Strategic Advertising and Creative Service

The State of California is seeking a qualified partner to deliver strategic advertising and creative services in support of airport marketing, branding, and campaign management initiatives. The selected agency will serve as a long-term strategic, creative, and executional collaborator for the communications and marketing division, providing integrated marketing solutions that span the full campaign lifecycle. This includes responsibilities such as research, strategic planning, creative development, media planning and buying, campaign execution, and thorough performance measurement.

The scope of work emphasizes data-driven insights to optimize annual strategies and ongoing campaign effectiveness, focusing on audience behavior, market trends, and dynamic campaign adjustments. Services will cover end-to-end media strategy, negotiation, and placement across diverse channels, including digital, broadcast, out-of-home, paid social, print, television, and emerging platforms. Creative production capabilities are expected to include video and photography assets, print and digital materials, campaign toolkits, merchandise design, exhibit concepts, and branded templates, aimed at enhancing the airport’s public presence and elevating passenger engagement.

Additionally, the vendor will contribute high-quality, visually compelling content for construction-related public-facing materials, barricades, concourse displays, and passenger-flow areas, aligning with brand storytelling objectives. The engagement will support the airport’s goals of increasing passenger growth, enhancing brand reputation, and reinforcing its position as an industry-leading, community-centered airport. The contract is anticipated to have a term of three years.