TERMS OF REFERENCELOCAL MEDIA PLANNING, BUYING, AND PLACEMENTS AGENCY
FOR THE DEPARTMENT OF TOURISM(Lot No. 2 – Media Planning, Buying and Placements Targeting Visayas and Mindanao)
I.

Project Overview
The procurement of a media agency for the year 2021 to sustain the presence of travel andtourism within the Philippines thru effective media brands and platforms. The project will betargeting travelers from Visayas and Mindanao, focusing on Metro Cebu and Metro Davao.
Background
The outbreak of the coronavirus (COVID-19) continues to greatly affect the tourism industry thisyear. Even as domestic travel has slowly started to regain its footing with the gradual and cautious
reopening of tourist destinations around the country, it is still hampered by the travel restrictions
and quarantine measures imposed by both the national and local government as a result of
rising cases.
As of date, most regions in the country are now under Modified General Community
Quarantine (MGCQ) which allows them for leisure travel and conduct tourism activities while
following health protocols and observing minimum on-site capacity while the Greater Manila
Area (NCR, Rizal, Laguna, Cavite, Bulacan) and other provinces with rapidly increasing cases
are now back to Modified Enhanced Community Quarantine (MECQ), which prohibits mass
gathering and leisure travel. Although businesses have started to resume, numbers indomestic travel are still low.
Below is a data of local destinations that have reopened, and were able to record and monitor
the number of tourists entering their areas. The numbers show that there is great potential
to spur domestic tourism growth amidst the pandemic for as long as the situation is
manageable.
RegionCAR
Region 1
Region 4A
Region 4B
Region 6
Region 7

Destination
BaguioPangasinan
La Union
Ilocos Sur
Cavite (Tagaytay)
Palawan - El Nido
Palawan - Coron
Oriental Mindoro Puerto Galera
Aklan - Boracay
Bohol
Cebu - Cebu City

Jan
9,819
21,72012,54012,732
6,200
1,265
412

2021 Domestic Arrivals
Feb
Mar
Apr
8,915
24,295ND
13,785ND
ND
14,843
ND
ND
ND
ND
ND
ND
ND
ND
1,718
ND
ND
1,287
338
ND

Total
43,02935,50527,383
12,732
6,200
2,983
2,037

814
11,898
5,011
1,970

2,070
16,487
791
ND

4,754
46,531
5,802
1,970

1,870
17,400
ND
ND

ND
746*
ND
ND

1

Region 13

Surigao Del Norte Surigao Island

843

1,092

1,764

804**

4,503

ND = Data not available*As of April 11, 2021**As of April 15, 2021
But promoting domestic travel is a key strategy to boost the recovery of the local tourism
industry. Historically, domestic tourism has had a robust performance record, boasting almost
110 million trips in 2019 and contributing 10.8% to the GDP.
A travel survey conducted last May 2020 by the DOT, together with the Asian Institute ofManagement Dr. Andrew L. Tan Center for Tourism and Guide to the Philippines, led andsupported this direction. The majority of the respondents expressed their willingness to travel
to local destinations.
The survey results also revealed that people perceived traveling as a means to keep their sanity
intact. That people are willing to follow strict health and safety protocols if it means they can
travel with peace of mind. Varying protocols has been the top source of travel inconvenience,
which is why actions should be unified and coordinated across the government, the public,
and the private sectors.
With the continuing health concerns, traveler’s preferences have also evolved with more
Filipinos choosing to go to destinations closer to home. Tailored or personalized trips may
appeal to more people to travel locally. Preferred activities include outdoor activities like goingto the beach, hiking and biking. Outdoor and well-ventilated areas are favored over confined
spaces while families are considered the safest travel companions.
The strategies for domestic tourism are mostly based on these sentiments that needs to beaddressed and implemented.
With the vaccine roll-out in place, the DOT is looking forward to a better situation by the 3rd to 4th
quarter of 2021. Implementing a strategic media plan by then will help the department seize thegrowing momentum to travel by communicating new tourism products and tourism circuits,
highlight the attractions of reopened destinations, and the current protocols of reopened
destinations.
In view of this, the DOT will engage the services of an experienced agency to develop and implement
integrated media plan targeting the travelers of Visayas and Mindanao, focusing on Metro Cebu
and Metro Davao, thru traditional and digital mediums to promote domestic tourism and restore
the confidence of Filipinos to travel once again.
As the pandemic continues, leaving the tourism industry in a high level of uncertainty, the DOT
is devoted in adhering to its mandates and shall persist in rebuilding the future of tourism.

