TERMS OF REFERENCEGREAT MALL WIDE SALE CAMPAIGN – CREATIVE AGENCYI.

Project Description
Creative Agency for the promotion and marketing of the “Great Mall Wide Sale” inJanuary 2020.

II. Background
Asia is known as a continent where you can shop for all sorts of items at a cheaper
price. According to the lead travel site, As We Travel, the top shopping
destinations in Asia are Malaysia, Thailand, and Hong Kong. These places areknown to offer various options to shoppers, from cheap items to the more
luxurious products.
The shopping experience is a vital component of the tourism industry. In fact, theUnited Nations World Tourism Organization (UNWTO), has stated that shopping is
now a “determinant factor affecting destination choice, an important componentof the overall travel experience and, in some cases the prime travel motivation.”

Last 2018, shopping topped the list of tourist activities in the Visitor Sample
Survey with 38.2 % saying that they shopped in the Philippines. Being one of thenine tourism products of the country, the Department of Tourism (DOT) sees thisas an opportunity to strengthen the shopping, entertainment, and leisure sectorof the country.
Whether it’s in the posh shopping districts, or the discount havens, there are
great deals just waiting to be found in the Philippines, from bargain finds to highend merchandise.
The Department of Tourism’s (DOT) drive to build up shopping tourism is
simple—it’s part of the equation to spur economic growth, create millions ofjobs, livelihoods, and enterprises, and help the Philippines become a globally
recognized quality destination.
According to the Philippine Statistics Authority, tourism contributed 12.7 percent
to the country’s Gross Domestic Product in 2018. That translates to PHP 2.2
trillion earnings and a boost for the Philippine economy. A key factor for
promoting shopping as a tourism product is that it is one of the major categoriesof tourists’ expenditures. It’s a potentially great source of income for the national
economy and the Filipino people.

With regard to this, the Department of Tourism (DOT) will hire an experienced
creative agency to help the Department to develop the marketing andpromotional efforts to create the Philippines as a shopping destination thru anationwide mall sale.
III. Objectives and Targeted Outcome
The procurement of the services of an experienced full-service creative agency
are as follows:
A. To create a promotional campaign, specifically online content and creative
materials for the Great Mall Wide Sale that will be launched on January 2020;
B. To position the Philippines as a shopping destination in South East Asia;
IV. Scope of Work and Deliverables
Scope of Work
Deliverables
Creation of Promotional - To produce a promotional campaign that willCampaign
highlight the various malls in the countryo The campaign must create buzz andawareness for the launch of the GreatMall Wide Sale in January 2020
o The campaign should not only promote
the event but also highlight shopping
tourismo The campaign must cater primarily tointernational tourists and local tourists as
the secondary target
o It must highlight the festive nature andmall culture of the Filipinos in a positivelighto It must be aligned with the 2019 It’s
More Fun In The Philippines campaign
branding.
Brand Development-Development of a brand name, logo and key
visuals for the “Great Mall Wide Sale” in thePhilippines.
o Developed brand must have a digital andprint ready brand book

AVPProductionCreationand -To produce at least one (1) AVP that:o Aims to feature the participating mallbrands in the Philippines
o Material will be used for digital and OOHplacements and eventso Edit-downs of 45s, 30s, and 15/10s
o Length of AVP: Minimum of 1 minuteand 30 seconds and maximum of 3
minuteso At least 5 translations to other languages
Digital Media Partnerships-

Digital Content Creation-OOH Visual Design-

To partner with at least one (1) effective social
media influencer that will cater to both the local
and foreign market
o Influencer must have at least 300,000
followers in their main social media
platform
To produce at least five (5) dynamic and five (5)static digital content derived from AVP visuals
To produce at least 10 out of home designs
derived from AVP visuals and brand developed

V. Project Duration and Budget Allocation
The Approved Budget of the Contract (ABC) is Ten Million Pesos (Php10,000,000.00) inclusive of all applicable taxes, bank charges and other fees as
may be incurred in the process. The campaign will be implemented fromNovember to December 2019.
A. The compensation to be paid for the agency service fee of theselected media agency shall be pegged in the amountequivalent to maximum of 12% of their proposed budget for
the entire project.
1. The selected media agency shall provide billing to the DOT based on thefollowing schedule of payment upon completion of identified milestones;
MILESTONES% OF PAYMENT
Submission of Approved Promotional Campaign &10%
Timelines
Submission of Brand Book (brand name, logo, key
15%
visuals)
Submission of Approved AVP Storyboard
10%Completion of AVP and derivatives
15%
Approval of Influencer and its content bucket10%
Completion of Influencer’s deliverables
15%
Completion of OOH Designs
15%
Submission of Terminal Report for the whole
10%
campaign
TOTAL
100%

VI. Qualifications
1.
2.

The agency must be a full creative agency with the required manpower/personneland staff. It shall be duly established in the Philippines.
The agency must have been in existence for at least five (5) years, and must haveproduced similar material during the last three (3) years with an aggregate cost of
at least fifty percent (50%) of the approved budget cost for this project.

