Objectives

The primary objectives of the tender are to develop and implement innovative public relations (PR) campaigns that position South Africa as an attractive holiday destination for British and Irish consumers. Specific aims include:

• Drive consideration and increase demand for travel to South Africa from the UK and Ireland.
• Build and enhance brand equity and top-of-mind awareness among target audiences.
• Increase tourism arrivals, length of stay, and tourism spend from the UK and Ireland.
• Address barriers such as safety perceptions, value for money, and destination appeal through targeted messaging and campaigns.
• Support trade, media, and consumer engagement to promote South Africa’s unique offerings.

Scope

The scope encompasses a comprehensive PR and communications strategy for South African Tourism’s UK & Ireland hub, including:

• Management of a 24/7 press office and development of creative PR strategies.
• Organization of media, trade, and stakeholder events, including press trips and activations.
• Development and execution of consumer and trade campaigns aligned with business objectives.
• Media monitoring, crisis & insights management, and competitor analysis.
• Building relationships with media, bloggers, influencers, and opinion leaders.
• Supporting MICE campaigns and bid campaigns for conferences and incentive travel.
• Research, reporting, and insights to inform campaign effectiveness and future strategies.
• Localizing global messaging and barrier management strategies for UK & Ireland audiences.

Technical Requirements

The agency must demonstrate:

• Proven experience in tourism PR, with at least three recent client references within the last 36 months.
• Capability to develop innovative, insight-driven PR campaigns that differentiate South Africa in the UK and Irish markets.
• Strong media relations database and ability to manage media hosting, press trips, and influencer engagement.
• Ability to deliver integrated campaigns across digital, broadcast, print, and social media channels.
• Expertise in crisis management, reputation monitoring, and competitor analysis.
• Qualified and experienced team members for key roles: Senior Lead (8+ years), Mid-Level Manager (5+ years), and Day-to-Day Executive (2+ years).
• Capability to develop a detailed work plan, including resource allocation and project timelines.
• Ability to provide comprehensive campaign reporting, insights, and industry trend analysis.

Skills Requirements

The successful bidder must possess:

• Extensive experience in tourism and destination PR, particularly within the UK and Irish markets.
• Strong strategic thinking and creative campaign development skills.
• Excellent media relations and influencer management capabilities.
• Proficiency in media monitoring tools (e.g., Meltwater or similar platforms).
• Ability to manage crisis communication and reputation management effectively.
• Experience in executing MICE and bid campaigns for international conferences and events.
• Strong project management skills with the ability to deliver within tight deadlines and budgets.
• Knowledge of GDPR compliance and data privacy laws relevant to media and influencer engagement.
• Demonstrated ability to develop innovative, measurable PR campaigns that deliver tangible results.