ESBD_511334_1779137425922_RFP 301-26-07016 Tourism Advertising Marketing Services Questions & Answers.pdf
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- Attached to
- Tourism Advertising and Marketing Services
- Solicitation number
- RFP-301-26-07016
- Issued by
- Travis County, Austin City, Texas
About this file
This document is a Questions and Answers resource addressing inquiries from prospective bidders regarding RFP 301-26-07016 issued by the State of Texas Office of the Governor for Tourism Advertising and Marketing Services. The RFP solicits a comprehensive full-service advertising agency to develop and execute integrated tourism marketing campaigns promoting Texas as a travel destination to domestic and international audiences. Primary services include development of annual Strategic Marketing Plans, creative services across all media formats (television, digital, print, social, out-of-home, radio), media buying and placement, website development and maintenance for TravelTexas.com, social media content creation and management, cooperative advertising programs with tourism partners, and comprehensive reporting and analytics. The contract encompasses advertising services for six primary international markets (Mexico, Canada, U.K., Germany, India, and Australia) and domestic markets, with all international media planning, buying, and execution handled by the selected contractor rather than sub-contracted to separate in-country agencies. Proposals were due June 5, 2026, with an anticipated contract start date of September 1, 2026. The initial contract term extends through August 31, 2027, with three optional 12-month renewal periods through August 31, 2030, and a potential six-month extension through February 28, 2031.
The contract carries a maximum annual value of $55 million for evaluation purposes, with compensation structured as a fixed Monthly Service Fee covering all in-house services and administrative expenses plus pre-approved reimbursables for travel, media placements, and subcontractor costs; contractors receive no commission, markup, or administrative fees for media placements. The incumbent contractor is Proof Advertising. This RFP differs from related solicitations (RFP 301-25-05241 for European public relations and marketing services with Lieb Management, and RFP 301-26-07406 for Australia/New Zealand PR and marketing services), as it focuses specifically on advertising services rather than public relations and marketing. The evaluation process consists of three potential phases: Phase I scoring of written proposals based on company information (5%), experience and qualifications (15%), proposal quality and responsiveness (20%), strategic marketing plan methodology (40%), and monthly service fees (20%); Phase II oral presentations for up to three highest-scoring respondents; and potential Phase III Best and Final Offer submissions. VetHUB subcontracting participation is encouraged, with respondents directed to apply previously established HUB utilization goals (26.0% for professional services) when unable to identify VetHUB vendors in specific categories. All respondents must demonstrate good faith efforts in HUB utilization, establish a dedicated Texas office within 60 days of award, comply with conflict of interest disclosures and E-Verify requirements, and maintain insurance coverage including Workers Compensation and Commercial General Liability with minimum $1,000,000 per occurrence and $2,000,000 aggregate limits.
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RFP 301-26-07016 QUESTIONS
1. For the primary international markets (Mexico, Canada, U.K., Germany, India and Australia) for advertising, is there a specific percentage of the budget that should be allocated to these markets?
Response: Historically these services are sub-contracted by the agency of record to in-country advertising/media agencies. All advertising services are provided by this contract in every country, so this contractor is responsible for any media planning, buying and execution in any of the target countries. The proposal should specify how you propose to handle advertising in primary target markets.
2. The OOG previously had separate RFPs for Mexico, Canada, U.K., Germany, India, and Australia as noted on the ESBD site. We see there no awards were made for those. Have those RFPs been folded into this specific RFP? Below are examples:
• https://www.txsmartbuy.gov/esbd/301-21-00551 for UK and Ireland
• https://www.txsmartbuy.gov/esbd/301-23-02387 for the US
Response: Several of the RFPs listed have already been awarded and are currently under contract, while others remain in the solicitation phase. These RFPs were not consolidated into, nor are they part of, this RFP.
3. How is this RFP different from RFP #301-25-05241 that was awarded to Lieb Management in Germany? https://www.txsmartbuy.gov/esbd/301-25-05241
Response: Lieb Management provides public relations and marketing services in Europe, whereas this RFP is specifically for advertising services.
4. How is this RFP different from RFP #301-26-07406 for PR and Marketing Services for Australia New Zealand? https://www.txsmartbuy.gov/esbd/RFP-301-26-07406
Response: The Australia/New Zealand contract is for public relations and marketing services, whereas this RFP is specifically for advertising services.
