Cayman Islands Department of Tourism | European ... · mass market Caribbean destinations and demand for “all inclusive” resorts must also be considered. On the positive side,

Cayman Islands Department of Tourism | European Advertising RFP

Cayman Islands Department of Tourism Page 1

Request for Proposal #: CIDOT/16-17/DOTEUR-AMP&B

Provision of Advertising for the Cayman Islands Department of Tourism

16th January 2016

The following document outlines the specific criteria for eligible firms to submit a proposal for the provision

of consulting services to the Cayman Islands Department of Tourism in the development of a business

strategy for tourism in the Cayman Islands. This document is divided into six sections:

Section I Summary of our Objectives, Priorities and Strategy

Section II Consultant Criteria/Capabilities

Section III Identified Objectives and Scope of Work for the Agency

Section IV Instructions on Preparations and Submission of Proposals

Section V Evaluation Criteria

Section VI Selection Timeline



Section I – Summary of Our Objectives, Priorities and Strategy

Executive Summary Nestled in the calm, turquoise waters of the western Caribbean, lies the peaceful British Overseas Territory known as the Cayman Islands. These three islands -- Grand Cayman, Cayman Brac, and Little Cayman are located just 480 miles south of Miami, and have been a tropical paradise for leisure travellers and divers for the past 30 years. Comprehensive information on the destination is available on the Cayman Islands Department of Tourism’s (CIDOT) official website www.caymanislands.co.uk CIDOT is the national tourism marketing organization that seeks to optimize the benefits of sustainable tourism for the people of the Cayman Islands. Building brand awareness and marketing the destination overseas are two of CIDOT’s critical responsibilities. Our marketing mission and global positioning statements are as follows:

Marketing Mission As marketers for the three Cayman Islands, we pledge to increase air arrivals and the economic benefits of tourism for the people who live and work here. We seek to be the sun, sea and sand destination of choice for the affluent, educated, adventurous traveller who values togetherness by representing the best in an authentic, environmentally-responsible, sophisticated and safe vacation destination. Positioning Statement “The Cayman Islands is an intriguing, casually sophisticated, caring and responsible destination that stands for self made success and family values; the three Cayman Islands deliver genuine experiences that leave visitors feeling rewarded and create lasting memories.”

The CIDOT European office is based in London and is responsible for consumer and travel trade marketing predominantly in the UK/Eire with certain project work throughout key producing markets in Continental Europe (Germany, France, Italy, Netherlands and Spain.) The marketing activities are wherever possible, fully integrated, from consumer “above the line”, PR, social media, CRM, affinity promotions through to travel industry education and sales incentives. Over the last 5 years visitor arrivals from the UK & Ireland have been growing steadily. In 2015 visitor

numbers grew by 7.5%. Latest figures through October 2016 show continued growth at 2.8%. To see the

latest visitor arrival numbers please see www.caymanislands.ky/statistics. Future challenges to further

growth include limited air capacity on the direct Heathrow to Grand Cayman British Airways service and the

necessity to make at least one plane change on routes out of continental Europe. Fierce competition from

mass market Caribbean destinations and demand for “all inclusive” resorts must also be considered. On the

positive side, Kimpton Hotels opened their first Caribbean boutique resort in Grand Cayman in November

2016 which adds to the excellent existing hotel and self-catering accommodation.

As the CIDOT re-engineers itself to respond to competitive challenges and balance growth through a policy of sustainable tourism development, it has recognized a need to redefine how it works with agency partners to enhance the destination’s positioning in the international marketplace and keep the Cayman Islands ‘top of mind’ when consumers are making holiday plans.

http://www.caymanislands.co.uk/

http://www.caymanislands.ky/statistics



This RFP will help us select an agency partner who will work with us on some or all of the following assignments:

1. Thoughtfully and strategically explore and develop the most appropriate European interpretation of the global branding of the Cayman Islands;

2. Provide input from a European perspective towards the development of the global brand and it’s creative execution across core fulfilment collateral;

3. Use this brand strategy and insight to develop a new set of outstanding and strategically consistent core creative that would be used across all forms of European marketing communication;

4. Plan and purchase media and assist in developing compelling sales promotions that will keep us “top of mind” with both consumers and the travel trade, and ultimately deliver our target market to the destination.

