ESBD_511334_1777504423744_RFP 301-26-07016 Tourism Ad Marketing Services Part A_ FINAL.pdf

STATE OF TEXAS

OFFICE OF THE GOVERNOR

THE ECONOMIC DEVELOPMENT AND TOURISM OFFICE

REQUEST FOR PROPOSALS

for

TOURISM ADVERTISING AND MARKETING SERVICES

Solicitation No. 301-26-07016

NIGP CLASS ITEMS

915-01 915-02 915-03 915-22 961-28 961-53 961-75

Response Date and Due Time: June 05, 2026 no later than 2:00 pm CT

Point of Contact Michael White, CTCD, CTCM CTCD/CTCM No. 1900023968

Procurement and Contracts Specialist Office of the Governor of Texas

Financial Services Division P.O. Box 12428

Austin, TX 78711-2878 512-463-0394

Solicitation No. 301-26-07016 - Part A

1. STRUCTURE OF SOLICITATION

1.1. 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.2: Provisions Governing the Solicitation Process.

1.2. 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.2, the instruction or term in Part A prevails. Any addenda or amendment to Part A, Part B, or Part C.2 control over their original versions, respectively.

2. GLOSSARY OF TERMS

This Glossary assigns definitions to the listed terms. The definition given to a term listed in this Glossary applies whenever the term appears in any Part of or Exhibit to this Solicitation and in any response to this Solicitation.

2.1. Annual Financial Report

A comprehensive document prepared by a company’s management at the end of each fiscal year to disclose its financial performance, position, and operating results. This should include, at a minimum, the following:

2.1.1. A written opinion from the company’s auditor;

2.1.2. The company’s balance sheet;

2.1.3. The company’s income statement;

2.1.4. A statement of changes in owner’s equity;

2.1.5. The company’s cash flow statement; and

2.1.6. Notes to the company’s financial statements.

2.2. 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.

2.3. Cooperative Advertising & Marketing

Advertising, marketing and Promotional activity in which the OOG and one or more other Texas Partners pool their resources to provide effective and attractive marketing and Promotional opportunities that enhance and extend awareness of the Texas vacation message.

2.4. Full-Service Advertising Agency

An advertising agency that has the resources and capability to handle all aspects of advertisement and Promotional activities from planning to implementation. Services include but are not limited to account planning, creative development and design, advertising production, media buying, and results tracking.

2.5. Fulfillment Materials

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

2.6. Inquiries

Consumer inquiries, unique website visitors, etc., in response to all forms of advertising (paid and non-paid), including print, broadcast and digital.

2.7. Monthly Service Fee

The firm fixed monthly fee that the OOG 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 administrative expenses required to complete all work under any Contract resulting from this Solicitation. Such services shall include: all labor for account service; project and contract, including direction, management, supervision, coordination, accounting, billing, and administrative support; media planning, buying and implementation; trafficking and creative development; day-to-day normal business operations, labor and production of art, print, broadcast and electronic/interactive advertising and projects; website and interactive project management;

experiential marketing management; script and copy writing; art direction and production; reports and legal services; and normal business operating expenses (e.g., facilities, equipment, local travel, long distance and or roaming phone (landline, mobile) calls, faxes, software or other licensing, routine travel, postage, local courier service, internal copying not approved for outsourcing, supplies, materials, parking, incidentals, out-of-pocket expenses, and other ongoing services performed or required for routine performance). The Monthly Service Fee does not include Reimbursables.

2.8. 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.

2.9. 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 consumer direct tactics.

2.10. Public Service Announcement (PSA)

Public Service Announcement: A public service announcement is any announcement in the public interest disseminated by the media, for which consideration may or may not be made, and that promotes programs, activities or services of federal, state or local governments or the programs, activities or services of nonprofit organizations. As used in this Solicitation, a PSA includes, but is not necessarily limited to, announcements authorized, sponsored, or distributed by or on behalf of Texas Tourism or its Texas Partners.

2.11. Reimbursables

Purchases made and external expenses incurred by the Contractor, on behalf of the OOG, for services, goods, and local travel associated with coordinating and representing Travel Texas at travel trade shows or missions and out-of-town travel, not included in the Contractor’s Monthly Service Fee. All Reimbursables must be pre-approved, in writing, by the OOG.

