TERMS OF REFERENCE
MEDIA PLANNING AND PLACEMENT AGENCY
Philippine Tourism Branding for Opportunity and Emerging MarketsI.

Project Description
The development and execution of an integrated media plan for the year 2020 toincrease the visibility of the Philippines as a premiere tourist destination in opportunityand emerging source markets, and uplift the marketing and promotional efforts of theDepartment of Tourism (DOT) once travel restrictions have been lifted in light of theCOVID-19 pandemic.

II. Background
The DOT launched its refreshed “It’s More Fun in The Philippines” branding campaign lastFebruary 2019. While the famous tagline “It’s More Fun in the Philippines” remains tosustain the mileage it has brought, the world was faced by a pandemic in the latter part of
the first quarter of 2020, thus putting all strategic campaigns to a halt.
Nevertheless, it would be prudent to prepare for when travel activity returns to normal
once again so as not to be left behind with the other countries. The campaign will still aim
to set up a marketing positioning that will retain the Philippines as the “more fun” travel
destination by customizing and mounting integrated and aggressive tourism brandawareness campaigns in opportunity and emerging international markets, such asWestern Europe, Russia and the CIS, the Middle East, the Mediterranean and South East
Asia. These aforementioned areas comprise of countries that have tourist arrivals that
number in the tens of thousands and show great potential in terms of growth. Under thePhilippine National Tourism Development Plan (NTDP) 2016-2022, these countries arecategorized as opportunity markets with under 100,000 tourist arrivals annually.
In view of this, the DOT will engage the services of experienced media buying andplacement agency to develop and implement integrated media plan in various forms,
including but not limited to digital, broadcast, outdoor/out-of-home and print that willtake into account the impact left by COVID-19 on the advertising travel trends.
III. Objectives and Targeted Outcome
The procurement of the services of an experienced media planning agency will enable
DOT to position the Philippines as a viable tourist destination once the pandemic is over.
Through strategic placements, the Department of Tourism will saturate the emerging andopportunity markets through the markets’ local integrated media placements andtargeting key cities of each region.
Moreover, the tourism industry stands to lose billions due to the temporary closure ofbusinesses that depend on both foreign and domestic travel. These strategic placements
will be of assistance in helping the department to slowly restore all its efforts in bringing
in tourists.

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IV. Scope of Work and Deliverables
Scope of WorkMedia Research

Deliverables
I. Conduct a media research thatis achievable in 3 weeks onrelevant demographics andeffective local mediachannels on the following
priority target markets:
a. Western Europe
i. Austria
ii. Norwayiii. Germany
iv. Francev. Netherlands
vi. Switzerland
b. Mediterraneani. Italyii. Israeliii. Spain
iv. Turkey
c. Middle Easti. Qatarii. 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. Philippines
v. Malaysia
vi. Singapore
II. The research should containeffective local media
channels in each of thetargeted market.
III. The research should include
demographics of audience(e.g. gender, age, social
economic status, etc.)
Recommend an effective media
strategy that will align the tourism

TOR_Media Placements_Emerging Markets (as of 06 May 2020)2

branding campaign to the listed priority
markets in terms of reach, frequency,
and continuity.
Recommend an integrated media
campaign that includes partners with
content that are gender-sensitive andresearch-based materials

Submission of Integrated Media Plan

Recommend an integrated media
campaign that is feasible in 5 months
considering the required deliverables(research, implementation, andmonitoring)
Recommend the most appropriate
media plan and other options, including
appropriate execution thereof, on thevarious priority tourist markets.
Proposed media plans (Visual MediaSchedule) should contain the following
but not limited to:- At least top 3 local TV channels- At least top 3 radio channels- Atleast
top3news
publications, ideally all with
onlineeditions(magazine/newspapers)- At least top 3 news/tourism
websites- At least 3 Out of Homeadvertising placements per
country targeting the key citiesof each.
- When necessary, on-ground
events specific to tourism,
travelling to the Philippines,
and promoting the Philippines’
destinations and products.

