TERMS OF REFERENCE
CREATIVE AGENCY
Philippine Tourism Branding
I.

Project Title
The development of an integrated marketing communications campaign refreshing andupdating the “It’s more fun in the Philippines” brand.

II.

Background
In January 2012, the Department of Tourism launched the country’s new tourism brandcalled “It’s more fun in the Philippines” (IMFITP).
The brand aims to position the Philippines distinctly as a “more fun” travel destination bycustomizing and mounting an integrated and aggressive tourism brand and awarenesscampaign in key international source markets. Much has been achieved by the branding
since its launching in 2012, and to ensure consistency in message development and sustain
the tourism brand, there is a need to develop and implement new creative materials basedon the updated products and services covered by the National Tourism Development Plan’s(NTDP) tourism product portfolio, as showcased by the different regions of the country.
As such, the DOT now seeks to appoint an experienced creative agency that will help
design, execute, and implement the DOT’s integrated marketing communications
campaign in various forms such as digital, broadcast, outdoor/out-of-home, print, etc., toenhance the country tourism brand.

III.

Objectives
For 2019, there is an opportunity for the country to develop new marketing materials
featuring specific products and unique experiences only the Philippines can offer to beaired in specific markets to be determined by DOT.
Under a title to be proposed by the creative agency, the new integrated marketing
communications campaign seeks to complement the brand by conceptualizing andproducing new materials that will (i) highlight the Philippines as premier hub for theidentified products, (ii) attempt to own an entire imagery of a product and associate itcompletely with the Philippines, and (iii) sustain a general awareness level for thePhilippines as the “more fun” travel destination. These products and experiences do nothave to be endemic to the country, as long as the core factor that makes them special anddistinct is identified.

IV.

Scope of Work, Deliverables and Budget Allocation
1. The Approved Budget of Contract (ABC) for the project is Two Hundred Fifty Million
Philippine Pesos (Php 250,000,000.00) inclusive of all applicable taxes, commissions,bank charges, and other fees as may be incurred in the process.
2. The budget is broken down in the matrix below. This is inclusive of all editdowns/resizing, printing fees, costs for photography and/or stock photos, computer
graphics, talent and soundtrack fees, translation to different languages, and all agency
service fees in no case shall exceed 12% of the production fees.
3. The breakdown of the media and production budgets, including the number of theadvertising materials, may be modified upon recommendation of the winning agency,

subject to the written approval of the DOT, to achieve the objectives of the campaign
and have optimal media exposure for the same.
Scope of Work
Conduct and submit to the DOT a researchon relevant demographic andpsychographic information about thefollowing markets:
a. Korea (Seoul and Busan)b. USA and Canada (including overseas
Filipino communities in North
America)
c. Japan (Tokyo, Osaka, Nagoya,Fukuoka)d. Australiae. Asia Pacific (ASEAN countries, Hong
Kong, Taiwan, Macau, Indonesia,
Singapore, Malaysia, Thailand,
Vietnam)f. Major European Countries
 First Priority – United Kingdom,
Germany, France
 Second Priority – Russia & the CIS,
Spain, Scandinavian countries,
Israel Third Priority – Italy, Switzerland,
Netherlands, Turkey, etc.
g. India (New Delhi, Mumbai)
h. Middle East (Dubai, Abu Dhabi, Doha,
Riyadh)i. China (Beijing, Shanghai, Guangzhou)
and design a comprehensive media strategy
and campaign concept to best present thePhilippines as a “more fun” travel
destination and align the campaign in thesemarkets in terms of reach, frequency andpenetration.
Production and implementation of TVCready audiovisual materials for the NTDP
tourism product portfolio:a) Nature-based Tourism (Nature
Recreation and Adventure)b) Cultural Tourismc) Health, Wellness and Retirement

Deliverables
Approval of final comprehensive
media strategy and campaign
concept to best present thePhilippines as a “more fun” travel
destination and align the campaign inthese markets in terms of reach,frequency and penetration.
This may include a new country
tourism brand logo and a campaign
logo.

Preparation and production ofcreative materials needed in allplacements, subject to the approvalof the DOT, for implementation of all
creative works vis-à-vis the media
plan.

