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REQUEST FOR PROPOSALSCONTENT PROVIDER FORMULTI-MEDIA VISITOR GUIDES

TRAVEL OREGON670 Hawthorne Ave. SE, Suite 240

Salem, OR 97301

May 29, 2009

I. BACKGROUND & SCOPE OF WORKThe statutory mission of the Oregon Tourism Commission, dba Travel Oregon, is to encourageeconomic growth and to enhance the quality of life in Oregon through a strengthened economicimpact of tourism throughout the state. Travel Oregon encourages increased expenditures byvisitors to Oregon and by in-state travelers, and cooperates with local, regional and private industrytourism entities.

Its statutory marketing objectives and strategic areas of focus are: Maximize the return on public and private investment in tourism;

Reduce seasonal fluctuations in travel and tourism-related industries and lengthen theaverage stay by encouraging visitors to be destination-oriented in this state;

Encourage visitors from international markets to come to Oregon; and

Cooperate with local, regional, national, tribal and private industry tourism entities.

Over the past five years, Travel Oregon's Consumer Marketing programs have succeeded in buildingawareness among our key target audience. This biennium, we will continue to motivate consumersto seek more information about Oregonand to translate that interest into a sale. Our next phase isto leverage those Oregon fans to share their passion for Oregon in network conversations andbecome ambassadors/spokespeople to inspire others to travel in Oregon. Our work will be guidedby the following objectives::

Continue to Engage Consumers in the Oregon brand and use the brand to differentiateOregon from its competitors.

Breakthrough Market Clutter by Focusing our Messages. Drill down Travel Oregonmessaging to key themes during key time frames.

Engage in Conversations with Consumers who Identify with the Oregon Mindsetconsumers who identify with our brand values of genuine, stewardship, visionary, dreamers.Oregon isnt just a destination; its a state of mind. Get them to converse with us.

Leverage Oregon Fans (e.g., people who share our love of Oregonour diversity, beauty,values, sustainability, etc.) Consumers dont want to just hear from Travel Oregon theywant to hear real stories and tips from other fans. Get consumers to share their Oregonstories.

Travel Oregon seeks to communicate with consumers during every step of their vacation planningprocess--from dreaming about where theyd like to go, to trip planning and procurement, to howtheyre greeted and assisted when theyre here. We continue to strive for a high level of integration in

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Request for Proposals Content ProviderTravel Oregon Page 2

our branding execution. Whether consumers or partners are hearing from us in Seattle, Tokyo,Frankfurt or at their local tourism business, our communications have the same voice, look, and feel,with high attention to quality.

A. Purpose of Request for ProposalsThis Request for Proposals (RFP) seeks the following:

A firm to contract for the production of travel information contentwhether in print, online, videoor combination of all mediaabout the state of Oregon. The content and media vehicles designedto deliver the content will fulfill the information needs of travelers in each stage of their tripplanning cycle, from inspiration to travel decision, itinerary development to booking. This contentshould serve visitors considering Oregon as a destination as well as those already in the state seekingideas and information about where to stay, eat, play, etc. It should be compelling and comprehensiveto inspire visitors to explore more Oregon destinations and, ultimately, extend their stay.

Travel Oregons objective is to (1) deliver the most compelling content (2) at the ideal timein the visitors trip planning cycle and in the best medium for consumers use (3) in themost financially and environmentally efficient manner (4) to generate the most trips perdollar invested.

These four criteria will form the basis for selection of proposals.

The successful firma comprehensive Content Providerwill play an integral role in producing anintegrated family of Content Streams, delivered via print and online media, to promote travel inthe state of Oregon. The firm will also develop innovative ways to financially support these ContentStreams with the goal of making the group of them self-sustaining.

