TERMS OF REFERENCEInterna'onal Public Rela'ons to promote Philippines as a safe des'na'on for travel post-lockdown
I.

Overview and Background

Procurement of an agency that will produce, execute, and manage all interna'onal public rela'ons
for the Department of Tourism.
Tourism is recognized as a major contributor to the country’s economic growth. In 2019, the tourism
industry reached a record-high of 8.3 million interna'onal tourists, an increase of 15 percent fromthe previous year. Its con'nued upward trajectory and robust performance since 2009 spurred adouble-digit contribu'on of 12.7 percent to the country’s Gross Domes'c Product in 2019. Moreover,the industry has generated 5.4 million jobs in 2018.
This year, the massive outbreak of the coronavirus (COVID-19) caused a severe economic blow to thetourism industry. Visitor arrivals signiﬁcantly dropped due to the travel restric'ons and quaran'nemeasures that were imposed by several countries.
On March 16, 2020, the en're Luzon was placed under the Enhanced Community Quaran'ne (ECQ)
to prevent the spread of the COVID-19. During this 'me, only essen'al personnel and skeletal
workforce were allowed to con'nue opera'ons.
As of date, most regions in the country are now under the Modiﬁed General Community Quaran'ne(MGCQ). Areas under MGCQ may resume tourism ac'vi'es but at a maximum of 50% opera'onal
capacity.
Given the higher infec'on rate of the Philippines compared other Southeast Asian na'ons, thePhilippines has opted to gradually take steps to transi'on to the new normal with the safety andwell-being of tourists, tourism workers and the local community as its priority. Local des'na'ons will
open ﬁrst to local residents as the tourism industry adopts the new protocols and measures toensure the safety of tourists and stakeholders amid COVID-19.
In line with this, the DOT will hire an experienced agency to help the Department communicate all its
COVID-related eﬀorts, campaigns, ini'a'ves, and programs to the interna'onal market while
posi'oning the Philippines as a des'na'on that values the well-being of its travelers.
II.

Scope of Work and Deliverables

The objec)ves of the procurement of the services of an experienced agency for interna)onal PublicRela)ons will be as follows:- Awareness for the interna'onal market and media on the new health and safety
protocols of the Philippine tourism industry as precau'onary measures concerning
the COVID-19-Communica)on of all DOT COVID-related eﬀorts, campaigns, ini'a'ves, andprograms to interna'onal media-Maintain the presence of The Philippines as a des'na'on in the interna'onal media
while recovering from the pandemic

Scope of Work

Deliverables

1Managing all interna'onal media
a. Western Europe
i. Austria
ii. Norwayiii. Germany
iv. France
v. Netherlands
vi. Switzerland
b. Mediterraneani. Italyii. Israeliii. Spain
iv. Turkey
c. Middle Easti. Qatar
ii. United Arab Emirates
iii. Saudi Arabia
d. Russia and CIS
i. Moscow
ii. Saint Petersburgiii. Novosibirsk
iv. Yekateringburg
v. Vladivostok
vi. Khabarovsk
vii. Kazakhstanviii. Ukrainee. South East Asia
i. Indonesia
ii. Thailand
iii. Vietnam
iv. Malaysia
v. Singapore--

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Iden'fy and gain new strategic media en''es
that will further the objec've of the project inaddi'on to foreign correspondents associa'onof the Philippines
Maintaining good rela'ons with interna'onal
mediaManaging of interna'onal PR virtual eventsand interviews. Virtual event must be at least
once a month.
Publishing PR materials for Philippine tourism
industry eﬀorts in the 'me of the pandemic-Approval of a comprehensive public rela'ons(PR) plan encompassing tradi'onal and online
media placement, publica'ons, andmul'media materials.

-The approved PR strategy and plan must cover
the following:• Health and safety protocols for travel• Sustainable tourism ini'a'ves• New normal tourism products-

Submission of desk research to complement
the PR plan. Desk research must containinterna'onal media and travel publica'ons’
percep'ons on the Philippines in rela'on toglobal travel industry.

-

Publish at least one ar'cle per week, inaddi'on to other mul'media content speciﬁedin the approved PR plan for the dura'on of thecampaign in the top interna'onal travel
publica'ons. (Includes placement fees foriden'ﬁed publica'ons)-

Weekly reports on issues and sen'ments fromthe interna'onal market (social media, news
networks and publica'ons, and othercommunica'on channels) towards thePhilippines as a tourist des'na'on-News monitoring should include press pickups,
a report of the developments and trends inthe industry and a recommended ac'on plan.