Coordination with DOT (branding office,tourism attaches, market representatives ofeach targeted region) and Vendors (TVnetworks, radio stations, social media
partners, websites, content partnership,
booking sites, and other relevant suppliers
needed for the media plan)

Coordinate and negotiate with all media
partners for rates, spots, bonuses, etc.
for consideration and approval of theDOT.
Coordinate regularly with DOT for thefollowing, but not limited to:a. Negotiation with mediapartners
b. Evaluation of network/ media
packagesc. Implementation of theintegrated media plan

TOR_Media Placements_Emerging Markets (as of 06 May 2020)3

Assist the DOT in the evaluation ofmedia proposals submitted directly tothe Department.
Maximize given budget by negotiatingwith the proposed media partner
Acquire additional media values

Negotiation with media partners

Negotiation with media partners shouldinclude, but not limited to:a. Re-edit (inclusive of translation
to required language/s) and relay-out of existing DOT
materials to adhere to theapproved specifications of themedia placementsb. Conceptualize layout anddesign of advertising materials
to be placed in the approved
media placements (inclusive ofpurchasing of creative assets), if
necessary.
c. Tactical programs such as, but
not limited to, event
placements, co-promotional
activities with travel-related
brands and platforms, film
tourism and influencer
marketing
Submit a corresponding monitoring andevaluation system in the form of
appropriate metrics and timelines ingauging the implementation of themedia plan.

Monitoring of the integrated media plan

Provide monthly assessment andimplementation reports to reflect thesuccess rate of the implemented
strategies on the immediate reach,
effectiveness of placement, and returnon investment, and other suggested
metrics, vis-à-vis present media
campaigns on these markets bycompetitor countries. Said assessment
shall serve as basis for any
modifications in the Media Plan toaccommodate a more fitting approachto address deficiencies identified, if any.

Render regular reviews of the overall
TOR_Media Placements_Emerging Markets (as of 06 May 2020)4

media plan to make the campaign
adapt to current trends particularly withregard to campaign advantage of acompetitor country at any given time
Towards the completion of theengagement, assess the outcome of theoverall media plan and aid the DOT in
the crafting of the succeeding campaign
incorporating the insights andrecommendations from the evaluationof placements made during the periodof engagement.

Evaluation of the integrated media plan

Provide at no cost to the DOT a postproject report and workshop assessing
the outcome of the engagement anddeveloping the working guidelines for
subsequent media-buying / mediaplacement engagements.

IV. Project Duration and Budget Allocation
The Approved Budget of the Contract (ABC) is Three Hundred Million Pesos (PHP300,000,000.00)
inclusive of all applicable taxes, bank charges, and other fees as may be incurred in the process. The
campaign will be implemented for five (5) months upon the issuance of Notice To Proceed (NTP).
A. The compensation to be paid for the agency service fee of the selected media agency
shall be pegged in the amount equivalent to maximum of 12% of their proposed budget
for the entire project.
1. The selected media agency shall provide billing to the DOT based on the following
schedule of payment upon completion of identified milestones;
Milestones
Submission of research results and approved media plan andstrategy
Submission of accomplishment report with proof of placements
for all media platforms on the 1st and 2nd month
Submission of accomplishment report with proof of placements
for all media platforms on the 3rd and 4th month
Submission of accomplishment report with proof of placementsfor all media platforms on the 5th month
Submission of terminal report of the whole campaign andimplementation of post-project workshop for the assessment ofplacements
TOTAL% of Payment
10%
25%
25%
25%
15%

100%

V. Qualifications
TOR_Media Placements_Emerging Markets (as of 06 May 2020)

51.

The agency must be a full media planning and placement agency with the required
manpower/personnel and staff. It shall be duly established in the Philippines, and musthave an existing international media agency partner with strong client presence in theDOT’s international priority markets.

2.

The agency and its international partner/s must have been in existence for at least five (5)years, and have undertaken an international campaign during the last three (3) years.

3. Other qualifications of the required media planning and placement agency for this project
are stated in the Bid Data Sheet (BDS).
VI. Minimum Required Personnel
Minimum Years of Experience in handling
related campaign/s required by DOT under
this project
1. Media Planner (Project Lead)
10 years
2. Deputy Project Manager
8 years
3. Account Manager
10 years
4. Strategic Planner
10 years
5. Media Buyer
10 years
6. Digital Strategist
5 years
Note: Bidders may recommend additional personnel deemed fit for the Team
Required Personnel

