Canadian Tourism Commission Issues PR RFP
The Canadian Tourism Commission, doing business as Destination Canada (“DC”), is Canada’s national tourism marketing organization. A federal Crown corporation, DC supports the Canadian tourism industry by marketing Canada as a premier four-season tourism destination, and supports the Canadian economy by generating tourism export revenues. Through collaboration and partnerships with the private sector, the Government of Canada, plus the provinces and territories, DC works with the tourism sector to maintain our competitiveness and position Canada as a destination where travelers can create extraordinary personal experiences.
DC’s approach focuses on those global markets where Canada’s tourism brand leads and yields the highest return on investment. DC is active in 10 key geographic markets: China, India, Japan, Mexico, South Korea, Australia, France, Germany, United Kingdom (UK), and United States (US).
Scope of Work:
The Contractor will provide consumer travel and corporate news media monitoring for DC UK with a focus on the UK market. The Contractor will monitor for travel trade, travel and lifestyle-related editorial coverage of identified destinations, including key words in mainly British publications, outlets, and social media. The Contractor will also monitor DC corporate business content and insights in national and regional print, online, social media, broadcast, travel trade media outlets, and other online news outlets.
As part of the media monitoring services, the Contractor is responsible for the following:
- Daily media monitoring and reporting, including links to each complete news item, of national and regional newspapers, business-oriented magazines, online news outlets (including content behind pay walls), broadcast (TV and radio), online travel trade media, online marketing magazines, and travel and leisure publications with a focus on Canada;
- Daily media monitoring will be flexible and include up to 150 media sources to be defined by and unique to DC and revised by DC as necessary.
- