TERMS OF REFERENCEInternational Public Relations to Promote Philippines as a Safe and Ideal Destination forTravel Post-lockdown

I.

Project Overview

The procurement of an experienced Public Relations agency that will produce, execute andmanage all international public relations for the Department of Tourism to build andmaintain the image of the Philippines as a safe and top of mind tourist destination for
travelers among the emerging and opportunity markets.
II. BackgroundIn 2020, the massive outbreak of the coronavirus (COVID-19) caused a severe economic
blow to the tourism industry. Visitor arrivals significantly dropped due to the travel
restrictions and quarantine measures that were imposed by several countries to prevent thespread of COVID-19 and the new COVID variants.
Due to entry restrictions, the country received only 1,323,956 foreign visitors from January
to December 2020, marking a decline of 83.97% from the 8,260,913 arrivals over the same
period the year before.
While domestic tourism is the main thrust of the government this 2021, it is important tomaintain the presence of the Philippines in the international markets and more importantly,
to increase awareness of the country among the emerging and opportunity markets.
Based on the 2020 DOT Mediterranean Market Research, the graph below shows that Japanand Thailand are the common Asian travel destinations among these key markets. Whiletravel incidence to the Philippines is low, the intent to visit is high for Turkey, Spain and Italy.

In the 2020 DOT Market Research for Russia, it reveals that the Philippines met therespondents’ requirements when choosing a country for their next travel. However, majorityof the respondents have not been to the Philippines and have minimal knowledge about thecountry. This is due to a lack of information about the Philippines in mass media.

1Therefore, there is a need to raise awareness on the destinations and products that thePhilippines has to offer.
Meanwhile, it was mentioned in the 2019 Middle East Market Research that travel agentswere the main source of information, followed by friends and relatives. Millennials andGeneration Z (ages 20-35) were frequent leisure and business travelers among this market.
Signifying that The Philippines needs to maintain its relationship with travel agents andposition the country as a tourist destination in this market
On top of this, according to the Digital 2021 Global Overview Report released by Hootsuiteand We Are Social, 93% of the total population of Western Europe market are internetusers. Additionally, 79% of the total population are active social media users. This suggeststhat the social media plays an important role in this market.
On another note, various tourist destinations in the Philippines have slowly and surely
reopened to domestic tourists while ensuring that the health and safety protocols havebeen put in place. To boost traveler confidence, the Department crafted Health and Safety
Guidelines for the different subsectors of tourism including accommodations, restaurants,
tourist land transport, travel and tour operations, tour guides, island and beach destinations,dive establishments, staycation hotels, and meetings, incentives, convention and exhibition(MICE) facilities.
Last year, the DOT received the SafeTravels Stamp in recognition of its adoption of “healthand hygiene global standardized protocols” that will ensure safe travel during the COVID-19
pandemic. SafeTravels is the stamp of approval given by the World Travel and Tourism
Council (WTTC) to certify compliance with its global health standards to allow for safetravels.
Such recognition will help restore the confidence of international tourists to travel to thePhilippines when international travel restart, and reassures them that our destinations aresafe. In fact, the DOT Southeast Asia Market Research that was conducted in 2020 foundthat health and safety are the top concerns of the respondents when it comes to traveling.
Tourists from these markets will be looking for countries with high standards of health andsafety once the international travel resumes, and that visible stamps of assurance forcleanliness and baseline standards of protocols are followed. Moreover, these markets arewilling to travel even in the absence of a vaccine.
With the vaccine rollout already underway in the Philippines and other countries across theworld, the industry looks forward to the resumption of international travel in the nearfuture. But until then, the country must establish itself as a promising attraction that has
been preparing and developing its tourism to offer better and safer experiences for
tomorrow’s travelers. Forbes has already listed the Philippines as one of the seven countries
that has the potential to become the major travel destination in a post- COVID world.
Given this, the DOT seeks to hire an experienced PR agency to create a favorable andpositive image for the Philippines as a tourist destination thru relevant and effective
partnerships with various travel organizations and policy-making bodies, media outlets,channels, and personalities.

2III.

Objectives

The objectives of the procurement of the services of an experienced agency for international
Public Relations will be as follows:-To enhance the perception of the Philippines as a safe, progressive,
environmentally conscious, and fun tourist destination among opportunityand emerging markets.

-To restore and build the trust and confidence of foreign tourists inopportunity and emerging markets to travel to the Philippines wheninternational travel resumes.

IV. Scope of Work and Deliverables
Scope of Work

Deliverables- Identify and gain new strategic media entities
that will further the objective of the project inaddition to foreign correspondents’association of the Philippines

Determine and manage international media of
the following countries
Opportunity and Emerging Markets

a. Western Europe
i. Austria
ii. Germanyiii. Franceiv. Netherlandsv. Switzerland
b. Mediterraneani. Italyii. Israeliii. Spain
iv. Turkey
c. Middle Easti. Qatarii. United Arab Emirates
iii. Saudi Arabia
d. Russia
i. Moscow
ii. Saint Petersburgiii. Vladivostok
e. South East Asia
i. Indonesia
ii. Thailand
iii. Vietnam-

Maintaining good relations with international
media and key influencers/ content creators-

Staging of events or activations, whether in ahybrid or physical format, either in thePhilippines or in any of the countries under
the opportunity and emerging markets(minimum of 3, maximum of 5. Priority
markets are Southeast Asia, Western Europe,and Middle East)-Development and seeding of published PR
materials about the Philippine tourism
industry’s policies, programs, and efforts inthe time of the pandemic

Conceptualization of a Public Relations Approval of a comprehensive public relations (PR)Plan** and Production of gender-sensitive plan encompassing traditional and online media
placement, publications, and multimedia
materials, including a PR crisis communication3

materials

plan••

Translations of PR materials, if necessary•**PR Plan must include desktop researchon the ff:- Media consumption and behavior of
the market- Statistics of international media
platformsandpartners(i.e.
viewership, followers, subscribersetc.)- Travel news & stories about thePhilippines

Tourism products/destinations
Sustainable tourism initiatives andprograms
Health and safety protocols for travel

Publish at least 20 articles or press releases, inaddition to other multimedia content specified in
the approved PR plan for the duration of thecampaign in the top international travel
publications. (Includes placement fees for
identified publications).
PR seeding must be strategic and does notnecessarily need to cover all the identified
opportunity and emerging markets at once, butmust be able to target at least one country. Eachstory/article must have 5-10 media pick-ups per
country.

Partnership with international publications/ The agency should be able to establish andtravel sites/ content creator/s**
produce at least 10 international media content
partnerships (e.g. travel sites, traditional mediaandcontentcreators)
consistingmaterials/content, including but not limited to:• Articles• Photos• VideosDocumentation trip to different provinces Content production for provinces, including butin the Philippines
not limited to:(Minimum of 8 provinces**)• Write-ups• Photos per destination
1. Benguet• Videos per destination
2. Ifugao• Mini documentary- At least two (2) minidocumentaries for the entire campaign.
3. Mountain Provinces
Minimum of 2 minutes and maximum of 5
4. Leyte
minutes per video.
5. Samar
6. South Cotabato
In line with this, the agency must form a team of:4

7. Sultan Kudarat

a. Travel Writers
b. Copy Editors
c. Photographer and Videographer Teamd. Accounts Manager
Profiles of the team should be shared during thepresentation.

8. Sarangani**The provinces may be subject to change.

Note that the team is not part of the main
personnel for the campaign. The team will only
focus on the documentation trip deliverable.
The agency must also cover all costs, including
food, flights, accommodation, transportations,honorarium, permit, COVID – 19 testing, etc.
Seeding and Monitoring of PR releases-Weekly reports on issues and sentimentsfrom the international market (social media,news networks and publications, and othercommunication channels) towards thePhilippines as a tourist destination-News monitoring should include press
pickups, a report of the developments andtrends in the industry and a recommended
action plan. Report should also covermentions and news/stories about thePhilippines in relation to tourism.

Managing crises(In case no crisis occurs, budget can bereallocated to other deliverables for the campaign)-

Effective
communication
withintheorganization during a crisis.
Managing communications effectively withinternal and external stakeholders
Prevent crisis situations
Recover positive image and reputation of thedepartment in the event of a post-crisis
The agency must provide the following:- Submit a comprehensive terminal report
including insights, analysis, recommendations,and evaluations of the project;- Conduct a workshop regarding Public
Relations with at least 2 resource speakers
nominated by the chosen agency, and at least
20 attendees from the Department. TheAgency will shoulder all costs, including food,accommodation, transportation, honorarium,and other applicable logistical expenses, ifneed be.