2.12. Strategic Marketing Plan

The comprehensive, annual plan as set forth in Section 5.4 of Part A of the Solicitation to be proposed, implemented, and maintained by the Contactor, which shall include, at a minimum, a complete schedule of all proposed advertising, media, marketing activities, Promotions, other detailed data, and recommendations for target audiences and target markets to promote Texas tourism consistent with the requirements of this Solicitation and any Contract awarded as a result of this Solicitation. Subject to revision and approval by the OOG, the Plan as proposed by the Successful Respondent shall become the Strategic Marketing Plan to be initially implemented by the Contactor during the first Performance Period of the Contract.

2.13. Texas Partners

Any Texas tourism industry representatives or suppliers participating in a given marketing or Promotional activity.

2.14. 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”).

2.15. 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.

2.16. Wholesalers

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

2.17. Works

Notwithstanding Section 2.23 of Part B of the Solicitation, any tangible or intangible items or things that prepared, created, maintained, serviced or developed for or on behalf of OOG under the Contract by a Successful Respondent (or such third parties as the Successful Respondent may engage) at any time following the effective date of the Contract, including, but not limited to, any (i) works of authorship (such as literary works, musical works, dramatic works, choreographic works, pictorial, graphic and sculptural works, motion pictures and other audiovisual works, sound recordings and architectural works, which includes but is not limited to advertising format and layout, manuals, instructions, printed material, graphics, artwork, images, illustrations, photographs, computer software, scripts, object code, source code or other programming code, HTML code, data, information, multimedia files, text web pages or web sites, other written or machine readable expression of such works fixed in any tangible media, and all other copyrightable works), (ii) trademarks, service marks, trade dress, trade names, logos, or other indicia of source or origin, (iii) ideas, designs, concepts, personality rights, methods, processes, techniques, apparatuses, inventions, formulas, discoveries, or improvements, including any patents, trade secrets and know-how, (iv) domain names, (v) any copies, and similar or derivative works to any of the foregoing, (vi) all documentation and materials related to any of the foregoing, (vii) all other goods, services or deliverables to be provided to OOG under the Contract, and (viii) all Intellectual Property Rights in any of the foregoing.

3. GENERAL INFORMATION

3.1. Purpose of Procurement.

The Texas Economic Development and Tourism Office within the Office of the Governor (“OOG“) seeks written proposals from qualified Respondents in accordance with the specifications contained in this Solicitation for Tourism Advertising and Marketing Services.

Respondents shall 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 advertising and marketing campaign that fully integrates consumer and Media activities and supports the OOG’s Travel Trade activities. The campaign shall create a responsible, accurate, and positive image of Texas, while effectively marketing and promoting the state as a premier travel destination. The Contractor will implement, oversee, and measure all activities.

3.2. Procurement Authority

The OOG is authorized by Section 481.172, Texas Government Code to conduct tourism marketing and Promotion efforts to promote and advertise the State of Texas within the United States and in foreign countries by any means considered appropriate, with a focus on out-of-state and international markets. The OOG has been delegated procurement authority for these services by the Texas Comptroller’s Statewide Procurement Division under Section 2155.131, Texas Government Code and the OOG has the authority to contract under Section 481.021, Texas Government Code.

3.3. Term of Contract

3.3.1. Primary Term

The primary term of any Contract awarded as the result of this Solicitation shall commence on date of last signature (“Effective Date”), and shall terminate on August 31, 2027, 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, 2030 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 for a period of 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 the reimbursement for actual expenses.

3.4. Parts Incorporated

All attachments and exhibits listed in Section 3.5.14 of Part C.2 of this Solicitation are incorporated into and expressly made a part of this Solicitation.

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

OOG for all notices is:

Michael White, CTCD, CTCM CTCD/CTCM No. 1900023968 Procurement and Contracts Specialist Office of the Governor of Texas Financial Services Division P.O. Box 12428 Austin, TX 78711-2878 512-463-0394 michael.white@gov.texas.gov

3.6. 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 OF TRAVEL TEXAS

4.1. Economic Impact of Tourism

Tourism benefits Texans, and Travel Texas supports the state’s travel and tourism industry. In 2024, travelers to and within Texas spent $97.5 billion, generating $9.2 billion in state and local taxes. Without travel, each Texas household would pay an additional $852 in state and local taxes to maintain current service levels. With an economic impact of $199.5 billion, travel and tourism support an estimated 1.3 million Texas jobs with $79.7 billion in earnings.

The travel industry was among the hardest hit by the pandemic and Texas continues to be a leader in the national recovery.

4.2. Mission

It is the mission of the Travel Texas program to market Texas as a premier travel destination to domestic and international travelers, thereby generating travel to Texas destinations that increases revenues and creates jobs for Texas communities.

