REQUEST FOR PROPOSALS CONTENT PROVIDER FOR MULTI-MEDIA VISITOR GUIDES TRAVEL OREGON 670 Hawthorne Ave.

SE, Suite 240 Salem, OR 97301 May 29, 2009 I. BACKGROUND & SCOPE OF WORK The statutory mission of the Oregon Tourism Commission, dba Travel Oregon, is to encourage economic growth and to enhance the quality of life in Oregon through a strengthened economic impact of tourism throughout the state. Travel Oregon encourages increased expenditures by visitors to Oregon and by in-state travelers, and cooperates with local, regional and private industry tourism 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 the average 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 building awareness among our key target audience. This biennium, we will continue to motivate consumers to seek more information about Oregonand to translate that interest into a sale. Our next phase is to leverage those Oregon fans to share their passion for Oregon in network conversations and become ambassadors/spokespeople to inspire others to travel in Oregon. Our work will be guided by the following objectives: : Continue to Engage Consumers in the Oregon brand and use the brand to differentiate Oregon from its competitors. Breakthrough Market Clutter by Focusing our Messages. Drill down Travel Oregon messaging to key themes during key time frames. Engage in Conversations with Consumers who Identify with the Oregon Mindset consumers 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 they want to hear real stories and tips from other fans. Get consumers to share their Oregon stories. Travel Oregon seeks to communicate with consumers during every step of their vacation planning process--from dreaming about where theyd like to go, to trip planning and procurement, to how theyre greeted and assisted when theyre here. We continue to strive for a high level of integration in

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 Proposals This Request for Proposals (RFP) seeks the following: A firm to contract for the production of travel information contentwhether in print, online, video or combination of all mediaabout the state of Oregon. The content and media vehicles designed to deliver the content will fulfill the information needs of travelers in each stage of their trip planning cycle, from inspiration to travel decision, itinerary development to booking. This content should serve visitors considering Oregon as a destination as well as those already in the state seeking ideas and information about where to stay, eat, play, etc. It should be compelling and comprehensive to 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 time in the visitors trip planning cycle and in the best medium for consumers use (3) in the most financially and environmentally efficient manner (4) to generate the most trips per dollar invested. These four criteria will form the basis for selection of proposals. The successful firma comprehensive Content Providerwill play an integral role in producing an integrated family of Content Streams, delivered via print and online media, to promote travel in the state of Oregon. The firm will also develop innovative ways to financially support these Content Streams with the goal of making the group of them self-sustaining. B. Proposal Specifications Candidates should present their proposals in two parts, Plan A and Plan B, as follows: Plan A Provide an execution strategy and cost estimate for delivering Oregon visitor information using the following 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 resourcea guide to be used by travelers who are considering Oregon as destination, those who are further along their vacation planning path or those who are already traveling in the state. It will be distributed to consumers who request a guide via web, phone or business reply card by Travel Oregons fulfillment center, and primarily at state welcome 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 provided by Travel Oregon or a Travel Oregon designee. It will also feature event, attraction and activity listings similar to the information available in the Oregon Trip Planner and on TravelOregon.com. Of particular interest is the inclusion of multiple, detailed maps, with suggested itineraries and trip ideas, such as top 10 places to hike, favorite family destinations or ten most romantic spots, and so on. Critical to the design of Travel Oregon publication(s) is the adherence to the design and branding specifications set forth in the Brand Oregon Style Guide and manifested in Travel Oregons advertising campaign, other collateral materials and Travel Oregon magazine. The chosen content provider will be expected to work closely with Travel Oregons 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 photo clarity, paper weight and quality, legibility, engaging copy, etc.) set by Oregons awardwinning travel publications and website (TravelOregon.com) produced in past years. While production details for the new publication(s) and online content will be negotiated with the successful respondent based on its proposal, firms are asked to base their 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 substantially the same as, or exceed that of, Travel Oregon magazine and the Oregon Trip Planner.

