Objectives

The primary objective of this tender is to appoint an integrated media strategy, planning, buying, and creative agency to support South African Tourism's North Europe Hub. The selected agency will develop and execute comprehensive marketing campaigns aimed at promoting South Africa as a travel destination within North Europe, leveraging digital and traditional media channels, and ensuring alignment with the overall brand messaging and strategic goals.

Scope

The scope of work includes:

• Developing an integrated media strategy encompassing digital and traditional channels as required.
• Media planning, buying, and campaign execution across platforms such as social media, search engines, and possibly traditional media like TV, print, and OOH, on a case-by-case basis.
• Creative development, production, and project management related to campaign assets.
• Providing case studies demonstrating relevant experience in digital strategy, conceptualization, and localization.
• Proposing tools for monitoring, sentiment analysis, and campaign performance measurement.
• Collaborating with existing frameworks and ensuring alignment with global marketing efforts.
• Delivering pitch presentations, potentially online, with team members involved as appropriate.

Technical Requirements

The technical requirements for the tender include:

• Experience Verification: Submission of CVs/profiles for team members to verify experience; absence of CVs may lead to disqualification.
• Proposal Content: Submission of integrated proposals including case studies, digital strategies, and localization examples, following the brief in Annexure G.
• Budget and Resources: Responding to budget-related questions based on published addendums; proposing suitable tools for monitoring and sentiment analysis.
• Media and Channel Focus: Flexibility to include traditional media if required; digital channels are emphasized, with specific platforms to be explored and recommended by the agency.
• Partnerships and Collaborations: No mandatory media partners; agencies should propose their own solutions and tools.
• Performance Measurement: Recommendations for KPIs, attribution models, and reporting frequency are expected to be provided in the proposal.
• Content and Localization: Access to existing digital assets and brand guidelines; proposals should consider localization needs for digital content themed around 'Exceptionalism' and 'Come Find Your Joy.'
• Collaboration Frameworks: Existing collaboration mechanisms with global teams are in place; agencies should align with these frameworks.
• Additional Inputs: Agencies may submit questions regarding Annex G and are encouraged to propose innovative solutions for influencer marketing, SEO/SEM, and digital analytics.