Agency of Commerce & Community Development, Department of Tourism & Marketing

Buyer seeks proposals to conduct a marketing effectiveness study on the value of various advertising channels and tactics in driving visitation to Vermont. The study aims to develop a baseline ROI measure of advertising effectiveness and provide key consumer insights. The research should include nationwide sampling of exposed and non-exposed audiences. Buyer requires a final written report with detailed metrics on advertising impact and actionable recommendations.

• 3/24/2025 - Issue Date
• 4/1/2025 - Questions Due
• 4/14/2025 - Proposal Due Date

• Measure recall and advertising awareness among U.S. domestic travelers
• Evaluate incremental visitation and visitor spending generated by advertising
• Assess impact by comparing perceptions between exposed and non-exposed audiences
• Identify information needs of potential visitors post-ad exposure
• Analyze media effectiveness across connected TV, digital, out-of-home, sponsored content
• Evaluate seasonal advertising programs (summer/fall and winter campaigns)
• Assess impact of search engine marketing program
• Analyze Vermont Tourism's social media program effectiveness
• Evaluate the state's official website performance
• Calculate ROI for paid and owned media strategies