TERMS OF REFERENCE I. PROJECT : PR COMPANY FOR THE MIDDLE EAST MARKET

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1 TERMS OF REFERENCE ANNEX D I. PROJECT : PR COMPANY FOR THE MIDDLE EAST MARKET II. DURATION : Fifteen Months (subject to renewal): October 1 December 31, 2013 and January-December 2014 III. ELIGIBILITY REQUIREMENTS: The PR Company based in the Middle East who will participate in the bidding process must have the following eligibility requirements: A. Legal Documents: Securities and Exchange Commission Registration or equivalent, Mayor s permit to operate business or equivalent B. Technical Documents: Statement of the bidder of all its ongoing and competed contracts, statement of the consultant specifying its nationality and confirming their eligibility as professionals submitted together with the corresponding CV/s and company organizational structure C. Financial document: Financial statements including a Statement of Assets and Liabilities or equivalent IV. QUALIFICATIONS: The Philippine Department of Tourism PR Company for the Middle East market must have the following qualifications: A. A company holding offices in the Middle East, specifically in Dubai or Abu Dhabi, UAE or either in Riyadh or Jeddah, Kingdom of Saudi Arabia (sub-offices in other Gulf Coordinating Council countries is an advantage) B. With extensive work experience (minimum 5 years) in the travel and tourism industry particularly in tourism and destination management and marketing B. Solid experience in working with a diversity of travel and tourism clients (including national tourism offices/boards) from various continents C. Excellent knowledge of the Middle East travel markets D. Strong network with the Middle East travel and tourism industry E. Good track record and working relationship with media in Middle East-based publications written in English and Arabic F. Capable of doing market research and analysis G. Good PR / communication skills H. Must be able to assign dedicated staff who are fluent in spoken and written English and Arabic. V. BID REQUIREMENTS A. Proposed Strategy and Action Plan for the Philippines 1. Overview and analysis of the Middle East market 2. Philippine Destination Analysis in relation to the Middle East market 3. Goals and targets for Philippine Tourism Market Development in the Middle East 4. Press cabinet service 4.1. Permanent Philippine press cabinet service and press clipping Detailed media plan Monitoring of significant travel trade news and developments Platform of contacts between Philippine trade actors and media in the Middle East market 1

2 Maintain a video/picture library for the travel trade & the media Monthly media clipping on the Philippines with content analysis Networking, lobbying (meetings, cocktails, events, etc.) with travel journalists organizations and travel trade organizations in the Middle East Crisis communication management as needed Meet & convince travel guide book houses to conceive & print Philippine guide books in English and Arabic languages 4.2. Consumer promotion and trade press releases Selection of information and preparation of press releases in English and Arabic (including key tour operators featuring the Philippines) Mailing to targeted media addresses Evaluation of the results of the releases by collecting the articles published in the Middle East press 4.3. Syndicated articles Selection of information and preparation of syndicated articles in the Middle East (including key tour operators featuring the Philippines) Mailing to targeted media addresses (national & regional newspapers) Evaluation of the results of the releases by collecting the articles published in the Middle East press 4.4. Press kit Creating and regularly updating press kits for the Middle East market High quality presentation Distribution through mailers, newsletters, shows, events, individual requests, etc Individual and group media trips Organize group press trips (with national news and travel consumer magazine) Organize individual press trips to the Philippines for specific projects Coordinate proposed itinerary with the client Negotiate free / reduced airline seats / hotel rooms Select potential journalists to invite (matching targeted consumers) Prepare and mail invitations to journalists Coordinate and follow-up responses Organize press trip departures and lead the group Follow up mailing and questionnaire on press trip Prepare terminal reports and monitor actual results 4.6. Media interview assistance To stimulate the interest of the journalists for Philippine destinations To organize interviews with key media during trade shows, road shows, sales missions, etc. 5. Consumer promotion activities 5.1. General information service Have special dedicated phone lines and addresses for the Philippines at the PR office. All the staff of PR office (in charge or not of the Philippine account) will pick up the call after less than 3 rings with a greeting specifically for the Philippines (e.g. Philippines Mabuhay! / No answering machine) Request for information, brochure sending, advise for travels 2