4.3. Partnerships

As the state’s lead tourism marketing entity, the OOG works in partnership with the public and private sectors to enhance the growth of the Texas economy through the development of the state’s tourism industry. The OOG promotes travel to Texas through national and international advertising, marketing, public relations, travel trade relations, media relations and travel research programs. The OOG uses innovative and cost-effective advertising and marketing programs to raise awareness of the state as a premier travel destination and to change perceptions of Texas to bring more tourists to the state. This is accomplished by aggressively advertising, marketing and promoting travel to Texas among consumers, the media and the travel trade industry outside the state, both domestically and internationally. The OOG works closely with Texas travel industry partners and in-market travel industry partners (“Texas Partners”). The OOG also works closely with key statewide tourism organizations, such as the Texas Travel Alliance, the Texas Hotel and Lodging Association, and the Texas Association of Convention and Visitors Bureaus. In addition, the OOG directs the tourism activities of other Texas state agencies, including the Texas Department of Transportation, the Texas Parks & Wildlife Department, the Texas Historical Commission, and the Texas Commission on the Arts to provide the most effective and efficient State of Texas tourism effort.

4.4. Background and Positioning

The major vehicle used to market Texas tourism is the “Let’s Texas®” advertising campaign.

Since it was first launched in 2019, this campaign has helped encourage travel and tourism, which is a critical component of the Texas economy and an economic development driver. “Let’s Texas®” is an invitation. A friendly challenge to explore all the state has to offer. By turning the state name into a verb, a trip to Texas is presented as an experience like no other. Texas is not the only state with beaches, hiking trails or five-star restaurants, but these attractions come with a side of true Texas spirit that one cannot get anywhere else. This advertising creates positive consumer perceptions about Texas and raises consumer awareness of the state as a premier tourist destination. Domestically, the OOG uses the slogan, “Let’s Texas®” along with the iconic shape of the state. This same phrase and logo are used in English-speaking international markets, where appropriate. In all other international markets the shape of Texas is used along with the phrase “Travel Texas.”

4.5. Program Organization

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

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

4.6. Travel Research & Development

The Travel Research & Development section provides data and information that is used to identify key consumer travel patterns and trends that inform the OOG’s tourism advertising and marketing activities. Research determines the overall marketing strategy and key messages, advertising content and placement, selection of target audiences and target markets, and the development and evaluation of advertising and marketing programs. The Travel Research & Development section also oversees the production of ongoing advertising effectiveness and accountability research and the Tourism Friendly Texas Community certification program. The Tourism Friendly Texas Certified Community program is a new designation created to encourage communities across

Texas to pursue tourism as an economic development strategy and provide resources to support those efforts.

4.7. Advertising

Advertising is OOG’s primary tourism marketing tool and the Advertising section oversees the OOG’s advertising contract and campaign. Advertising efforts are outsourced via a contract with a Full-Service Advertising Agency, the procurement of which is the subject of this Solicitation.

All advertising is targeted outside the state on a regional, national, and international basis to generate non-Texan travel to the state. Advertising media utilized in the campaign include but are not limited to digital, print, television, social and out-of-home. In addition to the primary domestic U.S. market, advertising campaigns run in primary international markets as determined by Travel Texas. The primary international markets for Texas include but are not limited to Mexico, Canada, U.K., Germany, India and Australia.

All advertising includes call-to-action messages that urge consumers to visit the OOG’s website, www.TravelTexas.com. The TravelTexas.com website is an interactive consumer website that provides a wealth of information about Texas communities and attractions, as well as links to many Texas Partners’ websites. Management of TravelTexas.com is done through a subcontract by the Full-Service Advertising Agency. It is OOG’s intent that the new advertising Contractor continue to perform this function.

Along with TravelTexas.com, social media sites are an essential component of Travel Texas’ online advertising and marketing efforts. Sites currently used include, but are not limited to, Facebook, Instagram, YouTube, and Pinterest. The advertising contractor currently provides elements for social media, artwork, designs, movies and other content that integrates our social media into the campaigns and Promotions of the overall advertising effort, but management of social media content is administered internally in conjunction with Travel Texas’ public relations agency.

Requests for printed literature generated through advertising efforts are forwarded to the Texas Department of Transportation, which publishes and fulfills consumers’ requests with standard Fulfillment Materials consisting of the Texas State Travel Guide, and the Official Texas Travel Map.

