Tender Summary: Parking Campaign (RFQ 54482)

Objectives

• Reverse historical parking revenue shortfalls through targeted commercial marketing interventions.
• Increase parking volume by enhancing traveller awareness and converting passengers to airport parking users.
• Boost parking value and yield by encouraging longer stays, advance bookings, and premium add-on services.
• Position airport parking as the preferred, convenient travel accommodation solution.
• Optimize seasonal revenue by aligning promotional campaigns with peak travel periods and demand fluctuations.

Scope

The contract covers the complete development and execution of an integrated marketing campaign operating from 1 October 2026 to 31 March 2027. The service provider will design and manage strategies targeting primary travellers and secondary stakeholders, including airline partners and corporate clients. Core deliverables encompass strategic planning, creative development, production, above-the-line (ATL) advertising, below-the-line (BTL) activations, digital media purchasing, campaign management, and performance analytics. The pricing structure requires itemized quotes for strategy, creative, production, media, account management, and measurement services.

Technical Requirements

Bidders must adhere to strict public procurement compliance standards. Mandatory submissions include standardized bidding forms, a valid Tax Compliance Status PIN or Central Supplier Database (CSD) registration, Broad-Based Black Economic Empowerment (BBBEE) documentation, and signed confidentiality, conflict-of-interest, and bidder disclosure declarations. Electronic submissions must be split into multiple attachments to meet file size restrictions. A minimum functionality threshold of 65 out of 100 points is required to advance to financial evaluation, which utilizes an 80/20 weighting system favoring price and designated economic participation goals.

Key Terminology: ATL refers to mass-media advertising (television, radio, print, outdoor billboards); BTL denotes targeted, direct-response marketing (events, promotions, point-of-sale displays); CSD is the national government supplier registry used for vendor verification; BBBEE is South Africa’s legislative framework for economic transformation and preferential procurement; PEP/DPIP identifies individuals in prominent public roles whose business associations require transparency to mitigate reputational and compliance risks.

Skills Requirements

• Demonstrated experience executing integrated marketing campaigns across ATL, BTL, and digital platforms.
• Proof of execution for a minimum of two separate corporate marketing projects completed within the last five years.
• Ability to develop measurable campaign concepts with clear performance tracking and analytics frameworks.
• Strong project management, creative direction, and cross-channel media buying capabilities.
• Proven track record in yield optimization, behavioural change marketing, and seasonal demand activation.
• Valid client references and verifiable evidence of client organizational scale.