VII. Minimum Required Personnel
Minimum Years of Experience inhandling related campaign/s required
by DOT under this project
1. Account Manager
10 years
2. Creative Director
7 years
3. Art Director
5 years
4. Copywriter
5 years
5. Video Editor
5 years
6. Strategist
5 years
Note: Bidders may recommend additional personnel deemed fit for the team
Required Personnel

VIII. Criteria for Rating
Stage 1- Submission of eligibility documents
Stage 2- For short-listed bidders, submit brief credentials and the proposed media
plan and AVP storyboard
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 theTechnical 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 each agency for its presentation excluding the question andanswer portion with BAC and TWG Members and such other individuals to beinvited by the DOT.
3. Should a presentation be required, it will be rated by TWG members
individually, and ratings 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)IABCDEIIIIIA

APPLICABLE EXPERIENCE OF THE CONSULTANT
Appropriateness of the agency for the assignment
Creative Agency or Production Agency
OthersExtent of network of the agency
InternationalDomestic
Similar Projects Completed in the last 3 years
Five (5) or more television commercials produced and aired
At least four (4) television commercials produced and aired
No AVPs madeYears in Existence
5 years & above
Below 5 years
Contract cost of Completed Projects in the last 3 years
More than one (1) project with contract cost equal or greater than 5M
At least one project with contract cost equal or greater than 5M
Projects cost less than 5M60%
20%20010%
10510%
10
5010%
10010%10
50

QUALIFICATION OF PERSONNEL WHO MAY BE ASSIGNED TO THE JOB
Required number and positions of personnel is exceeded with minimumyears of experience
Required number and positions of personnel is met with minimum yearsof experience
Required number and positions of personnel is not met

20%

CURRENT WORKLOAD RELATIVE TO CAPACITY
Number of on-going similar and related projects relative to capacity
3 or more projects with contract cost equal or greater than PHP five (5)million
1-2 projects with contract cost equal or greater than PHP five (5) million
No on-going projects with contract cost equal or greater than PHP 5
Million
TOTAL

20%20%

B. Technical Bid/Proposal Criteria and Rating (70% passing scoreACRITERIA
Quality of Personnel to be assigned to the project
Similar projects handled(Agency must have projects involving branddevelopment, production of omnibus AVP, and creationof multimedia materials promoting a brand)
Tenure of work in the similar industry

RATING
20%
10102010020
100100%(Employees of the agency must be in the same line ofindustry, creative agency, equivalent or greater than
the required minimum years of experience)BC.

Expertise and Capability of the Firm
Creative Conceptualization(Previous projects of the agency must be creatively
developed)
Multimedia production(Previous AVPs , TVCs, or multimedia materials should
best represent the respective brand it is created for)Plan of Approach and Methodology of Promotional
Campaign Plan
Proposed Branding and Key Visuals(Proposed branding and key visual must be unique.
Brand development must be fresh but still has theessence and fundamentals of the department’s ongoing
campaign “It’s More Fun in the Philippines”)
AVP Concept and treatment(AVP storyboard must be clear and should capture thecampaign’s objectives)
Adherence to “More Fun” brand essence(Proposed brand should carry the idealisms of thedepartment’s campaign – see brand manual)Resonance with the target audience(Messaging of the campaign must be understood easily
and clearly by the target audience identified by theagency)
TOTAL

30%
20

1050%

15

151010100%

IX. Terms and Conditions
1. All materials produced during the period of engagement shall be amenable toedits at no cost to the DOT for a maximum of 5 revisions for each material.
2. 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;
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 firm shall weekly report to discuss detailing work progress, issues andconcerns, and recommend next steps in relation to the project as part of thedeliverables.
X. Contact PersonPauline M. Ramo
459-5200 local 302
pmramo.dot@gmail.com