Request for Proposals Digital Media Services for Tourism Marketing #18836

The purpose of this Request for Proposal is to seek qualified digital agencies to support the City of Laurel, Mississippi’s tourism marketing primarily through digital media tactics. Qualified agencies will have a working knowledge of the tourism industry. The City’s desired partner will have the capacity to provide strategic counsel, actively promote the destination’s message, amplify successes and position Laurel as a premier destination in the Gulf South for leisure travel at the national, regional and local levels.

This RFP in no way commits the City to award a contract, to pay any costs in preparation of a proposal, or to contract for the goods and/or services offered. Although it is the City’s intent to contract with the person/company that best meets the qualifications to complete the scope of work, the City may terminate the negotiations if they are unsuccessful in reaching an agreement on all matters including the scope of work and cost.

Laurel, Mississippi is nationally recognized as the backdrop for HGTV’s hit show “Home Town,” featuring beloved local residents Ben and Erin Napier. The show draws millions of weekly viewers who are captivated by the warmth, hospitality, craftsmanship and character of small-town life in Laurel. This built-in audience is emotionally invested in the town—they've seen its homes, its people, and its story unfold on screen.

To date, tourism marketing has passively benefited from the show’s popularity, with visitors seeking out Laurel simply through organic discovery. While the likeness of the Napiers has been used in past materials, we’ve never directly activated their personalities in a campaign with a deliberate call-to-action. That changes with this campaign.

We are developing a short, authentic invitation video featuring Ben and Erin Napier that will live on the City of Laurel’s official tourism website. This personal message will invite fans of “Home Town” to take the next step—from viewer to visitor. The surprise of seeing familiar, trusted faces extending a personal invitation is a powerful conversion tool. It transforms passive interest into action, helping potential travelers envision themselves walking the same streets and exploring the real Laurel.

As stated above, the City’s tourism program is funded solely by the proceeds of a 3% lodging tax. A key element of this campaign will be to extend the time that visitors spend in market. Laurel’s prime location on I-59 and its proximity to many popular destinations (New Orleans, Jackson, Hattiesburg and Gulf Coast beaches), make it an ideal stop for travelers enroute. Another goal of this campaign will be to increase occupancy rates by targeting day trippers and encouraging multi-day vacations.

The primary assets used to promote Laurel's tourism efforts include:

1. Promotion of Historic Downtown: Laurel's downtown area boasts beautifully renovated historic buildings with an attractive mix of shopping, dining, recreational and lodging options. Guided and self-guided tours are available to explore the architecture and learn about the history of the area.

2. Cultural Tourism: Laurel celebrates its cultural heritage through events, museums, and festivals. Mississippi’s first museum, the Lauren Rogers Museum of Art, is home to a diverse collection of American and European artwork and hosts spectacular rotating exhibits and special events. Other attractions and community organizations showcase the rich local culture, including the Veterans Memorial Museum, Laurel Jones County Black History Museum, South Mississippi Fair and Laurel Main Street.

3. "Home Town" Fame: Laurel gained significant attention through the popularity of the HGTV series "Home Town" which follows the Napiers as they renovate and restore local homes. Visitors are able to shop a curated selection of goods reflecting the couple's love for craftsmanship at their trio of stores in downtown Laurel. There are also private tours available to view some of the homes featured on “Home Town.” Plus, after eight seasons, there are many more merchants and spots to explore throughout Laurel for an “as seen on TV” experience.

4. Outdoor & Recreation: Laurel's proximity to natural attractions such as Lake Bogue Homa and the De Soto National Forest provides opportunities for outdoor recreation like fishing, hiking, and camping. The City also manages the Sportsplex and Natatorium, in addition to many parks and public fields/courts, offering venues for a variety of sports tournaments and casual recreation.

5. Culinary Tourism: Laurel offers a thriving culinary scene that is brimming with warm hospitality and diverse flavors. Visitors can savor classic comfort food and innovative dishes at local eateries, where fresh ingredients and Southern charm come together to create memorable dining experiences.

6. Preservation and Restoration Efforts: Laurel's efforts to preserve and restore its historic buildings and landmarks contribute to its appeal as a tourist destination. This commitment to preservation is made possible through strategic collaboration with public, private and non-profit entities, and this community approach can be highlighted in tourism materials and initiatives.