Terminal Report
The agency must submit a digital andprinted copy of the terminal report,covering all aspects of the project fromplanning to execution.
It must include insights, analysis,recommendations, and evaluations of theproject including conceptualization, asset
creation, and execution.
All the approved materials, files, data, andreports must also be submitted.
5V. Scope of Price Proposal and Schedule of Payment
1. The campaign shall be for a period of four (4) months, upon the receipt ofConsultant of the Notice to Proceed (NTP).
2. The Approved Budget of Contract (ABC) for the project is Thirty Million Pesos(Php30,000,000) inclusive of all applicable taxes, agency service fees, bankcharges, and other fees as may be incurred in the process.
• The compensation to be paid for the agency shall be pegged in theamount equivalent to maximum of 12% of their proposed budget for
the entire project.
3. The proposed payment scheme for the campaign will be billed progressively
upon completion of the following milestones. In each milestone, the Awarded
Agency will be required to submit (1) an accomplishment report; (2) Certificationof Acceptance signed by DOT Project Proponent and Superior.
MILESTONES
Submission of PR Plan to be approved by DOT
Submission of rollout report of the approved PR planand implementation calendar for the first month, andapproved by the end-user
Submission of rollout report of the approved PR planand implementation calendar for the second month,and approved by the end-user
Submission of rollout report of the approved PR planand implementation calendar for the third month,and approved by the end-user
Submission of rollout report of the approved PR planand implementation calendar for the fourth month,and approved by the end-user
Submission of terminal report of the whole campaign
and completed deliverables, and approved by theend- user

% OF PAYMENT
20%
15%

15%

15%

15%

20%

100%
TOTAL
VI.

Qualifications
1.

The agency must be a public relations agency or a creatives/media agency with adedicated team for PR with the required manpower/personnel and staff.

6

VII.

2.

The agency must have been in existence for at least four (4) years, and must have
handled Public Relations of multinational brands during the last three (3) years.

3.

Both local and international agencies can participate in the bid. Internationalagency must have its own office in the Philippines or a joint venture with a localcompany.

4.

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

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
2. Account Manager
3. Public Relations Strategist
4. Event Manager (preferably withexperience on virtual conferences)
5. Content Manager
6. Social Media Strategist
7. Stakeholder Relations
8. Senior Technical Writer/ Editor
9. Media Liaison
10. Researcher
11. Data Analyst
12. Copywriter
13. Writer
14. Video Editor
15. Graphic Artist

10 years
10 years
8 years
8 years
8 years
5 years
5 years
8 years
8 years
5 years
5 years
5 years
5 years
5 years
5 years

Note: Bidders may recommend additional personnel deemed fit for the team. Personnel musthave had been in his/her position or similar capacity in the required number of years basedon their career. Each individual must hold one position only. Please include in the bid
documents the resume of the personnel and the work reference’s contact details.
VIII.

Criteria for Rating
Stage 1- Submission of eligibility documents
Stage 2- For short-listed bidders, submit brief credentials and the proposed PR
strategy and sample published materials

7

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 the Technical Working Group (TWG), DOT officials and othertourism stakeholders that the DOT will invite during the pitch presentation.
2. A maximum of thirty minutes (30 minutes) will be given for each agency for
its presentation excluding the question-and-answer portion with BAC andTWG Members and such other individuals to be invited by the DOT.
3. 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
the scores.
A. Eligibility Check and Shortlisting Criteria and Rating (80% passing score)I
APPLICABLE EXPERIENCE OF THE CONSULTANT
A. Appropriateness of the agency for the assignment
Public Relations Agency
Creative agency/ Media Agency that has a dedicated team for Public Relations
B. Similar Projects Completed in the last 3 years
Handled 3 or more multinational brands
Handled 1-2 multinational brands
C. Extent of network of the agency
Public Relations campaign targeting international audiences
Public Relations targeting local audiences only
Years in Existence as a Public Relations Agency or Creative/Media Agency that
D. has a dedicated team for Public Relations
7 years & above
4-6 Years
E. Contract cost of Completed Projects in the last 3 years
At least 3 of the handled clients for Public Relations that each have a contract costequal or greater than PHP15 Million
Less than 3 of the handled clients for Public Relations that each have a contract costequal or greater than PHP15 Million