Regular updating on the costestimates on the production ofcreative materials and media plans
proposed for the campaign and therelated costs in applying the same invarious media platforms.

Conceptualization and production of
additional materials and respective
communication strategies, as may benecessary, subject to additional
funds and a separate agreement with
the DOT.
(40) AVPs on the (10) Tourism
Products
Details:(4) AVPs for each of the (10) Tourism
Products*3-minute AVP*60-second AVP*30-second AVP*15-second AVPd) Meetings, Incentive Travel,
Conventions, Exhibitions and Events(MICE)e) Sun and Beachf) Cruise and Nautical Tourismg) Educationh) Leisure and Entertainmenti) Diving and Marine Sports
andj) Farm & Culinary Tourism

Production and implementation ofaudiovisual presentations for the 16
Philippine regions.

All AVPs are expected to have amaximum of 5 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.
Optional:(1) 30-second radio advertisement
per Tourism Product if material isappropriate(64) AVPs on the (16) Regions
Details:(4) AVPs for each of the (16) Regions*3-minute AVP*60-second AVP*30-second AVP*15-second AVP
All AVPs are expected to have amaximum of 5 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.
Optional:(1) 30-second radio advertisement
per Region if material is appropriate

Production and implementation of a TVCready omnibus audiovisual presentation.

(3) AVPs on the omnibus material
Details:(1) 5-minute AVP(1) 2-minute AVP(1) 45-second AVP
All AVPs are expected to have amaximum of 5 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.
Optional:(1) 30-second radio advertisement ifmaterial is appropriate

Production and implementation of radio
advertisements.

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

Production of Philippine tourism brandbook.

The agency should provide creative services
and assist in the design and layout of print
advertisements as required.

(20) Radio Advertisements
Details:(5) unique 30-second radio ad
concepts and at least (4) translations
each as required by the market.
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 5 translations andresizing as required by the DOT.
(1) Digital version of the brand book(1) Ready to print version of thebrand book
Details:
Proposal of the brand book specs will
be provided by the agency andapproved by DOT.
(20) 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 5 translations andresizing as required by the DOT.

The agency should provide creative services
and assist in the design and layout of aPhilippine tourism map and regional
tourism maps.

Production of Regional Tourism Maps

Production of Philippine Tourism Map

Towards the completion of the engagement,
assess the outcome of the campaign and aid
the DOT in the crafting of the succeeding
campaign incorporating the insights andrecommendations from the evaluation ofcreative materials made during the period ofengagement.

V.

(17) designs and layouts of tourism
maps
Details:(1) A2-sized Philippine tourism map(16) B1-sized regional maps-----------------The maps are expected to be have amaximum of 5 translations as
required by the DOT.
(224,000) copies of the Regional
Maps
Details:*16,000 copies at 1,000 per region
for the 16 Regional Offices*8,000 copies at 500 copies x 16
regions for the Head Office*200,000 copies at 500 copies x 16
regions for the 25 Overseas Offices(22,500) copies of the Philippine
Tourism Map
Details:*8,000 copies at 500 per region for
the 16 Regional Offices*2,000 copies for the Head Office*12,500 copies at 500 copies foreach of the 25 Overseas Offices
Provide at no cost to the DOT upon
the completion of the contract, a fullday workshop with a marketing
consultant to be nominated by thechosen creative agency with selectDOT employees. The objective of
which is to initiate the development
and set guidelines of subsequent
branding campaigns based on recent
data, new learnings, and bestpractices. The expected output of thisworkshop may be used as the basis
for the next branding TOR.

Milestones
1. The initial launch of the campaign will be on February 2019 and to be implemented
until May 31, 2019.
2. The proposed payment scheme for the campaign will be billed progressively uponcompletion of the following milestones:

Milestones
Upon approval of campaign concept and timelines
Upon approval of all storyboards for AVPs/TVCs/Radio
Upon completed production of all creative materials
Upon acceptance of the Terminal Report
Total
VI.

