made available by the OOG and shall incorporate such research into campaign strategies. The OOG’s travel research reports are available at https://travel.texas.gov/.

Pre-Contract Account Familiarization and Transition

The Contractor shall work cooperatively with the OOG and other vendors of the OOG to ensure that there is a smooth transition of services to the Contractor. The Contractor shall become familiar https://travel.texas.gov/ with existing Travel Texas advertising, public relations and marketing campaigns and programs, and shall secure, transfer and assume all essential legal rights and contracts or subcontracts to the

Contractor prior to effective date of the Contract. The Contractor will not be compensated for any time expended or expense incurred before the effective date of the Contract to develop the required account familiarization or perform the required transition services.

End of Contract Transition

Upon any termination of the Contract, beginning at a time determined solely by the OOG, the

OOG may require the Contractor to provide all necessary Deliverables to ensure account transition, account familiarization, and transfer of work to any new vendor of the OOG. The OOG may, in its sole discretion, maintain concurrent contracts for a limited period in order to facilitate this transition.

6. FINANCIAL TERMS AND CONDITIONS

Maximum Contract Amount

The OOG’s maximum liability to the Contractor, in consideration for the full, satisfactory and timely performance of all its duties, responsibilities and obligations as set forth in the Contract or arising out of any performance as the result of this Solicitation, shall not exceed (amount to be determined at time of Contract award) (“Maximum Contract Amount”) for the initial Performance

Period beginning Effective Date. The Contractor will not be compensated for Deliverables provided before the Effective Date of the Contract. The Contractor shall have no entitlement to payment of the Maximum Contract Amount. Any increase(s) in this amount for subsequent

Performance Periods, any renewals, extensions, or as a result of increases in available funding shall require a written amendment to the Contract, which will specify the new Maximum Contract

Amount for the relevant Performance Period(s).

Monthly Service Fee

Except as to…