TERMS OF REFERENCE
CREATIVE AGENCY
Sustainable Tourism Campaign
I.

Project Description
The creation and launching of a brand to aid in promoting sustainable tourism in thePhilippines using a comprehensive research study as basis.

II.

Background
In April 26, 2018, Boracay island was closed to the public to undergo a rehabilitation
period of 6 months. The island, known for its majestic short, pristine waters and powdery
white sand, was found out to have numerous environmental violations caused byovercapacity, illegally-placed structures and ill-managed sewer systems. PresidentDuterte has called it a ‘cesspool’ and made its rehabilitation a priority in his cabinet.
With the dry run launched on October 15, 2016 and its soft opening slated on October
26, 2018, 6 months after its closure, the world got a glimpse of what has changed in sucha short time. The water was clearer, the beach area was cleaner and overall, it was a‘Better Boracay’ than before. The island is now dubbed as a model for sustainable tourism
in the Philippines.
Sadly, Boracay is not the only island in need of rehabilitation. Other tourist destinationsacross the country have also had their share of environmental concerns. But with Boracay
as an example, local governments are doing their best in fixing and regulating their own
tourist destinations as quickly as possible. Ultimately, the tourist also plays a vital role inensuring that the natural beauty of the country’s destinations are preserved. That is why
it is important that the tourist is aware of and practices responsible tourism.

III.

IV.

Objectives
To conduct a formal research study to determine opportunities wherecommunication and branding can help cultivate a generation of responsible
tourists in the Philippines

To develop a brand that will promote a culture of sustainable tourism among
local and foreign tourists in the Philippines

To produce multimedia materials to support the brand’s overall impact to thetarget audience

Scope of Work, Deliverables and Budget Allocation
1. The Approved Budget of Contract (ABC) for the project is Sixty Million Philippine
Pesos (Php 60,000,000.00) inclusive of all applicable taxes, commissions, bankcharges, 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 allagency 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 WorkConduct a formal research study for a duration of one (1)month to gather insights on the habits of local andforeign tourists in the Philippines when visiting a tourist
attraction.
The agency will select ten (10) tourist destinations(except Boracay), broken down to the following types:
 4 Sun and Beach
 2 Nature-Based 2 Cultural
 2 Diving and Marine Sports
At least 100 people must be interviewed in each
destination; broken down into the following profiles: Local Tourists
 Foreign Tourists
 Local Vendors (if applicable) Workers (Tour guides, business owners,
hotel/resort employees, etc.)
 Nearby Residents
Local Tourists and Nearby Residents will be further
profiled by income segment.
Foreign Tourists will be further profiled based on income
status and country of origin.
The agency must set the parameters on what it means topractice sustainable tourism for each profile. Theinterview will center around finding out whether therespondents currently practice sustainable tourism ornot.
The agency must analyze through their methodology asto why or why don’t the respondents practiceresponsible tourism.
Lastly, the study must evaluate the current
communication efforts for and within the tourist

Deliverables
A formal report on thefindings of the researchstudy to serve as the basisof determine effective anbranding strategy topromote sustainabletourism

A comprehensive branding
strategy that will make thePhilippines a top-of-mindin fostering a culture ofsustainable tourism

Development of a brand
name, logo and key visuals
for the country’s initiativein sustainable tourism
The result must still be inline with the brand equityof “It’s More Fun in thePhilippines”.
Recommend and design
effective eco-friendly OOHmaterials based on thefindings of the research
studyConceptualization andproduction of additional
materials and respective
communication strategies,
as may be necessary,
subject to additional funds

destinations to see if they are effective in doing so, basedon the insights gathered from their respondents.

and a separate agreementwith the DOT.

All of these will result to the agency’s point of referencein formulating the core message and creative design inproducing the necessary communications tools.
Production of Philippine tourism brand book

Production and implementation of a TVC-ready omnibus
audiovisual presentation for the sustainable tourism
brand(1) Digital version of thebrand book(1) Ready to print versionof the brand book
Details:
Proposal of the brand bookspecs will be provided by
the agency and approvedby DOT.
(3) AVPs on the omnibus
material
Details:(1) 3-minute AVP(1) 1-minute AVP(1) 30-second AVP
All AVPs are expected tohave a maximum of 5translations and subtitle
files as required by theDOT and must be open toedits as required by themedia censorship boards
where the AVPs are to beused.

Production and implementation of an audiovisualpresentation for the digital medium to guide and educate
local tourists on how to be responsible tourists

Optional:(1) 30-second radio
advertisement if material
is appropriate
Regular updating on thecost estimates on theproduction of creative
materials(3) AVPs on the omnibus
material
Details:(1) 5-minute AVP(1) 2:30-minute AVP(1) 45-second AVP

-----------------The AVP will either be in
English or in Filipino
depending on therecommendation of theagency.
A maximum of 5translations and subtitle
files as required by theDOT and must be open toedits as required by themedia censorship boards
where the AVPs are to beused.

