Johannesburg Tourism Company - Request for proposal

Johannesburg Tourism Company
Request for Proposal Ref No. SPR2010/08
Description of services required:
Advertising agency for JTC programmes

Description:
The Johannesburg Tourism Company (JTC) was established by the City of Johannesburg with the aim of increasing value of tourism growth through the growing of business tourism market, improving the visitor access to information and through the marketing of attractions of the city to as wide a cross section of potential tourists as possible.

The mandate of JTC establishes it as the official destination marketing organisation of the City of Johannesburg, to promote and position Johannesburg as the destination of choice for business tourism (i.e. meetings, incentives, conference, exhibitions and major international events) and to leverage leisure tourism benefits off increased business tourism activity, namely; sports, lifestyle and cultural.

Proposals are hereby invited from strategically sound, professional and innovative agencies to provide integrated marketing communications solutions to Johannesburg Tourism Company (JTC) in its bid to entrench Joburg as a preferred, premier destination in the global business and leisure tourism marketplace.

1. DESTINATION POSITIONING

To capture higher market and mind share in both leisure and business tourism, Johannesburg has to differentiate itself strongly from the clutter of international competitors and strong domestic rivals.

In differentiating the city, the diversity of the 'brand experience', its unique identity and personality has to be amplified in a manner that will resonate positively within target markets.
The design and implementation of tactical, creative, high impact destination marketing and communication interventions is critical to ensuring that Joburg rates highly in terms of the following key success factors for destination brands:

• Selection: the extent to which the destination is chosen over others
• Identification: The degree of recognition/association
• Differentiation: Lack of confusion with other destinations
• Anticipation: The extent to which the brand generates a desire to visit the destination
• Expectation: The intensity of the desire to visit that the brand generates
• Reassurance: The extent to which the brand provides a 'cloud of comfort' for the visitor - a feeling that all is or will go well during the destination visit

A key success factor in the marketing of destination Joburg is the elimination of perceptual barriers. The most significant perceptions that hinder the growth of tourism yield in Joburg are:
- It's a purpose driven "get in and get out" destination where arrivals are primarily driven by: transit; business; shopping; events; VFR and therefore of short duration. Central to this trend is a perception that the destination has limited competitive or comparative advantage in terms of tourist activities and is therefore not a "linger longer" destination:
- Perceptions of high levels of crime - international tourism demand is fragile and particularly vulnerable to perceptions of this nature.

1.1 Unique selling proposition: Destination Johannesburg:
A destination's appeal lies in the experiences it has to offer, these are what define its unique selling proposition. Destination Johannesburg's uniqueness and strengths lie within two areas:
- Business
- Lifestyle and events (leisure)

Hence brand positioning requires a duality that emphasizes competitive advantages as a business tourism destination primarily and diversity of leisure activities secondarily.
1.1.1 Business:
Johannesburg's major competitive advantage is its international recognition as the business/commercial capital of the African continent. Given that 74% of corporate headquarters are based in the city and being the only city in South Africa that boasts four of the conference venues capable of hosting more than 5000 delegates - Johannesburg's success as a tourism destination pivots on business.

To this end, central to JTC's mandate is the positioning of the city within the global business tourism market as a venue of choice for conventions, meetings and events. The business tourism market is seen as constituting a key leverage for the growth of the city's leisure tourism market particularly internationally.

1.1.2 Lifestyle
Variety abounds in Jozi, exposing the visitor to a multitude of worlds in a day, from shopping for premium brands, soaking in the unique African history and heritage in the many museums in the city, indulging in the pulsating nightlife to home-grown theatre. It is these lifestyle offerings that lend Joburg its cachet as a cosmopolitan and sophisticated leisure tourism destination.

1.2 Key target markets:
a) International - major business tourism source markets: UK, Asia, Germany and US.
b) Continental: Anglophone East and West Africa (primary focus Kenya and Nigeria) secondarily - Central Africa - DRC
c) Regional: dominant continental source markets: neighbouring SADC countries - Botswana, Lesotho; Swaziland; Mozambique; Namibia and Zimbabwe.
d) Domestic - major domestic tourism source markets: KZN, Eastern Cape and Western Cape
e) Local: potential brand ambassadors and destination experts: community of Johannesburg.

1.3 Primary audiences
Key domestic, regional and international audiences to be engaged within the target markets can be categorised broadly as follows:
a) Intermediaries: travel trade (travel agencies and tour operators), professional conference organisers; corporate meeting planners.
b) Influencers: media (agenda setting/mass and tourism);
c) Consumers: the traveler/visitor; greater Johannesburg residents and MICE delegates.