5. The prior RFP for this campaign (RFP 301-22-00956, https://www.txsmartbuy.gov/esbd/301-22-00956 ) indicated an award of $50M for 4 years, but this award indicates a budget of $55M (per section 6.1 Maximum Contract Amount from Exhibit A). Please confirm if the $55M amount is for the life of the RFP/Contract, which can go through Aug 31, 2030, with the three twelve-month extensions (4 years total).
Response: The $55 million represents an annual amount, contingent on both approved appropriations and market need.
https://www.txsmartbuy.gov/esbd/301-21-00551 https://www.txsmartbuy.gov/esbd/301-23-02387 https://gcc02.safelinks.protection.outlook.com/?url=https%3A%2F%2Fwww.txsmartbuy.gov%2Fesbd%2F301-25-05241&data=05%7C02%7Cmichael.white%40gov.texas.gov%7Cfe6968e35083451a025608deb10c2c8b%7C54cb5da6c7344242bbc25c947e85fb2c%7C0%7C0%7C639142863024635347%7CUnknown%7CTWFpbGZsb3d8eyJFbXB0eU1hcGkiOnRydWUsIlYiOiIwLjAuMDAwMCIsIlAiOiJXaW4zMiIsIkFOIjoiTWFpbCIsIldUIjoyfQ%3D%3D%7C0%7C%7C%7C&sdata=vUiSmmjM3SwP0hX9FN%2FeiC%2FTTh%2B%2FeaY3LIWO%2B1CTdME%3D&reserved=0 https://www.txsmartbuy.gov/esbd/RFP-301-26-07406 https://gcc02.safelinks.protection.outlook.com/?url=https%3A%2F%2Fwww.txsmartbuy.gov%2Fesbd%2F301-22-00956&data=05%7C02%7Cmichael.white%40gov.texas.gov%7Cfe6968e35083451a025608deb10c2c8b%7C54cb5da6c7344242bbc25c947e85fb2c%7C0%7C0%7C639142863024651972%7CUnknown%7CTWFpbGZsb3d8eyJFbXB0eU1hcGkiOnRydWUsIlYiOiIwLjAuMDAwMCIsIlAiOiJXaW4zMiIsIkFOIjoiTWFpbCIsIldUIjoyfQ%3D%3D%7C0%7C%7C%7C&sdata=kS6Hy4HiPtSgpx4UlcEw3v0paLsvajCja2bK80dE0lQ%3D&reserved=0
6. Section 9.1.4.1 from PROPOSAL CONTENT REQUIREMENTS section indicates “implementation of all required services within an estimated annual budget allocation of an approximately $55 million United States Dollars, less amounts set aside for Monthly Service Fees”. Please confirm if the $55M is for a twelve-month period or the life of the RFP/contract.
Response: Response: The $55 million amount applies to a twelve-month period and for RFP evaluation purposes only. Annual funding is subject to appropriation, approval, and market conditions/needs.
7. The note under Section 9.1.4.1 indicates “estimated annual budget amount is provided for Solicitation evaluation purposes only”. Does this mean the $55M figure is not the amount of the RFP? If so, what is the actual amount of this RFP? Please provide figures both annually and for the life of the contract, including extensions.
Response: Response: The $55 million amount applies to a twelve-month period and for RFP evaluation purposes only. Annual funding is subject to appropriation, approval, and market conditions/needs.
8. Under section 8.1.2, the criteria noted under Phase 1, please confirm in what section the HUB subcontracting percentage would fall under.
Response: While the HUB Subcontracting percentage is not an evaluated criterion, submission of HUB Subcontracting Plan is a mandatory requirement.
9. Per the HSP form, “the HUB Program promotes equal business opportunities for economically disadvantaged persons to contract with the State of Texas in accordance with the goals specified in the 2009 State of Texas Disparity Study.” Please confirm that the “23.7 percent reserved for professional services contracts” applies to Vet Hub certified vendors only.
Response: If Respondents will not be entirely self-performing and will be subcontracting, Respondents are encouraged to use the percentage goals that were previously in place prior to the Texas Comptroller's December 2, 2025, emergency rulemaking. Specifically, the VETHUB goal for this procurement for services is 26.0%.
10. For the HUB percentage, is this a mandatory requirement as part of the RFP process or if not a VetHub vendor is not included, will points simply be deducted from the overall evaluation?
Response: Under 34 T.A.C. § 20.285(d), a respondent must demonstrate it developed the HUB Subcontracting Plan in good faith, as described by that provision. If the respondent is unable to locate any HUBs for a particular NIGP code, it should indicate that in its HUB Subcontracting Plan.
11. The current contract was a 2-year contract with two twelve-month extensions (total of 4 years). The RFP indicated a 1-year contract with three twelve-month extensions. Why has the solicitation revised the contract terms?
