TERMS OF REFERENCE
CREATIVE AGENCY
Content Production for Opportunity and Emerging Markets
I.

Project Title
The development of multimedia content based on the refreshed “It’s more fun in thePhilippines” brand targeting the Western Europe, Mediterranean, Middle East, Russia andthe CIS and the South East Asian Market.

II. Background
The Department of Tourism (DOT) launched its refreshed “It’s More Fun In The Philippines”
branding campaign last February 2019. While the famous tagline “It’s More Fun In thePhilippines” remains to sustain the mileage it has brought, this refreshed campaign
primarily promotes the Philippines as one of the pioneering countries for sustainable
tourism. It gave “fun” a renewed sense of purpose; instilling a culture of sustainable
tourism that entails a paradigm shift among the public and private sectors alike—to change
how business thinks; to care more about environment, natural resources and tourist
destinations.
In 2018, the tourism industry reached its highest foreign arrivals yet at 7.1 million tourists.
However, this was mainly due to the top source markets and regions that consisted ofcountries attracting more than 100,000 tourists in a year.
Meanwhile, opportunity and emerging markets, or countries that have less than 100,000
tourist arrivals in a year have shown lagging numbers in both 2018 and 2019 reports. While
growth percentages are still on the positive, they are below the target growth rate of 14%,which is needed to hit the 2019 target of 8.2 million tourist arrivals. The table below shows
the performance of regions that have high potential for growth due to productenhancements and connectivity developments and do not consist of countries reaching the
100,000 tourist arrival mark.
Opportunity/Emerging
MarketWestern Europe
Mediterranean
Middle East
Russia and the CIS
South East Asia

2018
Market Share
3.75%
1.52%
1.15%
0.58%
7.44%

2018
Growth Rate
9.46%
12.01%-11.34%
5.93%
8.55%

Q1 2019
Market Share
4.42%
1.5%
0.84%
0.77%
6.01%

Q1 2019
Growth Rate
15.69%-0.68%-16.32
11.13%
0.67%

On a positive note, these numbers were achieved with only the basic communication
efforts in the past years; majority of which were limited only to event activations,participation in international conferences and small-scale social media influence. Higher
growth rates are achievable if media channels are properly optimized to reach moretravelers in the aforementioned regions.
As such, the DOT now seeks to appoint an experienced creative agency that will produce
multimedia content about the best of Philippine tourism destination and products that will
resonate with the target markets and convince them to choose the Philippines as their next
destination of fun.

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III. Objectives
1. To generate and sustain awareness for the Philippines as a premiere tourist destination
among travelers in Western Europe, Mediterranean, Middle East, Russia and the CIS
and the South East Asia.
2. To achieve at least 14% growth rate for these regions in FY 2019 vs. the previous year
3. To produce multimedia content that will resonate well with the target markets
IV. Scope of Work and Deliverables
LOT 1. Western Europe Content Production
Scope of Work
Conduct and submit to the DOT a market
research on relevant demographic andpsychographic information about thefollowing countries in Western Europe

Deliverables
A comprehensive market researchstudy with a thematic visual guide forgenerating content that will resonate
with the Western European market

i. Austria
ii. Norwayiii. Germany
iv. France
v. Netherlands
vi. Switzerland

Production and implementation of a TVCready audio-visual presentation (AVP) to
promote the Philippines to the Western
European market

90-second AVP for digital and events
45-second TVC-ready AVP
30-second TVC-ready AVP
15-second TVC-ready AVP

All AVPs are expected to have amaximum of 6 translations andsubtitle files as required by the DOT
and must be open to edits as
required by the media censorshipboards where the AVPs are to be
used.
Production of static and dynamic
digital ads derived from the TVC
visuals

Design and layout of out-of-home materials
as required.

2

At least thirty (30) high-quality andcurated photos that complement thethematic and visuals of the TVC
Layouts which must be designed
based on designated placement by

the appointed media planning andplacement agency.

Design and layout of print advertisements
as required.

Towards the completion of the engagement,
assess the outcome of the advertisement
and aid the DOT in the crafting of thesucceeding campaign incorporating theinsights and recommendations from theevaluation of creative materials made during
the period of engagement.

The print ads are expected to have amaximum of 6 translations andresizing as required by the DOT.
(10) print ads which must be
designed based on designatedplacement by the appointed media
planning and placement agency.
The print ads are expected to have amaximum of 6 translations andresizing as required by the DOT.
Provide at no cost to the DOT upon
the completion of the contract, aworkshopwithamarketingconsultant to be nominated by thechosen creative agency with selectDOT employees.
The objective is to initiate thedevelopment and set guidelines ofsubsequentWesternEuropecampaigns based on the current
project. The expected output of thisworkshop may be used as the basis
for succeeding marketing Terms ofReferences.