5. In support of this brand strategy, develop and manage the CRM strategy.

Scope of Work of the Cayman Islands Department of Tourism:

The Department of Tourism is the public sector agency charged with short and medium term responsibility for strategic planning and general destination management for the Cayman Islands tourism industry. It requires business management in the public sector environment and involves a close working relationship with a wide range of stakeholders. To be successful, the Department must maintain a global perspective and a parallel local sensitivity in order to meet its broadest objectives as outlined in the National Tourism Management Policy. The nature of the activities executed by the Department range from research and policy advice to international marketing and sales, from industry training programmes to the development of environmentally responsible management of the tourism industry. At all times, the Department seeks to advance the heritage, culture and values of the Cayman Islands and promote the advancement of sustainable tourism policies for the benefit of future generations.

Scope of Activities:

1) Strategic planning for the Tourism Industry

2) Technical Advice, Research and Policy Input

3) Coordinate the implementation of the National Tourism Management Policy

4) Support for Tourism Boards & Committees

5) Tourism Public Relations Services

6) Crisis and Emergency Communications

7) Product Development & Regulatory Activities a) Tourist Accommodation Inspections and Licensing Services b) Pilot Environmental Program for the Tourism Sector c) Tourism Physical Product Enhancement Projects d) Cruise Tourism Management e) Tourism Services Enhancement Projects

8) Collection & Audit of Tourism Revenue

9) Marketing & Public Relations (International & National) a) Collection, Preparation and Publication of Statistical Information b) Marketing Planning & Implementation c) Direct Marketing d) Promotional Activities



e) Advertising Activities f) Websites Management g) Events Marketing & Co-Branding h) Relationship Management with Strategic Partners

10) Development of Human Capital for the Tourism Industry a) Tourism Education and Scholarships b) Tourism Apprenticeship Training & Career Internships c) Tourism Industry Customer Service Training d) Tourism Community Awareness

Customers and Location of Activities

On-Island Stakeholders: Stakeholders are located on all three islands and include: Cayman Islands Tourism Association, Sister Islands Tourism Association, Chamber of Commerce, Land & Sea Cooperative, Education & Employment stakeholders in both public and private sector, Other Government Departments and Statutory Authorities, The National Flag Carrier Cayman Airways, Non-tourism private sector partners, the general community and a host of other local stakeholders. International Stakeholders: The Department has a wide cross section of its stakeholders based overseas, primarily in the United States, Canada, and the United Kingdom and within the Caribbean region itself. These include stakeholders such as: Supplier Partners (Airlines, Cruise lines, Hotels etc); Sellers (Wholesalers/Tour Operators, Travel Agents and Online Travel Sellers); Media (Journalist/Broadcast editors); Regional Governments and Regional Tourism Organizations – Caribbean Tourism Organization (public sector) and Caribbean Hotel Association (private sector) and International Organizations – e.g. World Tourism Organisation. Regional Stakeholders: The primary European-based stakeholders include stakeholders such as: Supplier Partners (Airlines, Cruise lines, Hotels etc); Sellers (Wholesalers/Tour Operators, Travel Agents and Online Travel Sellers); Media (Journalist/Broadcast editors); Representatives of UK and European Governments and locally based Tourism Organizations – Caribbean Tourism Organization (public sector) and Caribbean Hotel Association (private sector) Department of Tourism Marketing Objectives

The broad objectives of the Cayman Islands Department of Tourism are outlined below:

Assert Cayman’s position as a leading luxury tourist destination Support the wider objectives of the Cayman Islands Department of Tourism and all related

institutions in promoting the Cayman Islands Increase positive awareness of the Cayman Islands as a holiday destination in our core source

markets Increase visitor volume Increase length of stay of each customer/visitor Reduce marketing/sales acquisition costs for acquiring each visitor Attract visitors consistently throughout the year Make effective decisions about tourism related investments Create effective tourism policies and strategies