2. Content Vehicle 2: A digital inspiration piece. The inspiration piece will be in digital format, potentially an online magazine, but a piece that is distinct from the print visitor guide (above) and not simply the print guide translated to the online medium. It should be produced specifically for an online viewer/reader, with consideration for the unique demands of that audience and medium. 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 as the magazine has done in past years. The quality of the piece should be so compelling that advertising virtually sells itself, consumers look forward to receiving every issue and 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 dropping photography that is consistent issue-to-issue and communicates the awesome experience and beauty of Oregons landscapes and the character of Oregonians (whenever possible, photo usage rights should be negotiated to allow use of the images in other Content Vehicles during the year) - presents brief but rousing copy that grips readers and inspires them to share the piece and seek out more information about Oregon - pursues an unobtrusive advertising strategy that does not compromise the editorial content but rather supports it with relevant, integrated visitor resources - view a preferred example of the quality, format and structure desired for the digital 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 and travel within Oregon. As such, this Content Vehicle should be delivered monthly with an editorial strategy throughout the year that keeps an Oregon vacation top-of-mind. It should offer an exceptionally rich virtual experience of Oregon through imagery, features and editorials on unique escape ideas, suggested itineraries and guest opinion pieces. The newsletter is also to serve as a mechanism to entice consumers to book custom packages and 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 Requirement Each 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 of interactivity and engagement provided by each vehicle and how that consumer engagement factor would be measured. Sustainability Requirement Travel 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 will contribute to this effort. Please indicate awards or recognition received in this area, and any other practices that denote the firms stewardship ethic. Distribution Plan Proposers must present a distribution plan for each of (1,2,3) above. Business Model Please identify production, delivery and feedback/research/evaluation costs for each Content Vehicle (1,2,3) above. Also provide a detailed sales/revenue strategy for each, including revenue generation 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 Required Critical to Travel Oregons content development and delivery process is evaluating and measuring how that content affects consumer travel decisions and behavior. Proposers should detail how each of the following feedback systems would be executed as part of the program to learn the nature and magnitude 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 B Create your own strategy that meets Oregon visitors information needs, with any variety, mix or number of Content Vehicles deemed effective, in accordance with Travel Oregons objectives as follows: 1. Deliver the most compelling content Content Streams Required: A planning resource, including comprehensive lodging listings (e.g., Oregon Trip Planner) 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 and outdoor recreation in the spring, with additional niche content to be determined by Travel Oregon (such as cycling, golfing, wine, etc.) Follows a comprehensive editorial strategy which connects all Content Streams 2. at the ideal time in the 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 more Content 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 Content Vehicle 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 of production 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 received in 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., how editorial 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 (through advertising or other revenue model) within one year. Proposers should outline how this is accomplished. Identify production, delivery and feedback/research/evaluation costs for each Content 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 Visitors Travel Oregon print guide(s) and online content may be utilized by domestic and international visitors. As such, they should be designed with consideration that it could be translated into multiple languages (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 to be determined. In order to meet the needs of our diverse guests, the following content and design considerations must 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 Work The 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 advertising agency of record) to develop, design and produce visitor information Content Streams and Vehicles, as further described above, to promote travel in the state of Oregon, and reinforce the brand image of the state. 2. Conduct preliminary consumer research to inform the Content Vehicles initial design, format and content. 3. Work with current publisher of Travel Oregon magazine and Oregon Trip Planner to design a sales strategy and approach that will not diminish the ad sales in either publication as the new content plan is transitioned and implemented. 4. Solicit and manage advertising sales. 5. Produce companion material which may or may not be excerpted from the initial content structure 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 the production of said materials. 7. Perform continuous data collection and annual research on the effectiveness of the published content 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 QUALIFICATIONS Proposals 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 directory listings. 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 of backgrounds and interests. 4. Collecting data via field research for niche or travel oriented publications, websites, and social media.

