ESBD_520045_1779480833161_RFP 301-26-06599 Tourism Public Relations & Marketing Services in the UNITED MEXICAN STATES Part A.pdf

STATE OF TEXAS

OFFICE OF THE GOVERNOR

TEXAS ECONOMIC DEVELOPMENT & TOURISM OFFICE

REQUEST FOR PROPOSALS

for

TOURISM PUBLIC RELATIONS & MARKETING SERVICES IN THE

UNITED MEXICAN STATES SERVICE REGION

Solicitation No. 301-26-06599

NIGP CLASS ITEMS

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

Response Date and Due Time: July 01, 2026 No later than 2:00 pm CT

Point of Contact Michael White, CTCD, CTCM

CTCD/CTCM 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

PART A: SPECIFIC TERMS AND CONDITIONS

Solicitation No. 301-26-06599- - 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. 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.

Advertising Value Equivalency

Value of earned media if media had been purchased in an advertising buy or the equivalent advertising value of earned media.

Convention and Visitors Bureau (“CVB”)

A local organization supported by hotel 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 or promotional activity in which Travel Texas and one or more other Texas Partners pool 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, provincial or regional tourism office, CVB, chamber of commerce, or similar entity that promotes a city, region, or state as a travel destination.

Feature Brief

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

Media

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

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 travel experiences to encourage and generate positive Media coverage about travel to Texas and may involve the use of a Motor Coach. Media FAM Tours can last up to seven calendars days and usually, but not always, include travel to multiple Texas cities. Media FAM Tours may be individual or group tours.

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 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, if applicable, supporting subcontractors, for the costs of all of the Contractor’s in-house services, 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, and blog posts; development and use of specialized Media and Travel Trade contacts, regularly scheduled client meetings, and background research; oversight 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 necessary to meet 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 Reimbursables.

News Release

A one- or two-page printed or electronic document (with or without photographs and captions) or videos describing aspects of 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, 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 provide the required Deliverables 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 Markets consistent with the requirements of the Solicitation, including the goals and objectives identified in Section 5 of Part A of the Solicitation. Subject to 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, approved by the OOG, that is to be implemented and maintained by the Contractor.

Proactive Contact

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

Product Launch

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

Promotions

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

Reimbursables

Purchases made and expenses incurred by the Contractor on behalf of the OOG for services, goods, local travel associated with coordinating 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 Reimbursables must be pre-approved in writing by the OOG.

Sales Mission

A concentrated marketing effort consisting of special events, one-on-one sales contacts, and other promotional activities undertaken by the Contractor’s account team, OOG representatives, and Texas Partners with 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 that supply tourism products.

Target Market(s)

The primary market for this solicitation is the United Mexican States (Mexico), with additional secondary markets to be identified and designated as needed.

Texas Partners

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

Travel Texas

A division within the Texas Economic Development and Tourism Office (EDT) in 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, accommodations, 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 or expand travel packages to Texas. Travel Trade FAM Tours usually last between four and seven calendar days and usually include multiple Texas cities. Travel Trade FAM Tours may be individual or group tours.

3. GENERAL INFORMATION

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 Public Relations and Marketing Services in the Target Markets.

Respondents must demonstrate the ability to provide the Deliverables specified in this Solicitation and shall fully understand the Travel Texas program, organization, mission, and targeted audience.

Respondents are encouraged to review the information located at https://travel.texas.gov and https://www.traveltexas.com.Respondents are invited to submit written proposals for a https://travel.texas.gov/ https://www.traveltexas.com/ comprehensive, innovative, and strategic tourism public relations and marketing campaign that fully integrates consumer Travel Trade and Media 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 in the Target Markets. The Contractor will implement, oversee, and measure all activities within the Target Markets.

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 the United States and in foreign countries. The OOG has been delegated authority to contract for these Deliverables by the Texas Comptroller’s Statewide Procurement Division under Texas Government Code, Section 2155.131.

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 in any increment of months 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/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:

Michael White, CTCD, CTCM

CTCD/CTCM 1900023968

Procurement and Contracts Manager 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

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 some 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.

Mission

It is the Mission of Travel Texas 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 and creating revenue and jobs.

Program Organization

Travel Texas is organized into three interrelated functional areas: Travel Research and Development, 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 and Development program provides data and information that identifies key consumer travel patterns and trends that drive EDT’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 and Development section also directs important tourism development outreach services, including the Tourism Friendly Texas Certified Community program, 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 Travel Texas’ 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, Travel Texas 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. EDT also uses the “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 program also manages the Travel Texas 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 program 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 domestic 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 United States. 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 program includes Cooperative Marketing opportunities that enable the state’s travel industry Suppliers to jointly market their destinations and products with the state in the Travel Texas 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 as 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 through 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 is 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 Travel Texas 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 Travel Texas travel research reports and information can be obtained at www.travel.texas.gov.