Develop partnerships and co-marketing opportunities, where appropriate, that drive positive perceptions of the Cayman Islands

Audience Segments

Internal Resources/Partners o The general public o Industry Associations o Ministry of Tourism o Key Opinion Leaders within the Private Sector

Influencers/Interest Groups

o Airlines o Wholesalers o Travel Agents o CI Specialists

International

o Target markets

Department of Tourism Measurement and Evaluation Process

Outputs o As a part of the Cayman Islands Government, the Department of Tourism is required to

produce monthly summary reports and quarterly strategic reports which measure budget versus actual outputs to Cabinet. The agency awarded the contract for European Advertising, Media Planning and Buying will be expected to provide a level of input for these reports.

Outcomes o Quantitative/qualitative research and bench marking of destination awareness and

competition. o Indexing of opinions on key issues and tracking process



Section II – Consultant Criteria/Capabilities

Overall

Demonstrated experience in advertising communications within the core geographical territories of the UK, Ireland and also the ability to integrate activity in secondary markets such as Italy, Germany and France

Relevant understanding of Cayman’s tourism industry Demonstrated capabilities and understanding of the international travel and tourism industry, including

air travel, hotels and destination management companies (DMCs), etc. High level of commitment to client service in terms of quality, thoroughness of strategic approach and

follow through Ability to establish strong rapport with representatives of the Cayman Islands Government tourism staff

and other programme stakeholders (e.g., private sector, industry associations, etc.) Existing and effective planning and cost control mechanisms Proven track record through key success indicators and results with other client accounts Demonstrated strong background in digital media solutions Demonstrated track record in CRM strategy and programme management. Demonstrated track record in Social media program strategic development Marketing Demonstrated capabilities in strategic media relations with a proven, results-oriented approach Demonstrated existing relationships with key members of the travel industry, across all stakeholder

groups – trade, consumer publications and newspapers; and special interest and lifestyle media who support the destinations special interest markets; online media including social media; and broadcast media – at national, regional and, occasionally, international levels

Demonstrated approach to digital marketing and CRM as a key component of the marketing mix Ability to conceptualize and deliver broad marketing campaign programmes designed to inform and

influence the travel planning and purchasing decisions of the following: couples, divers, destination wedding & honeymoon couples, affluent families and others with special interests such as soft adventure/nature, culinary, events/festivals etc. Also to inform and influence opinion formers within the global tourism market industry

Proven methodology for measurement/ROI of marketing investment – this may include research services such as media analysis and opinion former research

Government Relations Proven ability to reach opinion leaders and influencers within the European tourism environment Strong intelligence gathering capabilities to be able to decipher and anticipate government decisions and

actions and help clients navigate that landscape Exclusions Agencies which already work for a direct competitor of the Cayman Islands will not be seriously

considered within this tender process. Competitive set will include other Caribbean countries (including Bermuda) and Mexico. Also, other luxury islands worldwide e.g. Seychelles, Mauritius, Maldives etc. National airlines and major accommodation chains closely associated with other these countries as well as Central American countries may also be treated as part of the competitive set.



Section III – Identified Objectives and Scope of Work for the Agency

General Guidelines

The agency will be asked to develop an advertising campaign for implementation against the areas identified above and the operational objectives of the Cayman Islands Department of Tourism. The campaign should include:

How the campaign will be implemented on a quarterly basis How the budget will be managed and what periodic and annual measurement and ROI initiatives it

will use. The agency will be expected to manage campaigns across geographies where appropriate, with the account centrally managed in the UK. Key agency staff will also be asked to make an appropriate investment of time and expense to learn and fully understand the Cayman Islands tourism industry and the workings of Government specifically. Working with the firm, the Cayman Islands Department of Tourism will help ensure a comprehensive and appropriate immersion programme is in place.

