TERMS OF REFERENCECONSULTING AGENCY FOR THE SUSTAINABLE TOURISM CAMPAIGN
DEPARTMENT OF TOURISM
BRANDING AND MARKETING COMMUNICATIONS
I. Overview and Background
The Department of Tourism (DOT) is looking for a Full-Service Creative Agency, Public Relations Agency, or Production House that will strategize, conceptualize, and execute DOT’s Sustainable Tourism campaign.
Save Our Spots (SOS), DOT’s Sustainable Tourism campaign launched in 2019, aimed to educate travelers aboutbecoming responsible tourists. The result of the study conducted for the campaign showed that the majority of Filipinos lacked the basic knowledge of what sustainable tourism is, its importance, and why they are responsible for itssuccess.
SOS content was created and published on DOT’s digital platforms. The material specified the essential componentsof sustainable tourism and aimed to inspire people to fulfill their role as responsible tourists. To build on the momentum the campaign has created, we continue with the SOS campaign and prioritize its primary objective- educating
local tourists about their sustainable tourism role. This includes highlighting protected areas in the country by supporting the Department of Environment’s Year of Protected Areas (YOPA) campaign.
For the second phase of the campaign, DOT will work with stakeholders- enterprises, communities, organizations,businesses, or even local governments that practice sustainable tourism.
Sustainable Tourism criteria will be based on the ASEAN Tourism Standards that include the following: (a) Environmental Policy and Actions for Hotel Operations, (b) Use of Green Products, (c) Collaboration with Community andLocal Organizations, (d) Human Resource Development, (e) Solid Waste Management and (f) Energy Efficiency.
Previous ASEAN awardees include Bohol, Davao, and Palawan resorts and destinations, including Baguio City, Iloilo
City, and San Carlos City.
Through the second phase of the campaign, we highlight and reward stakeholders in their sustainability efforts. The
reward comes in the form of DOT-initiated marketing and promotions. In turn, they will be DOT’s luminaries in thesustainable tourism campaign and serve as an example to the public and other stakeholders. Effectively, DOT gives
stakeholders ownership and inspires others to emulate their achievement while providing the public concrete examplesof sustainable tourism practices and the impact tourists have on creating a better, more equitable tourism industry.
II. Objectives
1. Communicate the sustainable tourism efforts of the Philippines to create a favorable image of the country as amodel of sustainability in Asia and across the globe.
2. Create awareness for the protected areas in the country to inspire their local communities and visitors to support theareas’ preservation.
3. Educate the public on sustainable tourism principles and how to become responsible tourists.

1III. Scope and Deliverables
SCOPE OF WORK

DELIVERABLES

PHASE 1: An Integrated Marketing Campaign for 1. Create an integrated marketing communications
Sustainable Tourism(IMC) plan
2. Establish measurable goals and KPIs
The Agency will create and execute a strategic crea3. Identify target audience and personas
tive marketing campaign that will support DOT's objective in educating the Filipino public about sus- 4. Identify channels where the content will be pubtainable tourism while also getting stakeholders in- lishedvolvedinthecampaign. 5. Asset Creation which may include but is not limited to:
The marketing plan should be able to put a spot- AVPs
light on exemplary enterprises,Documentary videos
organizations, or even LGUs that have
Write-ups
prioritized sustainable tourism. The goal is to incentivize stakeholder participation through marketing Podcasts
6. Launch of the campaign and event activationand promotions efforts extend by DOT.
7. Social media promotions
The objectives of the campaign will be the following: 8. Creation of microsite content within Philippines.travel to collate all materials of the campaign
1.Market and promote the existing DOT Sustainable 9. Event launchTourism award program featuring exemplary stake10. Publicity planholders
2.Educate the public about sustainable tourism and 11. Terminal Report
its components
3. Encourage the public to support stakeholders that The Agency will be responsible and cover all costs
practice sustainable tourism
in executing the marketing campaign. The budget in4. Inspire the public to participate in sustainable tour- cludes honorarium fees, cost of logistics, accommoism efforts and become responsible tourists
dation, food, transportation, permits, location fees,
5. Celebrate women, children, and other marginalized tourism stakeholders and their role in creating a production costs, COVID-19 testing, and more.
sustainable tourism industry

2Phase 2: Promotions of the Year of Protected Areas(YOPA)
The agency will be responsible for creating materials
to promote the Year of Protected Areas campaign, aproject of DOT and DENR.
The campaign will focus on six locations:
1.Bongsanglay Natural Park, Masbate
2.Balinsasayo Twin Lakes, Dumaguete
3.Apo Reef, Natural Park, Occidental Mindoro
4.Mt. Hamiguitan, Davao Oriental
5.Samar Island Natural Park
6.Mt. Timpong, Cagayan de Oro

1.