Managing crises(In case no crisis occurs, budget can bereallocated to other deliverables for the campaign)-Eﬀ e c ' v e c o m m u n i c a ' o n w i t h i n t h eorganiza'on during a crisis.
Managing communica'ons eﬀec'vely withinternal and external stakeholders
Prevent crisis situa'ons
Recover posi've image and reputa'on of thedepartment in the event of a post-crisis

Conceptualiza'on of a Public Rela'ons Planand Produc'on of PR materials

Transla'ons of PR materials, if necessary

Seeding and Monitoring of PR releases

III. Scope of Price Proposal and Schedule of Payment
1. The campaign shall be for a period of six (6) months, to commence upon the receipt ofConsultant of the No)ce to Proceed (NTP).

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2. The Approved Budget of Contract (ABC) for the project is Sixty Million and Five Hundred
Thousand Pesos (Php60,500,000.00) inclusive of all applicable taxes, agency service fees,bank charges, and other fees as may be incurred in the process.

3. The proposed payment scheme for the campaign will be billed progressively uponcomple)on of the following milestones:MILESTONES% OF PAYMENT

Submission of PR Plan to be approved by DOT (within 20%
the ﬁrst month upon receipt of NTP)
Submission of rollout report of implemented PR plan and 10%
strategy on the 1st month
Submission of rollout report of implemented PR plan and 10%
strategy on the 2nd month
Submission of rollout report of implemented PR plan and 10%
strategy on the 3rd month
Submission of rollout report of implemented PR plan and 10%
strategy on the 4th month
Submission of rollout report of implemented PR plan and 10%
strategy on the 5th month
Submission of rollout report of implemented PR plan and 10%
strategy on the 6th month
Submission and approval of the Terminal report

20%
TOTAL

IV.

100%

QualiﬁcaHons
1.The agency must be a public rela'ons agency or a crea'ves/media agency with a dedicatedteam for PR with the required manpower/personnel and staﬀ.
2.The agency must have been in existence for at least ten (10) years, and must have handledPublic Rela'ons of interna'onal brands during the last three (3) years.
3.Both local and internal agencies can par'cipate in the bid. Interna'onal agency must have itsown oﬃce in the Philippines or a joint venture with a local company.
4.Other qualiﬁca'ons of the required crea've agency for this project are stated in the Bid Data
Sheet (BDS).

V.

Minimum Required Personnel

4Required Personnel

Minimum Years of Experience inhandling related campaign/s required
by DOT under this project

A DEDICATED TEAM FOR DOT THATCONSISTS OF THE FF:
1. Managing Director

10 years

2. Account Manager

10 years

3. Public Rela'ons Strategist

10 years

4. Event Manager (preferably with 10 years
experience on virtual conferences)
5. Content Manager

10 years

6. Senior Technical Writer/ Editor

10 years

7. Media Liaison

10 years

8. Researcher

10 years

9. Data Analyst

10 years

10. Copywriter

5 years

11. Video Editor

5 years

12. Graphic Ar'st
5 years
Note: Bidders may recommend addi1onal personnel deemed ﬁt for the TeamVI.

Criteria for RaHng
Stage 1- Submission of eligibility documents
Stage 2- For short-listed bidders, submit brief creden'als and the proposed PR strategy
and sample published materials
1. Short listed bidders who will be declared compliant with the technical requirementson the opening of bids may be required to present their proposed campaign to themembers of the Bids and Awards Commi[ee (BAC), and the Technical Working Group(TWG), DOT oﬃcials and other tourism stakeholders that the DOT will invite during
the pitch presenta)on if necessary.
2. A maximum of thirty minutes (30 minutes) will be given for each agency for itspresenta)on excluding the ques)on and answer por)on with BAC and TWG
Members and such other individuals to be invited by the DOT.
3. Presenta)on will be rated by TWG members individually, and ra)ngs will be averaged
to arrive at a ﬁnal score per agency. Ra)ng will be done based on the scores.
A. Eligibility Check and ShortlisHng Criteria and RaHng (80% passing score)I

APPLICABLE EXPERIENCE OF THE CONSULTANT

60%

A. Appropriateness of the agency for the assignment

15%

Public Rela)ons Agency (Local Agency/ Interna)onal Agency with oﬃce in thePhilppines or joint venture with a local company)
515%

B.

C.

Crea)ve agency/ Media Agency tlhat has a dedicated team for Public Rela)ons

10%

Others5%

Extent of network of the agency

15%

With branches, oﬃces, sister companies or partners in other countries and hasinterna)onal and local clients

15%

No interna)onal network but has mul)na)onal clients10%

No interna)onal network and with local clients only

5%

Similar Projects Completed in the last 3 years

10%

Public Rela)ons campaign targe)ng interna)onal audience and media

10%

Public Rela)ons targe)ng local audience and media only

5%

Years in Existence As Public RelaHons Agency or CreaHve/Media Agency that has aD. dedicated team for Public RelaHons

E.

