Branding RFP Questions and Answers North Lake Tahoe Marketing Cooperative

Destination Branding Agency RFP – Questions and Answers | July 29, 2024

• In the past 3-5 years, have you done any primary research on your target audience(s) and/or brand health? If so, can you please share with us?
  • SMARI Insights conducted in June 2023
  • Dean Runyan Economic Impact of Travel conducted in March 2022
• What market data and analytics tools does your organization utilize? (Symphony, STR, Kalibri, etc.)
  • Datafy
  • Destimetrics
  • AirDNA
  • VisaVue
  • Symphony – coming on board August 2024
  • Key Data – coming on board August 2024
  • Datafy spending analysis – coming on board August 2024
• Who will be evaluating proposals and making the decision on agency selection?
  • A committee of three representatives from North Tahoe Community Alliance and three representatives from Travel North Tahoe Nevada.
• What do you see as your primary challenges or barriers to success, both internally among stakeholders and with the traveler audiences you aim to attract?
  • Differentiating our destination from other Tahoe affiliated destinations (South Lake Tahoe, Reno-Tahoe, etc.)
• Under Agency Expectations, the scope includes “name, logo and tagline,” “visual and verbal brand identity” and “creative ways to enhance and communicate the brand to visitors.” However, the RFP also says NLMTC will use the results of the branding process to develop appropriate image, slogan and messaging. So is a new campaign for the brand launch part of the scope?
  • At this time, the RFP is for branding only. Campaign development will be considered separately.
• Is the scope of the RFP project based on Branding AOR? If project based, what is the NLMTC plan for implementing the new brand?
  • We will be considering Branding AOR separately. This RFP is specifically to choose a new agency for the brand project.
• It appears the NLMTC wants to refine its visitor target. Can you provide any insights to those targeting priorities?
  • How do we make the biggest impact with our budget? Who should we target and how do we balance the cost of North Lake Tahoe with our ideal visitor mix, stewarding the destination, and evolving with generational travel shifts?
• It appears your current media agency is EXL Media. Do you envision a collaborative partnership with them during this process?
  • EXL Media is not our current media agency. Our current agency will not have input during the selection process.
• What metrics is the NLMTC currently using to measure brand success? Beyond KPIs like visitation, occupancy, ADR, and economic impact, are you measuring perception, sentiment, or brand ambassadorship?
  • We have begun to evolve brand measurement beyond traditional KPIs. This work will be closely tied to the new brand launch and future direction.
• Do you have research tools in place for post-rebrand measurement? Should these be included in recommendations?
  • These can be considered incremental and part of post-launch.
• Is the intended scope/contract duration Dec 2024 – March 2025? Or do we factor in April/May/June for the rebrand launch?
  • The contract runs through June 30, 2025. Launch is planned for July 1, 2025 with the start of our new fiscal year. A launch plan would be ideal. We have not yet determined whether our existing agency will launch the new brand.
• Beyond the brand identity, are you also looking for activation and execution ideas, strategy, and/or examples (e.g., campaign assets)?
  • Yes. April 1 – June 30 is reserved for asset creation for the July 1, 2025 launch. We have not yet determined exactly which assets will be included.
• What are the most potent marketing channels for North Lake Tahoe today? Are there channels you feel are underperforming?
  • We will discuss this during the discovery phase. No major red flags at this time.
• Are there any components of the existing brand, tagline, or campaigns you’d like to retain?
  • Everything is on the table.
• How does your team balance increased travel with destination stewardship and responsible/regenerative travel?
  • Our DMO has shifted focus to Destination Stewardship. Challenges include aging infrastructure, car reliance, and balancing education, enforcement, and engineering to find solutions.
• How does the general public differentiate between North and South Lake Tahoe? How does this affect decision-making?
  • They generally don’t. Many visitors don’t know where they are once they arrive.
• Has your team previously collaborated with the South Lake Tahoe DMO? Benefits or challenges?
  • There was a brief collaboration long ago. We are now looking to differentiate ourselves.

Additional information and reference materials can be requested from Kirstin Guinn:
[email protected]

Questions can be directed to Kirstin Guinn, NTCA Marketing Director, at (530) 416-1736 or [email protected]

Proposals must be submitted to Kirstin Guinn, NTCA Marketing Director:
[email protected]