Objectives for the Agency

The following broad objectives have been identified: To contribute to an understanding among key global stakeholders of the Cayman Islands tourism

industry To address any negative perceptions, and close perception gaps

o Target markets for the agency to focus on are primarily the United Kingdom, however on occasion there may be a need for activity in Ireland, Italy, Germany and France.

To contribute to awareness-building and favourable decision-making among stakeholders in Europe. To begin to build a position for Cayman in the “mainstream” tourism environment as a key player in

the Caribbean tourism industry To facilitate services including creative production and execution, media planning and purchasing

including above the line, online, and below the line activity

Scope of Work for the Agency

To evaluate existing advertising strategy and identification for any gaps, areas for improvement, audiences to consider, strategic issues not covered

To develop and implement a corresponding advertising action plan to achieve image and reputation objectives

To develop successful advertising programmes and campaigns in accordance with the direction and strategy provided by the Cayman Islands Department of Tourism

To assist in the planning of marketing and advertising needs as required o Originating competitive analyses o Making monthly progress reports o Formulating and recommending ideas, plans, programmes, campaigns and concepts for

advertisements consistent with direction and budgets provided o Submitting plans for the preparation and production of advertisements including time

schedules, cost estimates for production and placement of advertisements and any other applicable data and information necessary for a decision

To prepare and produce consumer and trade advertisements specifically o Writing and designing advertisements (or sponsorships )for television, radio,

newspapers, magazines, outdoor and transit, electronic, interactive and any other appropriate media

o Supervising and directing the preparation and production of advertisements o Selecting and contracting with talent to appear in advertisements



o With approval, acting as agent to purchase materials and services other than media from third parties necessary for the preparation and production of advertisements

o Properly incorporate the content of advertisements into mechanical or other appropriate forms of reproduction and forwarding them with proper instructions for processing

o Verify and make timely payment to third parties supplying goods and services such as The preparation and execution of direct mail and other direct response advertising

programmes Providing other services including media planning, buying and checking as are

traditionally performed by a full service advertising agency To obtain all necessary contracts, releases and right from all parties whose names, likenesses,

properties or rights are used in the advertisements or other materials prepared and produced To undertake the planning and execution of focus groups and special research projects as well as the

advance negotiation of audio visual advertisements in good faith between the relevant parties To provide media planning services across the board possibly including subcontracted agencies

o Supply planning costs and discuss suggested buying strategies with CIDOT Negotiate network purchases in conformity with these discussions and with

definite budget or marketing objectives as well as CIDOT specified network buys, submitting negotiated purchase for approval and authorization to the CIDOT

To provide media purchasing services possibly including subcontracted agencies o Under direction from CIDOT, buy specific markets at a specific budget figure or

alternatively, make identified spot purchases as per instruction from the CIDOT o Furnish the CIDOT with buy sheets reflecting the stations and spots purchased o Make all television broadcast purchases as an agent of CIDOT

Handle invoice checking, reconciliation and payment To offer solutions and potential management of CRM systems as part of the integrated

communications strategy. Using CIDOT’s Kentico and Simple View technology. To specifically support the CIDOT with planning, purchasing and monitoring of online advertising

activity



Section IV – Instructions on Preparation and Submission of Proposals

Structure of Proposals

Proposals should be formulated in time for the winter season 2016-17 and should outline specifically how the scope of work will be implemented. For the purposes of their submissions, agencies should assume that activities not included in the scope of work will be managed by the Cayman Islands Department of Tourism. Proposals should specify exactly how each element of the scope of work will be approached and completed, with regular reporting on a monthly, quarterly and annual basis. Agencies will be expected to manage programmes seamlessly across disciplines and geographies where appropriate. To that end, detailed information regarding the proposed account team, its structure and each individual’s role on the account should be outlined, along with estimated time allocation for each team member. Proposals should have three distinct elements – a creative proposal, a technical proposal and a financial proposal – details of which are specified as follows:

1. For the creative proposal, interpret the global branding of the Cayman Islands including the core competencies of the Cayman Islands’ visitor experience. In one execution of the above proposal include a UK interpretation of the Cayman Islands global “Caymankind” campaign. Demonstrate how a fully integrated campaign would look from a UK target market perspective using a number of different media solutions. The campaign should ensure that the Cayman Islands clearly stand out from the competitive set. Agencies should include the reasoning behind their choice of creative execution and media recommendations.