2. THE BRIEF:
The agencies are requested to submit proposals for 360 degrees approach to marketing, advertising including:
2.1.1 Brand activation for through the line media with clear concrete differentiation:
o The required brand architecture
o The overall brand identity (inclusive of brand value propositions, competitive positioning)
o Products and services to be marketed
o Desired channels to desired markets
2.1.2 A roll-out plan outlining communication and marketing tactics and interventions geared to:
o Achieve optimal brand awareness in desired markets;
o Improve destination image;
o Increase consideration levels
o Heighten levels of conversion from consideration to action.
o Heighten conversion of the business tourist market into leisure
2.1.3 A brand tracking, digital marketing management and impact assessment methodology with implementation plan
2.1.4 Provide reports to measure assignment progress

2.2 Scope of work

The successful bidder will be expected to inter alia:

o Ensure that JTC's campaigns completely support, are aligned with, and enhance the strategic plan for tourism.

o Provide strategic input on a partnering basis and work with JTC to modify and enhance our strategic objectives in line with world tourism trends

o Along with JTC, develop specific strategies for the seasonal and other campaigns that relate to tourism

o Execute according to agreed and approved campaign budgets all material pertaining to seasonal and other marketing campaigns

o Design and produce all tourism information brochures, pamphlets and guides

o Design and produce all branding material used for specific campaigns and promotions including stand design for various trade shows/exhibitions

o Conceptualise and execute brand and other activations in selected areas including airports and major tourism routes.

o Monitor and measure the effectiveness of the below the line, above the line and through the line campaign activations.

o Collaborative alignment with the ad campaigns and strategies of major tourism partners.

3. ADJUDICATION PROCESS
Agencies are required to submit three copies of written proposals; these written submissions will provide the basis for a short listing process by an adjudication panel consisting of JTC and private sector representatives.

3.1 Assessment criteria
Criteria for short listing will include:
o Strategic excellence
o Demonstrable insight into destination branding and marketing and the challenges thereof.
o Superior creativity rooted in an understanding of tourism and the city's challenges in this regard
o Innovative, compelling and feasible methodology and approach to positioning the destination with clear return on investment initiatives.
o Affinity with brand Johannesburg and demonstrable ability to define a singular, compelling brand proposition.
o Experience in activation and ability in the execution of activations
o Agency reputation and brand building experience.
o Developing distinctive communication and data acquisition campaigns targeting variety of audiences in the tourism industry
o Demonstrable insight into global destination branding and positioning best practice

4. BUDGET
All work with the scope of the above should be individually quoted for per item.

All quotes will be scrutinized and overall budgets for campaigns will be discussed with the CEO of JTC, GM's finance and marketing.

Only approved work will be executed and paid for post execution.

OTHER INFORMATION:
• All creative produced and elements of the campaigns created by the selected agency or company for the JTC during the contract period shall become the property of the JTC as will all the materials, films, negatives, art, user generated content, etc as well as campaign treatments developed but not utilized.
• All database records generated, including personal information collected will remain the property of JTC and for its sole use only. A confidentiality agreement will be required between the parties (JTC and agency/company). Such data may not be sold to third parties.
• JTC maintains the right to use any materials generated by the agency or company appointed in any other JTC material generated by JTC and may do so without appointed agency's or company's consent or approval. The JTC acknowledges certain legal constraints and, as such, requires universal releases for materials unless cost considerations becomes prohibitive such as model releases, music, photographs, etc. and retains sole right to use materials created for the JTC as it sees fit. Restrictions on contracted materials such as stock photos, voice talent, models, etc. will be provided up front with implications stated. In general, existing materials or buy-out materials should be incorporated.
• Proposals need to be drawn in full color and to scale
• Reference and creativity: Suppliers or companies must submit previous references to indicate relevant experience and competence. Creativity and ability to optimize impact visually will also be taken into consideration
• Only qualified agencies or companies that have submitted complete proposals will be considered and notified.
• JTC reserves the right to :
• Reject any or all proposals received with respect to this RFP
• Waive or modify minor irregularities in proposals received
• Amend this RFP after its release, with appropriate written notice posted on JTC's website.
Contract term
• Contract terms will be discussed with successful agency/company.

Other documents required:
• A company registration certificate and articles of association
• A valid certificate issued by the Registrar of Companies/CIPRO detailing current directors
• A shareholding declaration, certified by a commissioner of oaths
• A VAT registration and clearance certificate from SARS certifying that company's VAT and Tax have been paid and are up to date
• BEE certificate
• Any other information deemed to be relevant to this bid

Contact person at JTC:
Lumka Dlomo
Telephone: +27 11 214 0700
Closing date: 20 Friday, August 2010 at 12h00

Written proposals responding to this RFP must be deposited in the tender box at Joburg Tourism Company, 195 Jan Smuts Avenue, Grosvenor Corner, Ground Floor, Parktown North.