Request For Proposal for Integrated Creative And Media Agency Of Record

INTEGRATED CREATIVE AND MEDIA AGENCY OF RECORD REQUEST FOR PROPOSALS
CONTRACT TERM
The initial contract term is anticipated to begin on January 1, 2027, and continue through December
31, 2028. Visit The Woodlands reserves the option to renew the agreement for up to one (1)
additional one-year renewal period, contingent upon performance, funding availability, and mutual
agreement.
INTRODUCTION, DESTINATION OVERVIEW, AND BACKGROUND
The Woodlands, Texas is a premier destination located 35 miles north of Houston, offering a unique
blend of natural beauty, luxury accommodations, shopping, dining, entertainment, outdoor
recreation, and meeting facilities. Visitors travel to The Woodlands for both leisure and business,
supported by strong regional drive markets and growing interest from surrounding states and
Mexico.
Visit The Woodlands is a governmental entity and is the official destination marketing organization
for The Woodlands, Texas. Visit The Woodlands promotes the destination for leisure travel,
meetings, conventions, sporting events, and tourism-related economic development to increase
visitation, hotel occupancy, and economic impact. Visit The Woodlands is a 501(c)(6) organization
funded by The Woodlands Township Hotel Occupancy Tax and governed by a Board of Directors.
The Woodlands currently has a Convention Center (The Woodlands Waterway Marriot Hotel &
Convention Center) and a Conference Center (The Woodlands Resort and Conference Center).
The Woodlands Waterway Marriott Hotel & Convention Center consists of approximately 66,532
square feet of event space and is attached to 343 sleeping rooms located on The Woodlands
Waterway, a 1.5 mile long "river walk" with corporate office space, residential living, shops and
restaurants.
The Woodlands Resort & Conference Center, located about 2 miles from the "downtown" area of
The Woodlands, currently has 402 sleeping rooms with approximately 75,000 square feet of
meeting space as well as two 18-hole golf courses.
PURPOSE OF RFP
Visit The Woodlands seeks a strategic agency partner and invites proposals for integrated
destination marketing services.
Services shall include media and creative strategic planning, media buying, campaign
management and optimization, creative development, design and production, account
management, analytics, and reporting services.
Marketing Goals Include:
* Attracting high-value visitors to visit and stay in a hotel in The Woodlands and explore the
destination year-round
* Increasing overnight stays, Sunday night stays and midweek/shoulder season travel
* Promote The Woodlands as a premier destination
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* Increase sales, meetings and conventions in The Woodlands, increasing RFP submissions
and room nights
SCOPE OF WORK
Audience and Target Markets:
* Leisure and Business Travelers (Domestic and International)
* Meetings and Convention Planners and Businesses
* Influencer, creator, FAMS, and partnership marketing opportunities as appropriate
Channels May Include:
* Print, Digital, Social, Display, Native, Email, Search, Video, Co-Op, Out of Home, and In-
Market placements
Media Placement Budget:
The selected agency will develop an integrated media plan within an annual media placement
budget. The annual media budget in 2026 was $650,000.00, but can vary year by year. Currently, the
2027 budget is set at $650,000.00. This budget reflects media placement expenditures only and
excludes agency fees, production costs, and approved third-party expenses unless otherwise
proposed. Proposals shall include detailed pricing for all media and creative services separately,
identified within the scope of work which includes:
A. Strategic Media Planning, Buying, Campaign Development and Management with revisions
as necessary
* Media planning and buying across traditional and digital channels
Media planning and buying across traditional and digital channels
o
Negotiation of competitive media pricing, added-value opportunities, and bonus
o
placements
Stewardship and management of media placements, including value analysis and
o
flowcharts
Audience targeting, segmentation, and seasonal campaign planning
o
Ongoing strategic consultation, campaign optimization, and emerging media
o
recommendations
Identification of new media opportunities, technologies, and consumer trends
o
* Campaign Optimization
Continuous monitoring and optimization of campaign performance
o
Strategic recommendations based on performance insights and tourism trends
o
Identification and implementation of optimization opportunities throughout
o
campaigns
* Account Management & Vendor Relations
Maintain regular account communication, weekly status meetings, and client-ready
o
reporting
Provide industry knowledge, trend insights, and emerging media recommendations
o
Coordinate vendor and partner meetings, insertion orders, and media credit
o
applications
Manage vendor payments, invoice reconciliation, auditing, and billing
o
Maintain industry-standard media planning, buying, research, and reporting tools
o
Provide organized reporting documentation, budget monitoring, and compliance
o
support
* Measurement, Analytics, Reporting & Research
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Conversions should include but are not limited to, Google Analytics, conversions,
o
downloads for Meeting Planner Guide and Visitor Guide, RFP submissions,
engagement, e-newsletter sign-ups, and more as applicable per placement
Provide campaign analytics, KPI tracking, conversions, and performance reporting
o
Track metrics including increasing hotel stays and visitation, Google Analytics
o
conversions, guide downloads, RFP submissions, engagement, CTR, CPC,
impressions, ROI, website traffic, and awareness lift, as applicable
Provide visitor data, attribution, cross-channel performance insights, and tourism
o
trend research as available
Deliver monthly, quarterly, and annual reports, testing, optimization, and budget
o
pacing updates in requested formats
Provide additional reporting and analysis upon request
o
B. Creative Design and Production Services & Capabilities
The selected agency shall provide creative strategy, design, production, and campaign support
services aligned with the Visit The Woodlands brand and media plan, including creative
development, concepting, design, and production for advertising placements.
