Project Information

Bid Title

Strategic Communications & Public Relations (PR) for Santa Fe, NM

Issuing Agency

City of Santa Fe

Location

New Mexico

Published Date

Mar 26, 2026

Closing Date

Apr 24, 2026

Government Level

State & Local

Status

Closed

Original Source

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Bid Documents

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Project Description

Project ID:

Title: Strategic Communications & Public Relations (PR) for Santa Fe, NM

Addenda: 0

Release Date: 3/26/2026

Due Date: 4/24/2026

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Strategic Communications & Public Relations (PR) for Santa Fe, NM

Request For Proposals

TOURISM Santa Fe

Project ID: FY26-TRFP-072

Release Date: Thursday, March 26, 2026

· Due Date: Friday, April 24, 2026 3:00pm

Posted Thursday, March 26, 2026 8:00am

All dates & times in Mountain Time

Draft Response Events RSVP No Bid28 days, 19 hours, 39 minutes

Post Information

Posted At:Thu, Mar 26, 2026 8:00 AM
Sealed Bid Process:Yes (Bids Sealed / Pricing Sealed)
Private Bid:No

Overview

Summary

The purpose of the Request for Proposal (RFP) is to solicit sealed proposals to establish a four-year contract through competitive negotiations for the procurement of a public relations agency committed to securing earned national media for the purpose of leisure travel to Santa Fe, New Mexico.

This initiative is designed to complement Santa Fe's national advertising efforts, not replace them. It will focus solely on earned media—editorial coverage in respected travel, lifestyle, and interest-based outlets—rather than advertising or social media marketing. The right PR firm will help secure valuable media coverage that highlights all this 416-year-old capital city of New Mexico has to offer, from world-class art and culinary experiences to cultural events and outdoor adventures.

TOURISM Santa Fe (TSF) desires to contract with an innovative, forward thinking and strategic tourism-focused public relations and communications agency to increase Santa Fe’s overall earned media value, while strategically positioning and promoting Santa Fe as the preferred visitor destination for the venturesome traveler.

Goals for Public Relations Contractor

• Increase Public Awareness: Increase overall awareness of Santa Fe as a desirable tourist destination through targeted media placements, social media campaigns, and strategic partnerships.
• Drive Visitor Engagement: Encourage engagement with Santa Fe tourism content across various platforms, leading to increased website traffic, social media interactions, and inquiries about local attractions and events.
• Enhance Brand Perception: Continue to improve the perception of Santa Fe as a vibrant, diverse, and welcoming destination by showcasing unique cultural offerings, natural attractions, and festivals and special events through compelling storytelling and positive media coverage.
• Generate Measurable Results: Achieve quantifiable results such as number of media placements, number of media stays, total annual earned media value, etc.

Background

TSF's mission is to provide the promotion of economic development through tourism by positioning Santa Fe, New Mexico as a destination offering travelers world-class contemporary amenities in an authentic, beautiful, culturally and historically significant setting. The goals of TSF, through its public relations efforts, are to build awareness of Santa Fe as a premier travel destination to a diverse demographic and to promote Santa Fe as a “one of one” destination—inspiring visitors to come explore and discover why Santa Fe is ‘The City Different.’

Santa Fe is a highly unique destination that provides unforgettable, year-round experiences and attractions. We’re a place that knows who we are and who we’re for. Santa Fe offers seekers a full sensory adventure that’s not only unique to each individual but also changes with each and every visit. It satisfies the soul and spurs a transformation that comes from self-reflection, introspection, and digging in deeper.

BRAND OVERVIEW:

Santa Fe is more than just a destination; it's an invitation to a deeper journey of discovery. Our brand platform, "Uncover Your Different," speaks to modern travelers who seek authentic, meaningful discovery over superficial experiences. What makes Santa Fe "The City Different" is the unique combination of world-class, contemporary amenities within an authentic, beautiful, and historically significant setting, providing discerning, self-aware travelers with a personalized experience unlike anywhere else. Each visit to Santa Fe offers new possibilities, as no two days or traveler experiences are ever truly the same. The sights, sounds, tastes, and interactions cultivate experiences that intentionally shape new perspectives and create a craving for more.

MARKETING/ADVERTISING OVERVIEW:

Audience Strategy — Our audience strategy focuses on attracting established, discerning travelers who prioritize high-quality, premium experiences. We are engaging a diverse demographic—from active young professionals to affluent retirees—who prioritize frequent domestic travel and a high investment in their vacations. By tailoring our outreach to these sophisticated traveler segments, we ensure our brand resonates with those most likely to value and invest in everything our destination has to offer.

Market Strategy — Our current market strategy is designed to balance the preservation of our most established regional, drive market territories (Austin, Dallas-Ft. Worth, Colorado Springs, Denver), to increase brand awareness in high-potential metropolitan fly markets (Los Angeles, Chicago, Phoenix, Houston) and broaden Santa Fe specific awareness over general, statewide, New Mexico consideration.

This geographic outreach is also supported by high-impact initiatives—most notably leveraging the national momentum of the Route 66 Centennial—alongside a deliberate presence into the B2B sector for meetings and group attraction.

In 2025, Santa Fe was voted the #1 Best City in Travel + Leisure’s World’s Best Awards. Additionally, Santa Fe was recognized as the #2 Small City in Conde Nast Traveler’s annual Reader’s Choice Awards.

Your key messages must align with Santa Fe's brand — We’re a place that knows who we are and who we’re for. Santa Fe offers Seekers a full sensory adventure that’s not only unique to each individual, but also changes with each and every visit. It satisfies the soul and spurs a transformation that comes from self-reflection, introspection, and digging in deeper.

Timeline

Issue RFP:

March 26, 2026

Pre-Proposal Meeting (Non-Mandatory):

April 6, 2026, 1:00pm

Join Zoom Meeting
https://santafenm-gov.zoom.us/j/82467140442?pwd=VweslX5kejpzIARdOUgMPYuBwy0mKW.1

View meeting insights with Zoom AI Companion
https://santafenm-gov.zoom.us/launch/edl?muid=b8c7d0a7-0896-4a4f-8418-5e110f8ba224

Meeting ID: 824 6714 0442
Passcode: 170312

Deadline for Written Questions:

April 9, 2026, 5:00pm

Response to Written Questions:

April 14, 2026, 5:00pm

Proposals Due Date:

April 24, 2026, 3:00pm

Evaluation*:

May 7, 2026, 9:00am

Selection of Finalists*:

May 8, 2026

Best and Final Offers*:

May 11, 2026, 5:00pm

Oral Presentations*:

May 15, 2026, 1:00pm

Finalize Contracts*:

June 5, 2026

Contract Award*:

June 15, 2026

Commodity Codes

• NAICS 541613Marketing Consulting Services
• NAICS 541820Public Relations Agencies

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