3 Central based office of PR company open to the public for information requests Brochures & other promotional materials to be stored at the PR office information service 6. Policy and lobbying interventions to spur market growth 6.1. Lobbying and networking Attend meetings, send information, establish personalized linkages with key stakeholders of the Middle East travel industry (lunches, receptions, etc.) 7. Trade development activities 7.1. Production assistance Organize working sessions with Asia / Philippine destination managers and sales staff (in KSA, UAE and GCC countries) Facilitate cooperation between Middle East tour operators, travel agents, airlines, other industry partners and associations, Philippine destination management companies and the Philippine Department of Tourism and organize market development activities 7.2. Trade media advertising Launch a destination promotions campaign in the trade press Organize joint cooperation activities with travel trade partners 7.3. Newsletters Send e-newsletters to targeted key trade people and media. 8. Support activities to be extended by the Department of Tourism 9. Staff complement/support 10. Other Additional Recommendations B. Budget Allocation: Total Budget allocation for 15 months (October 1 to December and January- December 2014): Php 3,262, or its United States Dollar equivalent inclusive of taxes Particulars: Retainer s Fees: MOOE: Php 152,250 (USD 3,500)/month Php 456,750 (USD 10,500) for October 1 December 31, 2013 Php 1,827,000 (USD 42,000) January 2014 December 2014 Php65,250 (USD 1,500) per month Php195,750 (USD4,500) for October 1 December 31, 2013 Php783,000 (USD 18,000) January 2014 December 2014 A. Payment Procedure: Charges for retainer s fees shall be billed directly to the Department of Tourism Head Office. MOOE funds shall be remitted to PR Company on reimbursement basis. 3

4 VI. DELIVERABLES Market development work and financial plans for October 1 to December 31, 2013 and January-December, 2014 including market research and competitive market analysis One market database to include trade contacts but not limited to members of the travel trade, congress organizers, PR and advertising agencies, incentive houses, media contacts, tourism related organizations, airlines, etc. At least two Philippine tourism seminars and/or road show in KSA and UAE At least one trade or media familiarization trip per quarter. Weekly sales calls and presentations to the travel trade and travel industry partners Plans for Philippine participation in the Riyadh Travel Mart and the Arabian Travel Mart in 2014 At least one press release per month distributed to each of the GCC countries VII. REPORTS AND SCHEDULE The following reports shall be submitted as part of the deliverables of the project: Market Intelligence (monthly basis) Report of Activities (monthly basis) Press Clippings ((monthly basis) Telephone and website Inquiry reports (monthly basis) Other reports (as necessary) VIII. TIMEFRAME The contract duration is for a period of 15 months subject to mid-term-review (8 months), and if found that bidder s performance is satisfactory based on the required deliverables for this project, the contract shall be continued until the 15 th month. Otherwise, if the bidder s performance is found to be unsatisfactory, this contract shall be terminated at the end of the first eight months after the conduct of said review and notice to bidder. IX. PAYMENT PROCEDURE Charges for retainer s fees shall be billed directly to the Department of Tourism Head Office. Special Projects Support Funds shall be remitted to the Company on reimbursement basis. Conforme: (Authorized Signature) (Name and Title of Signatory) (Date) 4

5 THE PHILIPPINE DEPARTMENT OF TOURISM IS LOOKING FOR A DUBAI-BASED MARKET REPRESENTATIVE With the following qualifications: Based in Dubai,UAE OR Riyadh or Jeddah, Kingdom of Saudi Arabia A national of or expatriate in the Middle East for at least two (2) years With extensive work experience (min. of 5 years) in a destination marketing organization or in the travel and tourism industry particularly in sales, marketing & promotions Strong network with the Middle East airline and travel industry Excellent knowledge of distribution channels Good track record and working relationship with the media in both English and Arabic publications Capable of doing market research and analysis Good communication and presentation skills Fluent in spoken and written Arabic and English and/or has staff fluent in spoken and written Arabic Contract: Fifteen (15) months, subject to renewal 5