The Advertising section also manages cooperative advertising programs to enable Texas Partners to feature their destinations and products through innovative advertising in partnership with the OOG and on OOG owned media at affordable rates in order to leverage the assets of current OOG advertising.

The Advertising section manages the Travel Texas brand and use of its logo in ancillary marketing programs and coordinates internationally with in-market contractors to provide other marketing services as needed. Branding enables the OOG to effectively market Texas and all of its travel http://www.traveltexas.com/ destinations and products throughout the world under the umbrella of a single, readily recognizable Texas travel product.

4.8. Public Relations and Marketing

Travel Texas’ Public Relations and Marketing section conducts public relations activities, both domestically and internationally, that are intended to increase travel to the state by marketing and promoting Texas as a premier travel destination to consumers, the media and the travel trade including the meetings market. Traditionally, strategies and tactics pursued have included, but have not been limited to, the following: consumer, media and travel trade, meetings market activities; consumer Promotions; representing the state in domestic and international travel trade and consumer shows; conducting travel trade and media missions and educational seminars; and conducting media and trade familiarization tours (FAM tours) within the state to acquaint the travel trade and media with the Texas travel product. Primary target markets include the United States, Mexico, Canada, U.K., Germany, China, and Australia. Secondary/emerging markets include other European, Asian and Latin American markets (and others markets that may be identified by OOG’s Travel Research throughout the Contract Term).

In addition to its full-service advertising contract, the OOG maintains separate contracts for tourism public relations and marketing representation services to provide public, media and trade relations activities in the domestic and select international markets. Part of the strategy of this activity is to effectively leverage and extend the advertising message in markets where advertising is conducted and to provide a presence in those markets where advertising is limited or non-existent.

Domestically, Public Relations efforts have focused on consumer-direct marketing and Promotion activities because research shows domestically, travel decisions are primarily consumer driven.

However, because the travel trade remains a highly influential factor in international travelers’ travel planning and trip decision process, marketing to the travel trade in international markets remains a critical component of the overall Public Relations effort.

While Public Relations efforts are primarily targeted outside the state, in-state activities are also conducted from time-to-time 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 (e.g., Texas Tourism Week and Texas Travel Summit) and to encourage in-state travel by Texans to the state’s scenic, historical, cultural, natural, agricultural, educational, recreational, and other attractions.

Public Relations programs include Cooperative Marketing and Public Relations Programs that enable the Texas Partners to jointly market their destinations and products with the State as part of the OOG’s tourism marketing and Promotional activities. Cooperative public relations and marketing opportunities are made available on a regional, national and international basis.

Cooperative Public Relations and Marketing Programs offer Texas Partners cost-savings, while extending awareness, reach and exposure of the Texas travel and tourism message and product.

4.9. Current Marketing Plan

Market overviews and travel statistics can be found in the Travel Texas 2026 Marketing Plan located at Travel.Texas.gov.

4.10. Travel Research Information

The OOG’s Travel Research reports and information may be found at Travel.Texas.gov.

5. STATEMENT OF WORK – SERVICE REQUIREMENTS

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.

5.1. General Description of Tourism Advertising Objectives

The Successful Respondent will be required to develop and implement an annual Strategic Marketing Plan that is consistent with Travel Texas’ objectives. These objectives include, but are not necessarily limited to, the following as determined in the sole discretion of the OOG:

5.1.1. Work to use the most innovative and cost-effective advertising and marketing programs to raise awareness of Texas as a premier travel destination;

5.1.2. Develop innovative advertising creative with powerful images and “call to action” messages, together with an effective media strategy in both domestic and international markets as directed by the OOG.

5.1.3. Measurably increase consumer advertising awareness, advertising influenced travel to the state, and advertising influenced spending in the state and consumer advertising engagement and Inquiries;

5.1.4. Measurably increase non-Texan leisure travel and overnight stays in hotels, motels and other types of paid accommodations that levy the state hotel occupancy tax;

5.1.5. Achieve a competitive return on investment and report on additional industry standard advertising efficiency metrics as determined by the OOG;

5.1.6. Use advertising and marketing strategies, messages, images and media outlets that enhance the image of the State of Texas as a tourist destination, generate consumer response, and are at all times commensurate with the dignity of the State of Texas;

5.1.7. Effectively plan and execute an integrated media plan including, but not limited to, television, digital, social, out-of-home and print media; and http://www.travel.state.tx.us/ http://www.travel.state.tx.us/

5.1.8. Conduct innovative cooperative advertising and marketing programs that extend the Travel Texas message while generating participation by Texas Partners.