Create a promotion plan for the YOPAcampaign

2.

Produce no less than seven AVPs focusedon the six locations and an omnibus AVP.
The AVPs should not be less than 1minvideos and have edit-downs for social media content.

3.

Create and execute a social media plan toboost the materials and educate the public
about YOPA

The Agency will be responsible and cover all costsin the creation, execution, and publishing of the assets. This includes honorarium fees, costs of logisThe objectives of the campaign will be the following: tics, accommodation, food, transportation, permits,
1.Educate the public about ecotourism and protected location fees, COVID-19 testing production costs,and more.
areas
2.Establish and influence tourist behavior in protected areas
3.Promote the ecotourism sites
4. Drive tourism traffic and generate tourism revenues for the local economy of the eco sites
5.Support women in the tourism sector3Terminal Report

1.

The Agency must submit a digital and printed copyof the terminal report, covering all aspects of thecampaign from planning to execution.

2.
3.

It must include insights, analysis, recommendations,and evaluations of the campaign, including conceptualization, workflow, asset creation, and execution.
The Department will be able to use the terminal report as a basis for its subsequent campaigns. The data
must include an analysis of how the campaign has
included gender development.

Create a comprehensive terminal report including insights, analysis, recommendations, data, , and evaluations.
Deliver a hard and soft copy of the report
Mount a digital or face-to-face workshop
with at least 20 attendees from DOT withno less than two resource speakers. Theworkshop includes a presentation of the terminal report and discussion, evaluation, andrecommendation from invited resource persons. The Agency will shoulder all costs,including food, accommodation, transportation, testing, honorarium, and other applicable logistical expenses.

All the approved and raw materials, files, data, reports must also be submitted.

IV. Project Duration and Budget Allocation
1. The campaign shall be for a period of five (5) months, to commence upon the receipt of Consultant of the Notice toProceed.
2. The Approved Budget of Contract (ABC) for the project is twenty million (P20,000,000) inclusive of all applicabletaxes, 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 upon completion of the following
milestones. In each milestone, the Awarded Agency will be required to submit (1) an accomplishment report; (2)Certification of Acceptance signed by the DOT Project Proponent and Superior.
4. The Agency will submit its cost estimate for each deliverable. When procuring outsource service, the Agency willneed to present three quotes from suppliers, one of which is DOT accredited enterprise, if applicable.
5. Other qualifications of the required media agency for this project are stated in the Bid Data Sheet (BDS).

4MILESTONESPAYMENT

Approval of the integrated marketing plan for Sustainable Tourism and YOPA

25%

Submission of the 2nd and 3rd month rollout report of the approved Sustainable
Tourism Plan and its implementation

15%

Submission of the 4th and 5th month rollout report of the approved Sustainable
Tourism Plan and its implementation

15%

Submission of rollout report of the approved YOPA plan and its implementation

30%

Submission of a comprehensive report for accomplished marketing campaigns

15%

V. Minimum Required Personnel
Required Personnel

Minimum Years of Experience in Handling Related Campaign/s Required by DOT Under This Project1.

15 years

Managing Director (Project Lead)

2. Creative Director

15 years

3. Account Manager

10 years

4. Digital Marketing Manager
8 years
5. PR Strategist

8 years

6. Social Media Strategist

5 years

7. Lead Researcher

8 years

8. Lead Art Director

8 years

9. Lead Copy Writer

8 years

10. Lead PR Writer

8 years5Note: Bidders may recommend additional personnel deemed fit for the team. Personnel must have had been in his/herposition or similar capacity in the required number of years based on their career. Please include in the bid documents
the resume of the personnel and the work reference’s contact details.
VI. Criteria for Rating
Stage 1- Submission of eligibility documents
Stage2-For

shortlisted

bidders,submitbriefcredentials

andtheproposed

media

plan

1. Shortlisted bidders who will be declared compliant with the technical requirements on the opening of bids will berequired to present their proposed campaign to the members of the BAC Committee, the Technical Working Groupfor Branding Related Projects (TWG), DOT officials and other tourism stakeholders that the DOT will invite during
the pitch presentation.
2. A maximum of thirty minutes (30 minutes) will be given to each agency for their presentation to TWG Members
and such other individuals to be invited by the DOT. They will also be required to present and introduce thecredentials of the team members assigned to the DOT project. Please provide the CV/resume of the team members.
The allotted time excludes the question-and-answer portion.
3. The presentation will be rated TWG members individually, and ratings will be averaged to arrive at a final scoreper agency. Rating will be done based on the scores.
A. Eligibility Check and Shortlisting Criteria and Rating (80% passing score)I.

