SUBJECT
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Consideration to approve the renewal of contract FY24-097 RFP MX Tourism Agency of Record to Ariel Agustin Rodriguez, d.b.a. ADS Comunicación in an annual amount not to exceed $164,598.80 for Mexico marketing services including campaign design, public relations, account management, content & creative, media planning & placement, digital activation, production management, video production and website maintenance and support. Term of the contract is one year with the option to renewal for one additional one-year period, upon mutual agreement of both parties. Funding is available in the Convention and Visitors Bureau Department.
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VIVA LAREDO PLAN ALIGNMENT
Alignment Rating:
Supporting goal(s)/policy(ies):
Summary of alignment:
PREVIOUS COUNCIL ACTION
On October 18, 2024, City Council approved the first year of the Mexico Tourism Agency of Record contract under Item 24-1896, awarding services to Ariel Agustín Rodríguez, d.b.a. ADS Comunicación. That approval authorized the initial one-year term of the current contract.
BACKGROUND
The Laredo Convention and Visitors Bureau (CVB) relies on strategic marketing efforts in Mexico to strengthen Laredo’s position as a destination for shopping, culture, sports, and business. Mexico remains Laredo’s largest international tourism market, with visitors contributing significantly to hotel occupancy, retail spending, and overall economic impact. To ensure that messaging, campaigns, and outreach remain effective, CVB issued RFP FY24-097: MX Tourism Agency of Record for comprehensive Mexico marketing services.
ADS Comunicación, was the sole respondent to the RFP. This agency has been a trusted partner of the CVB for over a decade, consistently delivering award-winning campaigns, responsive client service, and measurable results in driving visitation from key Mexican markets. Their expertise spans public relations, campaign design, digital media activation, creative production, and account management tailored to cross-border audiences.
The proposal outlines a comprehensive suite of services valued at $164,598.80 annually, including:
- Annual Agency Fee - $42,000
- Ad Placement Fee - $51,800
- A la Carte Production Materials & Services – $49,765
(Website Hosting and Maintenance, News Monitoring Services, Influencer Monitoring and Measuring Services, Production (Radio and TV Spots, Video for Social Media, Graphic Design for Maps, Photo and Video Editing).
The contract is structured as a one-year agreement with the option to renew for an additional year upon mutual agreement. Funding is available within the Convention and Visitors Bureau Department budget. Awarding this contract will allow CVB to maintain continuity in Mexico marketing efforts, ensure timely activation of cross-border campaigns, and position Laredo as the top destination of choice for Northern Mexican travelers.
COMMITTEE RECOMMENDATION
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STAFF RECOMMENDATION
recommendation
Staff recommends awarding contract FY24-097 RFP MX Tourism Agency of Record to Ariel Agustin Rodriguez, d.b.a. ADS Comunicación in the amount not to exceed $164,598.80 annually.
This recommendation is based on ADS Comunicación’s proven track record, their longstanding relationship with the CVB, and their deep understanding of the Mexico market. Their proposal provides comprehensive marketing, media, and creative services essential to sustaining and expanding Laredo’s visibility and competitiveness as a cross-border destination. Continuity with ADS Comunicación will help maximize return on investment, strengthen tourism growth, and reinforce Laredo’s brand positioning in Mexico.
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Fiscal Impact
Fiscal Year: 2025-2026
Budgeted Y/N?: Y
Source of Funds: CVB 250.5315
Account #: Production 250.5315.553.6227
Membership & Subscriptions 250.5315.553.6400
Management Fees 250.5315.553.5501
Computer Software 250.5310.552.0700
Change Order: Exceeds 25% Y/N: N
FINANCIAL IMPACT:
$164,598.80