Towards the completion of the engagement, assess theoutcome of the campaign and aid the DOT in the craftingof the succeeding campaign incorporating the insights
and recommendations from the evaluation of creative
materials made during the period of engagement.

V.

Optional:(1) 30-second radio
advertisement if material
is appropriate
Provide at no cost to theDOT upon the completionof the contract, a full-day
workshop with a marketing
consultanttobenominated by the chosencreative agency with select
DOTemployees.
Theobjective of which is toinitiate the development
and set guidelines ofsubsequent
branding
campaigns
basedonrecent data, new learnings,
and best practices. The
expected output of thisworkshop may be used as
the basis for the next
branding TOR.

Milestones
1. The survey must be executed in, at most, (1) month after the signing of the contract.
2. Final artwork of brand design and key visuals and is due on February 28, 2019 and thelaunch of AVPs will be on 1st Week April 2019
3. 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
Upon completed production of all creative materials
Upon acceptance of the Terminal Report
TotalVI.

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 a proposed
communications strategy to promote sustainable tourism in the country
Note: Agencies who do not pass Stage 1 will not be proceed to Stage 2, which is thecreative presentation.
Qualification
The agency to be selected must be fullservice creative agency, with resources
for insight gathering, strategic thinking,advertising and digital advertising (fromcreative conceptualization to final art
production), and activation or publicrelations.
The agencies must be duly establishedin the Philippines, and may have a tieup or joint venture arrangement withother local agencies to executeproduction of advertising materials. It
may also have a joint venture with a
global media agency for the strategicplanning and conceptualization of amedia strategy and its appropriate
implementation
throughmediaplacements.

The agency must be capable of advising
the client on how to focus thecommunication, how to appeal thespecific target audiences, what
information or messages to highlightand how to make these attractive andeffective, how to optimize budget, andwhat advertising combinations would
be most persuasive, and other inputs
hinged on local market insights.

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, ifanyWon at least one international award,
or a local award given by any awardgiving body in existence for at least 5years.

The agencies must have been existing
for at least (5) years, and must haveundertaken an nationwide campaign
during the last three (3) years, with atotal ABC of at least Thirty Million Pesos(30,000,000.00)

VII.

 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

Minimum Required Personnel
Minimum Years of Experience in Handling
Nationwide Accounts
1. Account Manager 1
5 years
2. Account Manager 2
5 years
3. Marketing Research Associate
5 years
4. Strategic Planner
5 years
5. Account Director
5 years
6. Art Director
5 years
7. Copy Writer
5 years
8. FA Artist
5 years
9. Managing Supervisor
5 years
10. Creative Director
5 years
Note: Bidders may recommend additional personnel deemed fit for the TeamRequired Personnel

VIII.

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), DOT executives and othertourism 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, the research brief andmethodology, the communications strategy, a working title for the brand name andlogo design/key visuals, and a sample storyboard for one (1) of the AVPs.
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 thescores.
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 onlyOthers
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
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 30M
At least one project with contract cost less than 30M

IIA.

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 30M
2 projects with contract cost equal or greater than 30M
1 project with contract cost equal or greater than 30M
no project with contract cost equal or greater than 30M
TOTAL

60%
20201051010410104010
10010
10
020%
2020
10020%
20
51015
20
100%

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

I.

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

II.

Minimum of 5 years working experience inhandling nationwide accounts

I.

Expertise and Capability of the Consultant
Full-Service Capabilities

A.

B.

II.

C.
I.

III.

20%
10%
10%
30%

Research or Insight Gathering
Creative Conceptualization

2%2%

Strategic Marketing
Public Relations

2%
2%

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

2%

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 5years
Must have been existing for at least 5 years
Must have undertaken an international/
national campaign within 3 years
Plan of Approach and Methodology
ResearchResearch brief is comprehensive andrelevant to the project
Feasibility

II.

RATING

Creative Rendition
Effectiveness of branding strategy andmessaging
Originality of AVP storyboard

5%
5%
5%
5%
50%

5%
5%
10%
10%

Visual Impact of branding and key visuals

5%

Appropriateness of OOH strategy

5%Over-all Impact

10%

TOTAL

X.

100%

Other Terms and Conditions
1. The Approved Budget of Contract (ABC) for the project is Sixty Million Philippine
Pesos (Php 60,000,000.00) inclusive of all applicable taxes, commissions, bankcharges, 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 theDOT’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 5years, whichever comes first.
Segments of this campaign not implemented for whatever reason shall be revised ormodified by the winning agency and no cost on the part of the DOT and for thepurpose of 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 thenegotiation fails, then negotiation shall be done with the third lowest
calculated/highest rated bidder at its original price. If the negotiation fails again andin cases where there are no other bidders, a shortlist of at least (3) eligible agencies
shall be invited to submit their bids, and negotiation shall be made starting with thelowest calculated/highest rated bidder.
8. Any difference between the budgets indicated and the actual cost incurred for thecampaign 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 productionand execution 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
amount of the compensation to the selected agency shall be all-inclusive for its
services.