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Terms of Reference for Visit Oromia Arabic

Terms of Reference
Visit Oromia Arabic

  1. Introduction

Oromia Tourism Commission (hereinafter called “OTC”) is a government organization established in June, 2020 with its brand name and tagline “Visit Oromia – Land of diverse beauty”. The brand aims to position Oromia as the best tourist destination on the global stage with its heavily rich tangible and intangible resources. The Commission, as part of its endeavors to promote Oromia in the global stage, is working on branding and promoting its brand name in Arabic language and create brand awareness and presence in the multibillion Middle East and North Africa’s (MENA) tour and travel industry.

On basis of these Terms of Reference, OTC aims to select one party to provide the service of Communications and Marketing that support in formulating and implementing marketing and media presence program for presenting Visit Oromia in Arabic.

OTC reserves the right to update, change, extend, postpone, withdraw or suspend the Terms of Reference, this tender, or any decision with regard to the selection or contract award. OTC is not obliged in this tender procedure to make a contract award decision or to conclude a contract with a participant. OTC reserves the right to suspend or annul the tender procedure at any moment in time.

Participants cannot claim compensation from OTC, any affiliated persons or entities, in any way, in case any of the aforementioned situations occur.

By handing in a proposal, participants accept all terms and reservations made in these Terms of Reference, and subsequent information and documentation in this tender procedure.

  1. Objectives

The overall objective of this assignment is to ease the communication gap between the Arabic and English speaking world by delivering a complete and reliable promotion of Oromia’s tourism potentials in Arabic language based on a thorough understanding of OTC’s organizational mission and goals.

  1. Assignments and deliverables

Assignments and deliverables could include the following (the list below describes the overall scope of work that is inclusive of all future assignments):

Activities, Deliverables, and Timelines

  1. Conduct a desk review and provide a report with findings and recommendations of Visit Oromia Arabic language importance and its expected outcome.
  2. Prepare a strategic plan for marketing and promoting Oromia in Middle East and North Africa’s (MENA) Tour and Travel industry in accordance with the Commission’s strategic plan.
  • Develop first-year comprehensive communication and marketing detailed plan to be delivered by the Contractor under the supervision of the Commission.
  1. Prepare an implementation, evaluation and monitoring system for Visit Oromia Arabic.
  2. Refine and finalize the Visit Oromia Arabic project proposal after consultation and feedback from the Commission.

N.B. Technical and Financial proposals must be submitted separately.

  1. Contractor profile

The contractor(s) need(s) to have the following experience/knowledge:

  1. Demonstrated experience supported by portfolio developing deliverables described in section 3.
  2. Demonstrated experience in Communications, Media and Marketing for a professional client.
  • Understanding of OTC mission and ultimate goal.
  1. Understanding and experience in the travel and tourism industry especially in Oromia region as promoter or service provider.
  2. Demonstrated networking capacity with Ethiopian diaspora in MENA, Arabic media and marketing industry.
  3. Proficiency in the Arabic language and deep understanding of the Arabic world.
  • Proven human resource capacity and other technical requirements.

The Contractor(s) need(s) to have the following skills:

  1. Good interpersonal and communication skills
  2. Solid technical skills in the communication, media and marketing industry

The Contractor(s) need(s) to have the following characteristics:

  1. Be able to promptly respond to calls for proposals (within 15 business days).
  2. Be able to accommodate on short turnaround time (varies depends on the nature of the assignment, typically between 1 day and 3 weeks).
  • Be able to understand and follow briefings in English and revise products according to feedback.
  1. Be able to adapt to changing need as the assignment evolves.
  1. Procedure

The assignment will be awarded to the Contractor(s) with the most economically advantageous proposal, this is determined on the basis of the evaluation criteria of price and quality.

The procedure will be as follows:

  • Open call for proposals publicized on OTC website and via OTC communication channels including private vacancy sites. Evaluation of proposals and portfolio based on criteria described in section “Contractor profile” by an evaluation committee consisting of procurement committee and Marketing and Promotion directorate staff. Invitation to possible candidates for a short pitch to evaluate how the candidate would respond to a brief. Selection of Contractor(s) to be included in the pool of Contracts. Inception meeting with the selected Contractor(s) for the signing of a framework agreement.
Tender process Timeline
Terms of Reference published 15 Jun, 2022
Deadline for submission of proposals 30 Jun, 2022
Pitch for evaluators (via zoom) 1 Jul, 2022
Selection of contractor(s) 17 Jul , 2022
Awarding of contract to selected Contractor  20 Jul, 2022

*Proposals submitted after the deadline will be returned and will not be considered in the tender procedure.