LOT 2. Mediterranean Content Production
Scope of Work
Conduct and submit to the DOT a market
research on relevant demographic andpsychographic information about thefollowing countries in the Mediterranean
i.
ii.
iii.
iv.

Deliverables
A comprehensive market researchstudy with a thematic visual guide forgenerating content that will resonate
with the Mediterranean market

Italy
IsraelSpain
TurkeyProduction and implementation of a TVCready audio-visual presentation (AVP) to3

90-second AVP for digital and events
45-second TVC-ready AVP
30-second TVC-ready AVP

promote the Philippines to theMediterranean

15-second TVC-ready AVP

All AVPs are expected to have amaximum of 6 translations andsubtitle files as required by the DOT
and must be open to edits as
required by the media censorshipboards where the AVPs are to be
used.
Production of static and dynamic
digital ads derived from the TVC
visuals

Design and layout of out-of-home materials
as required.

Design and layout of print advertisements
as required.

Towards the completion of the engagement,
assess the outcome of the advertisement
and aid the DOT in the crafting of thesucceeding campaign incorporating theinsights and recommendations from theevaluation of creative materials made during
the period of engagement.

4

At least thirty (30) high-quality andcurated photos that complement thethematic and visuals of the TVC
Layouts which must be designed
based on designated placement by
the appointed media planning andplacement agency.
The print ads are expected to have amaximum of 6 translations andresizing as required by the DOT.
(10) print ads which must be
designed based on designatedplacement by the appointed media
planning and placement agency.
The print ads are expected to have amaximum of 6 translations andresizing as required by the DOT.
Provide at no cost to the DOT upon
the completion of the contract, aworkshopwithamarketingconsultant to be nominated by thechosen creative agency with selectDOT employees.
The objective is to initiate thedevelopment and set guidelines ofsubsequent
Mediterranean
campaigns based on the current
project. The expected output of thisworkshop may be used as the basis
for succeeding marketing Terms ofReferences.

LOT 3. Middle East Content Production
Scope of Work
Conduct and submit to the DOT a market
research on relevant demographic andpsychographic information about thefollowing countries in the Middle East

Deliverables
A comprehensive market researchstudy with a thematic visual guide forgenerating content that will resonate
with the Middle Eastern market

i. Kuwaitii. Qatariii. Bahrain
iv. Omanv. United Arab Emirates
vi. Saudi Arabia
Production and implementation of a TVCready audio-visual presentation (AVP) to
promote the Philippines to the Middle
Eastern Market

90-second AVP for digital and events
45-second TVC-ready AVP
30-second TVC-ready AVP
15-second TVC-ready AVP

All AVPs are expected to have amaximum of 6 translations andsubtitle files as required by the DOT
and must be open to edits as
required by the media censorshipboards where the AVPs are to be
used.
Production of static and dynamic
digital ads derived from the TVC
visuals

Design and layout of out-of-home materials
as required.

Design and layout of print advertisements
as required.

5

At least thirty (30) high-quality andcurated photos that complement thethematic and visuals of the TVC
Layouts which must be designed
based on designated placement by
the appointed media planning andplacement agency.
The print ads are expected to have amaximum of 6 translations andresizing as required by the DOT.
(10) print ads which must be
designed based on designatedplacement by the appointed media
planning and placement agency.

Towards the completion of the engagement,
assess the outcome of the advertisement
and aid the DOT in the crafting of thesucceeding campaign incorporating theinsights and recommendations from theevaluation of creative materials made during
the period of engagement.

The print ads are expected to have amaximum of 6 translations andresizing as required by the DOT.
Provide at no cost to the DOT upon
the completion of the contract, aworkshopwithamarketingconsultant to be nominated by thechosen creative agency with selectDOT employees.
The objective is to initiate thedevelopment and set guidelines ofsubsequent
MiddleEastern
campaigns based on the current
project. The expected output of thisworkshop may be used as the basis
for succeeding marketing Terms ofReferences.