Other materials as requested within scope of work or requested for a quote for
o
additional cost
Adaptation and resizing of creative assets for multiple formats and placements
o
Development of creative assets consistent with the Visit The Woodlands
o
Brand Guide and competitive destination marketing standards
o
Copywriting and messaging support
o
Creative revisions and additional materials as requested
o
Innovative campaign concepts and tourism marketing recommendations
o
Creative support for seasonal campaigns, special events, meetings,
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conventions, and destination initiatives
C. Staff Qualifications & Prior Experience with Tourism Destinations or Tourism Agencies
* Respondents shall demonstrate:
Relevant tourism and destination marketing experience
o
Experience working with convention and visitors bureaus, destination
marketing organizations, municipalities, hospitality organizations, or
tourism-related clients
OF NOTE:
The Woodlands Township Board of Directors approves the Visit The Woodlands budget annually in
August, with media plans are presented for Board approval each September. Visit The Woodlands
operates on a calendar-year budget cycle beginning in January.
Visit The Woodlands prefers one consistent account team throughout the contract term, including
any presentations. Preference may be given to agencies demonstrating strong integrated
capabilities and effective management of subcontracted services.
RFP BID SUBMISSION: PROPOSAL FORMAT & SUBMISSION REQUIREMENTS
Proposals should be organized, clear, concise, and submitted in the order requested below.
A. Agency Experience & Qualifications
* Please include:
Agency overview, structure, services, and destination marketing experience
o
Relevant client experience, tourism case studies, and measurable results
o
Current clients and any actual or potential conflicts of interest
o
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Agency differentiators, platforms/technologies used, and three references with
o
contact information
Proposers shall disclose any current or anticipated engagements with competing
o
destination marketing organizations, convention and visitors' bureaus,
municipalities, or hospitality clients that may create an actual or perceived conflict
of interest
B. Project Team
* Please include:
Key account personnel, subcontractors, qualifications, relevant experience, and
o
roles
Account management structure and communication cadence
o
Billing and reconciliation practices, including disclosure of gross or net media billing
o
and any commissions, rebates, incentives, tickets, discounts, added value
placements, or agency compensation related to media purchases
C. Strategic Approach
* Please Include:
Media philosophy and strategic process
o
Optimization methodologies
o
Research, Reporting and measurement capabilities and methodologies
o
Innovation and emerging media approaches
o
Tourism-related creative samples
o
Campaign examples
o
D. Pricing Proposal and Cost of Services for Initial 2 Years, Plus Projected Pricing For Optional
1 Additional Year
As a governmental entity, Visit The Woodlands is required to publicly disclose all fee structures and
commissions. All proposed fees and costs should reflect a strategic and efficient allocation of
funds designed to maximize placement performance.
* Please include:
Flat-fee pricing for all proposed media and creative services, separate from
o
the $650,000 annual media placement budget, including not-to-exceed
pricing for all services
Disclosure of all commissions, markups, pass-through expenses,
o
production costs, technology fees, subcontractor costs, and any additional
charges. Media placement costs should not be included in total fees.
Respondents should provide a proposal that includes what it would cost to
service Visit The Woodlands up to $650,000.00 in paid media.
