Visit Pensacola has completed its search for agencies of record to develop and implement an integrated marketing plan, including research, advertising and public relations, for the Pensacola Bay Area. After completing two thorough review rounds, a subcommittee of the Tourism Administration and Convention Committee (TACC) selected BOHAN Advertising out of Nashville, Tenn., and Majority Opinion Research out of Atlanta to provide Visit Pensacola with advertising/public relations and research services, respectively.
The scope of work will focus on guiding marketing strategies through primary and secondary research; building awareness of the destination and differentiating it from its competitive set; and generating local, regional, national and international media coverage aimed at positioning the Pensacola Bay Area as a preferred tourist destination.
“We are committed to taking tourism in the Pensacola Bay Area to the next level in innovative and creative ways through an integrated research-based marketing and advertising program,” said Terry Scruggs, interim vice president of tourism for the Greater Pensacola Chamber. “We are confident that the review subcommittee’s decision was a strong one that will result in a positive impact for tourism in the Pensacola Bay Area.”
BOHAN Advertising and Majority Opinion Research will sign a contract to begin Oct. 1, 2012, based on funding from the Tourist Development Council.
The agency review process began on April 17 with a preliminary round, during which 21 responses to a formal Request for Qualification (RFQ) were thoroughly assessed by the review subcommittee. Nine agencies were invited back for a formal presentation round, held over several weeks at City Hall. All agencies were evaluated by the same set of criteria. Participating local agencies received a weighted score.
The review subcommittee of TACC was made up of tourism industry professionals from across the Pensacola Bay Area, including members of local Chambers of Commerce, accommodation providers, associations and other area businesses, assembled upon the recommendation of TACC members.
In order to have qualified, agencies must have been of a size and character to realistically be able to handle a destination account. As well, the agency must have been experienced in the tourism industry, among the leisure, group and meeting segments.