VII. Criteria for Rating
Stage 1- Submission of eligibility documents
Stage 2- For short-listed bidders, submit brief credentials and the proposed media plan
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 Committee (BAC), and the Technical Working Group(TWG), DOT officials and other tourism stakeholders that the DOT will invite during
the pitch presentation if necessary.
2. Should a presentation be required, a maximum of thirty minutes (30 minutes) will begiven for each agency for its presentation excluding the question and answer portion
with BAC and TWG Members and such other individuals to be invited by the DOT.
3. Should a presentation be required, it will be rated by BAC and TWG members
individually, and ratings will be averaged to arrive at a final score per 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%
A. Appropriateness of the agency for the assignment
15%
Media Buying and Planning Agency
15%
Public Relations Agency with Media Buying services
10%
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Other types of agency with media buying services
B. Extent of partnered network of the agency
International Partners covering all the emerging markets
International Partners covering 3-4 of the identified emerging
markets
International Partners covering 1-2 of the identified emerging
markets
C. Similar Projects Completed in the last 3 years
Media Placements in international networks targeting any of
the identified emerging markets
Media Placements in international networks but not in theidentified emerging markets
D. Years in Existence as Media Planning and Placement Agency
8 years and above
5-7 years
E. Contract cost of Completed Projects in the last 3 years
At least one project with contract cost equal or greater than
200M Pesos
Projects cost less than 200M Pesos

IIIII

5%
15%
15%
10%
5%
10%
10%
5%
10%
10%
5%
10%
10%
5%

QUALIFICATION OF PERSONNEL WHO MAY BE ASSIGNED TOTHE JOB
Required number and positions of personnel with minimum
years exceed the minimum amountRequired number and positions of personnel with minimum
years of experience is met

20%
20%
15%

CURRENT WORKLOAD RELATIVE TO CAPACITY
Number of on-going similar and related projects relative tocapacity
2 projects with contract cost equal or greater than 200M
Pesos
3 or more projects with contract cost equal or greater than
200M Pesos
0-1 project with contract cost equal or greater than 200M
Pesos

20%
20%
15%
10%

B. Technical Bid/Proposal Criteria and Rating (70% passing score)
CRITERIA
RATING
Quality of Personnel to be assigned to the20%
A.
project
Handled projects related to media planningI.
and buying
At least 5 years of experience in media
II. planning and buying
B.
I.

Expertise and Capability of the Firm
Services rendered in completed projects in thepast 3 years
TOR_Media Placements_Emerging Markets (as of 06 May 2020)

10%
10%

30%

7II.

C.
I.

II.

2%
4%
4%

Research or Insight Gathering
Media PlanningMedia Buying
Experience and Credentials
At least one (1) successful campaign in Media
Planning and Placement, validated by previousclients, the agency has launched within 3 years
At least one (1) Advertising or Marketinginternational (outside Philippines) or local
award in the last 5 years by an award-giving
body in existence for at least 10 years
At least one (1) campaign with media
placements in international networks within 3years, excluding print and digital
At least one (1) campaign with media
placements that are exclusively abroad within
3 years, excluding digital
Plan of Approach and Methodology
Media Plan
Consumer touch points strategy (platforms
used, social media strategy, partners)

5%

5%

5%

5%
50%

10%Use of given budget (proposal of budget
breakdown showing how media placements
will be spread out across all media channels)

10%

Use of given budget (proposal of budget
breakdown showing how media placements
will be spread out across all media channels)

10%

Placement Strategy
Choice of networks based on the target
audience, number of viewers per network,social media platforms’ reach across the target
market, types of content from media partners
content that are related to the client’s
campaign and target audience

10%Type of Media Placements (Traditional media –TV, Radio, Print, On-ground, and Digital media)
based on campaign and target market
TOTAL

10%
100%

VIII. Terms and Conditions
1. Segment(s) or phase(s) of the campaign not implemented for whatever reason shallbe revised/modified by the media agency at no cost on the part of DOT for thepurpose of translating said segment(s) or phase(s) for future implementation.
2. The selected media agency shall be subject to assessment of the DOT as to theeffectiveness of any phase of the media campaign launched.
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83. Any excess remuneration or compensation in the form of rebate from media
suppliers following the industry practice of compensating services of an advertising ormedia agency shall be negotiated by the winning agency and certified by the supplierin favor of the DOT in the form of additional advertising materials and/or extended
media placements, in order to maximize the effect and benefit of the campaign.
4. The firm shall submit regular reports detailing work progress, issues and concerns,
and recommend next steps in relation to the project as part of the deliverables.
5. All advertising and 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. This should be submitted to the DOT in a sturdy hard drive/s;
IX. Contact Person
Elisa Jane S Camunggol
0977-833-4400
elisa.camunggol@tourism.gov.phTOR_Media Placements_Emerging Markets (as of 06 May 2020)9