Additional service and hourly rates, if applicable
o
Clear identification of all anticipated engagement costs
o
CONTRACTUAL, OPERATIONAL, AND TECHNICAL REQUIREMENTS
Respondents must submit all required documentation, meet all submission deadlines and
requirements and demonstrate compliance with all RFP specifications and instructions. The
proposal and any attachments shall be received no later than 4:00 p.m. on August 18, 2026. LATE
PROPOSALS WILL NOT BE CONSIDERED.
EVALUATION, SCORING CRITERIA, BEST OFFERS, AND RIGHT TO REJECT
Visit The Woodlands will review and rank every proposal received in response to this RFP based on
the following weighted criteria:
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Evaluation Category Points
Media Strategy, Buying & Management Capabilities 25
Creative Design & Production Services & Capabilities 25
Staff Qualifications, Experience & References 20
Pricing 25
Technical Compliance with RFP Requirements 5
TOTAL 100
Visit The Woodlands reserves the right to interview up to three top-ranked Proposers. Visit The
Woodlands reserves the right to negotiate final scope and pricing, reject any or all proposals, waive
minor irregularities, request clarifications, and award the contract in the best interest of Visit The
Woodlands based on overall value rather than lowest price. This RFP does not obligate Visit The
Woodlands to award a contract or reimburse proposal preparation costs. All costs incurred in the
preparation of the proposal to this RFP will be the sole responsibility of the respondent.
Additionally, Visit The Woodlands shall incur no liability for the preparation and/or submission any
letter of interest incurred by a respondent. Any conditional submission may be cause for rejection.
Visit The Woodlands, being funded by tax dollars and staffed by employees of The Woodlands
Township, operates in compliance with the Texas Open Meeting Act/Texas Open Records Act, and
therefore, all submissions and resulting analysis may be subject to disclosure to the public. The
selected agency shall participate in onboarding and transition activities, including transfer of
campaign assets, reporting, and account access.
QUESTIONS, LETTERS OF CLARIFICATION AND WITHDRAWEL
Please submit one (1) electronic copy of the bid proposal by email to bids@visitthewoodlands.com.
Questions concerning this RFP should be directed to bids@visitthewoodlands.com, no later than
Friday, July 10, 2026, at 4:00 p.m. (CST). After this time, Visit The Woodlands reserves the right to
deny response to submitted inquiries.
Questions will be answered directly to respondent, and all questions and answers will be made
available at visitthewoodlands.com/bids by July 31, 2026.
Proposals may be withdrawn due to errors or for any other reason by a written request received by
bids@visitthewoodlands.com prior to the submission deadline.
FORM OF AGREEMENT
By submitting a response to this RFP, Proposer agrees, upon notice of selection, to enter into a
Services Agreement.
TIMELINE
Milestone Date
RFP Issued June 22, 2026
Questions Due July 10, 2026
Clarifications Issued July 31, 2026
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Milestone Date
Proposals Due August 18, 2026
Interviews (if applicable) August/September 2026
Agency Selection September 2026
Contract Start January 1, 2027
DISCLAIMER
The proposal will become the property of Visit The Woodlands. This RFP in no manner obligates
Visit The Woodlands to pursue any contractual relationship with an entity that responds to this
RFP. Visit The Woodlands further reserves the right to cancel this RFP at any time if deemed to be in
the best interest of Visit The Woodlands. Visit The Woodlands expressly reserves the right to reject
any and all submissions, in whole or in part, received in response to this RFP; to accept any
submission(s) that it determines shall best meet Visit The Woodlands goals, objectives, and
standards, regardless of whether or not said submission is lowest in cost; to waive any non-
material defect, informality, or irregularity in any submission or submission procedure; and/or to
negotiate separately the terms and conditions of all or any part of the submissions as determined
to be in Visit The Woodlands best interest and sole discretion. Negotiations will be conducted with
the selected agency. In the event a mutually acceptable contract cannot be negotiated with the
selected agency, Visit The Woodlands reserves the right to negotiate with other responding
agencies. Upon negotiation of a mutually acceptable contract, Visit The Woodlands will award the
contract or contracts, if any. Any contract for the accepted submission will be based upon the
factors described in this RFP and may contain additional legal terms and conditions as mutually
agreed upon in writing between the parties. Visit The Woodlands reserves the right to amend or
revise this RFP, in whole or in part, as it deems necessary and without further notice to the public.
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