Requirements: Travel Alberta is seeking an agency partner(s) that
demonstrate the following responsibilities and activities may include, but
not limited to:
1. Strategic Planning
a. Constant sharing of relevant research, insights and trends on
brand strategy, creative strategy, content development,
corporate reputation and other related areas.
b. Proactively collaborate with Travel Alberta agency partners,
internal departments and industry stakeholders to develop and
support strategic alignment.
2. Account Servicing
a. Establish and maintain clear and effective communication
processes through a collaborative approach.
b. Account leadership principal is a senior account manager who
supports the creative team. Account manager must have midlevel
digital marketing experience, ideally selected in
consultation with Travel Alberta.
c. Account, project and quality assurance management.
d. Sub-contractor selection and management in consultation with
Travel Alberta.
e. Budget and finance management (Budget Control Reports,
invoices, accruals, forecasting, etc.).
f. In-person meetings quarterly or around major market
planning/review cycles, in alignment with current health
regulations.
3. Brand Strategy
a. Strategic direction and analysis: Continually assess and
improve brand positioning to ensure relevance and competitive
differentiation considering all audiences, channels and
business units. This would include consumer and corporate
brand voices.
b. Research: Conducting stakeholder interviews, defining who the
brand will service, undertaking audience profiling and
segmentation; creating a brief and defining the approach for
content development.
c. Brand guidelines: Define structure for content creation, both for
traveller audiences and corporate audiences. Collaborate with
stakeholders to define the message strategy for each line of
business.
d. Brand governance: Work with key stakeholders and agency
partners in the rollout of brand changes.
Page 9 20RFP85000003
4. Content Strategy
a. Creative concept development: Build creative concepts which
bring to life the creative vision for the brand based on the
defined strategy and research insights outlined in the
campaign brief. Creative must address target audience
segments at various stages and be deliverable across a
variety of platforms. Further, creative must be executable and
localized for Travel Alberta’s multiple markets and audiences,
including campaign extension through industry partners when
applicable.
b. Content testing: Facilitate primary market research and/or
review past campaign performance to inform creative strategy.
Garner insights from content and campaign data to ensure
that strategies are brand-aligned and tailored to targeted
audiences on multiple channels.
c. Collaboration: Work with Travel Alberta team and agency
partners to measure creative effectiveness to evolve creative
strategies and improve performance.
5. Content Development
a. Work with the Travel Alberta Destination Promotion business
unit, which includes Brand & Content, Consumer Marketing,
and Business Development, on the development of brandaligned
content for global marketing efforts. This may include,
but is not limited to, printed materials, copy writing, video,
photography, audio, displays, digital or visual materials.
b. Campaign ad unit production, supporting Destination
Promotion campaign initiatives in various markets. For a
variety of ad unit types. Production work includes, but is not
limited to:
• Art direction, image selection, design, copywriting and
layout
• Video editing and adaptation
• Dynamic ad creation tools
c. Presentations: Build presentations to outline strategic
direction, creative concepts for key stakeholders, etc.
d. Studio support: Offer creative services in support of Travel
Alberta’s Brand & Content Studio and work in collaboration to
fulfill all content needs.
6. Production Logistics
a. Support Travel Alberta led content creation including:
• Assist with project management requirements of
production including, but not limited to, talent selection,
wardrobe, scheduling and budget management.
Page 10 20RFP85000003
• Collaborate on development of content requirements
such as locations, stories and experiences to capture.
• Collaborate on the selection and management of
content creators, production and logistical partners.
