TERMS OF REFERENCE
DOT ACCREDITATION CAMPAIGN - MEDIA PLAN AND PLACEMENTS
Department of Tourism
I.

Project Description
The development of a local media plan and placements for the year 2019 for the accreditation
campaign of the Department of Tourism - media placements in multi-media local and international
channels that will cater to increase the quantity of tourists that opt for accredited establishment andtour operators; at the same time increase the quantity of establishments and tour operators that follow
the DOT standards resulting to accreditation.

II.

Background
Under mandate, the Department of Tourism shall prescribe standards for the operation andmaintenance of the tourism facilities and services. Since 2000, the department has formulated minimum
standards for accreditation and promulgated the appropriate rules and regulations to govern theoperation of primary and secondary tourism enterprises. Since then, plenty of facilities had undergone
the department’s accreditation.
Based on a research study done by Australian Tourism Accreditation Authority (ATAA) a huge
number of their respondents reported that, to them, accreditation had no role in influencing consumers’
decision to choose accredited products over non-accredited ones. But they attributed this to a lack ofconsumer awareness, or the fact that accreditation had not been in the market place for long enough tomake an impact. Many of the research’s respondents expressed a desire to see greater emphasis placedon raising the profile of accreditation.
At the present, incidents of scam tour operators, shady and unkempt hotels, environmentallydegrading tourist establishments and subpar tourist services are on the rise. Fortunately, this is an area
where accredited establishments can help remedy as these have passed the Department of Tourism’s
standards and requirements. This assures consumers that these enterprises provide good services, quality
facilities and legal compliance.
The DOT accreditation program is straight forward; after going through with the accreditation, acertificate is issued by the department recognizing the holder as having complied with its minimum
standards of operation which shall ensure the safety, comfort, and convenience of the tourist.
Other awards and accreditation programs are as follows:
ASEAN Green Hotel Award - Green Hotels are keen advocates of nature and environmental
conservation through the implementation of a stringent in-house programs that foster
environmentally- friendly practices, such as the efficient use of energy and water, 5 R’s of ecologicalwaste management (i.e. reduce, reuse, recycle wastes, repair equipment to prolong life span andwhenever possible and practicable, reject hazardous materials and resources) and policies that favor
the purchase and use of products, services and technologies from equally committed environmentallyfriendly companies.

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ANAHAW – Philippines Sustainable Tourism Certification - This campaign is to mainstream sustainable
tourism and drive resource-efficient operations of the tourism sector across the country. The ANAHAW
is a certification system for tourism establishments piloting on the accommodation sector. The
certification is focused on enabling innovation initiatives that help reduce operational costs and carbon
emissions through smart methods, processes, and technologies. It also help mitigate climate change
by encouraging resource-efficient development with the inclusive growth of the community.
Progressive Accreditation System - PAS is a three-level recognition scheme for primary tourism
enterprises entailing progressive minimum standards and reflecting customers’ expectations. The
system aims to develop a database of primary tourism enterprises in the country, making DOT
accreditation system more inclusive and motivate stakeholders to maintain and improve the quality ofproperty’s facilities and services.
In line with this, the DOT aims to unify the ads for the accreditation program of DOT to further increase
the number of tourists that choose DOT accredited establishments and at the same time increase thequantity of establishments that follow DOT standards and regulations.
III.

Objectives and Targeted Outcome
The objectives of the procurement of the services of experienced media planning agencies are asfollow:


IV.

To identify media channels and platforms that will cater to the international market that are keen
on booking establishments and tour operators
To increase tourists that choose DOT accredited establishments and tour operators
To encourage hotel, resort owners, and tour operators to oblige with DOT criteria andrequirements
Scope of Work and Deliverables
Scope of Work

Deliverables

Propose a Media Plan based on the following Recommend an effective media strategy that will
demographics and target market:align the tourism branding campaign to the listed
markets in terms of reach, frequency, and
1. Local and International travelers that continuity.
are often active on hotel booking sites,
restaurants reviews sites, and tour Submit a comprehensive media plan for DOT for theoperator websites
fourth quarter of 2019 showing its reach andfrequency goals based on the proposed budget.
2. Hotel and restaurant owners, tour
operator, and investors
Submit an implementation strategy for the media
plan mentioned above.
Submit a corresponding monitoring and evaluation
system in the form of appropriate metrics andtimelines in gauging the implementation of themedia plan.

2Render regular reviews of the overall media
plan to make the campaign adapt to current
trends particularly with regard to campaign
advantage at any given time.

Provide monthly assessment and implementation
reports to reflect the success rate of theimplemented strategies on the immediate reach,
effectiveness of placement, and return oninvestment, and other suggested metrics.
Said assessment shall serve as basis for anymodifications in the Media Plan to accommodate amore fitting approach to address deficiencies
identified, if any.

Coordinate and negotiate with all media for Present a media plan with additional PR media
rates, spots, bonuses, etc. for consideration values from the negotiated networks, radio
and approval of the DOT.
stations, broadsheets, OOH suppliers, and digital
partnerships
Assist the DOT in the evaluation of media
proposals submitted directly to theDepartment.

