AUTHORIZATION TO RATIFY THE EXPENDITURE OF FUNDS FOR ADVERTISING AND MEDIA SERVICES IN FISCAL YEAR 2016-17
Staff Contact: Erik Strunk, Director, Public Facilities, Recreation and Special Events
Purpose and Recommended Action
This is a request for City Council to ratify the expenditure of funds in the amount of $87,262.57 for advertising placements using Madden Media to promote tourism in the City of Glendale in fiscal year (FY) 2016-17.
Background
To more effectively market and promote the City of Glendale as a major destination for tourism, conventions, and visitors, the department is responsible for a variety of marketing and advertising initiatives on an international, national and regional scale. These initiatives are primarily utilized by the City to promote patronage at Glendale's hotels, major sports facilities and venues, city retail destinations including locations such as Arrowhead Towne Center, Westgate Entertainment District, the Tanger Outlet stores, the Westgate Entertainment District, Historic Downtown Glendale, and community amenities such as Historic Sahuaro Ranch, Manistee Ranch, and the Thunderbird Conservation Park. Examples of these promotional and marketing initiatives would include ad placements in a wide variety of travel publications including the Arizona Highways Magazine, Arizona State Visitor Guide, Valley Guide, Tucson Guide, Sports Destination Management, Arizona Business Magazine, El Imparcial (Sonora, Mexico) and the Travel Professional magazine. In addition, Madden Media provided targeted digital advertising that included search engine marketing, prospecting and retargeting placements.
On April 13, 2017, the City Council approved a one-year contract to hire On Advertising, Inc., to consolidate and coordinate marketing and advertising efforts previously administered by city staff. In preparing this item, it was noted that previous advertising and media purchases from Madden Media in FY 16-17 in the amount of $87,262.57 were b...
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