5.2. Target Audience

The Contractor shall direct the majority of its advertising and marketing efforts to Travel Texas’ primary target markets, which consist of the United States, Mexico, Canada, U.K., Germany, India, and Australia. The Contractor may also be responsible for advertising and marketing efforts targeted to other markets that may be identified by the OOG’s travel research, potentially including other European, Asian, and Latin American markets.

5.3. Advertising and Marketing Capabilities and Services

The Contractor must be an established Full-Service Advertising Agency capable of implementing a comprehensive, strategic, results-driven advertising and marketing campaign, using an effective strategic position and effective branding elements, such as slogans and logos approved by OOG that distinguish Texas from all other travel destinations, clearly position Texas as a premier travel destination, and increase travel to the state. All services must be performed in a manner that is consistent with the OOG’s tourism mission as set forth in Section 4.2 of Part A of the Solicitation and that fulfills the objectives detailed in Section 5.1 of Part A of the Solicitation.

5.4. Strategic Marketing Plan Development, Implementation and Maintenance

The Contractor shall develop, implement, and maintain a comprehensive, annual Strategic Marketing Plan, which shall include, at a minimum, a complete schedule of all proposed advertising, media, marketing activities, Promotions, other detailed data, and recommendations for target audiences and target markets to promote Texas tourism consistent with the requirements of this Solicitation and any Contract awarded as a result of this Solicitation. The Strategic Marketing Plan shall include a detailed budget for all proposed projects, activities, and services to be performed, as well as recommendations of specific goals and measurements that demonstrate the success of the Strategic Marketing Plan in meeting the goals and objectives outlined in the Statement of Work – Services Requirements. The Plan must be based on travel research findings, including the most current travel research performed by Travel Texas. The Plan shall detail the Contractor’s programs and activities for promoting Texas as a premier travel destination. The Contractor shall work with OOG staff in the preparation of the annual Strategic Marketing Plan.

The Contractor shall use the approved Strategic Marketing Plan as a guideline for all advertising and marketing campaign activities. The Strategic Marketing Plan will be viewed as a “living document” that may be modified at any time, upon prior written approval of OOG. The Strategic Marketing Plan must be approved in writing by OOG before implementation and all activities and changes to the Plan are subject to approval by OOG prior to work being performed. The Plan is due to OOG on or before July 31st of each Fiscal Year, unless an alternate date is authorized in writing by OOG. Subject to revision and approval by the OOG, the Plan as submitted by the Successful Respondent in response to this Solicitation shall become the Strategic Marketing Plan to be implemented by the Contactor during the first Performance Period of the Contract. At a minimum, the Respondent’s proposed Strategic Marketing Plan shall include:

5.4.1. A detailed explanation for all domestic and international advertising, marketing and Promotional activities to be undertaken;

5.4.2. Proposed budget allocation;

5.4.3. An explanation of how the plan supports OOG’s goals and objectives for the year, including all performance measures and targets as are established by OOG management or the Legislative Budget Board;

5.4.4. An estimate of the consumer awareness levels the plan will achieve and an explanation of how the plan will reach the stated awareness levels;

5.4.5. Plans for Cooperative Advertising & Marketing Program activities; and

5.4.6. Integration of the TravelTexas.com and Travel.Texas.gov web sites.

5.5. Creative Services

The Contractor shall be responsible for providing all creative development and production of advertising, marketing and Promotional concepts, including but not limited to, advertisements for all forms of media, websites, presentations, photographs, filming, editing, equipment rentals, display materials, trade show materials, consumer activations, collateral material and brochures as required to execute the Strategic Marketing Plan.

5.6. Media Placements

5.6.1. The Contractor shall solicit, secure, place and monitor paid and non-paid media time and space in various domestic and international media, including but not limited to, television, print, digital, social, radio, and out-of-home;

5.6.2. The Contractor shall secure media placements and rates most advantageous to OOG. The Contractor will only be reimbursed for the actual expenses associated with securing the media placements and shall not charge any administrative fee, overhead cost, commission, or mark-up for media placements secured on behalf of the OOG;

5.6.3. The Contractor shall provide the OOG with an estimate of the overall reach and frequency of the media plan and the anticipated consumer awareness levels that can be achieved;

5.6.4. The Contractor shall be responsible for obtaining all required OOG approvals in writing and in advance of any advertising purchases or media placement. The Contractor will not be compensated or reimbursed for any media purchases or placements made on behalf of OOG that have not been pre-approved in writing by OOG; and

5.6.5. The Contractor shall ensure that all media placements were broadcast or published according to any agreed OOG cost estimate, placement contracts or placement instructions. The Contractor will provide, at no cost to the OOG, affidavits, tear sheets or any other placement verification requested by the OOG. Placement verification documents shall indicate the run dates and times and the circulation, ratings, or results achieved.