Response: The term was adjusted to better align with procurement guidelines and the needs of the program.
12. In connection with Part B §4.30 (Delinquent Child Support Obligations) and the Texas Identification Number Application referenced in Part B (Invoicing and Payment), can the OOG clarify whether disclosure of social security numbers for 25%+ owners is required as part of the procurement process and, if so, at what stage?
Response: Pursuant to Texas Family Code §231.006 (relating to delinquent child support), a contractor must certify that it is not ineligible to receive the specified grant, loan, or payment and acknowledges that this Contract will be terminated and payment will be withheld if this certification is found to be inaccurate. The OOG will generally work with the winning bidder regarding this certification before a contract is fully executed.
13. Can the OOG disclose the Texas-certified HUB subcontractors currently supporting the Travel Texas account under the existing advertising contract?
Response: Respondents are encouraged, to the best of their abilities, to identify and utilize Texas-certified HUB subcontractors.
14. Part C.2, Section 1.8 states that proposal materials may be subject to disclosure under the Texas Public Information Act, while Section 3.5.3 requires respondents to submit audited financial statements. Solely as it pertains to the financial statements, would the OOG be willing to execute an NDA related to the review of financial materials, or alternatively confirm whether such materials will be destroyed or securely disposed of following the procurement process?
Response: The OOG will comply with all public information and privacy disclosure laws. An NDA does not, on its own, confer confidentiality under the Public Information Act. The OOG’s Office of General Counsel and the Financial Services Division will handle provided information in a confidential and secure manner in accordance with state and federal laws. The OOG will follow our standard processes regarding providing notice in the event that these records have been requested under the Public Information Act and, where appropriate, inform the company of its right to argue against public disclosure of the information.
15. How does the Texas Travel Team envision evolving the current “Let’s Texas” platform over the next several years? Is the expectation to build from the existing campaign or explore new strategic territory?
Response: Please reference RFP section 9.1.3 on proposed branding and strategic creative approach.
16. Beyond visitor volume and hotel stays, what does success look like for this partnership from a brand and cultural perspective?
Response: Please reference RFP section 5.18 Required reports. Information on current Travel Texas advertising effectiveness studies can be found in our website at:
https://gov.texas.gov/travel-texas/page/travel-research.
17. Can you share how the annual budget is generally balanced across paid media, production, digital/web support, cooperative programs, and agency services? A percentage would work.
Response: The current Travel Texas annual marketing plan can be found on our website at:
https://gov.texas.gov/travel-texas/page/marketing-plan.
18. What are the most important qualities Texas Travel is looking for in its agency partner beyond traditional tourism marketing experience?
Response: Please reference the RFP section 8, Evaluation Scoring Criteria.
19. How important is day-to-day access to senior agency leadership and senior creative involvement throughout the engagement?
Response: Please reference RFP section 5.19, Contracted Account Staff.
20. Based on past history, approximately how many meetings, presentations, and in-person working sessions are anticipated annually in Austin?
Response: Please see RFP section 5.22.
21. Evaluation process: The RFP document outlines the phased evaluation process where qualified respondents will be invited to present their proposal orally in the second phase. Shall we submit phase II content together with phase I content on June 5th? Or will there be a separate creative assignment given to those respondents advancing to the second phase?
Response: Do not submit Phase II content with your Phase I submission. Phase II materials will only be requested at the discretion of OOG.
22. What is the reason that OOG is sourcing a new agency right now? Are there areas that OOG is looking to improve from a new service provider?
Response: In accordance with procurement guidelines, services must be resolicited every four to five years.
23. What are the qualities that OOG is looking for in an ideal marketing agency partner?
Response: Please reference the RFP section 8, Evaluation Scoring Criteria.
24. Who is the incumbent agency currently fulfilling services of this RFP
Response: The current advertising agency for Travel Texas is Proof Advertising.
25. Is the objective for this RFP to extend “Let’s Texas” throughout the term, or to develop a new creative and call to action message as stipulated in 5.1.2?
Response: Please reference RFP section 9.1.3 on proposed branding and strategic creative approach.
26. How is ROI currently measured in the non-Texan leisure travel and over nightovernight hotel stays
Response: Travel Texas has a separate contract with a nationally recognized marketing research company to conduct a return on investment study utilizing industry standard methodologies.
27. Is the Contractor responsible for the maintenance of travel trade offices for Travel Texas in International Markets?
Response: Please reference RFP section 4.8, Public Relations and Marketing, and section 5.3, Advertising and Marketing Capabilities.
