Fire prevention campaign

The Department of the Interior's Bureau of Land Management Nevada Region is seeking an advertising agency to develop and execute a comprehensive fire prevention campaign targeting Nevada's general public, with a specific focus on outdoor enthusiasts. The solicitation (Number 140L3925Q0030) requires the contractor to create a multi-platform advertising strategy that includes 15-second PSA videos distributed across gas pump TVs, streaming platforms, social media, radio, and billboards. The campaign aims to reduce human-caused wildfires through strategic messaging and broad media exposure. Proposals will be evaluated using a best-value, trade-off process that prioritizes technical capabilities and past performance over price. Interested firms must electronically submit their proposals to Matthew B. Merritt at mbmerritt@blm.gov by April 2, 2025, at 1700 local time, with a clear demonstration of experience in various advertising channels.

The contract is a 100% small business set-aside within the Advertising Agencies NAICS code 541810, with a size standard of $25.5 million. The performance period spans from April 15, 2025, to October 15, 2025, strategically aligned with fire season. The advertising campaign requires generating 2-5 million impressions across different media channels, including six billboard locations, gas station displays in over 80 stations, streaming platforms, and a rodeo event sponsorship in an Eastern Nevada town. The campaign will prioritize geographic targeting in counties such as Nye, Clark, Washoe, and Carson City. While the government has not disclosed a specific budget, vendors are expected to price the effort comprehensively, integrating labor costs into media delivery pricing. The Bureau of Land Management will provide all PSA videos, graphics, and technical fire prevention expertise, with the contractor responsible for media buying, ad placement, and producing a detailed final report.