5.7. Production

The Contractor shall provide full production services, including creating and producing advertising, presentation materials, collateral materials, publications, Promotional items, specialty advertising items, exhibits, brochures, banners, and PSAs. Production services shall include, but are not limited to, copy and layouts, type composition, finished artwork, photographs, engagement and compensation of talent, endorsements, testimonials, talent, story boards, scripts, music rights, filming, recording, video dubbing, editing, video production, digital production, equipment rentals, scenery, properties, costumes, display materials, sales promotion, merchandising materials, copy writing, graphics, and design.

5.8. Development and Support of TravelTexas.com Website

The Contractor shall provide ongoing support and development for all aspects of the website TravelTexas.com and related micro-sites. This includes, but is not limited to, graphic design services, content updates, development, search engine optimization, programming, software, testing, maintenance, hosting, backups, beta test site, mirror site, email marketing program, database management and project management. TravelTexas.com must be fully functional, operational and available to consumers 24-hours-a-day, seven-days-a-week, 365 days-per-year.

Daily automated activity reports and analyses are required. The Contractor shall monitor, manage, and mitigate the impacts of artificial intelligence (AI) technologies (including but not limited to automated content generation, search algorithms, bots, scraping, and emerging AI tools) on website performance, security, content integrity, analytics, and search visibility, and shall implement appropriate AI-related enhancements or safeguards as industry standards evolve.

Maintenance includes phone and email support, troubleshooting, database administration, site administration, hosting, installation of upgrades and patches, and transfer of literature Inquiry request files to the Texas Department of Transportation. The website is hosted externally by the OOG’s current advertising contractor through a subcontract but requires constant oversight and account/project management by Contractor.

5.9. Social Media

The Contractor shall work in coordination with the OOG, and any contracted public relations firm, to coordinate social media activities, including but not limited to the development and implementation of social media advertising, content and programs. In coordination with the OOG and any contracted public relations firm, Contractor shall provide ongoing creative development and management for various Travel Texas social media sites, including but not limited to, Facebook, Instagram, Pinterest and YouTube.

5.10. Use of Existing Assets

The Contractor shall use and incorporate existing assets into its advertising and marketing activities, as appropriate, including, but not limited to, the TravelTexas.com, and Travel.Texas.gov web sites, social media and marketing Promotions, and international microsites.

5.11. Cooperative Advertising/Marketing Programs

The Contractor shall develop, implement, and manage Cooperative Advertising/Marketing Programs by and between the OOG and its travel industry partners (“Texas Partners”). The Contractor’s programs shall offer effective, efficient, and attractive cooperative opportunities that enhance and extend awareness and exposure of the Texas vacation message and increase the State’s overall marketing activities to promote Texas tourism while providing cost-savings for all Texas Partners by allowing them to leverage the advertising and Promotional activities of Travel Texas. The Contractor shall be responsible for marketing the programs, including soliciting and conducting sales on behalf of OOG.

The Successful Respondent’s proposed plan for the integration of cooperative advertising and marketing programs must be highly-scalable in the event that the OOG determines that it is necessary to modify the Strategic Marketing Plan to increase partner participation in order to meet the OOG’s goals and objectives. All Contractor costs for all services required to develop, implement and manage programs shall be included in the Contractor’s Monthly Service Fee.

Cooperative Marketing Programs may include, but are not limited to: (a) the sale and placement of travel-related advertisements in any medium; (b) the solicitation of matching gifts, grants, donations and in-kind expenditures from Texas Partners; and (c) other forms of collaborative partnerships with the tourism industry, local governments, and non-profits.

The Contractor understands and agrees that Texas Partners shall be solely and exclusively liable for the payment of any amounts invoiced by the Contractor to a Texas Partner for cooperative advertising and marketing activities, and, to the extent applicable, the Contractor shall be solely and exclusively liable for the return of any unexpended amounts of partner funds received by the Contractor. The Contractor shall not charge or collect any interest, administrative fee, overhead cost, commission, or mark-up for media placements secured on behalf of Texas Partners.

