NM Tourism Contract to Texas Firm

The state Tourism Department announced Tuesday it had selected Austin, Texas-based Vendor Inc. to develop and head up a $2 million advertising campaign to attract more visitors here and to boost the economy.

A seven-member committee evaluated 20 proposals in a competitive bidding process, eventually giving the Texas company the top cumulative score among six finalists across a range of attributes from creativity to value. Vendor Inc. — which has handled clients like Southwest Airlines, Nike, Wal-Mart Stores and BMW — also had the lowest retainer fee among the finalists.

“It allows us to put more money into placing the ads,” Tourism Secretary Monique Jacobson told the Journal. Vendor’s bid included a 13 percent retainer, meaning the rest of the $2 million contract will be used for media buys, she said.

One local firm and finalist expressed disappointment the contract went out of state. “I had hoped that certainly we would get the contract,” Del Esparza, president of Esparza Advertising told the Journal. “If not, at least an in-state agency would. But I have to trust the integrity of the process and knowing the secretary like I do I trust it was done in a proper manner.”

Esparza said choosing an instate firm would have meant more jobs for the state. But Jacobson said she’s confident that Vendor will build a better brand for New Mexico, therefore creating more jobs. In-state bidders received a 5 percent preference on their bids, but non-local Vendor still came out as the best value, she said.

The company will come up with an advertising campaign to launch in mid-April. “All I can say is that it will be based on the brand essence that we have identified for New Mexico … addressing low awareness and misperceptions,” Jacobson said.

JACOBSON: Cites value in Austin firm’s proposal 

 

5 p.m. on Tuesday, Jan. 10, 2012:

The New Mexico Tourism Department selected Austin, Texas-based Vendor Inc. on Tuesday to develop and head up a $2 million advertising campaign to attract more visitors and to boost the economy.

A seven-member committee evaluated 20 proposals in a competitive bidding process, eventually giving the Texas company the top cumulative score among six finalists across a range of attributes from creativity to value.

The people who have come together to form Vendor Inc. have worked on accounts such as Southwest Airlines, Nike, Wal-Mart Stores, BMW, and AT&T, Veronica Valencia, director of marketing and communications for the NM Tourism Department, said.

Vendor Inc. also had the lowest retainer fee among the finalists. That will allow a maximum number of ads to be placed, the department said in a news release.

“We take seriously our commitment to drive the economy in New Mexico by building a brand that brings visitors here.” said Tourism Secretary Monique Jacobson. “We are confident Vendor, Inc.’s work will do that and the impact will be felt throughout the state for years to come.”