OTC will reject offers if any illegal or corrupt practices have taken place in connection with the award or the tender procedure.

  1. Proposal guidelines

OTC is requesting the Contractors to hand in a proposal of a maximum of 2 pages (excluding CVs, sample work and references). The proposal must be sent in PDF-format at info@visitoromia.org or abdug@visitoromia.org before 11 Jun, 2022 with the subject line “Proposal for Visit Oromia Arabic.”

In the proposal, please provide the following:

  • A succinct, well-documented approach detailing your way of working in relation to the underlying project; A rate in Ethiopian Birrs (ex VAT) of cost breakdown; Clear description of the project team, relevant experience of team member(s) and 3 best examples from prior work for assessment of capability, based on the profile in section 4
  • Statement on Ground for exclusion (see below)
  1. Grounds for exclusion

Contractor(s) shall be excluded from participation in a procurement procedure if:

  1. They are bankrupt or being wound up, are having their affairs administered by the courts, have entered into an arrangement with creditors, have suspended business activities, are subject of proceedings concerning those matters, or are in any analogous situation arising from a similar procedure provided for in national legislation or regulations;
  2. They or persons having powers of representation, decision-making or control over them have been convicted of an offence concerning their professional conduct by a judgement which has the force of res judicata;
  3. They have been guilty of grave professional misconduct proven by any means which OTC can justify;

Contractors must confirm in writing that they are not in one of the situations as listed above.

  1. Evaluation Method
For Companies ·        Proposed technical document outline

·        Contractor experience developing and executing the task

·        The overall quality and experience of the proposed team to service the needs and achieve the goals

·        Competitive price

·        Client references

Score: 20

Overall Response ·        Completeness of response

·        Overall concord between TOT/needs and proposal

Score: 20

Proposed Methodology and Approach ·        Innovation approach

·        Evaluation of presentation provided by the Contractor, if they are requested to provide one

Score: 30

Total technical Score 70 points
Financial Score ·        Fee for services to be provided – based on the deliverables in the Terms of Reference

Score: 30

Total financial Score 30 points
Weighting ·        Technical evaluation vs Financial offer (70-30)

Note for Contractors

Please submit a financial offer along with your proposal, which contains the following information:

  • The overall fee for services to be provided – based on the deliverables in the Terms of Reference.
  • All the necessary legal documents



I. Project Title

The development of an integrated marketing communications campaign refreshing and updating the “Visit Oromia – land of diverse of beauty” brand.

II. Background

In June 2020, the Oromia tourism commission office launched the region’s new tourism brand called “Visit Oromia with tagline of land of diverse of beauty

The brand aims to position the Oromia distinctly as a “land of diverse of beauty” destination by customizing and mounting an integrated and aggressive tourism brand and awareness campaign in key international source markets. Much has been achieved by the branding since its launching in 2020, and to ensure consistency in message development and sustain the tourism brand, there is a need to develop and implement new creative materials based on the updated products and services covered by the OTC’s strategy Plan’s tourism product portfolio, as showcased by the different destination of the region.

As such, the OTC now seeks to appoint an experienced creative agency that will help design, execute, and implement the OTC’s integrated marketing communications campaign in various forms such as digital, broadcast, outdoor/out-of-home, print, etc., to enhance the region tourism brand.

III. Objectives

In 2022, there is an opportunity for the region to develop new marketing materials featuring specific products and unique experiences only the Oromia’s can offer to be aired in specific markets to be determined by OTC.

Under, a title to be proposed by the creative agency, the new integrated marketing communications campaign seeks to complement the brand by conceptualizing and producing new materials that will

  • Highlight the Oromia’s as premier hub for the identified products,
  • Attempt to own an entire imagery of a product and associate it completely with Oromia, &
  • Sustain a general awareness level for the Oromia as the “more fun” travel destination. These products and experiences do not have to be endemic to the region, as long as the core factor that makes them special and distinct is identified.
IV. Scope of Work, Deliverables and Budget Allocation
  1. The Budget of Contract for the project is inclusive of all applicable taxes, commissions, bank charges, 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 edit-downs/resizing, printing fees, costs for photography and/or stock photos, computer graphics, talent and soundtrack fees, translation to different languages.
  3. The breakdown of the media and production budgets, including the number of the advertising materials, may be modified upon recommendation of the winning agency,

Subject to the written approval of the OTC, to achieve the objectives of the campaign and have optimal media exposure for the same.

