Objectives

The primary objective of this tender is to engage a suitably qualified and creative agency to conceptualise, develop, manage, and execute an immersive digital campaign titled "Welcome2Joburg" for a duration of three (3) months from the date of appointment. The campaign aims to promote Johannesburg as a vibrant, diverse destination for business, leisure, sports, and cultural experiences, thereby increasing visitor numbers and enhancing the city's global tourism profile.

Scope

The scope of work includes:

• Creating a fully integrated digital campaign framework with creative direction, storyline, and visual identity.
• Implementing Uber app integration for a multilingual welcome message at geofenced zones.
• Developing personalised visitor touchpoints, including content for rooftop bars, nightlife, restaurants, attractions, museums, galleries, adventure activities, and lifestyle events.
• Coordinating with partners to secure prize packages such as accommodation stays and cultural experiences.
• Producing high-quality content including videos, photo stories, and behind-the-scenes material.
• Managing social media content scheduling, posting, and engagement across platforms like Facebook, Instagram, TikTok, YouTube, LinkedIn, and X.
• Implementing a user-generated content (UGC) competition and influencer-led storytelling.
• Tracking analytics on impressions, engagement, reach, sentiment, and UGC trends.
• Providing monthly insights, performance reports, and a final impact assessment.
• Delivering campaign assets such as posters, scripts, and content calendars for a three-month period.

Technical Requirements

The technical specifications for deliverables include:

• Video content in Full HD resolution, compatible with platforms like YouTube, Facebook, Instagram, TikTok, LinkedIn, and X.
• Video formats: MP4 with specified size limits and aspect ratios (e.g., 16:9, 9:16, 1:1, 4:5).
• Video durations: 15 to 30 seconds, with specific frame rates (e.g., 24-30 FPS).
• Content must be optimized for each platform’s resolution and format requirements.
• Content management and scheduling tools for social media campaigns.
• Analytics dashboards or aggregators for tracking campaign performance.
• Integration assets and technical setup for Uber app activation.

Skills Requirements

The agency must demonstrate:

• Proven experience in conceptualising and executing immersive digital marketing campaigns, preferably for destination branding or tourism promotion.
• Strong creative capabilities with a portfolio showcasing previous work in digital content creation, video production, and social media management.
• Ability to develop compelling storytelling and visual identities aligned with the Johannesburg brand.
• Technical expertise in digital content production, including video editing, graphic design, and platform-specific content optimization.
• Experience in influencer engagement, user-generated content campaigns, and social media strategy.
• Capability to track, analyse, and report on campaign performance using analytics tools.
• Project management skills to deliver all campaign components within the three-month timeframe, including risk mitigation and coordination with partners.
• Understanding of local and international tourism markets and destination marketing best practices.