TERMS OF REFERENCE
Consulting Services of an Agency for
Philippine Tourism Branding
I.

Project Summary
The development of an updated branding campaign for the Philippine Tourism brand under
the Department of Tourism.

II.

Overview and Background
The Department of Tourism (DOT) pursuant to Republic Act No. 9593 otherwise known as
the Tourism Act of 2009 shall undertake the development and implementation of a branding
campaign that shall highlight the competitive advantage of the Philippines as aninternational and domestic tourist destination.
President Bongbong Marcos’ pronouncements during his first State of the Nation address
last July 25, 2022, stated that the tourism sector plays an invaluable role in the promotionof the Filipino brand; the brand should spark a sense of pride and reaffirm the strong senseof identity among Filipinos and should be made known to our international market.
Moreover, he also cited that tourism is not only an important economic development tool
but the abundance of opportunities that the tourism sector creates in terms of regular
employment and job creation is undeniable.
In line with this, the Department of Tourism takes responsibility in the development andcreation of a branding campaign that encapsulates the Filipino identity and rich cultural
heritage. In addition, the Philippine Tourism brand campaign should also reflect equal
opportunities to tourist destinations across the country and its role in the economic
development.
As such, the DOT now seeks to engage the services of an experienced agency that will
help design, execute, and implement the DOT’s Philippine Tourism branding campaign;
this campaign will include a creative communications plan that will reflect the updated
Philippine Tourism brand.

III.

Objective
For 2022, since the tourism industry is reviving and the travel demand finally shows signsof significant increase there is an opportunity for the country to develop an updated
branding campaign reflecting our Filipino identity, heritage, and culture.
Under a brand campaign to be proposed by the creative agency, the updated branding
campaign seeks to (i) spark the sense of pride in our Filipino identity and rich cultural
heritage through a country brand (ii) introduce a Filipino brand that is unique, attractive,
and creative and (iii) promote the integral role of tourism in the economic development.

IV.

Scope of Work and Deliverables
Scope of Work

Conduct of Market Research - study tosupport the proposed tourism branding
campaign the agency is going topresentDeliverables
Conduct a market research that isachievable within 3 weeks (or less) on
relevant demographics; this should
include, but not limited to:a. Who are we targeting?
b. Does the brand resonate amongits target audience?
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c. How will the branding campaign
reach its target market and its
desired results?
The research should include
demographics of audience (e.g. sex,age, social economic status, etc.)
The research results should also
include sex-disaggregated data suchas:a. Number of respondents by sex
b. How does the brand communicate
its main message among different
genders

Formulation of the Philippine Tourism
Branding

Presentation of the big campaign idea
and all its components
Proposal of an updated branding
campaign of Philippine Tourism

Development of a brand name, key
visuals, logo and all pertinent branding
features that reflects the Filipino brand inline with the country’s tourism initiatives
Creation of an overall branding
campaign for the updated Philippine
Tourism Branding

Development of a strategic framework forthe Philippine tourism brand and how it
shall be used and communicated to its
key stakeholders and target audiences
Development of branding guideline
manualConceptualization of all forms ofmaterials covering the updated tourism
branding

Production and implementation ofcreative materials

Proposed creative materials in all forms
and applicable to all touchpoints thatwill reach the target audience (tv, radio,print, OOH, digital)

Production of at least 3 and maximumof 5 AVPs discussing the Philippine
Tourism branding with a material lengthof no more than 120 seconds per video
that can be reformatted for computer,
lcd, and digital use and can be used ininternational and domestic promotions
and roadshows.
Production of at least 2 and maximumof 3 60-seconder TVCs that would havea reformatted version for TV, digital,
Page | 2 of 7and cinema use as well as shorter 30
seconder, 15 second, and 5 seconder
edit-down for TV and Digital Ads
Design and layout of various materials
using the approved tourism brandingfor different media formats andtouchpoints.
Others as may be applicable andsuggested by the bidder

Mounting of on-ground executions

Reporting of issues, concerns, andother related matters concerning thedevelopment of the campaign.