5.12. Coordination of Efforts

When appropriate, and as required by the OOG, the Contractor shall coordinate activities with other OOG contracted firms (e.g., public relations, research, etc.), other state agencies and local, regional and state-wide tourism industry associations and organizations involved with or affected by services provided under this Contract.

5.13. Crisis Management

The Contractor shall provide 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 Strategic Marketing Plan, or the effectiveness, cost-efficiency, or desirability of ongoing advertising and marketing efforts. The crisis management plan shall facilitate the ability of the OOG to promptly cancel or modify existing advertising and marketing Promotions in response to a domestic or international crisis situation. The Contractor shall coordinate such efforts with the OOG and other OOG-contracted firms as necessary (e.g., public relations, tourism research).

5.14. Licensing

The Contractor shall be responsible for developing, managing and implementing brand licensing programs as may requested by the OOG. Brand licensing may include, but is not limited to, licensed merchandise, branded credit cards and license plates. The OOG does not presently engage in any brand-licensing programs.

5.15. Promotional Functions

The Contractor shall conduct and coordinate Promotional functions and provide supporting collateral materials needed to support tourism efforts at local, state, national and international meetings, conferences, and similar events. These materials shall complement the advertising/marketing campaign 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.

5.16. Intellectual Property Licenses and Releases

The Contractor shall be responsible for securing the Intellectual Property Rights for all Works (including the goods and services) to be provided to the OOG under the Contract, including, but not limited to, all releases, licenses, waivers, permits, model releases for use of talent, copyrighted or trademarked materials, information, sound and images that are or may be subject to Intellectual Property Rights. The Contractor shall be solely and exclusively responsible for any contracts, agreements, licenses, releases, fees, or negotiations needed to obtain the necessary Intellectual Property Rights for such Works.

5.17. Responsibility for Correction of Errors and Oversights

The Contractor shall be responsible for ensuring that there are no errors or oversights in the final Works, including but not limited to, mistakes in the production, presentation, or placement of advertising, direct mail pieces, publications, collateral materials, and digital, video and audio materials, and including those produced in English and other foreign languages for implementation in the U.S. domestic and international markets.

If any required Works or services are not delivered or performed in accordance with the applicable service requirements approved by the OOG, the Contractor will remedy in a timely manner any such errors, oversights, deficiencies, contract noncompliance, or audit exceptions. A “timely manner” is not longer than thirty calendar days, although this time period may be reduced in the OOG’s sole discretion depending on the circumstances. Such remedy may include a refund or offset of Contract payments or any other appropriate corrective actions deemed necessary by the OOG. The Contractor’s failure to comply to timely remedy such errors and oversights may be grounds for termination of the Contract by reason of default. The Contractor shall be solely and exclusively responsible for bearing all costs associated with correcting the Contractor’s errors and oversights.

5.18. Required Reports

The Contractor’s account team, in coordination with OOG’s designated representative, shall compile, maintain and provide certain required reports to the OOG. Section 2252.907, Texas Government Code, 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 either, Microsoft Word, Microsoft Power Point or Microsoft Excel formats. Reports may be delivered electronically to the OOG, such as via email, or through a secure file transfer. These reports shall include:

5.18.1. Weekly Status Report. The Contractor shall submit detailed written status reports on a weekly basis to OOG that describe all work currently in progress, by project, with estimated completion dates and costs. This report and project tracking sheet shall be delivered once weekly at a time and date as determined in the discretion of the OOG.

5.18.2. Monthly Report. The Contractor shall submit a Monthly Report, which shall be delivered to OOG no later than the tenth Business Day of each month and shall include the following:

(i) An accounting of the expenditures for the prior month by project, projected future expenditures, a cumulative total for the entire campaign, and an available budget balance for the remainder of the Fiscal Year;

(ii) An accounting of all prior month’s activities including but not limited to contributions, sales, revenue and expenses (cumulative totals for the Fiscal Year and Contract Term) related to Cooperative Advertising and Marketing programs;

and

(iii) A Media Report summarizing the campaign’s progress toward meeting OOG’s media goals and objectives for the year, including media performance measures and targets including but not limited to: website analytics, media delivery and performance results

5.18.3. Quarterly Reports.

5.18.3.1. Quarterly HUB Report. The Contractor shall provide an accounting of all Reimbursable Expenses made with HUBs and non-HUB subcontractors and an assessment of the Contractor’s ability to fulfill its responsibility to make a good faith effort by submitting a HUB Progress Assessment Report. This report shall be delivered no later than the fifteen Business Days after the end of the calendar quarter.