IIIII

10%

10 years & above

10%

5-9 Years

5%

Contract cost of Completed Projects in the last 3 years

10%

At least 3 of the handled clients for Public Rela)ons had a contract cost equal or
greater than PHP30 Million

10%Less than 3 of the handled clients for Public Rela)ons had a contract cost equal or
greater than PHP30 Million

5%

QUALIFICATION OF PERSONNEL WHO MAY BE ASSIGNED TO THE JOB20%Required number and posi)ons of personnel with minimum years exceed theminimum amount by at least 25% or four (4) addi)onal personnel with at least 5years’ experience20%

Required number and posi)ons of personnel with minimum years of experience ismet

15%

CURRENT WORKLOAD RELATIVE TO CAPACITY
Number of on-going similar and related projects rela)ve to capacity20%

1-4 projects with contract cost, per project, that is equal or greater than PHP30
Million20%

5 or more projects with contract cost, per project, that is equal or greater than
PHP30 Million

15%No projects with contract cost, per project, that is equal or greater than PHP30
Million

10%TOTAL

100%B. Technical Bid/Proposal Criteria and RaHng (70% passing score)
CRITERIA

RATING

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Competence of Personnel to be assigned tothe project

A.

I.

II.

20%

For Managing Director, Account Manager,
Public RelaHons Strategist, Event Manager,
Content Manager, and Senior Technical
Writer/Editor, – Handled at least 5 clients forinterna'onal Public Rela'ons in their en're
career10%

For Managing Director, Account Manager,
Public RelaHons Strategist, Event Manager,
Content Manager, and Senior Technical
Writer/Editor, – Handled less than 5 clients forinterna'onal Public Rela'ons in their en'recareer

5%

For Researcher and Data Analyst – conducted
re s e a rc h st u d i e s , a n a l yze d d ata a n drecommended ac'on plans for the purpose of
public rela'ons or marke'ng to at least 5
clients in their en're career

10%

For Researcher and Data Analyst – conducted
re s e a rc h st u d i e s , a n a l yze d d ata a n drecommended ac'on plans for the purpose of
public rela'ons or marke'ng to less than 5clients in their en're career

B.

5%

ExperHse and Capability of the Firm
I.

II.

Services rendered in completed projects in thepast 3 years
Research or Insight Gathering

5%Interna'onal media rela'ons

5%

Produced content for interna'onal media
channels/publica'ons

5%

Experience and Creden'als
At least three (3) completed interna'onal
public rela'ons strategy validated by previous
clients, the agency has launched within the last
3 yearsC.

30%

15% (5% for every
completed project)

Plan of Approach and Methodology
I.

50%

Public Rela'ons Plan
Quality of messaging, posi'oning, strategy andtac'cs to achieve project objec'ves

15%

Appropriateness of proposed media networks,
10%
publica'ons, and personali'esII.

Public Rela'ons Content7

S o u n d n e s s o f p ro p o s e d c o n t e n t fo r
15%
interna'onal publishing and seeding
Addi'onal services provided (within project
10%budget)
TOTAL
VII.

100%

Other Terms and CondiHons
1. Segment(s) or phase(s) of the campaign not implemented for whatever reason shallbe revised/modiﬁed by the full crea've agency at no cost on the part of DOT for thepurpose of transla'ng said segment(s) or phase(s) for future implementa'on.
2. All adver'sing and crea've concepts and original materials (raw and edited)
formulated and designed in conjunc'on with this campaign shall be owned by DOT,
with full and exclusive rights, rela've to the future use thereof both in thePhilippines and interna'onally. This should be submiked to the DOT in a sturdy hard
drive/s;
3. The selected agency shall be subject to assessment of the DOT as to the eﬀec'venessof any phase of the media campaign launched.
4. The ﬁrm shall submit regular reports detailing work progress, issues and concerns,
and recommend next steps in rela'on to the project as part of the deliverables.
5. The DOT reserves the right to change, suspend, or discon)nue temporarily or
permanently the contract at any )me should the DOT deemed the agency incapableof the project
6. Any excess remunera'on or compensa'on in the form of rebate from theinterna'onal network/s shall be nego'ated with the DOT in the form of addi'onal
adver'sing materials and/or extended media placements, in order to maximize theeﬀect and beneﬁt of the campaign.

VIII.

Contact Person
Karen Ricaña- Lacsamana
8- 459- 5200 loc 302
krlacsamana@tourism.gov.phEND8