Public procurement notice: Contract Notice
Published: 2021-12-28
Buyer: European Travel Commission / Commission Européenne du Tourisme
Country: BE
Contract type: Services
Procedure: Open procedure
CPV classification: 79342000
Estimated value: 10000000 EUR
Submission deadline: 2022-01-28
Award criteria: The most economic tender

Technical requirements: The purpose of this procedure is to conclude a framework service agreement with an experienced agency, able to provide global digital content distribution services for the promotional activities of ETC. Under this framework agreement, ETC intends to develop and execute a global destination communication and promotional campaign. This project is implemented by ETC in cooperation with its member National Tourism Organisations.
The contractor is required to conceive, develop, and implement (management, execution, optimization and reporting) an always-on digital strategy for content distribution to niche global communities of travellers as part of a ETC’s global communication and promotional campaign. Always-on is defined as an ongoing approach that aims to create remarkable brand experiences at scale through systematic optimisation, wherever opportunities might occur along the different stages of the target audience’s travel cycle.
The digital strategy must aim at reaching a qualitative niche target audience and develop an online community, engage with it and generate viral activity. The challenge is to deliver the right content to the right person on the right place and at the right time in order to create a remarkable and engaging brand experience.
The contractor shall create a media plan outlining how content will be distributed on third parties’ digital channels as well as on ETC’s global consumer digital channels8.The contractor will research, identify, negotiate, and acquire advertising space (media buy or sponsored content) on behalf of ETC in digital media outlets or any other relevant digital platforms and third parties’ channels which are relevant to reach and engage the niche target audience. The contractor will manage all technical aspects related to digital content distribution tactics such as programmatic display advertisement, retargeting, video campaigns, social media ads and SEM campaigns inter alia.
The contractor is required to conceive, develop and implement (management, execution, optimization and reporting) co-operative programmes for digital content distribution via customized media plans for third parties (partners) who wish to buy into ETC’s global communication and promotional campaign.
ETC will offer participation in these co-operative programmes to partners (such as Destination Marketing Organisations, airlines, hotel chains, online travel agencies, and other travel brands) who wish to buy into ETC’s global communication and promotional campaigns. Such co-operative programmes shall be based on economies of scale that generate quantitative and qualitative value to partners and overall contribute to leverage reach, engagement and impact of ETC’s global communication and promotional campaign. The contractor is expected to provide support to ETC in the acquisition of partners.
Comprehensive content development services are not part of the list of minimum requirements. ETC and its partners shall provide the contractor with the necessary content for the execution of the project following the respective technical specifications provided by the contractor.
Nevertheless, the contractor must be able to perform minor edits to the content provided by ETC and its partners in order to adapt it to the formats required for use in different digital channels. Such edits as well as design and build of digital advertising units for the implementation of the digital strategy as conceived by the contractor are the responsibility of the contractor and are to be read as included in the scope of the services to be provided.
The implementation period of the framework agreement is expected to start in February 2022 for a duration of three (3) years. The duration of the framework agreement may be extended for a further period to be determined upon mutual agreement between ETC and the contractor.


Award value: 10000000