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III. PROPOSAL CONTENTS, PREPARATION AND SUBMISSION To be considered, a proposal must contain the following information: 1. A clear, concise description of how the respondent meets the minimum qualifications identified in section II of this RFP. 2. No fewer than three professional references that provide details about the respondents experience, expertise, and performance. A respondent must provide at least one reference to address experience in both the production and financial support components as a Content Provider. 3. On company letterhead, statements and evidence that show the respondents ability to carry out the 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 be considered. 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 related activities, including a comprehensive business plan on how the respondent will accomplish making all of them financially self-supporting within a reasonable period of time. The business plan should detail how proposed print guides, specifically, will be financially self-supporting within 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 primarily supported through advertising, this budget and description of compensation should include anticipated advertising rates; development and printing costs; and any mark-ups and commissions. PLEASE NOTE: The financial support plan must include the respondents proposal for how excess revenues will be allocated. Specifically, if advertising or other revenues exceed production and development costs, the respondent must specify what will occur with those 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 the firm will be assigned to manage the work under the contract and any other relevant operational information. Briefly describe successful strategies the firm might employ in working with the Travel 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 on subcontractors qualifications, assigned personnel, etc.
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12. Additional information, if any, relevant to the proposal. This information should be clearly identified 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 be complete and identical to original; failure to submit complete proposals will disqualify the respondent. NO FAXED OR ELECTRONIC PROPOSALS WILL BE ACCEPTED. To ensure proper identification and handling, all envelopes should be clearly marked as being for the Content Provider RFP. IV. REVIEW PROCESS 1. 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 questions as described below) that is most advantageous to Travel Oregon and the Oregon tourism industry as determined in accordance with the evaluation criteria set forth below. 3. All proposals will be evaluated in accordance with the following criteria, weighted substantially as indicated: a. Concept development and quality of proposal (50%), considering Travel Oregons objectives as primary criteria: i. compelling content ii. content delivery timing and media coincides with consumers trip planning cycle and preferences iii. financial and environmental efficiency of the content strategy iv. 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 proposers whose written proposals receive the highest scores (or a greater or lesser number of proposers if a natural break occurs in the written proposal scores between the highest scoring proposals and the remainder). If Travel Oregon conducts additional interviews, a respondents response to the Travel Oregon interview questions will be considered part of the respondents proposal for evaluation purposes. Travel Oregon will select the best overall proposal, considering both the written proposal and the proposers response to the interview questions, as determined in accordance with the evaluation criteria set forth above. Accordingly, if Travel Oregon conducts interviews, the respondent receiving the highest score on its written proposal will not necessarily be selected.

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V. FUNDING AND CONTRACT PERIOD Travel Oregon expects that all sales, invoicing and collections related to the design, development and production of the Content Vehicles and completion of the related activities will be handled by 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 the contract period. Travel Oregon anticipates the contract will be valid from the time of contract signing through December 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 the successful respondent to enter into a contract substantially in the form attached hereto as Exhibit A. This request for proposals does not commit Travel Oregon to award a contract. Travel Oregon reserves the right to cancel this solicitation and reject all proposals if such action would be in the best interests of the State of Oregon and Travel Oregon. Respondents prepare and submit proposals in response to this RFP at their sole cost and expense. Under no circumstances will Travel Oregon or the State of Oregon be responsible for any 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 all documents pertaining to the award of a contract, shall be kept by Travel Oregon and made a part of a file or record which shall be open to public inspection. If a proposal contains any information that is considered a trade secret under ORS 192.501(2), each sheet of such information must be marked with the following legend: This data constitutes a trade secret under ORS 192.501(2), and shall not be disclosed except in accordance with the Oregon Public Records Law, ORS chapter 192. The Oregon Public Records Law exempts from disclosure only bona fide trade secrets, and the exemption from disclosure applies only unless the public interest request disclosure in the particular instance. ORS 192.501(2). Therefore, non-disclosure of documents or any portion of a document submitted as part of a proposal may depend on official or judicial determinations made pursuant to the Public Records Law. Identification of information as a trade secret will not necessarily result in a designation of that information as exempt from disclosure under the Oregon Public Records Law. Identifying the proposal in whole as a trade secret is not acceptable. Failure to identify a portion of the proposal as a trade secret shall be deemed a waiver 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 PROTEST Award protest must be submitted to the person identified in the cover sheet of this RFP and must 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 shall specify 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 PROCESS 1. 2. 3. 4. Deadline, by which proposal must be received by Travel Oregon: June 26, 2009 at 2:00 p.m. Proposals must include all materials outlined in Section III above. Six (6) copies of the proposal must be submitted. 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 team July 8-July 10, 2009 ..........Interviews conducted (if requested by Travel Oregon) July 13, 2009 .....................Inform selected respondent; correspond with other proposers July 20, 2009 .....................Notice of intent to award contract July 27, 2009 .....................End of seven (7) day protest period August 1, 2009: Initiate new contract 5. Inquiries regarding this request for proposals should be directed to: Michelle Godfrey Public Relations Manager Travel Oregon 670 Hawthorne Ave. SE, Salem, OR 97301 michelle@traveloregon.com (503) 378-8861 Any questions and answers regarding this RFP will be posted on the Travel Oregon Industry website.

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