Strategic Communications & Public Relations (PR) for Santa Fe, NM
| Location: | New Mexico |
|---|---|
| Posted: | Mar 26, 2026 |
| Due: | Apr 24, 2026 |
| Agency: | City of Santa Fe |
| Type of Government: | State & Local |
| Category: |
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| Publication URL: | To access bid details, please log in. |
Project ID:
Title: Strategic Communications & Public Relations (PR) for Santa Fe, NM
Addenda: 0
Release Date: 3/26/2026
Due Date: 4/24/2026
Post Information
Sealed Bid Process:Yes (Bids Sealed / Pricing Sealed)
Private Bid:No
Summary
The purpose of the Request for Proposal (RFP) is to solicit sealed proposals to establish a four-year contract through competitive negotiations for the procurement of a public relations agency committed to securing earned national media for the purpose of leisure travel to Santa Fe, New Mexico.
This initiative is designed to complement Santa Fe's national advertising efforts, not replace them. It will focus solely on earned media—editorial coverage in respected travel, lifestyle, and interest-based outlets—rather than advertising or social media marketing. The right PR firm will help secure valuable media coverage that highlights all this 416-year-old capital city of New Mexico has to offer, from world-class art and culinary experiences to cultural events and outdoor adventures.
TOURISM Santa Fe (TSF) desires to contract with an innovative, forward thinking and strategic tourism-focused public relations and communications agency to increase Santa Fe’s overall earned media value, while strategically positioning and promoting Santa Fe as the preferred visitor destination for the venturesome traveler.
Goals for Public Relations Contractor
- Increase Public Awareness: Increase overall awareness of Santa Fe as a desirable tourist destination through targeted media placements, social media campaigns, and strategic partnerships.
- Drive Visitor Engagement: Encourage engagement with Santa Fe tourism content across various platforms, leading to increased website traffic, social media interactions, and inquiries about local attractions and events.
- Enhance Brand Perception: Continue to improve the perception of Santa Fe as a vibrant, diverse, and welcoming destination by showcasing unique cultural offerings, natural attractions, and festivals and special events through compelling storytelling and positive media coverage.
- Generate Measurable Results: Achieve quantifiable results such as number of media placements, number of media stays, total annual earned media value, etc.
Background
BRAND OVERVIEW:
Santa Fe is more than just a destination; it's an invitation to a deeper journey of discovery. Our brand platform, "Uncover Your Different," speaks to modern travelers who seek authentic, meaningful discovery over superficial experiences. What makes Santa Fe "The City Different" is the unique combination of world-class, contemporary amenities within an authentic, beautiful, and historically significant setting, providing discerning, self-aware travelers with a personalized experience unlike anywhere else. Each visit to Santa Fe offers new possibilities, as no two days or traveler experiences are ever truly the same. The sights, sounds, tastes, and interactions cultivate experiences that intentionally shape new perspectives and create a craving for more.
MARKETING/ADVERTISING OVERVIEW:
Audience Strategy — Our audience strategy focuses on attracting established, discerning travelers who prioritize high-quality, premium experiences. We are engaging a diverse demographic—from active young professionals to affluent retirees—who prioritize frequent domestic travel and a high investment in their vacations. By tailoring our outreach to these sophisticated traveler segments, we ensure our brand resonates with those most likely to value and invest in everything our destination has to offer.
Market Strategy — Our current market strategy is designed to balance the preservation of our most established regional, drive market territories (Austin, Dallas-Ft. Worth, Colorado Springs, Denver), to increase brand awareness in high-potential metropolitan fly markets (Los Angeles, Chicago, Phoenix, Houston) and broaden Santa Fe specific awareness over general, statewide, New Mexico consideration.
This geographic outreach is also supported by high-impact initiatives—most notably leveraging the national momentum of the Route 66 Centennial—alongside a deliberate presence into the B2B sector for meetings and group attraction.Timeline
https://santafenm-gov.zoom.us/j/82467140442?pwd=VweslX5kejpzIARdOUgMPYuBwy0mKW.1
View meeting insights with Zoom AI Companion
https://santafenm-gov.zoom.us/launch/edl?muid=b8c7d0a7-0896-4a4f-8418-5e110f8ba224
Meeting ID: 824 6714 0442
Passcode: 170312
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