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 a mind tourist destination
for travelers among the emerging and opportunity markets.
II. BackgroundIn 2020, the massive coronavirus outbreak (COVID-19) caused a severe economic blow to
the tourism industry. Visitor arrivals significantly dropped due to the travel restrictions andquarantine measures that were imposed by several countries to prevent the spread 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 vital to maintainthe presence of the Philippines in the international markets and, more importantly, toincrease 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. While
travel incidence to the Philippines is low, the intent to visit is high for Turkey, Spain, andItaly.

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

(As of January 17, 2022)

Therefore, there is a need to raise awareness of the destinations and products that thePhilippines offers.
Meanwhile, it was mentioned in the 2019 Middle East Market Research that travel
agents were the main source of information, followed by friends and relatives,
signifying that the Philippines needs to maintain its relationship with travel agents andposition the country as a tourist destination in this market. In addition, millennials andGeneration Z (ages 20-35) were frequent leisure and business travelers in this market.
On top of this, according to the Digital 2021 Global Overview Report released by
Hootsuite and We Are Social, 93% of the total population of Western Europe market
are internet users. Additionally, 79% of the total population are active social media
users. This suggests that social media plays an essential role in this market. On anothernote, various tourist destinations in the Philippines have slowly and surely reopened todomestic tourists while ensuring that health and safety protocols have been put inplace. 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 andbeach destinations, dive establishments, staycation hotels, and meetings, incentives,
convention and exhibition (MICE) facilities.
Last year, the DOT received the SafeTravels Stamp to recognize its adoption of “healthand hygiene global standardized protocols” to ensure safe travel during the COVID-19
pandemic. Safe travels 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 safe
travels.
Such recognition will help restore the confidence of international tourists to travel tothe Philippines when international travel restarts and reassures them that ourdestinations are safe. In addition, the DOT Southeast Asia Market Research conducted
in 2020 found that health and safety are the respondents' top concerns whentraveling. Therefore, tourists from these markets will be looking for countries with highhealth and safety standards once international travel resumes. So that visible stampsof assurance for cleanliness and baseline standards of protocols are followed.
Moreover, these markets are willing to travel even in the absence of a vaccine.
With the ongoing vaccine rollout in the Philippines and other countries worldwide, theindustry looks forward to resuming international travel in the near future. 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.
Last 2021, the Department of Tourism launched its More Fun Awaits campaign toshowcase the preparations for the new tourism circuits, packages and destinations towelcome international visitors when international travel resumes. It will also help
boost the anticipation of the Philippines’ hosting of the World Travel and Tourism
Council (WTTC) Global Summit tentatively scheduled in March 2022.

(As of January 17, 2022)

The Philippines has been chosen to host the hybrid WTTC Global Summit event, where
the highest-level industry leaders meet with key government representatives toaddress the most critical issues across the international agenda.
Given this, the DOT seeks to hire an experienced PR agency to create a favorable image for
the Philippines as a tourist destination.
I.

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,
sustainable, and fun tourist destination among opportunity and 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.

II. Scope of Work and Deliverables
Scope of Work
Determine and manage international mediaof the following countries
Opportunity and Emerging Markets

a. Western Europe
i. Germanyiii. France
iv. Netherlands
b. Mediterraneani. Italyii. Spainc. Middle Easti. Qatarii. United Arab Emirates
iii. Saudi Arabia
d. Russia
i. Moscow
ii. Saint Petersburg
e. South East Asia
i. Indonesia
ii. Thailand
iii. Vietnam(As of January 17, 2022)

Deliverables- Identify and gain new strategic media entities
that will further the objective of the projectin addition to foreign correspondents’association of the Philippines- Maintaining good relations with international
media and key influencers/ content creators- Staging of events or activations, whether in a
hybrid or physical format, either in thePhilippines or in any of the countries
under the opportunity and emerging
markets(minimum of 2, maximum of 4. 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
Plan** and Production of gender-sensitive
materials
Translations of PR materials, if necessary

Approval of a comprehensive public relations (PR)plan encompassing traditional and online media
placement, publications, and multimedia
materials, including a PR crisis communicationplan Tourism products/destinations**PR Plan must include desktop research Sustainable tourism initiatives andon the ff:
programs- Media consumption and behavior of Health and safety protocols for travel
the market- Statistics of international media
platforms
andpartners(i.e.
viewership, followers, subscribers Publish at least 20 articles or press releases, in
etc.)
addition to other multimedia content specified in- Travel news & stories about the the approved PR plan for the duration of thePhilippines
campaign 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 fromeach market. Each story/article must have 5-10
media pick-ups per country.

Post Event Media coverage for the 21stWorld Travel & Tourism Council (WTTC)
Global Summit Manila-

Underscore the importance of thePhilippines' hosting of the 21st World
Travel and Tourism Council (WTTC) on
the tourism industry, environmental
sustainability, and global safety
standards while positioning thePhilippines as a premier MICE
destination.



Write articles or partner with publications
and networks to sustain the event
momentum
and
seed
them
to
international media
Provide news monitoring

Partnership with international publications/ The agency should be able to establish andtravel sites
produce at least 8 international media content
partnerships (e.g. travel sites, traditional media
andcontent
creators)consistingmaterials/content, including but not limited to: Articles
 Photos
 Videos(As of January 17, 2022)

International Media Familiarization Tour
Invite international media/content
creators/KOLs to travel to the Philippinesand experience the activities themselves in
1-2 of the following destinations:
1.
Palawan2.
Bohol
3.
Boracay
4.
Cebu
5.
ManilaPartner with at least six (6) media/content
creators/KOLs from the two opportunity andemerging markets.
Multi-media content will be posted across all
social media accounts of content creators and
DOT or publish content on their media outlet.

