Terms of Reference
Visit Oromia Arabic
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.
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.
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
N.B. Technical and Financial proposals must be submitted separately.
The contractor(s) need(s) to have the following experience/knowledge:
The Contractor(s) need(s) to have the following skills:
The Contractor(s) need(s) to have the following characteristics:
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:
|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.
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 email@example.com or firstname.lastname@example.org before 11 Jun, 2022 with the subject line “Proposal for Visit Oromia Arabic.”
In the proposal, please provide the following:
Contractor(s) shall be excluded from participation in a procurement procedure if:
Contractors must confirm in writing that they are not in one of the situations as listed above.
|TECHNICAL CRITERIA||POINTS TO CONSIDER|
|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
|Overall Response||· Completeness of response
· Overall concord between TOT/needs and proposal
|Proposed Methodology and Approach||· Innovation approach
· Evaluation of presentation provided by the Contractor, if they are requested to provide one
|Total technical Score||70 points|
|Financial Score||· Fee for services to be provided – based on the deliverables in the Terms of Reference
|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:
TERMS OF REFERENCE
FOR HIRING CREATIVE AGENCY
The development of an integrated marketing communications campaign refreshing and updating the “Visit Oromia – land of diverse of beauty” brand.
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.
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
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
|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)
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
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
|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 )
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.|
|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%|
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.
|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
|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|
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%|
|Original / Innovative Idea||15%|
|Reflective of the OTC’s brand of Fun||10%|
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.
Deadline: April 29, 2022
Position: Hiring Creative Agency
Any Creative agency with creative idea will be appreciated!
Deadline: April 29, 2022
Position: Creative Agency
Job Vacancy: Graphics Designer (For one month)
Company: Oromia Tourism Commission
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.
|2||Motion graphics developers||1|
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 email@example.com
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.