Scope of Work


Deliverables Budget
Conduct research through methodologies relevant to demographic and psychographic information about the following markets:

a. Korea (Seoul and Busan)

b. USA and Canada (including overseas    Oromo communities in North America)

c. Japan (Tokyo, Osaka, Nagoya, Fukuoka)

d. China (Beijing, Shanghai, Guangzhou)

e. Australia

f. Asia Pacific (ASEAN countries, Hong Kong, Taiwan, Macau, Indonesia, Singapore, Malaysia, Thailand, Vietnam)

g. Major European Countries

·        First Priority – United Kingdom, Germany, France

·        Second Priority – Russia & the CIS, Spain, Scandinavian countries, Israel

·        Third Priority – Italy, Switzerland, Netherlands, Turkey, etc.

h. India (New Delhi, Mumbai)

i. Middle East (Dubai, Abu Dhabi, Doha, Kuwait and Riyadh) and design a comprehensive media strategy and campaign concept to best present Oromia as a “more fun” travel destination and align the campaign in these markets in terms of reach, frequency and penetration.

Approval of final comprehensive media strategy and campaign concept to best present the Oromia s as a “more fun” travel destination and align the campaign in these markets in terms of reach, frequency and penetration.
Optional :-This may include a new regional tourism brand logo and a campaign logo.
Preparation and production of creative materials needed in all placements, subject to the approval of the OTC, for implementation of all creative works vis-à-vis the media plan.
Regular updating on the cost estimates on the production of creative materials and media plans proposed for the campaign and the related costs in applying the same in various media platforms.
Conceptualization and production of additional materials and respective communication strategies, as may be necessary, subject to additional funds and a separate agreement with the OTC.
Production and implementation of TVC-ready audiovisual materials for the regional tourism development plan tourism product portfolio

1.   Nature-based Tourism (Nature Recreation and Adventure)

2.   Cultural Tourism

3.   Health, Wellness and Retirement

4.   Meetings, Incentive Travel, Conventions, Exhibitions and Events (MICE)

5.   Sun and Beach

6.   Cruise(Boat) and Nautical Tourism

7.   Education

8.   Leisure and Entertainment

9.   Marine Sports and

10. Farm & Culinary Tourism

(40) AVPs on the (10) Tourism Products


4) AVPs for each of the (10) Tourism Products

*3-minute AVP

*60-second AVP

*30-second AVP

*15-second AVP

All AVPs are expected to have a maximum of 5 translations and subtitle files as required by the OTC and must be open to edits as required by the media censorship committees where the AVPs are to be used.


(1) 30-second radio advertisement per Tourism Product if material is appropriate

Production and implementation of audiovisual presentations for the 7 tourism routes Oromia regions. (64) AVPs on the (7) routes


(9) AVPs for each of the (7) zones (Tourism resource & Investment Opportunity  they have )

*3-minute AVP

*60-second AVP

*30-second AVP

*15-second AVP

All AVPs are expected to have a maximum of 5 translations and subtitle files as required by the OTC and must be open to edits as required by the media censorship boards where the AVPs are to be used.


(1) 30-second radio advertisement per route if material is appropriate

Production and implementation of radio advertisements. (20) Radio Advertisements


(5) Unique 30-second radio ad concepts and at least (4) translations each as required by the market.

Design and layout of out-of-home materials as required. Layouts, which must be designed, based on designated placement by the appointed media planning and placement agency.


The print ads are expected to have a maximum of 5 translations and resizing as required by the OTC.

The agency should provide creative services and assist in the design and layout of print advertisements as required. (20) Print ads, which must be designed, based on designated placement by the appointed media planning and placement agency.


The print ads are expected to have a maximum of 5 translations and resizing as required by the OTC.

The agency should provide creative services and assist in the design and

Layout of Oromia tourism map and regional tourism maps.

(17) designs and layouts of tourism maps


(1) A2-sized Oromia  tourism map

(7) B1-sized route maps


The maps are expected to be have a maximum of 5 translations as required by the OTC.

