TCAR seeks to engage a full-service marketing agency that consistently brings big strategic thinking to the table, to guide decisions around goals, objectives, targets and tactics. The Contracted Supplier will challenge traditional marketing methods; dig deep into available research; consider new innovative approaches and opportunities for growth. The Contracted Supplier will work with the TCAR team to ensure the appropriate marketing strategies are implemented to continue to increase travel to Newfoundland and Labrador from target markets and maximize traveller spending. Newfoundland and Labrador’s most important target market for the non-resident vacation traveller is Canada (primary focus in Ontario and Alberta; secondary Montreal (English) and Nova Scotia, and the remainder of Canada). Target visitors are profiled as ‘Learners: Authentic Experiencers and Rejuvenators’; leisure travellers seeking authentic experiences and rejuvenation from cultural and soft adventure travel experiences; they are primarily 55+ with a higher-than-average household income; well educated couples and singles; sophisticated and experienced travellers; curious people; they seek more unusual places and experiences 'off the beaten track’. The USA (with heavy focus in New England and Mid-Atlantic states), the United Kingdom and Germany are secondary target markets; and marketing activities undertaken are largely in partnership with Destination Canada and the Atlantic Canada Agreement on Tourism (ACAT). TCAR also participates in digital and content marketing partnerships with Destination Canada and ACAT, and Travel Trade and Travel Media initiatives in the USA, United Kingdom, and Germany. The Contracted Supplier must work within an eco-system of collaboration with all marketing partners to ensure TCAR is effectively leveraging all assets and opportunities to develop new markets and attract more first-time visitors. Over the past five fiscal years, TCAR’s annual spend against its existing contract for marketing services has averaged $10 million, including flow-through costs. The TCAR spend against the Agreement pursuant to this RFP, will be based on TCAR’s marketing plans and subject to limitations set by annual budgetary appropriations by the Government of Newfoundland and Labrador.