IIQUALIFICATION OF PERSONNEL WHO MAY BE ASSIGNED TO THE JOB
Required number and positions of personnel with minimum years exceed theminimum number by at least four (4) additional personnel from the required
personnel list with matching minimum number of years in experience
Required number and positions of personnel with minimum years of experienceis met60%15%
15%
10%
15%
15%
10%
10%
10%
5%10%10%
5%
10%
10%
5%

20%

20%
15%

III CURRENT WORKLOAD RELATIVE TO CAPACITY
Number of on-going similar and related projects relative to capacity
1-2 projects that each have a contract cost equal or greater than PHP15 million
3 or more projects that each have a contract cost equal or greater than PHP15 million
No projects amounting to PHP 15 million each but with sum total of all on-going

20%
20%
15%
15%

projects equal or greater than PHP15 million
No projects amounting to PHP 15 million each and with sum total of all on-going

10%8

projects is less than PHP 15 million

TOTAL

100%B. Technical Bid/Proposal Criteria and Rating (80% passing score)
CRITERIA
RATING
20%
A.
Competence of Personnel to be assigned to the project
For Managing Director, Account Manager, Public Relations Strategist,
Event Manager, Content Manager, Media Liaison, Social Media
Strategist, Stakeholder Relations and Senior Technical Writer/Editor,
10%– Handled at least 3 clients for international Public Relations in theirI.
entire career
For Managing Director, Account Manager, Public Relations Strategist,
Event Manager, Content Manager, Media Liaison, Social Media
Strategist, Stakeholder Relations and Senior Technical Writer/Editor,
5%– Handled less than 3 clients for international Public Relations in their
entire career
For Copywriter, Writer, Video Editor, Graphic Artist, Researcher andData Analyst –conducted research studies, analyzed data and produced
10%
materials for public relations or marketing to at least 3 clients in theirII. entire career
For Copywriter, Writer, Video Editor, Graphic Artist, Researcher andData Analyst –conducted research studies, analyzed data and produced
5%materials for public relations or marketing to less than 3 clients in their
entire career
B.
I.

II.

C.
I.

II.

Expertise and Capability of the Firm
Services rendered in completed projects in the past 3 years
Research or Insight Gathering
International media relations
Produced content for international media channels/publications
Experience and Credentials

30%
5%
5%
5%

15% (5%At least three (3) completed international public relations strategy for every
validated by previous clients, the agency has launched within the last 3 completeyearsd project)
Plan of Approach and Methodology
50%
Public Relations Plan
Quality of messaging, positioning, strategy and tactics to achieve
15%
project objectives
Appropriateness of proposed media networks, publications, and15%
personalities
Public Relations Content
Soundness of proposed content for international publishing and10%
seeding
Additional strategies and services provided outside of the TOR (without
10%
additional cost to the proposed budget)
9TOTAL

IX.

100%

Other Terms and Conditions
1. All advertising and creative concepts and original materials (raw and edited)
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
the Philippines and internationally. This should be submitted to the DOT in a
sturdy hard drive/s.
2. All marketing collateral including but not limited to articles, write – ups,photos, and videos submitted in conjunction with the campaign shall becreated for this project exclusively. Moreover, it shall be owned by DOT withfull exclusive rights.
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 Agency shall submit regular reports detailing work progress, issues andconcerns, and recommend next steps in relation to the project as part of thedeliverables.
5. The DOT reserves the right to change, suspend, or discontinue temporarily or
permanently the contract at any time should the DOT deemed the agency
incapable of the project, subject to the guidelines issued by the Government,Procurement Policy Board (GPPB).
6. Any excess remuneration or compensation in the form of rebate from theinternational network/s shall be negotiated with the DOT in the form ofadditional advertising materials, in order to maximize the effect and benefitof the campaign.
7. Segment(s) or phase(s) of the campaign not implemented for whateverreason shall be revised/modified by the Public Relations agency at no cost on
the part of DOT for the purpose of translating said segment(s) or phase(s) for
future implementation.

X.

Contact Person
Karen Ricaña- Lacsamana
krlacsamana@tourism.gov.ph10

Prepared by:

KAREN RICAÑA- LACSAMANA
Information Officer IV
Branding and Marketing Communications
Department of Tourism

Approved by:

HOWARD LANCE A. UYKING
Assistant Secretary
Branding and Marketing Communications
Department of Tourism11