5.18.3.2. Quarterly Media Report. The Contractor shall deliver a comprehensive, cumulative quarterly media analysis no later than fifteen days following the close of each fiscal quarter. The report shall include, at a minimum, competitive insights; media measurement and travel analytics; media performance results; tactics executed; and key observations and takeaways from the preceding fiscal quarter.

5.18.4. Annual Report. Within thirty calendar days following the end of the current

Fiscal Year, unless a different date is approved in writing by the OOG, the Contractor shall deliver to OOG a written annual report that provides a comprehensive overview of the performance of the campaign, including but not limited to, performance measures, goals and objectives; a review of all advertising activities and programs; industry awards received; and major accomplishments.

5.18.5. Ad Hoc Reports. The OOG reserves the right to require the Contractor to provide additional reports that the OOG determines are reasonably necessary for the monitoring, oversight, and administration of activities required under the Contract.

5.19. Contracted Account Staff

The Contractor shall assign qualified professional staff to work as key members of OOG’s Tourism Account Team. The Contractor’s Tourism Account Team shall be responsible for the development and implementation of all advertising and marketing services to be provided under the Contract.

Tourism Account Team members shall be dedicated full-time to the OOG’s Tourism Account and must have an office located in Texas. All costs associated with the Contractor’s account service time, labor, and administrative overhead costs for the Contractor’s Account Team members shall be included in the Contractor’s Monthly Service Fee. All key account team members must be experienced in working on tourism, travel, or destination marketing campaigns and must be experienced in working on accounts similar in nature and budget size to the OOG Tourism account.

At least one key account team member should be an experienced digital account manager with experience managing website development, maintenance and content creation. All costs associated with the Contractor’s account service time, labor, and administrative overhead costs for the Contractor’s Account Team members shall be included in the Contractor’s Monthly Service Fee.

5.19.1. The contractor shall obtain OOG’s prior, written approval for all Contractor personnel assigned to the Contractor’s OOG Tourism Account Team. With the exception of employee termination or resignations, the Contractor shall obtain

OOG’s written approval before removing or replacing any member of the Tourism Account Team.

5.19.2. At all times, the Contractor must maintain sufficient staffing levels on the Tourism Account Team to adequately service the OOG Tourism Account. The OOG anticipates that, at a minimum, the Contractor’s Tourism Account Team shall include the following account team members:

5.19.2.1. Account Director. Provides direction for and manages all activities of the OOG Tourism Account, including but not limited to the activities and performance of other account team members. Provides oversight and strategic direction to the account team.

5.19.2.2. Senior Account Executive. Supervises the day-to-day operations and activities of the OOG Tourism Account. Provides oversight of programs including but not limited to media planning, budget, traffic, creative development, licensing, research, production activities, marketing programs, digital, social and interactive and subcontracting activities.

5.19.2.3. Account Executive. Responsible for assisting the Senior Account Executive and for coordinating account activities, including but not limited to, media planning, budget, traffic, creative development, coordination and oversight of cooperative advertising programs, licensing, research, production activities, marketing programs, digital, social and interactive activities, and subcontracting activities.

5.19.2.4. Assistant Account Executive (AAE#1). Responsible for assisting the Account Executive and for coordinating account activities, focusing on but not limited to, digital, social and interactive activities, and subcontracting activities. Also responsible for assisting Senior Account Executive with media planning, budget, traffic, creative development, coordination and oversight of cooperative advertising programs, licensing, research, production activities and marketing programs as needed.

5.19.2.5. Assistant Account Executive (AAE#2). Responsible for assisting the Account Executive and for coordinating account activities, including but not limited to, daily budget maintenance, assisting in oversight of all production and traffic activities, cooperative advertising programs, licensing, research, and digital and interactive activities. Also responsible for assisting Senior Account Executive with other activities and marketing programs as needed.

5.19.2.6. Additional Team Members. The Contractor shall be responsible for providing the services of additional account team members as required to satisfactorily service the OOG Tourism Account. The cost of any such additional team members shall be included within the Contractor’s Monthly Service Fee.

5.20. Meetings

The Contractor’s Tourism Account Team Members shall be required to attend regular and called meetings with OOG staff and representatives on an as-needed basis, as determined by OOG. The Contractor’s Tourism Account Team shall be available, upon request by the OOG, to meet with OOG staff and representatives in Austin, Texas.

5.21. Assumption of Existing…