Payment %
20%
20%
50%
10%
100%

Qualifications
Stage 1- Submission of eligibility documents
Stage 2- For short-listed bidders, show a brief credentials presentation and the proposed
advertising and media campaign following the guidelines set in Section VIII.
Note: Agencies who do not pass Stage 1 will not be proceed to Stage 2, which is the creative
presentation.
Qualification
The agency to be selected must be full-service
creative agency, with resources for insightgathering, strategic thinking, advertising anddigitaladvertising(fromcreative
conceptualization to final art production), andactivation or public relations.
The agencies must be duly established in thePhilippines, and may have a tie-up or joint
venture arrangement with other local
agencies to execute production of advertisingmaterials. It may also have a joint venture witha global media agency for the strategicplanning and conceptualization of a media
strategy and its appropriate implementation
through media placements.
The agency must be capable of advising theclient on how to focus the communication,
how to appeal the specific target audiences,what information or messages to highlight andhow to make these attractive and effective,
how to optimize budget, and what advertisingcombinations would be most persuasive, andother inputs hinged on local market insights.
Won at least one international award, or a
local award given by any award-giving body inexistence for at least 5 years
The agencies must have been existing for atleast (5) years, and must have undertaken an
nationwide campaign during the last three (3)years, with a total ABC of at least One Hundred
Twenty Five Million Pesos (125,000,000.00)

Requirements
 Company profile with list of services
offered.
 List of previous joint venturearrangement with other suppliers (i.e.,
production houses, research agencies,
PR agencies, media agencies, etc.)

 Credentials presentation reflecting theroster of clients, including one (1) shortcase study of successful advocacy
campaign done in the past 5 years, if any

 List of awards/citations received by theagency; please include awards for an
advocacy campaign if any
 Documentation that certifies terms ofexistence Documentation that certifies having
undertaken an international campaign
not more than 3 years ago

VII.

Minimum Required Personnel
Required Personnel

Minimum Years of Experience in Handling
Nationwide Accounts
1. Account Manager 1
5 years
2. Account Manager 2
5 years
3. Account Manager 3
5 years
4. Strategic Planner
5 years
5. Account Director
5 years
6. Art Director
5 years
7. Copy Writer
5 years
8. Content Writer for all Digitals Assets
5 years
9. FA Artist
5 years
10. Managing Supervisor
5 years
11. Digital Strategies
5 years
12. Creative Director
5 years
Note: Bidders may recommend additional personnel deemed fit for the Team
VIII.

Campaign Presentation
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 themembers of the Bids and Awards Committee (BAC), DOT executives and other tourism
stakeholders that the DOT will invite during the pitch presentation.
2. A maximum of forty-five minutes (45 minutes) will be given for each agency for its
presentation excluding the question and answer portion with BAC Members and suchother individuals to be invited by the DOT.
3. Creative materials include, but are not limited to,a. A refreshed creative study using the same 2012 Philippine tourism brand “It’s
More Fun in the Philippines”;
i. Big Idea
ii. Logo designiii. Key visualb. A proposed omnibus AVP concept and storyboard that would highlight any of
the following programs of DOT:i.
Health, Wellness and Retirementii.
Cruise and Nautical Tourism
iii.
Educationiv.
Leisure and Entertainmentc. A proposed TVC concept and storyboard that would highlight any of thefollowing Philippine regions:i. Region IV-A
ii. Region V
iii. Region VI
iv. Region IX
v. Region X
vi. Region XII

vii. CAR
4. Proposal on agency service fees, which will be commission-based. This proposal shallreflect a total commission on production which shall be maximum of twelve percent(12%) of the total production fees;
5. The presentation will be rated by BAC members individually, and ratings will beaveraged to arrive at a final score per agency. Rating will be done based on the scores.
IX.

Criteria for Rating
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
Production House, PR Agency or Consulting Agency only
OthersB. Extent of network of the agency
National
Regional
C. Number of Similar Projects Completed in the last 3 years
At least one nationwide campaign
At least one regional campaign
No campaign
D. Years in Existence
5 years & above
Below 5 years
E. Projects handled in last 3 years
At least one project with contract cost equal or greater than 125M
At least one project with contract cost less than 125MIIA.