GENERAL
28. We wanted to clarify the overall request for Phase 1 of this RFP. For simplicity and clarity, the RFP submission is a response to the specific “Tabs” in Section 3.5.1. Correct?
Response: Please reference RFP section 9, Proposal Content Requirements.
29. In Part A Section 9.1, Tab 7 is the Proposed Strategic Marketing Plan. In Part C.2 - Tab 7 is the Solicitation Response with 3 specific requests. How would you like us to approach this?
Response: Please make sure to fully respond with regard to all requirements of this solicitation.
Importantly, Section 9, in Part A notes that the requirements of this section are in addition to the requirements provided in Section 3.5.7 and 3.5.9 of Part C.2 of the Solicitation.”
30. Can you clarify scope boundaries vs. the PR partner? For instance, with social deliverables.
Response: Please reference RFP section 5.9, Social Media and 5.12, Coordination of Efforts.
31. Can you confirm that all international creative messaging and media planning and buying would be handled by the selected agency vs. separate contracts?
Response: Please reference RFP section 5, Statement of Work.
32. Are there other state tourism campaigns that you admire? What is it about them that you admire?
Response: This question seeks information outside the scope of the RFP.
MEASURING SUCCESS
33. What are the primary data sources and reporting tools used today to track performance?
Response: Please reference RFP section 5.18 Required reports. Information on current Travel Texas advertising effectiveness studies can be found in our website at:
https://gov.texas.gov/travel-texas/page/travel-research.
34. How do you define success for the brand beyond tourism metrics (e.g., cultural relevance, sentiment)? The current Travel Texas annual marketing plan can be found on our website at:
https://gov.texas.gov/travel-texas/page/marketing-plan.
Response: Please reference RFP section 5.18 Required reports. Information on current Travel Texas advertising effectiveness studies can be found in our website at:
https://gov.texas.gov/travel-texas/page/travel-research.
35. Are there specific attribution models or MMM approaches currently in place?
Response: Please reference RFP section 5.18 Required Reports. Information on current Travel Texas advertising effectiveness studies can be found in our website at:
https://gov.texas.gov/travel-texas/page/travel-research.
36. Do you use tools like Adara, Symphony, SMARI, or Zartico?
Response: Please reference RFP section 5.6, Mecia Placements and 5.18, Required Reports.
CURRENT CAMPAIGN
37. Can you share more details on the strengths and limitations of the current “Let’s Texas®” campaign?
Response: This question seeks information outside the scope of the RFP.
38. In Part A Section 4.3 Partnerships, you mention “...to change perceptions of Texas to bring more tourists to the state.” Are there known perception challenges or misperceptions about Texas that need to be addressed?
Response: The current Travel Texas annual marketing plan can be found on our website at:
https://gov.texas.gov/travel-texas/page/marketing-plan.
39. Are there priority narratives or experiences within Texas that are underleveraged today?
https://gov.texas.gov/travel-texas/page/marketing-plan.
AUDIENCE
40. Which of your audience segments, be it demographic or behavioral, are you sourcing the highest conversion rates?
Response: The current Travel Texas annual marketing plan can be found on our website at:
https://gov.texas.gov/travel-texas/page/marketing-plan.
41. How are high-value travelers defined today?
Response: The current Travel Texas annual marketing plan can be found on our website at:
https://gov.texas.gov/travel-texas/page/marketing-plan.
42. Are there specific audiences you are struggling to reach or convert?
Response: The current Travel Texas annual marketing plan can be found on our website at:
https://gov.texas.gov/travel-texas/page/marketing-plan.
43. What role does multicultural marketing play in your current strategy?
Response: The current Travel Texas annual marketing plan can be found on our website at:
https://gov.texas.gov/travel-texas/page/marketing-plan.
MARKETS AND MEDIA
44. How do you select and prioritize marketing investments by market today, both domestically and internationally?
Response: The current Travel Texas annual marketing plan can be found on our website at:
https://gov.texas.gov/travel-texas/page/marketing-plan.
45. Recognizing your current target markets outlined in the RFP, which markets (domestic and international) are considered the highest priority for growth? Are there emerging markets you are actively testing or planning to enter?
Response: The current Travel Texas annual marketing plan can be found on our website at:
https://gov.texas.gov/travel-texas/page/marketing-plan.
46. Are there geopolitical, economic, or cultural considerations we should factor into market planning?
https://gov.texas.gov/travel-texas/page/marketing-plan.