Production of Regional Tourism Maps (100,000) copies of the Regional Maps


*16,000 copies for the 16 Tour Operators and related business

*24,000 copies for all Oromia Cultural  &Tourism zonal offices

*50,000 copies for the 25 Overseas embassy & different organizations

Towards the completion of the engagement, assess the outcome of the campaign and aid the OTC in the crafting of the succeeding campaign incorporating the insights and recommendations from the evaluation of creative materials made during the period of engagement. Provide at no cost to the OTC upon the completion of the contract, a full-day workshop with a marketing consultant to be nominated by the chosen creative agency with select OTC employees. The objective of which is to initiate the development and set guidelines of subsequent branding campaigns based on recent data, new learnings, and best practices. The expected output of this workshop may be used as the basis for the next branding TOR.  
V. Milestones
  1. The initial launch of the campaign will be one (1) month after the signing of the contract and to be implemented until August 31, 2022.
  1. The proposed payment scheme for the campaign will be billed progressively upon completion of the following milestones:


Payment %


Upon approval of campaign concept and timelines 25%
Upon approval of all storyboards for AVPs/TVCs/Radio 20%
Upon receipt of remaining creative materials 40%
Upon acceptance of the Terminal Report 15%
Total 100%
VI. Qualifications

Stage 1– Submission of eligibility documents

Stage 2– For short-listed bidders, show a brief credentials presentation and the proposed advertising and media campaign for at least one of the identified international source markets.


Note: Agencies who do not pass Stage 1 will not be proceed to Stage 2, which is the creative presentation.

Qualification Requirements
The agency to be selected must be full-service advertising agency, with resources for insight gathering, strategic thinking, advertising and digital advertising (from creative conceptualization to final art production), and activation or public relations.

The agencies must be duly established in the Oromia s, and may have a tie-up or joint venture arrangement with other local agencies to execute production of advertising materials. It may also have a joint venture with a global media agency for the strategic planning and conceptualization of a media strategy and its appropriate implementation through media placements.

Company profile with list of services offered.

ü List of previous joint venture arrangement with other suppliers (i.e., production houses, research agencies, PR agencies, media agencies, etc.)

The agency must be capable of advertising the client on how to focus the communication, how to appeal the specific target audiences, what information or messages to highlight and how to make these attractive and effective, how to optimize budget, and what advertising combinations would be most persuasive, and other inputs hinged on local market insights. Credentials presentation reflecting the roster of clients, including one (1) short case study of successful advocacy campaign done in the past 5 years, if any
Won at least one major international award, or a local award given by any acclaimed award-giving body. ·        List of awards/citations received by the agency; please include awards for an advocacy campaign if any
The agencies must have been existing for at least (5) years, and must have undertaken an nationwide campaign during the last three (3) years ·        Documentation that certifies terms of existence

·        Documentation that certifies having undertaken an international campaign not more than 3 years ago

Note: Bidders may recommend additional personnel deemed fit for the Team

VII. Minimum Required Personnel


Required Personnel


Minimum Years of Experience


1.                   Strategic Planner 5 years
2.                   Account Director 5 years
3.                   Art Director 5 years
4.                   Copy Writer 5 years
5.                   Content Writer for all Digitals Assets 5 years
6.                   Creative director 5 years
7.                   Managing Supervisor 5 years


VIII. Campaign Presentation


  1. Short listed bidders who will be declared compliant with the technical requirements on the opening of bids will be required to present their proposed campaign to the members of the Bids and Awards Committee (BAC), OTC executives and other tourism stakeholders that the OTC will invite during the pitch presentation.
  1. 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 such other individuals to be invited by the OTC.
  1. Creative materials include logo and theme/tagline, concepts/story board on one (1) AVP or two (2) TVC’s (one product each).
  1. The presentation will be rated by BAC members individually, and ratings will be averaged to arrive at a final score per agency. Rating will be done based on the scores.
IX. Criteria for Rating
Message 40%

Achieves objective of

(i)                  highlighting specific product offerings and experiences that are made distinct by the Oromia and the Oromo;

(ii)                 attempting to own an entire imagery of a product and associate it completely with the Oromia; and

(iii)               sustaining a general awareness level for the Oromia as the “more fun” travel destination

Significant messaging 20 %
Clear and easily understood across identified/various markets 20%
Creative Rendition  
Original / Innovative Idea 15%
Visual Impact 15%
Reflective of the OTC’s brand of Fun 10%
X. Other Terms and Conditions


  1. The Estimated Budget of Contract (EBC) for the project is inclusive of all applicable taxes, commissions, bank charges, and other fees as may be incurred in the process.
  1. The OTC reserves the right to adjust budget allocation for the project, as it may deem necessary and proper, to achieve optimal exposure.
  1. All advertising and creative concepts and original materials formulated and designed in conjunction with this campaign shall be owned by OTC, with full and exclusive rights, relative to the future use thereof both in the Ethiopia and Internationally.
  1. All and each of the materials produced during the period of engagement shall be amenable to edits at no cost to the OTC for a maximum of 5 revisions in a span of 5 years, whichever comes first.