Execution of at least 2-3 on-ground
events covering the press con, prelaunch and main launch of the updated
Philippine branding (event coverage
should include full production
execution, implementation of event,hiring of influencers, performers, event
coverage, food, ingress, egress, and allnecessary details and key features ofall on-ground events)
Submit regular reports detailing work
progress, issues, concerns andrecommend next steps in relation to theproject

Towards the completion of theengagement, assess the outcome ofthe campaign and aid the DOT in thecrafting recommendations incorporating
insights and feedback from theevaluation of creative materials madeduring the period of engagement for thesucceeding campaign.

Assessment of the campaign

V.

Provide at no cost to the DOT upon thecompletion of the contract, a 1-2 day
workshop with a marketing consultant to
be nominated by the chosen creative
agency with DOT officials andemployees involved in the campaign.
(The expected output of this workshop
may be used as the basis for succeeding
marketing Terms of References)

Project Duration and Budget Allocation
A. The project shall run for six (6) months upon the receipt of Notice to Proceed.
B. The Approved Budget of Contract (ABC) for the project is Fifty Million Pesos (Php50,000,000); budget is inclusive of all applicable taxes, agency service fees, bankcharges, and other fees as may be incurred in the process.
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C. The proposed payment scheme for the campaign will be billed progressively uponcompletion of the following milestones.
Milestones
Upon submission of the market research and initialpresentation of the proposed tourism brandingcampaign all within the first month of the contract
duration
Upon submission and approval of campaign
concept and timelines
Upon submission and approval of all storyboards
for AVPs/TVCs/other media materials
Upon submission and acceptance of all completed
creative materials
Upon acceptance of the Terminal Report all within
the end of contract duration
TotalVI.

Payment %

10%
10%
30%
40%
10%
100%

Minimum Required Personnel under the agency
Required Personnel

Minimum Years of Experience in Handling
Nationwide Accounts
1. Managing Director
10 years
2. Account Manager
8 years
3. Junior Account Manager
3 years
4. Creative Director
10 years
5. Art Director
10 years
6. Senior Copy Writer
8 years
7. Junior Copy Writer
3 years
8. Senior Graphic Artist
8 years
9. Junior Graphic Artist
3 years
10. Public Relations Manager
10 years
Note: Bidders may recommend additional personnel deemed fit for the team.
VII.

Criteria for Rating
Stage 1 – Submission of Eligibility documents
Stage 2 – Campaign Presentation
1. Short listed bidders who will be declared compliant with the technical requirementson the opening of bids will be required to present their proposed campaign to themembers of the Bids and Awards Committee (BAC), Technical Working Group(TWG), 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, which will be a maximumof fifteen minutes (15 minutes) with BAC Members, TWG Members, selected DOT
officials, tourism stakeholders and other individuals to be determined and invitedby the DOT.
Creative materials include, but are not limited to,- A reconceptualization and rebranding creative study for the Philippine
Tourism Brand that would include the following:
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-i. Big Idea
ii. Logo designiii. Key visuals
Proposed omnibus AVP concept and storyboard that would present theupdated Philippine Tourism branding and all its component
Proposed TVC concept and storyboard that would highlight theupdated Philippine Tourism branding.

3. The presentation will be rated by TWG members individually, and ratings will beaveraged to arrive at a final score per agency. Rating will be done based on thescores.
A. Eligibility and Shortlisting Criteria and Rating (80% passing score)I. APPLICABLE\EXPERIENCE OF THE CONSULTANT
A. Appropriateness of the agency for the assignment
Full service creative agency
Production House, PR Agency or Consulting Agency only
B. Extent of network of the agency
NationalRegional
C. Number of Similar Projects Completed in the last 3 years
At least one nationwide campaign
At least one regional campaign
D. Years in Experience
5 years and above
E. Project Handled in the last 3 years
At least one project with contract cost equal or greater than 50M
At least one project with contract cost less than 50M
II. QUALIFICATION OF PERSONNEL WHO MAY BE ASSIGNEDTO THE JOB
A. Years of Experience in Similar Projects
Compliant to the minimum work experience in section VI
Below the minimum years of experience in section VI
III. CURRENT WORKLOAD RELATIVE TO CAPACITY
Number of on-going similar and related projects relative tocapacity
3 or more projects with contract cost equal or greater than thebudget allocated1 – 2 projects with contract cost equal or greater than the budget
allocated
TOTAL