47. How do in-market partners or representatives currently support international efforts?
Response: Please reference RFP section 4.8, Public Relations and Marketing.
48. Can you share your media budget for the past three years?
Response: The current Travel Texas annual marketing plan can be found on our website at:
https://gov.texas.gov/travel-texas/page/marketing-plan.
WEBSITE, SEO, AI, DIGITAL
49. What are the expectations for TravelTexas.com in terms of innovation, performance, and ownership?
Response: Please see RFP section 5.8, Development & Support of Travel Texas.com Website.
50. Are there planned updates, rebuilds, or platform changes for the website?
Response: Please see RFP section 5.8, Development & Support of Travel Texas.com Website.
51. How is SEO performance currently trending and where are the gaps?
Response: Please see RFP section 5.8, Development & Support of Travel Texas.com Website.
52. What role should AI and emerging technologies play across digital experiences?
Response: Please see RFP section 5.8, Development & Support of Travel Texas.com Website.
53. How are data privacy, security, and compliance currently managed for digital properties?
Response: Please see RFP section 5.8, Development & Support of Travel Texas.com Website.
SOCIAL
54. How are social media responsibilities split between internal teams, PR partners, and the selected agency? (social listening, community management, content creation, scheduling, publishing, reporting, etc.)
Response: Please see RFP section 5.9, Social Media.
55. Can you provide a list of all social profiles in scope?
Response: Please see RFP section 5.9, Social Media.
56. What platforms are driving the most impact today? (Have you considered adding TikTok?)
Response: Please see RFP section 5.9, Social Media.
57. What role should influencer, creator, or UGC strategies play moving forward? Do you have a separate budget for influencer/creator partnerships?
Response: Please reference RFP section 5.9, Social Media.
58. Are there guidelines or restrictions around tone, voice, or community engagement?
Response: Please reference RFP section 5.9, Social Media.
59. Do you currently license any Social Media Management software that we would use on your behalf? If so, which?
Response: Please reference RFP section 5.9, Social Media.
60. How do you define success for social beyond engagement metrics?
Response: Please reference RFP section 5.18 Required reports. Information on current Travel Texas advertising effectiveness studies can be found in our website at:
https://gov.texas.gov/travel-texas/page/travel-research.
61. Can you clarify expectations around production, including scale, volume, and approval processes? (Please clarify on two dimensions - for the Texas Travel initiatives as well as the cooperative advertising programs for Texas Partners.)
Response: Please reference RFP section 5.7, Production and 5.11, Cooperative Advertising/Marketing Programs
62. What types of content are most in demand (e.g., video, experiential, digital-first)?
Response: The current Travel Texas annual marketing plan can be found on our website at:
https://gov.texas.gov/travel-texas/page/marketing-plan.
63. Are there preferred production partners or existing contracts we should be aware of?
Response: Please reference RFP section 5.21, Assumption of Existing Contracts, Subcontracts and Programs.
PR
64. Are there predefined crisis scenarios or protocols we should be aware of?
Response: Please refer to RFP section 5.13, Crisis Management.
65. Who leads crisis communications across agencies and stakeholders?
Response: Please refer to RFP section 5.13, Crisis Management.
Travel Texas Program
66. What internal team structure will the selected agency partner with day-to-day?
Response: Please reference RFP section 4, Overview of Travel Texas.
67. Are there specific innovations or new approaches you are hoping to see in the plan?
Response: Please reference RFP section 8, Evaluation Scoring Criteria.
68. What are the biggest challenges facing Travel Texas today that this agency partner must solve?
Response: Please reference RFP section 5.1, General Description of Tourism Advertising Objectives.
69. What would define a successful first 12 months for the selected agency?
Response: Please reference RFP section 5.1, General Description of Tourism Advertising Objectives.
70. Will there be an opportunity for chemistry sessions or working sessions prior to final presentations?
Response: Please reference RFP section 8.3, Evaluation of Oral Presentations.
71. What has not worked in past agency relationships that we should avoid?
Response: This question seeks information outside the scope of the RFP.
72. Where do you see the greatest opportunity for growth or transformation?
Response: Information on current Travel Texas research studies can be found in our website at:
https://gov.texas.gov/travel-texas/page/travel-research.
73. Can you clarify expectations around cooperative marketing programs and revenue generation from partners?
Response: Please reference RFP section 5.11, Cooperative Advertising/Marketing Programs.
https://gov.texas.gov/travel-texas/page/travel-research
74. What level of partner participation is typical today, and what are the growth goals?
Response: Please reference the Travel Texas website: https://gov.texas.gov/travel-texas/page/co-op-opportunities.
