Terms of Reference (TOR)
REQUEST FOR QUOTATION FOR PROJECT “LOVE THE SUN-KISSED PHILIPPINES” STRATEGIC DIGITAL MARKETING PARTNERSHIP
I. Project Background
The Department of Tourism (DOT) is seeking a qualified digital travel and experiences platform to execute a strategic marketing campaign targeting Hong Kong-based travelers, specifically Millennials and Gen Z.
Hong Kong is a high-potential, high-growth source market for Philippine tourism. The key to unlocking this market lies in effectively reaching the younger, experience-driven travelers who favor independent travel and digital planning tools. This project aims to capitalize on this opportunity by partnering with a platform that has a dominant presence in Hong Kong, a young user base, and proven expertise in driving bookings for experiential travel.
II. Project Objectives
The successful bidder will be responsible for achieving the following key objectives over a two-month campaign period (1 October – 30 November 2025):
1. Drive Bookings: Secure a minimum of 2,000 bookings for Philippine tourism experiences.
2. Generate Awareness: Achieve a minimum of 1.4 million impressions across digital channels.
3. Stimulate Market Growth: Deliver a minimum 10% Year-on-Year (YoY) growth in bookings from the Hong Kong market.
4. Enhance Digital Engagement: Execute a mobile-first campaign that simplifies the user journey and leverages performance marketing.
5. Amplify Brand Positioning: Position the Philippines as a top-tier experiential destination for adventure, leisure, and culture, aligned with the “Love the Philippines” branding.
III. Scope of Work and Requirements
The bidding partner must demonstrate the capability to deliver the following components:
A. Digital Platform Activation:
· Create and maintain a dedicated campaign page on your platform serving as a central hub for all featured Philippine experiences.
· Provide premium destination banner placement on the Hong Kong version of your platform (app and web) for the entire campaign duration.
B. Marketing and Promotional Activities:
· Develop and execute a comprehensive social media and content amplification plan, including:
· Collaboration with a network of content creators (“Kreators”) to generate authentic content.
· A minimum 4-week paid social media advertising campaign on platforms like Facebook, Instagram, and TikTok, specifically targeted at Hong Kong users.
· Creation of engaging short-form video content tailored for Gen Z.
· Implement a performance marketing strategy using AI-driven ads on Meta, Google, and TikTok with a target to lower Cost-Per-Click (CPC) by 20%.
· Execute direct engagement campaigns, including at least one targeted email (eDM) and one app push notification to your Hong Kong subscriber base.
C. Promotional Tools:
· Issue a minimum of 600 promotional discount codes for selected high-demand Philippine experiences to incentivize bookings.
D. Operational and Reporting Requirements:
· Manage a robust supply chain of Philippine tourism products (experiences, hotels, etc.).
· Provide real-time analytics and a campaign dashboard for tracking key performance indicators (KPIs) including bookings, impressions, and promo code redemptions.
· Submit a final comprehensive campaign performance report.
IV. Key Performance Indicators (KPIs) for Evaluation
Proposals will be evaluated on the bidder’s commitment and ability to meet the following targets:
Objective Area Key Performance Indicator (KPI) Target
Booking Volume Number of Philippine bookings 2,000+ units
Consumer Reach Total Impressions 1.4 Million+
Market Growth YoY Increase in HK Bookings >10%
Promotional Efficiency Promo Code Redemption Rate 30%+
Content Amplification Kreator Collaborations Minimum of 5
V. Budget for the Contract
The total project fund allocated by the DOT for this contract is PHP 2.2 Million. Bidders must provide a detailed budget breakdown specifying how the allocated funds will be utilized to deliver the Scope of Work, including any co-investment or in-kind contributions (e.g., platform placement, promotional codes, additional marketing spend).
VI. Project Timeline
· Submission of Bids: 29 September 2025
· Deadline of Submission: 3 October 2025
· Partner Evaluation & Award: 3 October 2025
· Campaign Go-Live: Within 4th Quarter 2025
· Final Performance Report Submission: 15 January 2026
VII. Submission Requirements
Interested bidders must submit a proposal that includes, but is not limited to, the following:
1. Company Profile and proven experience in similar campaigns, particularly in the Hong Kong market.
2. Detailed Technical Proposal outlining the strategy to achieve each component of the Scope of Work and the stated KPIs.
3. Comprehensive Financial Proposal with a detailed budget breakdown aligned with the allocated PHP 2.2 million fund.
4. Portfolio of relevant past campaigns and client testimonials.
VIII. Contact Person
For clarifications and submission of proposals, please contact:
Ms. Sophia Wang
Marketing Manager
Philippine Department of Tourism Shanghai Office
Email: Pdotshanghai@tourism.gov.ph
Tel: +86-21-62818580