2. The technical proposal should outline the specific approach and project recommendations, including how the agency understands the creative proposal assignment above and intends to break down the work, including staffing and service delivery. While the general organisation of information within the technical proposal is open to each firm’s interpretation, each firm must include a completed form of tender. The template for this form is outlined on page 10 of this tender. Firms are also encouraged to include as part of their submission considerations which demonstrate their suitability for the assignment. In addition, proposals should outline how and to what extent key agency staff will make an appropriate investment of time and expense to learn and fully understand the Cayman tourism industry and the workings of Government specifically. Agencies should be specific as to the time and cost of their investment to help guide the Department of Tourism in facilitating the development of a comprehensive and appropriate tourism business development plan.

3. The financial proposal should reflect the creative and technical proposals by outlining fees and disbursements (both item and cost) corresponding to each element in the form of tender. Please note that all costs should be in pounds sterling (STG). Financial proposals should also include monthly retainers and expense/fee structures for all proposed personnel and must include a sample invoice with the standard accompanying information submitted (e.g., activity report, itemisation, etc.). Firms should also include any of their applicable policies, as they relate to their financial proposal.

Form of Tender Template

1. Description and history of the Consultancy Agency

2. Understanding of the scope of work and objectives

3. Brief of relevant prior experiences of the agency

4. Account team: name and title, and a brief CV for each member

5. Detail time spent on the Cayman Islands account per team members, and submit an agency client

and a list of all other accounts handled by each team member

6. Strategy for carrying out the scope of work



SCOPE OF WORK ITEM DELIVERABLE(S) HOURS TIMEFRAME

Evaluate existing advertising strategy and

identification for any gaps, areas for improvement,

audiences to consider, strategic issues not covered

Develop and implement a corresponding advertising

action plan to achieve image and reputation

objectives

Develop successful advertising programmes and

campaigns in accordance with the direction and

strategy provided by the Cayman Islands Department

of Tourism

Assist in the planning of marketing and advertising

needs as required

Prepare and produce consumer and trade

advertisements

Provide media planning services across the board

including the supplication of planning costs

Provide media purchasing services furnishing the

Cayman Islands Department of Tourism with buy

sheets, back-ups and invoices

Offer solutions and potential management of CRM

systems (Kentico / Simple View) as part of the

integrated communications strategy

Support the Cayman Islands Department of Tourism

with planning, purchasing and monitoring of online

advertising activity



Budget and Financial Management Guidelines

Agency fees for this contract have been identified at a range of £50,000 to £60,000, including all professional fees and retainers. The net media buy and production will be in the range of £300,000 to £400,000. As stated in the requirements for financial proposals, firms will need to outline all fees and expenses associated with each element of the scope of work as specified in the form of tender, including associated deliverable(s). It is expected that the selected firm will invoice the Cayman Islands Department of Tourism on a monthly basis.

Under this arrangement, the Department of Tourism will expect to receive a reconciliation of the budget, including: fees incurred against each element of the scope of work or project; associated disbursements (item and cost) for each element/project; resulting outputs or progress towards outputs/deliverables for each project/element and hours spent/remaining for each project/element.

Renewal of the contract for subsequent phases of the project will be based on the agency’s performance during the initial phase, using the appropriate evaluation tools agreed to and implemented during this time, which include, but are not limited to: a phase I 360 Degree performance evaluation, performance by communication results, awareness benchmarking, call to action activity—i.e. website click-throughs, bounce rates and time on site, telephone calls to co-op partners (assuming there are partnerships within the creative), etc.