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

Travel Texas strives to use the most innovative, creative, and cost-effective marketing and public relations programs to raise awareness of Texas as a premier travel destination. The scope of work for Deliverables sought by Travel Texas in the Target Markets includes a primary focus on public relations and marketing strategies targeting consumers, Media, and Travel Trade. The Contractor must have the following goals while providing public relations and marketing services for Travel Texas to raise awareness of Texas as a premier travel destination:

5.2.1. Generate maximum positive press coverage of the Travel Texas product while

5.2.2. Expanding perceptions of the diverse travel experiences Texas offers visitors;

5.2.3. Develop and implement a robust social media strategy that successfully promotes the Travel Texas product;

5.2.4. Conduct high-profile integrated consumer promotions;

5.2.5. Lead efforts in promoting and marketing Texas as a premier travel destination to

Travel Trade as directed;

5.2.6. Create effective cooperative public relations and marketing programs that provide for maximum partner participation; and

5.2.7. Generate measurable results from public relations and marketing efforts.

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

5.2.8. Leading industry standard measures for traditional and digital media activities and

5.2.9. Placements including, but not limited to, Advertising Value Equivalency;

5.2.10. Leading industry standard measures for results of social media strategy and activities;

5.2.11. Creative integrated consumer promotions which incorporate Media, Travel Trade, and other appropriate partners to generate maximum consumer awareness of the Travel Texas product;

5.2.12. Successful completion of agreed upon marketing activities; and

5.2.13. Generating and maintaining Texas travel packages in Target Markets.

Public Relations and Marketing Initiatives

To meet the Travel Texas tourism Mission, as described in Section 4 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

Conducting 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.

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

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

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

a. Proactive Media outreach and pitching;

b. Organizing, planning, executing and attending:

1. Media FAM Tours;

2. Media Missions;

3. Media and public relations events;

4. Media appointments;

5. press conferences; and

6. interviews and presentations;

c. 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 Travel Texas upon request;

d. Preparing and distributing regular Press Releases and Media pitches to generate Media impressions in both traditional and non-traditional Media outlets;

e. Responding to Media and influencer inquiries;

f. Assembling and fulfilling traditional and electronic press kits as needed and developing, maintaining, and fulfilling an evergreen press kit;

g. Producing, storing, and fulfilling of collateral and promotional materials;

h. Translating materials as needed;

i. Clippings and media monitoring services; and

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

Monitoring editorial calendars of Target Market outlets for travel story opportunities and create an annual editorial calendar for Travel Texas. Proactively pitching story ideas to Media in 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 and implement a strategic plan for

Travel Texas social media efforts to reach the Target Markets. Social media content calendars shall be delivered at a cadence agreed upon by Travel Texas.

Ongoing social media activities shall include, but are not limited to, real-time community management, production and management of social media assets including photography and video, monthly and campaign-specific reporting, paid promotions, and additional program support as needed. Reporting shall reflect leading industry standard measurements for all social media activity.

5.3.3. Consumer Promotions. The Contractor shall conduct aggressive 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 Travel Texas and proposed by the Contractor, including Advertising Value Equivalency, 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 must propose strategies and lead efforts, with the assistance of Travel Texas, to promote and market Texas as a premier travel destination to key Travel Trade industry representatives as directed.

Travel Trade activities include, but are 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 marketing including registration and exhibition booth procurement, educational seminars, 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 Markets.

Creative Services

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

Plan of Action

On or before the first day of July 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 the Travel Trade. Appropriate market research and planning shall be conducted and provided in order to determine the most effective, innovative, 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 that 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 Travel Texas 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 Travel Texas during the Contract Term becomes property of the OOG. Travel Texas approval of the Contractor’s Plan of Action is not a guarantee the Contract Term set forth in Section 3.3 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 Travel Texas’ 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 Travel 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 Travel Texas vendors (e.g., advertising, public relations and marketing, or research), other state agencies, and local, regional, and statewide tourism industry associations and organizations involved with or affected by Deliverables provided under the Contract.

Crisis Management

The Contractor shall provide ongoing crisis management in relation to the services the Contractor provides. Services shall include, but are not limited to, the identification and monitoring of domestic and international crisis situations that may impact 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 counsel and service shall facilitate the ability of the Travel Texas to promptly cancel or modify existing marketing promotions in response to a domestic or international crisis situation. The Contractor shall coordinate such efforts with Travel Texas and other of the OOG’s vendors as necessary (e.g., advertising, public relations and marketing, or research).

Timelines

Travel Texas 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 Travel Texas in a timely manner to allow for editing and approval of the materials before established deadlines.

Travel Texas, in its sole discretion, shall determine whether required services and deliverables were timely submitted.