60%
202010101041010410101010020%
2020020%155100%B. Technical Bid/Proposal Criteria and Rating (70% passing score)
CRITERIA
RATING
Quality of Personnel to be assigned to the20%
A.
project
10%I.
For senior and managing positions - handled
at least 10 campaigns that are related to brandmanagement/ marketing campaigns
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II.

B.
I.

II.

C.
I.

For Junior executives, copywriters, andjunior creatives – handled at least ten (10)creative materials for brand/ marketing
campaigns
Expertise and Capability of the Firm
Creative Capabilities
Research or Insight Gathering
Creative ConceptualizationStrategic Marketing
Public Relations
Brand Management
Experience and Credentials
At least one (1) successful campaign theagency has launched within 3 years
At least one (1) international or local award by
an award-giving body in existence for at least
5 Years

10%

Must have been existing for at least 5 years
Must have undertaken an international/
national campaign within 3 years

2%

Plan of Approach and Methodology
Messaging

60%

Identification of the Filipino brand that is
unique, creative, and attractive

15%

Creative execution of the Filipino
brand

10%

Integration of tourism to the Filipino brand

5%5%Relevance and relatability of target market
II. Creative Rendition
Originality
Visual Impact
Adherence to "Filipino" brand equity
III. Marketing Strategy
Impact of Integrated marketing strategy forbuilding brand awareness and engaging thetarget audience
IV. Over-all resonance of tourism branding
campaign the Filipino brand
TOTAL

20%
2%
2%2%2%4%2%
2%

2%

5%
5%
5%
5%
5%
100%

VIII. Terms and Conditions
1. The selected agency shall be subject to assessment of the DOT as to the effectivenessof any phase of the campaign launched.
2. All advertising and creative concepts and original materials (raw, edited, and projectfiles) formulated and designed in conjunction with this campaign shall be owned byDOT, with full and exclusive rights, relative to the future use thereof both in thePage | 6 of 7

Philippines and internationally. This should be submitted to the DOT in a sturdy hard
drive/s.
3. The DOT reserves the right to change, suspend, or discontinue temporarily orpermanently the contract at any time should the DOT deemed the agency incapableof the project.
4. Material/s produced by the winning bidder should be original and aligned with theDOT’s advocacies such as Gender and Development and barrier-free tourism.
5. Copyright Infringement. The design layouts, specifications, reports, other documents
and software prepared by the Consultant for the Procuring Entity under this Contractthat shall become and remain the property of the Procuring Entity are as follows:- All advertising and creative concepts, designs, or plans formulated pursuant
to the Agreement;- Raw and edited photos (purchased or in-house), videos (purchased or inhouse), and other creative assets;- All graphics or written consent, including translations, digital or printed
materials, and other advertisements produced under the agreement;- All traditional and digital media subscriptions made by the Consultant for theProcuring Entity.
6. 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 5years, whichever comes first.
7. 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 the deliverables
be unsatisfactory.
8. All rendered work and materials submitted to the client prior to the end of the contract
duration shall be rightfully owned by the Department of Tourism.
9. The DOT reserves the right to reallocate funds based on the need of the campaigns
and projects within the scope of the contract; subject to rules and regulations in theSCC (Special Conditions of the Contract).
10. All deliverables and materials are subject to the approval of the DOT prior toimplementation.
Project Officer:
ELISA JANE C. CAMUNGGOL
Project Development Officer IV
Office of Branding and Marketing Communications

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