75. How are partner relationships managed and prioritized?
Response: Please reference the Travel Texas website: https://gov.texas.gov/travel-texas/page/co-op-opportunities.
76. Are there key partners or categories that should be a focus for expansion?
Response: Please reference the Travel Texas website: https://gov.texas.gov/travel-texas/page/co-op-opportunities.
77. On December 2, 2025, the Texas Comptroller’s office rebranded the state’s Historically Underutilized Business (HUB) program to Veteran Heroes United in Business (VetHUB). This new program restricts eligibility solely to for-profit businesses with at least 51% ownership by service-disabled veterans (with a 20% or higher disability rating), removing women- and minority-owned businesses. In turn, what are the target percentage or goals for VetHUB participation on this contract?
Response: If Respondents will not be entirely self-performing and will be subcontracting, Respondents are encouraged to use the percentage goals that were previously in place prior to the Texas Comptroller's December 2, 2025, emergency rulemaking. Additional guidance published by the CPA on this subject can be found here:
https://comptroller.texas.gov/purchasing/vendor/hub/hub-faq.php.
78. Are there preferred or existing VetHUB partners currently in place?
Response: No. Respondents are encouraged to as best as possible seek out VetHUB vendors.
79. What are the expected onboarding timelines and transition expectations if selected?
Response: Please reference RFP section 5.24, Pre-Contract Account Familiarization and Transition.
80. Are there any immediate priorities or campaigns the selected agency will need to take over quickly?
Response: Please reference RFP section 5.24, Pre-Contract Account Familiarization and Transition.
https://gov.texas.gov/travel-texas/page/co-op-opportunities https://comptroller.texas.gov/purchasing/vendor/hub/hub-faq.php https://comptroller.texas.gov/purchasing/vendor/hub/hub-faq.php https://comptroller.texas.gov/purchasing/vendor/hub/hub-faq.php
81. What portion of the budget is typically allocated to working media dollars vs. production
vs. agency fees vs. other initiatives?
Response: The current Travel Texas annual marketing plan can be found on our website at:
https://gov.texas.gov/travel-texas/page/marketing-plan.
82. How flexible is budget allocation across channels and markets throughout the year?
Response: Please reference RFP section 5.4, Strategic Marketing Plan Development, Implementation and Maintenance.
83. How was the Account Team structure outlined in 5.19.2 determined? Are you open to other staffing models to accomplish the scope outlined in this RFP?
Response: Please reference RFP section 5.19, Contracted Account Staff
84. What is driving the search for a new Agency of Record? Will the incumbent be bidding as part of this RFP process?
Response: In accordance with procurement guidelines, services must be resolicited every four to five years.
85. Regarding the HUB subcontracting rules: If a respondent searches the VetHUB directory and cannot identify three certified businesses in a specific subcontracting category, what documentation is required to demonstrate a good-faith effort in that category?
Response: Under 34 T.A.C. § 20.285(d), a respondent must demonstrate it developed the HUB Subcontracting Plan in good faith, as described by that provision. If the respondent is unable to locate any HUBs for a particular NIGP code, it should indicate that in its HUB Subcontracting Plan. Additional guidance published by the CPA on this subject can be found here:
https://comptroller.texas.gov/purchasing/vendor/hub/hub-faq.php.
Strategic Direction & Expectations
86. What gaps or challenges with the current or prior media approach prompted this RFP?
Response: In accordance with procurement guidelines, services must be resolicited every four to five years.
87. How prescriptive do you expect the initial Strategic Marketing Plan submission to be for Year 1 vs. illustrative of long-term approach?
Response: Please reference RFP section 5.4, Strategic Marketing Plan Development, Implementation and Maintenance.
88. Is there a priority between domestic vs. international market investment for the initial performance period?
Response: The current Travel Texas annual marketing plan can be found on our website at:
https://gov.texas.gov/travel-texas/page/marketing-plan.
89. Are there specific target audience segments or personas considered the most critical to defend or expand?
Response: The current Travel Texas annual marketing plan can be found on our website at:
https://gov.texas.gov/travel-texas/page/marketing-plan.
Budget Allocation & Flexibility
90. Can you provide guidance or anticipated budget allocation ranges across major channels utilized in the past (e.g., digital, TV, OOH, international)?
Response: The current Travel Texas annual marketing plan can be found on our website at:
https://gov.texas.gov/travel-texas/page/marketing-plan.
Performance Measurement & KPIs
91. Which performance metrics are considered most critical in evaluating campaign success (e.g., awareness lift, site traffic, ROI, etc.)?