The agency must also cover all costs, including
food, flights, accommodation, transportations,honorarium, permit, COVID – 19 testing, etc.

**The destinations may be subject tochange.
*** Destinations to be featured per fam tour
will be based on the market preference.
NOTE: In the event that international travel isstill restricted, this can be reallocated tocontent partnership with media/content
creator/KOL to produce material to promote
the Philippines.

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
Terminal Report
The agency must provide the following:- Submit a comprehensive terminal report
The agency must submit a digital andincluding insights, analysis, recommendations,printed copy of the terminal report,
and evaluations of the project;
covering all aspects of the project from - Conduct one (1) workshop regarding Publicplanning to execution.
Relations with at least 2 resource speakers(As of January 17, 2022)

It must include insights, analysis,recommendations, and evaluations of the
project including conceptualization, asset
creation, and execution.

nominated by the chosen agency, and at least
20 attendees from the Department. The
Agency will shoulder all costs, including food,accommodation, transportation, honorarium,and other applicable logistical expenses, ifneed be.

All the approved materials, files, data, andreports must also be submitted.
III. Scope of Price Proposal and Schedule of Payment
1. The campaign shall be for a period of six (6) 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% OF PAYMENT
Submission of PR Plan approved by DOT
20%
15%
Submission of rollout report of the approved PR plan andimplementation calendar for the first month of
implementation, and approved by the end-user
10%
Submission of rollout report of the approved PR plan andimplementation calendar for the second month andapproved by the end-user
10%
Submission of rollout report of the approved PR plan andimplementation calendar for the third month of
implementation, and approved by the end-user
10%
Submission of rollout report of the approved PR plan andimplementation calendar for the fourth month of
implementation, and approved by the end-user
10%
Submission of rollout report of the approved PR plan andimplementation calendar for the fifth and sixth month of
implementation, and approved by the end-user
15%
Submission and completion of the International Media
Familiarization Tour
10%
Submission of terminal report of the whole campaign andcompleted deliverables, and approved by the end- user
TOTAL
100%
(As of January 17, 2022)

IV.

V.

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.

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. International
agency must have its own office in the Philippines or a joint venture with a local
company.

4.

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

Minimum Required Personnel
Required Personnel

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

Minimum Years of Experience inhandling
relatedcampaign/s
required by DOT under this project

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.

(As of January 17, 2022)

VI.

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
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
Has PR partner agencies or sister agencies in any of the identified opportunityand emerging markets
Has PR partner agencies or sister agencies in other countries
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

60%
15%
15%
10%
15%
15%
10%
10%
10%
5%
10%
10%
5%
10%

At least 3 of the handled clients for Public Relations that each have a contract costequal or greater than PHP15 Million
10%
1-2 of the handled clients for Public Relations that each have a contract cost equal or
greater than PHP15 Million
5%

II

QUALIFICATION OF PERSONNEL WHO MAY BE ASSIGNED TO THE JOB
20%
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 experience20%
Required number and positions of personnel with minimum years of experienceis met15%(As of January 17, 2022)

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%
projects is less than PHP 15 million

TOTAL

B. Technical Bid/Proposal Criteria and Rating (80% passing score)
CRITERIA
A.
Competence of Supervisory Personnel to be assigned to the project
Personnel handled at least 3 clients for international Public Relations
I.
in their entire career
Managing Director
Account Manager
Public Relations Strategist
Event Manager
Content Manager
Media Liaison
Social Media Strategist
Stakeholder Relations
Senior Technical Writer/Editor
Competence of Personnel with Specialized Roles to be assigned to theII. project
Copywriter-crafted and edited content for public relations or marketing to at least
3 clients in their entire career
Writer-wrote content for public relations or marketing to at least 3 clients intheir entire career
Video Editor-produced materials for public relations or marketing to at least 3
clients in their entire career
Graphic Artist-produced materials for public relations or marketing to at least 3
clients in their entire career
Researcher-conducted research studies for public relations or marketing to at least
3 clients in their entire career
Data Analyst-analyzed data for public relations or marketing to at least 3 clients intheir entire career(As of January 17, 2022)

100%

RATING
20%
12%
2%
1%
2%
1%
1%
2%
1%
1%
1%
8%

2%

2%

1%

1%

1%

1%

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
At least three (3) completed international public relations strategy
validated by previous clients, the agency has launched within the last 3
years
Plan of Approach and Methodology
Public Relations Plan
Quality of messaging, positioning, strategy and tactics to achieve
project objectives
Appropriateness of proposed media networks, publications, andpersonalities
Public Relations Content
Soundness of proposed content for international publishing andseeding
Additional strategies and services provided outside of the TOR (without
additional cost to the proposed budget)

TOTAL
VII.

30%
5%
5%
5%
15% (5%for every
completed project)
50%
15%
15%

10%
10%
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 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.
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).

(As of January 17, 2022)

6. 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, 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.
VIII.

Contact Person
Karen Ricaña- Lacsamana
krlacsamana@tourism.gov.ph(As of January 17, 2022)