B. Proposal SpecificationsCandidates should present their proposals in two parts, Plan A and Plan B, as follows:

Plan AProvide an execution strategy and cost estimate for delivering Oregon visitor information using thefollowing form and structure requirements:

Content Vehicles Required

1. Content Vehicle 1: A print visitor guide.

The print guide is to serve as part inspiration and part itinerary planning resourceaguide to be used by travelers who are considering Oregon as destination, those who arefurther along their vacation planning path or those who are already traveling in thestate. It will be distributed to consumers who request a guide via web, phone orbusiness reply card by Travel Oregons fulfillment center, and primarily at statewelcome centers, airports and the hundreds of visitor centers across the state. The

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guide should provide coverage of Oregons destinations, by geography (regions, cities),niche interest (culinary tourism and outdoor recreation, plus cycling, golfing, birding,etc.) and lifestyle (traveling with kids, couple escapes, family reunions, etc.).

To help travelers make decisions about where to stay once they are traveling in Oregon,

the guide must include comprehensive statewide lodging listings which will be providedby Travel Oregon or a Travel Oregon designee. It will also feature event, attraction andactivity listings similar to the information available in the Oregon Trip Planner and onTravelOregon.com. Of particular interest is the inclusion of multiple, detailed maps,with suggested itineraries and trip ideas, such as top 10 places to hike,favoritefamily destinationsor ten most romantic spots, and so on.

Critical to the design of Travel Oregon publication(s) is the adherence to the design andbranding specifications set forth in the Brand Oregon Style Guide and manifested inTravel Oregons advertising campaign, other collateral materials and Travel Oregonmagazine. The chosen content provider will be expected to work closely with TravelOregons consumer marketing department in the design of print guide(s) so that the

tone, photography, type and graphic elements reflect the Brand Oregon style.

The print guide must meet or exceed the high quality standards (in terms of photoclarity, paper weight and quality, legibility, engaging copy, etc.) set by Oregons award-winning travel publications and website (TravelOregon.com) produced in past years.

While production details for the new publication(s) and online content will benegotiated with the successful respondent based on its proposal, firms are asked to basetheir proposals for the print visitor guide on the following production guidelines.

The guide will be published at least annually.

The first edition of the guide will be published no later than March 31, 2010. Design parameters of the guide:

- approximately 150 pages- 250,000 copies per annual print run- 60/40 editorial to ad ratio- full-color, with original editorial and exceptional photo content

- content includes comprehensive statewide lodging listings- quality standards (in terms of photo clarity, design and ratio of small space ads

to editorial, paper weight and quality, legibility, etc.) should be substantiallythe same as, or exceed that of, Travel Oregonmagazine and the Oregon TripPlanner.

2. Content Vehicle 2: A digital inspiration piece.

The inspiration piece will be in digital format, potentially an online magazine, but apiece that is distinct from the print visitor guide (above) and not simply the print guidetranslated to the online medium. It should be produced specifically for an onlineviewer/reader, with consideration for the unique demands of that audience andmedium. This piece will replace the current Travel Oregon magazine and thus it should

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communicate the distinctive character and compelling adventure Oregon offers, just asthe magazine has done in past years. The quality of the piece should be so compellingthat advertising virtually sells itself, consumers look forward to receiving every issueand are compelled to share it with their online contacts.

Production guidelines: The digital piece will be published at least quarterly.

The first edition will be published no later than March 31, 2010.

Design parameters of the digital piece:

- offers approximately five feature stories per issue- includes short video segments, at least three per issue, that are related to the

five feature stories- incorporates a viral component in every issue that drives readers to share

the piece, such as a sweepstakes

- employs an image-heavy format using high quality, jaw droppingphotography that is consistent issue-to-issue and communicates the awesome

experience and beauty of Oregons landscapes and the character ofOregonians (whenever possible, photo usage rights should be negotiated toallow use of the images in other Content Vehicles during the year)

- presents brief but rousing copy that grips readers and inspires them to sharethe piece and seek out more information about Oregon

- pursues an unobtrusive advertising strategy that does not compromise theeditorial content but rather supports it with relevant, integrated visitorresources

-view a preferred example of the quality, format and structure desired for thedigital inspiration piece at Catch Magazine: http://www.catchmagazine.net/

3.