2

II.

Objectives
The procurement of media planning and buying services of an experienced agency for media
placements in Visayas and Mindanao, will enable the DOT to effectively promote tourist attractions
and products that appeal to the Visayas and Mindanao market thru the proper media channels.
Through strategic media placements, the Department of Tourism will implement materials invarious platforms to achieve the following:
1. To increase number of visitors in reopened tourism areas around the country by spurring
domestic trips from travelers in the Visayas and Mindanao areas
2. To generate awareness for the new and exciting tourism products of reopened destinations inorder to inspire residents from the Visayas and Mindanao areas, especially Metro Cebu andMetro Davao, to travel locallyIII.

Scope of Work and Deliverables

SCOPE OF WORKI.

Media Research – media study to support
the integrated media plan the agency isgoing to present
I.

II.

III.

DELIVERABLES
Conduct a media study that isachievable within 3 weeks or lesson relevant demographics andeffective local media channels
in the Visayas and Mindanao
area; this should include, but
not limited to,a. Who are our audience
with the largest media
consumption?
b. What are their travelling
behaviors?
c. What media platforms
do they consume on aregular basis?
The research should contain
results of which effective local
media channels are appropriate
for the target audience
The research should include
demographics of audience (e.g.
sex, age, social economic status,
etc.)
The research results should also
include sex-disaggregated data such3

asa. Number of respondents bysex
b. Networks/
SocialMedia
Platforms each sex is more
inclined to subscribe toc. Communication mediums eachsex is more likely to use
Recommend an effective regional-based
media strategy that will align the tourism
campaigns and new normal tourism
products of the department/ regions.

Recommend a local integrated media campaignthat includes partners with content that are
gender-sensitive
Recommend an integrated media campaignthat is feasible within 5 months considering
the required deliverables (research,
implementation, and monitoring)
Recommend the most appropriate media
plan and other options, including appropriate
execution in the regions.
Submission of Integrated Media Plan

Proposed media plans (Visual Media
Schedule) should contain the following
but not limited to:
-

-

-

-

local TV channels that will focus
more on the Visayas and Mindanao
marketradio channels (if applicable)
regional publications ideally all with
onlineeditions(magazine/newspapers)
out-of-home advertising placements
When necessary, on-ground events
specific to local tourism, travellingwithinthe Philippines, and promoting
regional
destinations
andproducts
PR media values (features stories,
native articles, interviews withmedia partners and vendors)
4

Coordinate and negotiate with all media
partners for rates, spots, bonuses, etc. forconsideration and approval of the DOT.
Coordination with DOT (branding office,regional offices) and Vendors (TV networks,
radio stations, social media partners,
websites, content partnership, booking sites,
and other relevant suppliers needed for the
media plan)

Coordinate regularly with DOT for thefollowing, but not limited to:a. Negotiation with media partners
b. Evaluation of network/ media
packagesc. Implementation of the integrated
media plan
Assist the DOT in the evaluation of media
proposals submitted directly to the
Department.
Submit a corresponding monitoring andevaluation system in the form of
appropriate metrics and timelines ingauging the implementation of the media
plan.

Monitoring of the integrated media plan

Providemonthlyassessment
andimplementation reports to reflect thesuccess rate of the implemented strategies on
the immediate reach, effectiveness ofplacement, and return on investment, andother suggested metrics. Said assessment
shall serve as basis for any
modifications in the Media Plan toaccommodate amore fitting approach to address
deficiencies identified, if any.
Render regular reviews of the overall media
plan to make the campaign adapt tocurrent trends particularly with regard to
campaign advantage of a competitor
country at any given time
To measure rate of success, monitoringshould reflect the following KPIs inaccumulated materials
YouTube – at least 20 million cumulative5

views of sponsored material
Facebook – at least 60M cumulative
reach of sponsored material
Digital ads – at least 8M impressions;
80% impression share
TVC – At least 500 spots, with an average
TARP of 100
OOH – at least 10 materials with at least
150,000 impressions (foot traffic) permaterial
Terminal Report-

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

-

It must include insights, analysis,recommendations, and evaluations of thecampaign, including conceptualization,
workflow, asset creation, and execution. The
Department will be able to use the terminal
report as a basis for its subsequentcampaigns. The data must include an analysis
of how the campaign has included genderdevelopment.
All the approved and raw materials, files,
data, reports must also be submitted.