APPLICABLE EXPERIENCE OF THE CONSULTANT

60%
15%

Appropriateness of the agency for the assignment
Full-service Creative Agency

15%

Public Relations Firm/Agency

10%

Production House with PR services

5%
15%

Reach of the agency
Nationwide reach15%

Regional reach

10%
10%

Similar Projects Completed in the last 3 years
At least 4 completed marketing, advertising, or publicity campaigns

10%6

1-3 completed marketing, advertising, or publicity campaigns

5%
10%Years in Existence as Creative Agency, Public Relations Agency, Production House

8 years and above

10%

Below 5-7 years

5%10%

Contract cost of Completed Projects in the last 3 years

II.

III.

At least three projects with contract cost equal or greater than Php 10M each10%

One or two projects with contract cost equal or greater than Php 10M each5%

No projects with contract cost equal or greater than Php 10M each0%

QUALIFICATION OF PERSONNEL WHO MAY BE ASSIGNED TO THE JOB(refer to IV. Minimum Required Personnel)

20%

Required number and positions of personnel with minimum years of experience is exceeded by an additional 5 personnel following any of the profiles of the identified minimum required personnel with respective minimum years of experience20%

Required number and positions of personnel with minimum years of experience is met

15%

CURRENT WORKLOAD RELATIVE TO CAPACITY
Number of ongoing similar and related projects relative to capacity

20%No projects with contract cost equal or greater than Php 10M each5%

4 or more projects with contract cost equal or greater than Php 10M each10%

1-3 projects with contract cost equal or greater than Php 10M each

20%

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B. Technical Bid/Proposal Criteria and Rating (70% passing score)A.

Quality of Personnel to be assigned to the project20%

All minimum required personnel have been involved in at least one project for (1)a client’s Corporate Social Responsibility (CSR) unit, (2) a non-profit organizationon the environment, livelihoods, or sustainability, or (3) the tourism industry.

20%

At least five of the minimum required personnel has been involved in at least one
project for (1) a client’s Corporate Social Responsibility (CSR) unit, (2) a nonprofit organization on the environment, livelihoods, or sustainability, or (3) thetourism industry.

15%

One to four of the minimum required personnel has been involved in at least one
project for (1) a client’s Corporate Social Responsibility (CSR) unit, (2) a nonprofit organization on the environment, livelihoods, or sustainability, or (3) thetourism industry.

10%

Only one personnel have been involved in at least one project for (1) a client’s
Corporate Social Responsibility (CSR) unit, (2) a non-profit organization on theenvironment, livelihoods, or sustainability, or (3) the tourism industry.

5%

B.

Expertise and Capability of the Firm

30%

Services rendered in completed projects in the past 3 years
Marketing/advertising campaigns

10%

Public Relations

7%

Digital Campaigns

3%

Experience and Credentials

At least three (3) completed campaigns related to Marketing/Advertising, Public Relations or Digital Campaigns, validated or certified by previous clients, the agency haslaunched within 3 years

5%

At least one (1) international (outside Philippines) or national award related to Marketing/Advertising, Public Relations or Digital Campaigns, in the last 3 years by anaward-giving body in existence for at least 10 years

5%

8C.

Plan of Approach and Methodology

50%

Resonance of the overall messaging and theme of the IMC Plan proposal to achieve
the project’s objectives

20%

The appropriateness of the proposed media partners and entities for national and regional promotion of DOT programs and projects

10%

Originality and feasibility of Marketing and PR tactics to accomplish the project’s objective

10%Quality of other strategies outside of the scope of work than can further the goals of
this project without additional cost to the proposed budget

10%

TOTAL

100%

VII. Terms and Conditions
1. Segment(s) or phase(s) of the campaign not implemented for whatever reason shall be revised modified by theAgency at no cost on the part of DOT to translate said segment(s) or phase(s) for future implementation.
2. All publicity, creative concepts, and original materials (raw and edited) formulated and designed in conjunction
with this campaign shall be owned by DOT, with full and exclusive rights, relative to the future use thereof both in
the Philippines and internationally. The materials should be submitted to the DOT in a sturdy hard drive/s;
3. The selected Agency shall be subject to the assessment of the DOT as to the effectiveness of any phase of the media campaign launched.
4. The Agency shall submit regular reports detailing work progress, issues, and concerns and recommend next steps
concerning the project as part of the deliverables.
5. Any excess remuneration or compensation in the form of a rebate from the international or local network/s shallbe negotiated with the DOT in the form of additional marketing materials, publicity materials and/or extended media
placements in order to maximize the effect and benefit of the campaign.
6. All AVPs and photos should be submitted as final approved flattened files and editable files (PSD, Adobe Premiere file, etc.).
VIII. Contact Person
Karen Capino
karencapino@gmail.com
8-459-5200 loc 302

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