Project Needs

Indigenous Tourism Alberta is seeking proposals from marketing agencies to award a contract for media planning and buying, marketing creative, website design and maintenance, and earned media/media relations communications to support consumer marketing activities. ITA seeks collaborative partnerships that prioritize effective, innovative and continually improving strategic marketing activities in ways that support ITA’s organizational goals and respects Indigenous culture, diversity and Protocols.

Background

Indigenous Tourism Alberta (ITA) is a non-profit organization devoted to help grow and promote authentic, sustainable and culturally rich Indigenous tourism experiences to share with the world. ITA is seeking a single or multiple agency partners who can work with the ITA marketing team in the planning, development and execution of marketing activities that inspire travellers to make Indigenous experiences part of their time in Alberta. 

Introduction

This RFP will be conducted with the objective of maximizing the benefit to ITA, while offering vendors a fair and equitable opportunity to participate. ITA’s key marketing priorities include:

• Supporting and uplifting Indigenous entrepreneurs, their families and communities by supporting their business growth through marketing. 
• Raising awareness and increasing demand of Indigenous experiences as a key pillar of every traveller’s visit to Alberta.
• Drive customers and bookings to ITA members.
• Lead the growth of the Indigenous tourism industry in Alberta. 
• Maintain and grow collaborations with tourism partners in support of ITA members. 

2. Proposed Services

ITA is open to considering proposals to undertake all required services, or proposals for a portion of the required services. Agencies should respond to each of the relevant service areas they are proposing. If an agency is proposing all services, they should address each sub-section. If they are proposing only a subset (e.g., just Media & Creative), they should only address those specific sub-sections.

2.1. Media Planning & Buying

• A. Relevant Experience
• B. Proposed Approach
• C. Pricing

2.2. Marketing and Brand Creative & Content Development

• A. Relevant Experience
• B. Proposed Approach
• C. Pricing

2.3. Website Design & Maintenance

• A. Relevant Experience
• B. Proposed Approach
• C. Pricing

2.4. Earned Media / Public Relations / Communications

• A. Relevant Experience
• B. Proposed Approach
• C. Pricing

3. General Qualifications & Operational Details

ITA will also consider the following factors in each proposal.

• A. Account Management: Briefly describe your approach to account management, client communication, and project oversight.
• B. Collaboration: Explain how your agency would collaborate with ITA’s internal team and external partners.
• C. Financial Stability: A brief statement confirming financial stability or a recent credit rating/financial report.
• D. Client References: Provide contact information for three (3) client references, ideally from non-profit or mid-sized organizations.
• E. Indigenous Culture. Briefly describe your experience and understanding of Indigenous culture, respecting Protocol and reciprocity, as it pertains to the work you are proposing. 

Evaluation Criteria

ITA will look for clear evidence throughout the RFP submission where vendors are delivering on a value-for-money approach addressing the following:

• Demonstrated ability to successfully strategize and develop effective, innovative and efficient marketing activities, with consideration given to success in the Indigenous tourism industry.
• Demonstrated ability to deliver relevant and timely reporting and insights.
• Demonstrated ability to work collaboratively with a marketing team.
• Demonstrated success in account management and accountability. 
• Demonstrated financial and technological resources to support the account.
• Pricing and fees.
• Demonstrated experience and ability to work with Indigenous organizations, an understanding of Indigenous culture and Protocol, and a commitment to Indigenous inclusion and reconciliation. Consideration will also be given to Indigenous-led organizations. 

ITA’s Discretion

ITA in its sole discretion may:

• Accept any proposal that represents the best overall value, irrespective of whether such proposal represents the lowest price;
• Amend, cancel or reissue this RFP in whole or in part at any time for any reason, or postpone or forego the RFP altogether, all in its sole discretion and without any liability or penalty to ITA or ITA personnel;
• Waive any non-material defect, irregularity, mistake or insufficiency in the RFP;
• Obtain clarification on any aspect of a proposal, without being obliged to seek clarification on all other proposals; and
• Terminate negotiations with the selected Vendor if the terms and conditions of the agreement cannot be finalized after a reasonable period.

All costs associated with preparation, submission or consideration of proposals or negotiation of the agreement shall be the sole responsibility of the vendor. 

Proposal submission

Please submit proposals to Indigenous Tourism Alberta via Jessica Banford at jessica@indigenoustourismalberta.ca.

All proposals received by September 29, 2025 will be considered. 

Questions of clarification may be directed to:

Tom Babin

Senior Director of Marketing

Indigenous Tourism Alberta

tom@indigenoustourismalberta.ca