Required Reports and Status Calls

The Contractor’s account team, in coordination with the Travel Texas designated representative, must compile, maintain, and provide certain required reports to, and participate in status calls with Travel Texas. 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 Travel Texas 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 Travel Texas, such as via email, USB flash drive, or through a State of Texas secure file transfer.

These reports and status calls shall include:

5.13.1. Regularly-Scheduled Status Calls. The Contractor will be required to participate in regularly-scheduled status calls and provide a written summary status report in electronic form for each such call relating to Works in progress at the time of the particular Regularly-Scheduled call, and, if available and requested by Travel Texas, physical copies of such Works in draft or final form.

5.13.2. Monthly Reports. The Contractor must deliver to Travel Texas 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 and provides measurements agreed upon by Travel Texas 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 the 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 services and goods (e.g., materials production/distribution, industry events, research, Media relations, trade relations, 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 Reimbursables 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 Travel Texas 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(i) 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 prior 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. the number of consumers reached via promotions generated by the Contractor;

d. the 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 activities assisted including, but not limited to, Travel Trade shows, 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.

5.13.4. Annual Report. On or before September 15th of each 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 of Part A of this Solicitation 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 may provide the Contractor 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:

5.14.1. 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;

5.14.2. 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.

has the option and 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 has the burden of proof that the delay or other failure is attributable to someone or something other than the Contractor.

The Contractor must meet the reporting requirements specified in Sections 5.13 and 5.14 of Part A of the Solicitation on the dates specified in those Sections. The reporting requirements specified in Sections 5.13 and 5.14 of Part A of the Solicitation 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 but is not provided.

Contractor’s Relationship to Travel Texas and the OOG

Travel Texas within 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 OOG’s prior approval.1

Contracted Account Staff

The Contractor must 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 Travel Texas account in the Target Markets. 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 Travel Texas’ 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 Travel Texas tourism account.

Key account team members must be proficient in the Spanish and English languages and 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, and in working on accounts similar in nature and budget size to Travel Texas account, unless otherwise agreed to by Travel Texas. Travel Texas reserves the right to approve and accept key personnel, including the Account Manager. The Contractor must notify Travel Texas in writing if key personnel cannot continue on the account, and Travel Texas must approve replacement personnel.

Assumption of Existing Contracts, Subcontracts, and Programs

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

Physical Offices

The Contractor shall maintain a fully operational physical office located within the primary Target Market. The Contractor must provide oversight of the Contract from the Contractor’s office. The office shall be adequately staffed and equipped at all times to provide day-to-day operations from that office to support and service the Travel Texas account. Unless otherwise agreed to by Travel Texas, key members of the Contractor’s Travel Texas account staff, as further described in Section

5.16 of Part A of this Solicitation, shall be located at, and provide day-to-day operations from, the Contractor’s office.

Research

Appropriate market research and planning shall 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 Travel Texas and shall incorporate such research into campaign strategies. Travel Texas’ travel research reports are available at https://travel.texas.gov/.

Pre-Contract Account Familiarization and Transition

The Contractor shall work cooperatively with Travel Texas and other vendors of Travel Texas to ensure that there is a smooth transition of services to the Contractor. The Contractor shall become familiar with existing Travel Texas advertising and marketing campaign 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.

https://travel.texas.gov/

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 THREE HUNDRED THOUSAND DOLLARS AND NO CENTS ($300,000.00) (“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.

7. TIMELINE FOR SOLICITATION

Calendar of Events

Time is of the essence in the providing the Deliverables required by the Contract. Travel Texas may require the Contractor to provide Deliverables according to a date-sensitive schedule.

The OOG reserves the right to revise any of the time periods listed below and will post all changes by published Addendum on the ESBD at http://www.txsmartbuy.gov/esbd.

Event Date

Solicitation Posting Date May 22, 2026

Deadline for Respondent Submission of Questions June 01, 2026

The OOG’s Response to Questions Posted on the ESBD June 08, 2026

Deadline for Respondent HSP Courtesy Review Request June 12, 2026

OOG Provides HSP Courtesy Review June 17, 2026

Deadline for Respondent Submission of Response July 01, 2026

Anticipated Start Date September 01, 2026 http://www.txsmartbuy.gov/esbd

8. EVALUATION SCORING CRITERIA

Weighted Evaluation Scoring Criteria. The OOG will evaluate Responses using the following weighted scoring criteria, subject to overall best value considerations as authorized by law. The evaluation process and criteria are further described in-depth in Part C of the Solicitation.

Criteria Weight Phase I Company Information and Financial Responsibility 5% Experience, Qualifications, and References 15% Response Content and Responsiveness 20% Proposed Solution 40% Compensation Sought 20% Total 100%

Phase II Strategy and Planning 40% Creative Presentation 45% Oral Presentation 15% Total 100%

Phase III Best and Final Offer (BAFO) 100%

Phase I Criteria Detail –…