Strategic Communications & Public Relations (PR) for Santa Fe, NM

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.