-

Create a comprehensive terminal
report including data and analytics
Include a Cost-Benefit Analysis
ReportDeliver a hard and soft copy of thereportMount a digital or face-to-faceworkshop with at least 20
attendees from DOT with no lessthan two resource speakers. The
workshop includes a presentationof the terminal report anddiscussion,
evaluation
andrecommendation from invited
resource persons. The Agency will
shoulder all costs, including food,accommodationtransportation,
testing, honorarium, and otherapplicable logistical expenses.

6

The breakdown of digital media accounts, digital placements, allocation of mileages - including the numberof spots, quality of content, images and videos used, and community engagement may be modified uponrecommendation of the DOT, subject to the written approval between the two parties, to achieve theobjectives of the campaign and have optimal media exposure for the same.
IV.

Scope of Price Proposal and Schedule of Payment
1. The campaign shall be for a period of five (5) months, to commence upon the receipt ofConsultant of the Notice to Proceed (NTP).
2. The Approved Budget of Contract (ABC) for the project is One Hundred Forty-Million Pesos (PhP
140,000,000) and inclusive of all applicable taxes, agency service fees, bank charges, and otherfees 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:
Milestones
Submission of research results and upon the DOT team’s
approval of the
proposed media plan and strategy
Submission of accomplishment report with proof ofplacements for all
media platforms on the 1st month of project
implementation
Submission of accomplishment report with proof ofplacements for all
media platforms on the 2nd month of project
implementation
Submission of accomplishment report with proof ofplacements for all
media platforms on the 3rd month of project
implementation
Submission of accomplishment report with proof ofplacements for all
media platforms on the 4th month of project
implementation
Submission of accomplishment report with proof ofplacements for all
media platforms on the 5th month of project
implementation
Submission of terminal report of the whole campaign
and implementation of post-project workshop for theassessment ofplacements
TOTAL% of Payment
20%

15%

15%

15%

15%

10%

10%

100%

7

V.

Qualifications
1. The agency must be an experienced media agency or a creative/media/PR agency that has adedicated team for media planning and buying with the required manpower/personnel andstaff that is duly established in the Philippines.
2. The agency must have been in existence for at least five (5) years, and must have handled
media planning and buying account of at least one multinational brand during its existence
3. Other qualifications of the required media agency for this project are stated in the Bid Data
Sheet (BDS).

VI.

Minimum Required Personnel

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 (Project Lead)
15 years
2. Senior Account Manager
10 years
3. Account Manager
10 years
4. Digital Account Manager
10 years
5. Senior Media Planner
10 years
6. Senior Digital Planner
10 years
7. Senior Media Buyer
10 years
8. Junior Integrated Media Planner
7 years
9. Digital Media Buyer
7 years
10. Implementor
7 years
11. Data Analyst
7 years
12. Researcher
7 years
Note: Bidders are encouraged to employ additional personnel deemed fit for the team.
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 requirements on the
opening of bids will be required to present their proposed campaign to the members of theTechnical Working Group (TWG), and other DOT personnel involved in the project).
2. A pitch presentation is required and bidders are given a maximum of thirty minutes (30minutes) will be given for each agency excluding the question and answer portion with BAC
and TWG Members and such other individuals to be invited by the DOT.
3. Pitch presentation will be rated by TWG members individually, and ratings will be averaged toarrive at a final score per agency. Rating will be done based on the scores.

8A. Eligibility Check and Shortlisting Criteria and Rating (80% passing score)
I
A.

B.

C.

D.

E.