Towards the completion of the engagement,
assess the outcome of the overall media planand aid the DOT in the crafting of thesucceeding campaign incorporating theinsights and recommendations from theevaluation of placements made during theperiod of engagement.

Provide at no cost to the DOT a post-project report
and workshop assessing the outcome of theengagement and developing the working
guidelines for subsequent media-buying / mediaplacement engagements.

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.

V.

Project Duration and Budget Allocation
1. The visual media schedule of the placements will be from September to December 2019.
2. The Approved Budget of Contract (ABC) for the project is Fifty Million Philippine Pesos (Php50,000,000) inclusive of all applicable taxes, 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 upon completion ofthe following milestones:
MILESTONES
Submission of Approved communications plan and media placements% OF PAYMENT
30%

3Submission of rollout report of approved communications plan, strategy, 20%
and media placements for September
Submission of rollout report of approved communications plan, strategy, 20%
and media placements for October
Submission of rollout report of approved communications plan, strategy, 20%
and media placements for November – December
Submission of Terminal Report for the whole campaign
TOTAL
VI.

10%
100%

Qualifications

1. The agency must be a full-service media agency with the required manpower/personnel and staff that isduly established in the Philippines.
2. The agency must have been in existence for at least five (5) years, and must have produced a material
targeting PH domestic market during the last three (3) years with an aggregate cost of at least fifty percent(50%) of the approved budget cost for this project.
3. Other qualifications of the required media agency for this project are stated in the Bid Data Sheet (BDS).
VII.

Minimum Required Personnel

Required Personnel

Minimum Years of Experience in handling
related campaign/s required by DOT under thisproject

1. Managing Director (Project Lead)
2. Account Director
3. Digital Account Manager
4. Senior Media Planner
5. Senior Digital Planner
6. Senior Media Buyer
7. Integrated Media Planner
8. Digital Media Buyer
9. Implementor
10. Data Analyst

10 years
10 years
10 years
8 years
8 years
8 years
5 years
5 years
5 years
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 media plan
1. Short listed bidders who will be declared compliant with the technical requirements on the openingof bids may be required to present their proposed campaign to the members of the Bids and Awards

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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 be given for eachagency 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, andratings 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)IA.

APPLICABLE EXPERIENCE OF THE CONSULTANT
Appropriateness of the agency for the assignment
Media Buying and Planning Agency
Public Relations Agency
OthersB. Extent of partnered network of the agency
International Partners
Nationwide Partners only
Domestic regional Partners only
C. Number of Similar Projects Completed
At least one international campaign
At least one nationwide campaign
OthersD. Years in Existence as a media buying and placement agency
5 years & above
Below 5 years
E. Projects handled in last 3 years
At least one project with contract cost equal or greater than 50 million pesos
All projects costs less than 50 million pesos

60%
15%
15%
10%
5%
15%
15%
10%
5%
10%
10%
4%
0%
10%
10%
010%
10%
5%

II

20%
20

III

QUALIFICATION OF PERSONNEL WHO MAY BE ASSIGNED TO THE JOB
Required number and positions of personnel with minimum years of experience is met
Required number and positions of personnel with less than minimum years ofexperience 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
No on-going projects or on-going projects cost less than 25 million pesos
6 or more projects with contract cost equal or greater than 25 million pesos
3-5 projects with contract cost equal or greater than 25 million pesos
1-2 project with contract cost equal or greater than 25 million pesos

10020%
5%10%
15%20%

5B. Technical Bid/Proposal Criteria and Rating (70% passing score)
CRITERIA
A.
I.
II.

Quality of Personnel to be assigned to the project
Similar projects handled
Level of experience with similar nature of work

I.

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

B.

RATING
20%
10%
10%
30%

10%

Strategic Media Planning
Efficient Media Buying and Implementing
II.

C.
I.

Data Analytics and Monitoring
Experience and Credentials
At least three (3) successful campaigns, validated byprevious clients, the agency has launched within 3 years
At least one (1) Advertising or Marketing international(outside Philippines) or local award in the last 5 years by
an award-giving body in existence for at least 10 years
Integrated Media Campaign Strategy
Integrated Media Plan
Tactics for effective reach and engagement

5%
5%
40%
15%

Choice of media platforms (TV networks, OOH placements,digital sites)

15%

Additional Media Values for PR negotiated with the media
partners

10%Over-all Impact
TOTAL

IX.

5%
5%

10%
100%

Terms and Conditions
1. Segment(s) or phase(s) of the campaign not implemented for whatever reason shall berevised/modified by the international network/s at no cost on the part of DOT for the purpose oftranslating 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 besubmitted 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 phaseof the media campaign launched.
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.

65. Any excess remuneration or compensation in the form of rebate from the international network/sshall be negotiated with 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.
X.

Contact Person
Elisa Jane Camunggol
459-5200 local 302
elisa.camunggol@tourism.gov.phEND7