Segments of this campaign not implemented for whatever reason shall be revised or modified by the winning agency and no cost on the part of the OTC and for the purpose of modifying said segment(s) for future implementation.

  1. Winning agency shall be subject to the assessment by the OTC according to the effectiveness of delivery of any part or phase of the campaign. The OTC reserves the right to terminate the services of the winning agency should any part of the deliverables be unsatisfactory.
  1. Should the OTC find cause to rescind or terminate the campaign, the OTC 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 the negotiation fails, then negotiation shall be done with the third lowest calculated/highest rated bidder at its original price. If the negotiation fails again and in 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 the lowest calculated/highest rated bidder.
  1. Any difference between the budgets indicated and the actual cost incurred for the campaign may be applied to payment for the performance by the winning agency of services for such works and/or adjustments within the scope of this phase of the campaign, which the OTC may require the winning agency to perform during the implementation of a sub-campaign, at the election of OTC.
  1. Any excess remuneration or compensation in the form of rebate from media suppliers following the industry practice of compensating services of an advertising or media agency shall be negotiated by the winning agency, and certified by the supplier in favor of the OTC in the form of additional advertising materials and/or extended media placements, in order to maximize the effect and benefit of the campaign.
XI. Contact Person

Abdu Gelgelu


Deadline: April 29, 2022
Position:  Hiring Creative Agency
Any Creative agency with creative idea will be appreciated!

Deadline: April 29, 2022
Position:  Creative Agency

We Need Professional Graphics Designer , Video Editor & Motion Graphic Developer For Oromia Tourism Week 2023

Job Vacancy: Graphics Designer (For one month)

Company: Oromia Tourism Commission

Location: Finfinnee

About Us: Oromia Tourism Commission (OTC) is a public organization entrusted with the duty and responsibility to spearhead a strategic and successful execution of the Oromia Sustainable Tourism Master Plan in collaboration and coordination with public, private, civil society organizations and host communities in the region and in partner neighbor regions.

Introduction: Oromia Tourism Commission has been organizing Tourism & Hospitality events for the past two years. As in previous events, OTC will organize the third-Round event called OROMIA TOURISM WEEK at Ethiopian Skylight Hotel from September 26 – 28, 2023. The event consists Exhibition, Beauty pageant, Tourism Award, Cultural Show, Seminars, B2B meetings, and others. For this event, the commission needs professionals who will play a crucial role in bringing our brand through visually appealing designs. You will collaborate with our marketing and creative teams to develop captivating graphics for various platforms, including digital, print, and social media.


s.n Profession


1 Video Editor  2
2 Motion graphics developers  1
3 Graphics designer 2



  • Create visually stunning and effective designs for our annual event called Oromia Tourism Week 2023 which is organized from September 26 – 28 2023 including brochures, posters, banners, social media graphics, and more.
  • Collaborate with the marketing team to conceptualize and execute design concepts that align with the company’s brand identity and messaging.
  • Work on projects from initial concept to final production, ensuring high-quality and consistent design standards.
  • Keep up-to-date with design trends and industry best practices to continually enhance the visual appeal of our materials.
  • Adapt and modify existing designs to suit different formats and requirements.
  • Collaborate with cross-functional teams to gather design requirements and incorporate feedback.


  • Proven experience as a Graphics Designer or similar role, with a portfolio showcasing your design skills and creativity.
  • Proficiency in graphic design software such as Adobe Creative Suite (Photoshop, Illustrator, InDesign, etc.).
  • Strong understanding of design principles, layout, typography, and color theory.
  • Ability to work both independently and collaboratively in a fast-paced environment.
  • Excellent communication skills to effectively translate design concepts and ideas.
  • Attention to detail and a strong commitment to delivering high-quality work.

Preferred Qualifications:

Skill in Graphic Design, motion graphics, video editing, Visual Arts, & related stuff.

Familiarity with UI/UX design principles for web and mobile applications.

Application Process: If you are a creative thinker with a passion for design and an eye for detail, we invite you to apply for this exciting opportunity. Please submit your resume, portfolio, and a brief cover letter detailing your relevant experience to jobs@visitoromia.org

We thank all applicants for their interest, but only those selected for an interview will be contacted.

Application Deadline: August 18, 2023

At Oromia Tourism Commission, we value diversity and are an equal-opportunity employer. We encourage applications from all qualified individuals, regardless of background.

Salary: Negotiable