Objectives

The primary objective of this tender is to appoint an integrated marketing and communication agency based in Brazil (specifically Sao Paulo) to represent South African Tourism (SAT) in Brazil. The agency will develop and execute a comprehensive, insights-driven marketing strategy aimed at increasing brand awareness, driving demand, and boosting arrivals and spend in South Africa. The agency should position South Africa as a world-class destination, support the growth of direct airlift, and enhance engagement with both consumers and trade segments, including MICE and corporate markets.

Scope

The scope of work encompasses:

• Strategy Development: Creating a measurable route-to-market creative strategy based on current market insights, covering audience segmentation, channel performance, and optimization.
• Creative Execution: Localizing global assets for Brazil, creating new content, and implementing global toolkits.
• Representation & Operations: Acting as SAT’s on-ground agency in Brazil, managing operations, and representing SAT without a physical office.
• Dissemination & Delivery: Utilizing global platform tools and creating own tools aligned with the global strategy for content dissemination across digital platforms.
• Public Relations & Brand Activations: Developing and executing integrated PR campaigns, brand activations, and experiential marketing to boost destination confidence and visibility.
• Media Strategy & Buying: Planning, negotiating, executing, and reporting on media placements, including digital, social, and offline channels.
• Measurement & Reporting: Providing analytics, impact reports, and insights to inform ongoing strategies, demonstrating ROI and campaign effectiveness.
• Trade Engagement & PR: Developing trade strategies, managing trade relations, organizing trade events, fam trips, and training, and supporting trade-specific campaigns.
• Reputation Management: Managing crisis communication, stakeholder relations, and securing media coverage to enhance South Africa’s reputation in Brazil.
• Social & Digital Campaigns: Designing innovative social media campaigns, community engagement, and utilizing social listening tools.
• Intelligence & Insights: Monitoring consumer and trade behaviors, market trends, and providing relevant insights to adapt campaigns accordingly.

Technical Requirements

• Agency must be located and operate physically in Sao Paulo, Brazil.
• Experience in servicing a Destination Marketing Organization (DMO) within the past 10 years.
• Proficiency in digital marketing, social media management, media planning and buying, public relations, and experiential activations.
• Capability to develop and localize global assets and toolkits for the Brazilian market.
• Ability to execute media negotiations, placements, and impact reporting with audited performance metrics.
• Tools and capacity for social listening, media monitoring, and analytics.
• Experience in trade marketing, trade relations, and organizing trade events and fam trips.
• Ability to operate without a physical SAT office in Brazil, representing SAT on the ground.
• Adherence to procurement policies, including submission via the official e-procurement portal and compliance with contractual and reporting standards.

Skills Requirements

• Strong strategic planning and creative development skills, with experience localizing global campaigns for Brazil.
• Proven expertise in digital marketing, social media, and media buying with data-driven decision-making capabilities.
• Excellent public relations, stakeholder management, and experiential marketing skills.
• Ability to develop insights-led trade strategies and manage trade relations effectively.
• Competence in crisis management, reputation management, and media engagement.
• Strong project management skills, including workflow coordination, reporting, and delivering on KPIs.
• Experience in utilizing analytics tools for measuring campaign performance and ROI.
• Ability to operate independently in Brazil, attend virtual meetings, and manage projects across multiple cities.
• Capacity to produce innovative content, including leveraging AI and digital production methods.