Bradley Shops Confront ‘Red Tape’

At least five undisclosed agencies are vying for the six-figure account of Bradley International Airport in Windsor Locks, Conn.
A short list is expected by the end of October or early November following interviews with the shops, said Andre Liebert, the airport’s director of marketing.
Agencies seeking consideration were required to attend a “pre-proposal” meeting on Aug. 10. The capabilities of those at the meeting are being evaluated by a review committee appointed by the Commissioner of Transportation.
The request for proposals asked participating agencies to submit to an audit and reveal an affirmative action plan, something that has turned off several smaller shops. Liebert said he would consider large and small shops.
“It’s too much red tape,” said the creative director of one Connecticut-based agency.
The winning shop, according to the questionnaire, will need to develop TV, radio and outdoor ads, a mascot for use in public relations efforts, tradeshow executions and collateral materials, including brochures explaining the layout of the airport.
The review was prompted by the airport’s $135 million expansion plan announced in February, which will culminate in the construction of a new terminal by 2002.
The second-largest airport in New England and the 57th busiest in the nation, according to the questionnaire, Bradley services Connecticut as well as western Massachusetts, southern Vermont, western New Hampshire and eastern New York.