Response: Please reference RFP section 5.18 Required reports. Information on current Travel Texas advertising effectiveness studies can be found in our website at:
https://gov.texas.gov/travel-texas/page/travel-research.
92. Are there established benchmarks or prior campaign performance benchmarks that respondents should align to?
Response: Please reference RFP section 5.18 Required reports. Information on current Travel Texas advertising effectiveness studies can be found in our website at:
https://gov.texas.gov/travel-texas/page/travel-research.
93. How do you currently attribute travel impact to advertising efforts?
Response: Please reference RFP section 5.18 Required reports. Information on current Travel Texas advertising effectiveness studies can be found in our website at:
https://gov.texas.gov/travel-texas/page/travel-research.
Media & Channel Considerations
94. Are there any required media partners, markets, or channel minimums that must be included in the media plan?
Response: The current Travel Texas annual marketing plan can be found on our website at:
https://gov.texas.gov/travel-texas/page/marketing-plan.
https://gov.texas.gov/travel-texas/page/travel-research
95. Do you have any constraints or preferences regarding emerging channels (e.g., CTV, programmatic, influencer partnerships)?
Response: The current Travel Texas annual marketing plan can be found on our website at:
https://gov.texas.gov/travel-texas/page/marketing-plan.
Creative & Brand Direction
96. To what extent is the “Let’s Texas” campaign expected to be maintained vs. reimagined?
Response: Please reference RFP section 9.1.3 on proposed branding and strategic creative approach.
97. Are you open to introducing new brand positioning or messaging platforms, or is evolution of the current platform preferred?
Response: Please reference RFP section 9.1.3 on proposed branding and strategic creative approach.
Stakeholder & Partner Coordination
98. How are Texas Partners currently engaged in cooperative marketing programs, and what level of participation is expected from the selected agency?
Response: Please reference the Travel Texas website: https://gov.texas.gov/travel-texas/page/co-op-opportunities.
99. Are there priority regions or partner groups where cooperative marketing expansion is a key objective?
Response: Please reference the Travel Texas website: https://gov.texas.gov/travel-texas/page/co-op-opportunities.
Website & Digital Ecosystem
100. What are the primary KPIs and goals for TravelTexas.com, and how is success currently measured?
Response: Please reference RFP section 5.18 Required reports. Information on current Travel Texas advertising effectiveness studies can be found in our website at:
https://gov.texas.gov/travel-texas/page/travel-research.
101. Are there any planned updates or platform changes for TravelTexas.com during the contract term?
Response: Please see RFP section 5.8, Development & Support of Travel Texas.com Website.
https://gov.texas.gov/travel-texas/page/co-op-opportunities
102. What level of integration is expected between paid media, owned digital assets, and partner content?
Response: The current Travel Texas annual marketing plan can be found on our website at:
https://gov.texas.gov/travel-texas/page/marketing-plan.
Data, Research & Insights
103. Will respondents be given access to historical research, audience insights, and campaign performance data during onboarding?
Response: Please reference RFP section 5.24, Pre-Contract Account Familiarization and Transition.
104. How frequently does the OOG conduct market research, and how is it incorporated into campaign optimization?
Response: Please reference RFP section 5.6, Media Placements and section 5.18, Required Reports.
Account Team & Texas Presence
105. Beyond the requirement to establish a Texas office within 60 days, are there expectations for the percentage of team members to be locally based?
Response: Please reference RFP section 5.19, Contracted Account Staff
106. What cadence of in-person meetings in Austin is anticipated for the account team?
Response: Please reference RFP section 5.20, Meetings.
Proposal Evaluation & Process
107. Can the OOG clarify any additional emphasis areas within the Strategic Marketing Plan evaluation beyond the stated criteria?
Response: Please reference RFP section 8.2.4, Evaluation of Strategic Marketing Plan.
108. Will shortlisted respondents be expected to expand upon or revise their Strategic Marketing Plan prior to oral presentations?
Response: Please reference RFP section 8.3, Evaluation of Oral Presentations.
109. Are there anticipated timelines for Phase II presentations and potential Phase III
(BAFO)?
Response: Please reference RFP section 7, Timeline For Solicitation.
110. How was the Account Team structure outlined in 5.19.2 determined? Are you open to other staffing models to accomplish the scope outlined in this RFP?
Response: Please reference RFP section 5.19, Contracted Account Staff
111. What is driving the search for a new Agency of Record? Will the incumbent be bidding as part of this RFP process?
Response: In accordance with procurement guidelines, services must be resolicited every four to five years.