Content Vehicle 3: A consumer e-newsletter

The e-newsletter content and editorial calendar should encourage people to visit andtravel within Oregon. As such, this Content Vehicle should be delivered monthly with aneditorial strategy throughout the year that keeps an Oregon vacation top-of-mind. Itshould offer an exceptionally rich virtual experience of Oregon through imagery, featuresand editorials on unique escape ideas, suggested itineraries and guest opinion pieces. Thenewsletter is also to serve as a mechanism to entice consumers to book custom packagesand register for special contests and events such as Oregon Bounty.

The strategic goals of the e-newsletter are to:

Build top-of-mind awareness of an Oregon escape through stories and editorials Highlight unique Oregon events and special promotions

Build relationships over time to build brand equity

Encourage word-of-mouth and peer referrals through incentives

Create a consistent and accessible path to TravelOregon.com

Track consumer perceptions of Oregon and respond

Test markets and gather information using incentives
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Production guidelines:

The e-newsletter will be published at least monthly.

The first edition will be published no later than January 15, 2010.

Design parameters of the digital piece should fulfill the strategic goals listed above.

Proposers should include a plan for increasing subscribership for the e-newsletter.View the current version of our e-newsletter here: http://tinyurl.com/p8z2wr

Consumer Engagement RequirementEach Content Vehicle above (1,2,3) should include a consumer participation component (e.g.contest, sweepstakes, etc.) to engage readers and compel sharing of the piece. Identify the degree ofinteractivity and engagement provided by each vehicle and how that consumer engagement factorwould be measured.

Sustainability RequirementTravel Oregon seeks to fulfill its brand value of stewardship by minimizing the impact of production

and materials on the environment. Proposers must describe their sustainable practices that willcontribute to this effort. Please indicate awards or recognition received in this area, and any otherpractices that denote the firms stewardship ethic.

Distribution PlanProposers must present a distribution plan for each of (1,2,3) above.

Business ModelPlease identify production, delivery and feedback/research/evaluation costs for each ContentVehicle (1,2,3) above. Also provide a detailed sales/revenue strategy for each, including revenuegeneration on TravelOregon.com. The print visitor guide is required to be completely self-sustaining(through advertising or other revenue model) within one year. Proposers should outline how this is

accomplished.

Feedback Systems RequiredCritical to Travel Oregons content development and delivery process is evaluating and measuringhow that content affects consumer travel decisions and behavior. Proposers should detail how eachof the following feedback systems would be executed as part of the program to learn the nature andmagnitude of that impact. Where possible, include sample data or description of research results.

Field research tool(s) and/or consumer survey(s)

Real-time consumer feedback via interactive tool(s)

Dashboard and ad hoc consumer feedback tool(s)

Advertiser and regional tourism partner feedback tool(s)
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Plan BCreate your own strategy that meets Oregon visitors information needs, with any variety, mix ornumber of Content Vehicles deemed effective, in accordance withTravel Oregons objectives asfollows:

1. Deliver the most compelling content

Content Streams Required:

A planning resource, including comprehensive lodging listings (e.g., Oregon TripPlanner)

An inspiration piece (e.g., Travel Oregon Magazine)

Content highlighting Scenic Byways (e.g., Scenic Byways Driving Guide,TravelOregon.com/byways)

Fun and educational content for kids and families (e.g., Kids Guide,TravelOregon.com/kids)

Video/film content

Extensive interactive content (e.g. Travel Oregon e-newsletter, blog,TravelOregon.com, GoSeeOregon.com, podcasts, etc.)

Content Specifications (must be met across all Content Streams/Vehicles):

Supports the Oregon brand

Serves an international traveler

Reflects the diversity of the state

Provides balance and fairness among Oregons seven tourism regions

Reflects Travel Oregons niche marketing pillars: culinary tourism in the fall andoutdoor recreation in the spring, with additional niche content to be determinedby Travel Oregon (such as cycling, golfing, wine, etc.)

