I'm dyeing my hair red soon/natural color is dark brown- do I need to bleach first?

So, this is me with my natural hair color:
http://www.flickr.com/photos/paramour3/5272803014/

This is the hair color I want:
http://www.flickr.com/photos/paramour3/5279858206/
http://www.flickr.com/photos/paramour3/5279858212/

The product I'm going to use is on the link above. I've never permanently dyed my hair before, so I really don't know a whole lot of what I'm doing. Will I need to bleach my hair before coloring it to make the color turn out right (like the Ashlee picture) or will the red be just a tint if I don't bleach it first? Also, how do I maintain the color? I hear red hair fades pretty fast and I don't want it to look like crap haha. So how to I make the color last and stay bright?
 
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