Establishing and Maintaining Sales of Digital Advertising on the Florida Keys and Key West Website

Monroe County, Florida is seeking a digital advertising agency to establish and maintain sales of advertisements on the Florida Keys and Key West tourism website (visitfloridakeys.com/fla-keys.com). The procurement is a competitive solicitation targeting an agency that will work collaboratively with the Tourist Development Council (TDC) and current website agency MMGY Global Inc. to implement a tourism partner advertising sales program. The selected agency will be responsible for developing a comprehensive digital advertising strategy, managing ad inventory, handling technology integration with ad-serving platforms, managing contracts and billing, and providing performance tracking and reporting. Proposals are due by 3:00 PM on October 9, 2025, and must be submitted through the Bonfire electronic bidding platform. The evaluation will be conducted by a selection committee comprising two Visit Florida Keys staff members and one community member, using a scoring methodology that includes professional personnel (10 points), project approach (25 points), sales approach and revenue structure (30 points), past performance (25 points), financial ability (10 points), and an optional local preference consideration (5 additional points).

The procurement appears to be open to all qualified digital advertising agencies, with a notable local preference provision for vendors with Monroe County business tax receipts and a physical county address for at least one year prior to the solicitation. The contract term is three years with an option for a two-year renewal, operating on a revenue-sharing model where proposers must specify their percentage of gross or net advertising revenue retention. The website currently receives approximately 4.5 million visitors annually and previously had multiple advertising partners, though advertising is not currently available. While no specific budget range is explicitly stated, the revenue-sharing structure suggests the potential financial opportunity is tied directly to the agency's sales performance. The county intends to work with previous advertisers while also cultivating new advertising relationships, indicating potential for significant revenue generation for the selected agency.