Follows a comprehensive editorial strategy which connects all Content Streams

2. at the ideal time inthe trip planning cycle and in the best medium for consumers use

Content Vehicles to Propose:

Recommend which Content Stream is best delivered in which media: print,online, video, other, or combination of any/all; this constitutes one or moreContent Vehicle(s)

Indicate the frequency with which you would deliver each Content Vehicle

Present a distribution plan for each Content Vehicle

Identify the degree of interactivity and engagement provided by each ContentVehicle and how that consumer engagement factor would be measured

3. in the most financially and environmentally efficient manner

Sustainability Requirement:Travel Oregon seeks to fulfill its brand value of stewardship by minimizing the impact ofproduction and materials on the environment. Proposers must describe their sustainable

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practices that will contribute to this effort. Please indicate awards or recognition receivedin this area, and any other practices that denote the firms stewardship ethic.

Please also identify how and where Content Vehicles cross over or intersect (e.g., howeditorial of a print guide is repurposed on TravelOregon.com) to maximize production

efficiency, message impact and consistency.

4. to generate the most trips per dollar invested.

Business Model Guidelines:

Print guides, if proposed, are required to be completely self-sustaining (throughadvertising or other revenue model) within one year. Proposers should outlinehow this is accomplished.

Identify production, delivery and feedback/research/evaluation costs for eachContent Vehicle, including revenue generation on TravelOregon.com.

Detail a sales/revenue strategy for supporting all Content Vehicles.

Feedback Systems to Propose (include all):

Field research tool(s) and/or consumer survey(s)

Real-time consumer feedback via interactive tool(s)

Dashboard and ad hoc consumer feedback tool(s)

Advertiser and regional tourism partner feedback tool(s)

Distribution Plan:Proposers must present a distribution plan for each Content Vehicle.

C. Use of Content by International VisitorsTravel Oregon print guide(s) and online content may be utilized by domestic and internationalvisitors. As such, they should be designed with consideration that it could be translated into multiplelanguages (and thus accommodate text length increase) within the first three years of publication.Proposed languages are Spanish, German, Italian and Japanese. The quantity of print guide(s) is tobe determined.

In order to meet the needs of our diverse guests, the following content and design considerationsmust be met (not a comprehensive list):

ethnic/racial diversity in photography

use of international symbols international-visitor-friendly listings (e.g., miles and km, non-800 number telephone

listings, international traveler information, etc.)

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D. Scope of WorkThe selected vendor will:

1. Work in conjunction with the Travel Oregon marketing team and Travel Oregons partners

(including but not limited to the Oregon Lodging Association and Travel Oregons advertisingagency of record) to develop, design and produce visitor information Content Streams andVehicles, as further described above, to promote travel in the state of Oregon, and reinforce thebrand image of the state.

2. Conduct preliminary consumer research to inform the Content Vehicles initial design, formatand content.

3. Work with current publisher ofTravel Oregonmagazine and Oregon Trip Plannerto design a salesstrategy and approach that will not diminish the ad sales in either publication as the new contentplan is transitioned and implemented.

4.

Solicit and manage advertising sales.

5. Produce companion material which may or may not be excerpted from the initial contentstructure for uses such as (but not limited to) stand alone travel collateral and website pages.

6. Work with Travel Oregon to identify and develop public/private partnerships to aid in theproduction of said materials.

7. Perform continuous data collection and annual research on the effectiveness of the publishedcontent among readers and tourism industry partners.

The statement of work for the contract will be negotiated with the successful respondent based on

this scope of work.

II. PROPOSERS QUALIFICATIONSProposals will be accepted only from proposers who have demonstrable experience in these areas:

1. Developing similar travel or lifestyle publications that included graphics, text, maps and directorylistings.

2. Developing similar travel or lifestyle online content and interactive tools that included video,

graphics, text, maps and directory listings.