LOT 4. Russia and the CIS Content Production
Scope of Work
Conduct and submit to the DOT a market
research on relevant demographic andpsychographic information about thefollowing countries in Russia and the CIS

Deliverables
A comprehensive market researchstudy with a thematic visual guide forgenerating content that will resonate
with the Russia and the CIS market

i. Moscow
ii. Saint Petersburgiii. Novosibirsk
iv. Yekateringburg
v. Vladivostok
vi. Khabarovsk
vii. Kazakhstanviii. Ukraine

Production and implementation of a TVCready audio-visual presentation (AVP) to
promote the Philippines to the Russia andthe CIS market

690-second AVP for digital and events
45-second TVC-ready AVP
30-second TVC-ready AVP
15-second TVC-ready AVPAll AVPs are expected to have amaximum of 6 translations andsubtitle files as required by the DOT
and must be open to edits as
required by the media censorshipboards where the AVPs are to be
used.
Production of static and dynamic
digital ads derived from the TVC
visuals

Design and layout of out-of-home materials
as required.

Design and layout of print advertisements
as required.

Towards the completion of the engagement,
assess the outcome of the advertisement
and aid the DOT in the crafting of thesucceeding campaign incorporating theinsights and recommendations from theevaluation of creative materials made during
the period of engagement.

At least thirty (30) high-quality andcurated photos that complement thethematic and visuals of the TVC
Layouts which must be designed
based on designated placement by
the appointed media planning andplacement agency.
The print ads are expected to have amaximum of 6 translations andresizing as required by the DOT.
(10) print ads which must be
designed based on designatedplacement by the appointed media
planning and placement agency.
The print ads are expected to have amaximum of 6 translations andresizing as required by the DOT.
Provide at no cost to the DOT upon
the completion of the contract, aworkshopwithamarketingconsultant to be nominated by thechosen creative agency with selectDOT employees.
The objective is to initiate thedevelopment and set guidelines ofsubsequent Russia and the CIS
campaigns based on the current
project. The expected output of thisworkshop may be used as the basis
for succeeding marketing Terms ofReferences.

7

LOT 5. Southeast Asia Content Production
Scope of Work
Conduct and submit to the DOT a market
research on relevant demographic andpsychographic information about thefollowing countries in South East Asia

Deliverables
A comprehensive market researchstudy with a thematic visual guide forgenerating content that will resonate
with the South East Asian market

i. Indonesia
ii. Malaysiaiii. Singapore
iv. Thailand
v. Vietnam

Production and implementation of a TVCready audio-visual presentation (AVP) to
promote the Philippines to the South East
Asian market

90-second AVP for digital and events
45-second TVC-ready AVP
30-second TVC-ready AVP
15-second TVC-ready AVP

All AVPs are expected to have amaximum of 6 translations andsubtitle files as required by the DOT
and must be open to edits as
required by the media censorshipboards where the AVPs are to be
used.
Production of static and dynamic
digital ads derived from the TVC
visuals

Design and layout of out-of-home materials
as required.

Design and layout of print advertisements
as required.

8

At least thirty (30) high-quality andcurated photos that complement thethematic and visuals of the TVC
Layouts which must be designed
based on designated placement by
the appointed media planning andplacement agency.
The print ads are expected to have amaximum of 6 translations andresizing as required by the DOT.
(10) print ads which must be
designed based on designatedplacement by the appointed media
planning and placement agency.

Towards the completion of the engagement,
assess the outcome of the advertisement
and aid the DOT in the crafting of thesucceeding campaign incorporating theinsights and recommendations from theevaluation of creative materials made during
the period of engagement.

The print ads are expected to have amaximum of 6 translations andresizing as required by the DOT.
Provide at no cost to the DOT upon
the completion of the contract, aworkshopwithamarketingconsultant to be nominated by thechosen creative agency with selectDOT employees.
The objective is to initiate thedevelopment and set guidelines ofsubsequent South East Asian
campaigns based on the current
project. The expected output of thisworkshop may be used as the basis
for succeeding marketing Terms ofReferences.

V. Project Duration and Budget Allocation
1. The break date of the TVCs will be on October 2019 with the remaining materials due
until December 31, 2019.
2. The Approved Budget of Contract (ABC) for each lot is Twenty Million Philippine Pesos(Php 20,000,000) 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 uponcompletion of the following milestones:
Milestones
Approval of TVC concept, storyboard and timelines
Completion of TVC and AVP edit-down requirements
Submission and approval of high-quality and curated photo
requirements
Completion of digital ad requirements
Completion of OOH design requirements
Completion of print ad requirements
Submission and approval of the Terminal Report
Total

Payment %
30%
20%
10%
10%
10%
10%
10%
100%

VI. Qualifications
1.

The agency must be a full-service creative agency or production agency with the required
manpower/personnel and staff that is duly established in the Philippines.

