Global Ad Agency RFP
Questions and Answers

What destinations/countries did the US lose share to between 2000 and 2010?
The loss in market share between 2000 and 2010 cannot be attributed to any one
destination or country.

Within the RFP response would you like to see a completed competitive analysis for
your category or just an example from another category?
An example of a competitive analysis is acceptable. We would like to see how you would
identify and assess competitors for one of your typical clients and the type of
recommendations you’d provide as a result.

How are you defining success for this branding effort? Do those metrics change by
country?
Specific KPIs will vary market-to-market, but a successful campaign would include a global
message platform that is branded consistently across all markets, is nuanced enough to
resonate within a specific market, is tied appropriately to destination and activation
partners, and is measurable across all channels.

How involved is the Board on this effort?
The Brand USA Board of Directors is invested in the overall success of our consumer
marketing efforts. The Board’s Marketing Committee is engaged in our consumer
campaigns’ key metrics and impact on incremental/year-over-year travel to the U.S.

How does the funding work?
Brand USA’s marketing budget is allocated each fiscal year and varies market-to-market.

Is there an appetite for big idea digital/social thinking within this campaign or will
that be handled elsewhere?
While Brand USA partners with various digital, content and public relations agencies, we
expect the lead agency to bring forward strategic thinking across all channels.

What has been your biggest success to date? Your biggest frustration?
One of our biggest successes is achieving a 47:1 ROI on our global marketing efforts. A
constant challenge is maintaining consistent engagement with all of our target markets and
attributing the efforts of Brand USA to direct lift in travel to the U.S.

Will the selected agency be the lead for all your agencies?
The selected agency will drive strategy and creative/brand direction, but will be expected to
integrate with other key agencies contracted with Brand USA.

On p. 5 section 2C and of the RFP, it asks for “3 examples of work,” —is that specific
to BrandUSA or are you referring to examples
of work we’ve produced for other
clients we work with?
Please provide three case studies of work; can include work produced on behalf of Brand
USA.

On p. 5 section 2D of the RFP you’ve asked for “one to two creative marketing
ideas”. Would you like generic work from
our agency or specific thoughts on your
brand? If you prefer BrandUSA specific work, is there a business brief we can react
to?
Marketing ideas can be defined as creative concepts/campaign ideas that would increase
incremental travel to the U.S. from all of our collective markets.
If possible, please provide specific thoughts on how your agency could help Brand USA
achieve our mission and travel goals. Additional insight can be gleaned from our Annual
Objectives and Business Plans.