3. Working with public-sector committees and industry representatives from a broad variety ofbackgrounds and interests.

4. Collecting data via field research for niche or travel oriented publications, websites, and socialmedia.

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III.PROPOSAL CONTENTS, PREPARATION AND SUBMISSIONTo be considered, a proposal must contain the following information:

1.

A clear, concise description of how the respondent meets the minimum qualifications identifiedin section II of this RFP.

2. No fewer than three professional references that provide details about the respondentsexperience, expertise, and performance. A respondent must provide at least one reference toaddress experience in both the production and financial support components as a ContentProvider.

3. On company letterhead, statements and evidence that show the respondents ability to carry outthe minimum service requirements of this RFP.

4. Resumes of all key personnel to be assigned to the contract, and resumes for any subcontractors.

5. Selected copies of work relevant to this proposal. No submissions of work prior to 1998 will beconsidered.

6. Overall concepts and strategies (plus rationale for those concepts and strategies) for the design,development and production of the Content Vehicles indicated and completion of the relatedactivities, including a comprehensive business plan on how the respondent will accomplishmaking all of them financially self-supporting within a reasonable period of time. The businessplan should detail how proposed print guides, specifically, will be financially self-supportingwithin one year.

7.

A detailed project budget and description of the compensation requirements of the firm,including fees and services, and any commissions. Since the publication will be primarilysupported through advertising, this budget and description of compensation should includeanticipated advertising rates; development and printing costs; and any mark-ups andcommissions. PLEASE NOTE: The financial support plan must include the respondentsproposal for how excess revenues will be allocated. Specifically, if advertising or other revenuesexceed production and development costs, the respondent must specify what will occur withthose funds.

8. A detailed plan for the distribution of each Content Vehicle.

9.

A description of how the firm proposes to work with Travel Oregon, including who from thefirm will be assigned to manage the work under the contract and any other relevant operationalinformation. Briefly describe successful strategies the firm might employ in working with theTravel Oregon team.

10.A list of current clients and length of relationships.

11.A full explanation of the relationship of any subcontractor for the contract, including details onsubcontractors qualifications, assigned personnel, etc.

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12.Additional information, if any, relevant to the proposal. This information should be clearlyidentified in the proposal as an addendum.

Each respondent must submit six written copies of its proposal. Proposals must be submitted in

typewritten form and signed by an authorized representative of the respondent. All copies must becomplete and identical to original; failure to submit complete proposals will disqualify therespondent. NO FAXED OR ELECTRONIC PROPOSALS WILL BE ACCEPTED.

To ensure proper identification and handling, all envelopes should be clearly marked as being for theContent Provider RFP.

IV.REVIEW PROCESS1. Evaluation of proposals will be conducted by a review committee that may be made up of Travel

Oregon staff and industry representatives.

2. The review team will select the proposal (which may include the response to interview questionsas described below) that is most advantageous to Travel Oregon and the Oregon tourismindustry as determined in accordance with the evaluation criteria set forth below.

3. All proposals will be evaluated in accordance with the following criteria, weighted substantiallyas indicated:

a. Concept development and quality of proposal (50%), considering Travel Oregonsobjectives as primary criteria:

i. compelling contentii. content delivery timing and media coincides with consumers trip

planning cycle and preferencesiii. financial and environmental efficiency of the content strategyiv. capacity for high level return on investment in terms of trips generated

b. Experience of the firm(s) and of the personnel assigned to the project (20%).c. Ratio of production costs to revenue, and overall production costs (30%).

4. Travel Oregon may decide to conduct interviews. If so, it will interview the three proposerswhose written proposals receive the highest scores (or a greater or lesser number of proposers ifa natural break occurs in the written proposal scores between the highest scoring proposals andthe remainder). If Travel Oregon conducts additional interviews, a respondent s response to theTravel Oregon interview questions will be considered part of the respondents proposal for

evaluation purposes. Travel Oregon will select the best overall proposal, considering both thewritten proposal and the proposers response to the interview questions, as determined inaccordance with the evaluation criteria set forth above. Accordingly, if Travel Oregon conductsinterviews, the respondent receiving the highest score on its written proposal will not necessarilybe selected.