APPLICABLE EXPERIENCE OF THE CONSULTANT
Appropriateness of the agency for the assignment
Media Planning, Buying, and Placements Agency
Creative agency/ Public Relations Agency with Media Buying and Planning services
Other types of agency with media buying and planning services
Extent of network of the agency
Nationwide – capacity for media planning, buying, and placement to implement
campaigns on a national scale
Regional - capacity for media planning, buying, and placements is only limited to
select regions in the country
Similar Projects Completed in the last 3 years
Media planning, buying, and placement for a nationwide campaign
Media planning, buying, and placement targeting selected regions only
Years in Existence As a Media Planning and Buying Agency or a Creative/ Public
Relations Agency
10 years & above
5-9 Years
Contract cost of Completed Projects in the last 3 years
At least one (1) media project with contract cost equal or greater than
70 million pesos
If all media projects are less than 70 million pesos each

60%
15%
15%
10%
5%
15%
15%
10%
10%
10%
5%
10%
10%
5%
10%
10%
5%

II

QUALIFICATION OF PERSONNEL WHO MAY BE ASSIGNED TO THE JOB
20%
Required number and positions of personnel with minimum years of experienceis exceeded by an additional 6 personnel following any of the profiles of theidentified minimum required personnel.
20%
Required number and positions of personnel with minimum years of experienceis met15%

III

CURRENT WORKLOAD RELATIVE TO CAPACITY
20%
1-4 projects with contract cost equal or greater than 70 million pesos each20%
5 or more projects with contract cost equal or greater than 70 million pesos each 15%
No projects with contract cost equal or greater 70 million pesos each10%
B. Technical Bid/Proposal Criteria and Rating (70% passing score)

A.

I.

II.

CRITERIA
RATING
20%
Quality of Personnel to be assigned to the project
For Senior Media Planner, Senior Media Buyer, Implementor –Must havecompleted a media planning and buying campaign involving the TV, Radio, 10%
OOH and Print mediums in the last year.
For Digital Account Manager/ Senior Digital Planner/Digital Media Buyer – Must
have completed a digital campaign for a multinational brand in the last
10%
year

9

B.
I.

II.

C.
I.

Expertise and Capability of the Firm
Services rendered in completed projects in the past three (3) years
Strategic Media PlanningMedia Buying and Implementation
Data Analytics and Monitoring
Experience and Credentials
At least three (3) completed campaigns related to Media Buying and Planning,validated by previous clients that the agency has launched within 3 years
At least one (1) international or local Advertising or Marketing award in the last
3 years by an award-giving body in existence for at least 10 years

30%
10%
5%
5%
5%
5%

Integrated Media Campaign Strategy
50%Media Plan
Efficient allocation of given budget (proposal of budget breakdown showing how
15%
media placements will be spread out across all media channels)
Quality of additional media values (PR values with partners, content, audience15%
reach)II.

Placement Strategy
Relevance of proposed networks/publications based on the target audience,
number of viewers per network, social media platforms’ reach across the target
20%
market, types of content from media partners content that are related tothe client’s campaign and target audience

TOTAL

VIII.

100%

Terms and Conditions
1. Segment(s) or phase(s) of the campaign not implemented for whatever reason shall berevised/modified by the agency at no cost on the part of DOT for the purpose of translating
said segment(s) or phase(s) for future implementation.
2. All advertising and creative concepts and original materials (raw and edited) formulated anddesigned 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;
3. The selected agency shall be subject to assessment of the DOT as to the effectiveness of any
phase of the digital management project.
4. The firm shall submit regular reports detailing work progress, issues and concerns, andrecommend next steps in relation to the project as part of the deliverables.
5. Agency should submit a monthly roll-out report of the implemented media plan and strategy
to be signed by the end-user.

106. All marketing collateral including but not limited to articles, write–ups, photos, and videos
submitted in conjunction with the campaign shall be created for this project exclusively.
Moreover, it shall be owned by DOT with full exclusive rights.
7. The DOT reserves the right to change, suspend, or discontinue temporarily or permanently thecontract at any time should the DOT deemed the agency incapable of the project. subject tothe termination guidelines issued by the Government, Procurement Policy Board (GPPB).
8. Any excess remuneration or compensation in the form of rebate from the agency, shall be
negotiated with the DOT in the form of additional promotional materials and/or extendedsocial media management, in order to maximize the effect and benefit of the campaign.

IX.

Contact Person
Elisa Jane Camunggol
459-5200 local 302
elisa.camunggol@tourism.gov.ph

END11