112. If a respondent searches the VetHUB directory and cannot identify three certified businesses in a specific subcontracting category, what documentation is required to demonstrate good faith effort in that category?
Response: Under 34 T.A.C. § 20.285(d), a respondent must demonstrate it developed the HUB Subcontracting Plan in good faith, as described by that provision. If the respondent is unable to locate any HUBs for a particular NIGP code, it should indicate that in its HUB Subcontracting Plan. Additional guidance published by the CPA on this subject can be found here:
https://comptroller.texas.gov/purchasing/vendor/hub/hub-faq.php.
113. BUDGET HISTORY & ALLOCATION: How has the budget been allocated historically across working media, Monthly Service Fee, production, cooperative programs, and international activity? What were total budgets for the prior two to three fiscal years?
Response: The current Travel Texas annual marketing plan can be found on our website at:
https://gov.texas.gov/travel-texas/page/marketing-plan.
114. INCUMBENT & RE-PROCUREMENT: What has driven this re-procurement, and what should the incoming agency understand about what has worked well and what has fallen short under the current contract?
Response: In accordance with procurement guidelines, services must be resolicited every four to five years.
115. TRAVELTEXAS.COM & SUBCONTRACTS: What is the current technology stack (CMS, hosting, analytics), which subcontracts are anticipated to transfer under Section 5.21, and are there known technical priorities or issues the incoming contractor should plan for?
Response: Please reference RFP section 5.8, Development & Support of TravelTexas.com Website.
https://comptroller.texas.gov/purchasing/vendor/hub/hub-faq.php https://comptroller.texas.gov/purchasing/vendor/hub/hub-faq.php https://gov.texas.gov/travel-texas/page/marketing-plan https://gcc02.safelinks.protection.outlook.com/?url=http%3A%2F%2Ftraveltexas.com%2F&data=05%7C02%7Cmichael.white%40gov.texas.gov%7C068e825192994b26ae1208deb1490f42%7C54cb5da6c7344242bbc25c947e85fb2c%7C0%7C0%7C639143124526539388%7CUnknown%7CTWFpbGZsb3d8eyJFbXB0eU1hcGkiOnRydWUsIlYiOiIwLjAuMDAwMCIsIlAiOiJXaW4zMiIsIkFOIjoiTWFpbCIsIldUIjoyfQ%3D%3D%7C0%7C%7C%7C&sdata=BcGYPi2lnLeENJDnfkOJY85OfSG7iAZgflpYmOcYLmE%3D&reserved=0
116. SOCIAL MEDIA RESPONSIBILITIES : How are social media duties currently divided between the advertising contractor and PR agency, specifically around content creation, paid social, and community management?
Response: Please reference RFP section 5.9, Social Media.
117. BRAND DIRECTION : Is OOG genuinely open to a recommended evolution of the "Let's Texas®" positioning, or does internal research and stakeholder sentiment favor preserving it?
Response: Please reference RFP section 9.1.3 on proposed branding and strategic creative approach.
118. PERFORMANCE MEASUREMENT: What KPIs, attribution methodology, and awareness tracking does OOG currently use, and are existing benchmarks (including any Legislative Budget Board targets) considered achievable going forward?
Response: Please reference RFP section 5.18 Required reports. Information on current Travel Texas advertising effectiveness studies can be found in our website at:
https://gov.texas.gov/travel-texas/page/travel-research.
119. INTERNATIONAL MARKETS: Which priority markets are currently receiving paid media investment versus PR/trade support only, and are any markets being added or deprioritized for the new contract period?
Response: The current Travel Texas annual marketing plan can be found on our website at:
https://gov.texas.gov/travel-texas/page/marketing-plan.
120. APPROVAL PROCESS: What is the typical approval timeline for campaign concepts, media plans, and creative executions, and how many stakeholders are involved?
Response: This question seeks information outside the scope of the RFP.
121. COOPERATIVE ADVERTISING: How many Texas Partners currently participate, what revenue does the program generate annually, and does that revenue offset or supplement the $55M budget?
Response: Please reference the Travel Texas website: https://gov.texas.gov/travel-texas/page/co-op-opportunities.
122. TRANSITION: Which subcontracts are expected to transfer under Section 5.21, and what documentation or support will OOG provide to ensure readiness by the September 1, 2026, start date?
Response: Please reference RFP section 5.24, Pre-Contract Account Familiarization and Transition https://gov.texas.gov/travel-texas/page/travel-research https://gov.texas.gov/travel-texas/page/marketing-plan
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