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V. FUNDING AND CONTRACT PERIODTravel Oregon expects that all sales, invoicing and collections related to the design, developmentand production of the Content Vehicles and completion of the related activities will be handledby the contractor, though Travel Oregon may elect to manage some aspects of advertising sales.

An accounting of revenues and expenses may be requested by Travel Oregon during thecontract period.

Travel Oregon anticipates the contract will be valid from the time of contract signing throughDecember 31, 2011, with Travel Oregon reserving the right to renew for an additional two years(January 1, 2012 through December 31, 2013). Travel Oregon anticipates requiring thesuccessful respondent to enter into a contract substantially in the form attached hereto asExhibit A.

This request for proposals does not commit Travel Oregon to award a contract. Travel Oregonreserves the right to cancel this solicitation and reject all proposals if such action would be in thebest interests of the State of Oregon and Travel Oregon.

Respondents prepare and submit proposals in response to this RFP at their sole cost andexpense. Under no circumstances will Travel Oregon or the State of Oregon be responsible forany respondents costs or expenses incurred in preparing and submitting a response to this RFP.

This RFP and one copy of every proposal received in response to it, together with copies of alldocuments pertaining to the award of a contract, shall be kept by Travel Oregon and made apart of a file or record which shall be open to public inspection. If a proposal contains anyinformation that is considered a trade secret under ORS 192.501(2), each sheet of suchinformation must be marked with the following legend:

This data constitutes a trade secret under ORS 192.501(2), and shall not be disclosed except inaccordance with the Oregon Public Records Law, ORS chapter 192.

The Oregon Public Records Law exempts from disclosure only bona fide trade secrets, and theexemption from disclosure applies only unless the public interest request disclosure in theparticular instance. ORS 192.501(2). Therefore, non-disclosure of documents or any portion ofa document submitted as part of a proposal may depend on official or judicial determinationsmade pursuant to the Public Records Law. Identification of information as a trade secret will notnecessarily result in a designation of that information as exempt from disclosure under theOregon Public Records Law. Identifying the proposal in whole as a trade secret is notacceptable. Failure to identify a portion of the proposal as a trade secret shall be deemed awaiver of any future claim of that information as a trade secret for purposes of the Oregon

Public Records Law.

Proposals will not be returned to the proposers.

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VI.AWARD PROTESTAward protest must be submitted to the person identified in the cover sheet of this RFP andmust be received within seven (7) calendar days after the date of the notice of intent to award.The contracting agency may not consider late protests.

The bidder or proposer shall submit the protest to the contracting agency in writing and shallspecify the grounds for the protest to be considered by the contracting agency.

The contracting agency shall consider and respond in writing to a protest in a timely manner.

VII.TIMELINE AND SUMMARY OF PROPOSAL PROCESS1. Deadline, by which proposal must be received by Travel Oregon: June 26, 2009 at 2:00 p.m.2. Proposals must include all materials outlined in Section III above.3. Six (6) copies of the proposal must be submitted.

4. Estimated selection timeline is as follows:

June 26, 2009 .................... Proposals received by 2:00 p.m.June 29-July 3, 2009 ........ Review of proposals by review teamJuly 8-July 10, 2009 .......... Interviews conducted (if requested by Travel Oregon)July 13, 2009 ..................... Inform selected respondent; correspond with other proposersJuly 20, 2009 ..................... Notice of intent to award contractJuly 27, 2009 ..................... End of seven (7) day protest periodAugust 1, 2009: Initiate new contract

5. Inquiries regarding this request for proposals should be directed to:

Michelle GodfreyPublic Relations ManagerTravel Oregon670 Hawthorne Ave. SE, Salem, OR [email protected](503) 378-8861

Any questions and answers regarding this RFP will be posted on the Travel Oregon Industrywebsite.

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