QUALIFICATION OF PERSONNEL WHO MAY BE ASSIGNED TO THE
JOB
Years of Experience in Similar Projects
5 years and above
3-4 years
below 3 years

IV CURRENT WORKLOAD RELATIVE TO CAPACITY (20)
Number of on-going similar and related projects relative to capacity
3 or more projects with contract cost equal or greater than 125M
2 projects with contract cost equal or greater than 125M
1 project with contract cost equal or greater than 125M
no project with contract cost equal or greater than 125M
TOTAL

60%
20
20
10
5
10
10
4
10
10
4
0
10
10
0
10
10
0

20%
20
20
10
0
20%
20
5
10
15
20
100%

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

I.

CRITERIA
Quality of Personnel to be assigned to theproject
Minimum Required Personnel

II.

Minimum of 5 years working experience inhandling nationwide accounts

10%

Expertise and Capability of the Firm
Full-Service Capabilities
Research or Insight Gathering

30%

Creative Conceptualization
Strategic Marketing
Public Relations

2%
2%
2%

At least one (1) completed project via Joint
Venture Agreement

2%

A.

B.
I.

II.

C.
I.

II.

III.

Experience and Credentials
At least one (1) successful campaign theagency has launched within 5 years
At least one (1) international or local award by
an award-giving body in existence for at least 5
years
Must have been existing for at least 5 years
Must have undertaken an international/
national campaign within 3 years

20%
10%

2%

5%
5%
5%
5%

Plan of Approach and Methodology
Messaging

50%

Identification of inherently Filipino products
and experience5%

Creative association of one product orexperience in the Philippines

5%

Integration of product or experience to the"More Fun" Campaign

5%

Relevance and relatability of target market

5%

Creative Rendition
Originality
Visual Impact
Adherence to "More Fun" brand equity

5%5%Over-all Impact
TOTAL

5%
15%
100%

X.

Other Terms and Conditions
1. The Approved Budget of Contract (ABC) for the project is Two Hundred Fifty Million
Philippine Pesos (Php 250,000,000.00) inclusive of all applicable taxes, commissions,bank charges, and other fees as may be incurred in the process;2. The DOT reserves the right to adjust budget allocation for the project, as it may deem
necessary and proper, to achieve optimal exposure;
3. 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;
4. Material/s produced by the winning bidder should be original and aligned with the
DOT’s advocacies such as Gender and Development and barrier-free tourism;
5. All and each of the materials produced during the period of engagement shall beamenable to edits at no cost to the DOT for a maximum of 5 revisions in a span of 5
years, whichever comes first.
Segments of this campaign not implemented for whatever reason shall be revised or
modified by the winning agency and no cost on the part of the DOT and for the purposeof modifying said segment(s) for future implementation;
6. Winning agency shall be subject to the assessment by the DOT according to theeffectiveness of delivery of any part or phase of the campaign. The DOT reserves theright to terminate the services of the winning agency should any part of thedeliverables be unsatisfactory;
7. Should the DOT find cause to rescind or terminate the campaign, the DOT may
negotiate the contract starting with the second lowest calculated/highest rated bidder
for the project, in consideration of the bidder’s original bid price. If the negotiation
fails, then negotiation shall be done with the third lowest calculated/highest rated
bidder at its original price. If the negotiation fails again and in cases where there areno other bidders, a shortlist of at least (3) eligible agencies shall be invited to submit
their bids, and negotiation shall be made starting with the lowest calculated/highest
rated bidder;
8. Any difference between the budgets indicated and the actual cost incurred for the
campaign may be applied to payment for the performance by the winning agency ofservices for such works and/or adjustments within the scope of this phase of thecampaign, which the DOT may require the winning agency to perform during theimplementation of a sub-campaign, at the election of DOT;
9. The compensation to be paid for the services of the selected creative agency on
production cost shall be pegged at the maximum amount of 12% of the production andexecution cost of the campaign, which amount shall be reflected on the final costestimate for the production and/or execution of any segment of the campaign (e.g.,

production cost of TVCs, print ads, cost to execute activation and the like).The amountof the compensation to the selected agency shall be all-inclusive for its services.