MASSPORT: About Massport: Pressroom: Archives 2004

News

Advertising Agency Request for Proposals (RFP).

December 03, 2004

The Massachusetts Port Authority ("Authority"), owner and operator of Boston - Logan International Airport ("Airport"), is soliciting Statements of Qualification and proposals from full-service advertising agencies interested in providing services to the Authority in support of its communications activities. By means of a Request for Proposals (RFP), the Authority seeks to qualify firms for participation in an agency review process. RFPs are available from the Authority beginning Friday, December 3. Proposals must be submitted in accordance with instructions in the RFP, to the Massachusetts Port Authority, One Harborside Drive, Suite 200S, East Boston, MA 02128-2909, no later than 5 p.m. Monday, December 20, 2004, at the office of Mr. Michael A. Grieco, Assistant Secretary-Treasurer, Massachusetts Port Authority, Logan Office Center, One Harborside Drive, Suite 200S, East Boston, MA 02128-2909.

The firm whose proposal is accepted will be awarded a contract for no less than 3 years and not more than five years. This contract will commence on or about May 1, 2005.

Massport Advertising Program

To support the Authoritys goals and objectives, Massport engages in a variety of communication strategies that target multiple audiences. In order to leverage the existing capabilities of Massport's staff, the Authority seeks to contract with a full-service advertising agency (the "Agency") having the skill and experience to support Massport in its communications activities. The Scope of Services to be provided under this contract include:

strategy integration (marketing, advertising and public relations)
creative development and art direction stressing brand differentiation
advertising production; print, broadcast, radio, internet, outdoor, etc.
multi-media planning and buying (consumer and trade)
collateral design, development and production
market research
account management

Massports advertising programs focus on: 1) public awareness of construction at Logan Airport and public transit options to/from Logan, 2) industry awareness outreach through trade publications and journals (cargo, cruise).

The current advertising objective for Logan Airport has been to convey how the $4 billion modernization (construction) of the airport is progressing, with an underlying message of future benefits for the consumer. The importance of public transportation is a keystone of the messaging strategy. Future plans include developing and promoting a brand for The New Logan and Massport, which reinforces the Authoritys goal of delivering a customer-friendly transportation experience.

The advertising objective for Massport's Maritime Division is to maintain awareness of the Port of Boston (cargo/shipping and cruise) programs among industry decision-makers.

The overarching goal of Massports advertising strategy is to promote and expand the brand to consumers and industry by utilizing traditional and new media effectively and efficiently.

Selection Process

Massport will conduct a two-phase selection process for a full-service advertising agency, beginning with the issuance of the Request for Proposals (RFP). Phase I is the Qualifications Phase. Phase II is the Creative Phase.

During the Qualifications Phase, a Proposal Review and Selection Team (Team) of Massport staff will review and evaluate agency submissions. The Team will select a yet-to-be-determined number of Agencies from Phase I to participate in Phase II. Agencies selected by the Team to participate in Phase II will be given a creative assignment to complete and present to the Team. The Team will recommend one agency to the Massport Board for contract award approval.

The Authority is soliciting competitive proposals pursuant to a determination that such a process best serves the interests of the Authority and the general public and not because of any legal requirement to do so. The Authority reserves the right to accept or to reject any or all proposals, to withdraw or amend this Request for Proposals at anytime, to initiate negotiations with one or more Proposers, to modify or amend with the consent of the Proposer any proposal prior to acceptance, to waive any informality and to effect any agreement otherwise, all as the Authority in its sole judgment may deem to be in its best interest.

Copies of the Request for Proposals may be obtained by contacting:

npelosi@massport.com