Section V – Evaluation Criteria

Evaluation of Proposals

Agencies will be evaluated within the following criteria:

Strategic approach Creativity/Unique Selling Proposition Quality commitment Experience and qualifications of the team Assessment of planning and cost control mechanism

Submissions will be evaluated by a Cayman Islands Department of Tourism committee. Depending on the outcome of written submissions, agencies may be required to make an in-person presentation to the selection committee based on their submissions. Evaluation of written proposals will be completed by 13th March 2017 with the possibility of presentations, if required during week commencing week of 3rd April 2017, to be held in London. Successful agency to be notified by the 5th May 2017.

The Cayman Islands Government reserves the right to exercise full discretion in its evaluation of all proposals against the stated criteria. No single criteria in and of itself will be used to make a final determination and there is no obligation to award the contract to the submission which attains the highest scores in the form of tender.

Timing and Delivery of Submissions

All proposals must be emailed to [email protected] .

The deadline for receipt of proposals is 5:00PM (GMT) on 28th February 2017 referencing the above-noted RFP reference number and title in the subject line.

Submissions received after the deadline will not be accepted.

Any clarification of proposal content can be directed in writing (via e-mail) to Vicki Saker at [email protected]

Any tender clarification that may take place shall not be considered a tender negotiation but shall be deemed a clarification in areas of uncertainty with the tender submission; any tender clarifications, brought to the attention of the identified contact, above, must be submitted in writing at the earliest opportunity and well before the date for the return of the tender. Queries will only be accepted up to 48 hours prior to the closing time for the return of tenders.

The agency is required to disclose at the time of submitting its tender in a written and signed statement to the Government such interests which could under any circumstances be construed either to reflect upon its integrity or on the integrity of any person on the agency’s proposed team or be perceived as a conflict of interest if employed as the agency of record for the Cayman Islands Department of Tourism.

The Cayman Islands Government will not defray any submission costs incurred by the tendering company. However, any additional requests made by the Cayman Islands Department of Tourism to shortlisted tendering companies will be reimbursed.

mailto:[email protected]

mailto:[email protected]



Evaluation Table The specific evaluation criteria for each section should be specified and must be relevant to the requirements of the project. The points below can be used as a guideline.

Criteria/Weighting (%) Evaluation Comments

1. Understanding of scope of work and objectives(35)

a. Plan covers all requirements of the RFP; in format specified; meeting deadline (5)

b. Plan addresses project scope (10)

c. Plan clearly demonstrates knowledge of Advertising, Media Planning, Buying and Purchasing (10)

d. Plan demonstrates effective results evaluations (10)

Subtotal

2. Project Approach, Strategy and Methodology (10)

a. Defined Project approach and strategy (5)

b. Defined methodology (5)

Subtotal

3. Relevant Prior Experiences and Success in similar prior projects (10)

a. Within the tourism industry (3)

b. Within the past five years (3)

c. In establishing successful proven advertising campaigns (4)

Subtotal

4. Quality of consultant staffing (15)

a. Project management skills (3)

b. Sound understanding of the tourism industry (3)

c. Evidence of ability to meet deadlines and pay attention to detail (4)

d. Ability to deliver quality outputs(5)

Subtotal

5. Pricing of project (30)

a. Value for Money (30)

Subtotal

Overall Total



Section VI – Selection Timeline

Time Range Action

19th &

26th

January 2017 Ads posted and run in publications

28th

February 2017 Receipt of submissions and written proposals; Department of Tourism selection committee to evaluate based on criteria and scoring mechanisms and short list agencies

13th

March 2017 Committee to agree shortlisted agencies and invite successful candidates for presentation interviews

3rd

April 2017 Week of presentations/interviews, review and select candidate

5th

May 2017 Announcment of decision to successful agency

1st July 2017 Date of commencement of new contract

Documents

Cayman Islands Department of Tourism | European ... · mass market Caribbean destinations and demand for “all inclusive” resorts must also be considered. On the positive side,