92.

The agency must have been in existence for at least five (5) years, and must have produced
a material targeting international audiences during the last three (3) years with an aggregate
cost of at least fifty percent (50%) of the approved budget cost for the chosen lot.

3. Other qualifications of the required creative agency for this project are stated in the Bid Data
Sheet (BDS).
VII. Minimum Required Personnel
Required Personnel

Minimum Years of Experience in
Handling Nationwide Accounts
1. Account Manager
10 years
2. Producer
10 years
3. Creative Director
10 years
4. Art Director/Film Director
5 years
5. Copywriter/Screenplay Writer
5 years
6. Creative Artist
5 years
7. Video Editor
5 years
8. Field Researcher
5 years
Note: Bidders may recommend additional personnel deemed fit for the Team

VIII. Criteria for Rating

Stage 1- Submission of eligibility documents
Stage 2- For short-listed bidders, submit brief credentials and the proposed mediaplan
1. Short listed bidders who will be declared compliant with the technicalrequirements on the opening of bids may be required to present their proposed
campaign to the members of the Bids and Awards Committee (BAC), and theTechnical 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
be given 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.

10A. Eligibility Check and Shortlisting Criteria and Rating (80% passing score)IA.

APPLICABLE EXPERIENCE OF THE CONSULTANT
Appropriateness of the agency for the assignment
Full service creative agency or Production Agency
OthersB. Number of Similar Projects Completed in the last 3 years
At least six (6) television commercials produced and aired
Three (3) to Five (5) television commercials produced and aired
One (1) to Two (2) television commercials produced and aired
Produced AVPs for digital or other non-TV media channels
No AVPs madeYears in Existence as a Full-Service Creative Agency or Production
D. Agency
5 years & above
Below 5 years
E. Projects handled in last 3 years
At least three (3) project with contract costing equal to or greaterthan ten (10) million
One (1) or Two (2) project with contract costing equal to or greaterthan ten (10) million
All projects have a contract costing less than ten (10) million

II
A.

III

QUALIFICATION OF PERSONNEL WHO MAY BE ASSIGNED TO THE
JOB
Required number and positions of personnel with minimum years ofexperience is met
Required number and positions of personnel with less than minimum
years of experience is met
Required number and positions of personnel is not met
CURRENT WORKLOAD RELATIVE TO CAPACITY
Number of on-going similar and related projects relative to capacity
6 or more projects with contract cost equal or greater than 10
million pesos
3-5 projects with contract cost equal or greater than 10 million pesos
Less than 3 project with contract cost equal or greater than 10
million pesos
TOTAL

60%
20
20
5
20
20
15
10
5
0
10
10
5
10
10
7
3

20%
20
10
0
20%

10%
15%
20%
100%

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

I.

CRITERIA
Quality of Personnel to be assigned to theproject
Similar projects handled

II.

Level of experience with similar nature of
work

I.

Expertise and Capability of the Firm
Services rendered in completed projects in thepast 3 years

A.

B.

II.

C.
I.

20%
10%
10%
30%

Research or Insight Gathering
Creative Conceptualization

2%
5%

Multimedia Production
TVC Production
Experience and Credentials
At least three (3) successful projects, validated
by previous clients, the agency has launchedwithin 3 years
At least one (1) international or local award in
the last 3 years by an award-giving body inexistence for at least 10 years
Plan of Approach and Methodology
Creative Rendition

3%
5%

10%

5%
50%

15%

AVP Concept

10%Treatment
Adherence to “more fun” brand essence
Resonance with the target audience
III.

RATING

Over-all Impact

5%
10%
10%
100%

TOTAL
IX. Other Terms and Conditions

1. All materials produced during the period of engagement shall be amenable toedits at no cost to the DOT for a maximum of 5 revisions.
2. 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 thePhilippines and internationally. This should be submitted to the DOT in a sturdy
hard drive/s;
12

3. The selected agency shall be subject to assessment of the DOT as to theeffectiveness of any phase of the media campaign launched.
4. The firm shall submit regular reports detailing work progress, issues andconcerns, and recommend next steps in relation to the project as part of thedeliverables.
5. Any excess remuneration or compensation in the form of rebate from theinternational network/s shall be negotiated with the DOT in the form of
additional advertising materials and/or extended media placements, in order tomaximize the effect and benefit of the campaign.
X. Contact Person
Floyd Esguerra+63 2 459 5200 loc 609
floydesguerra@gmail.com

END

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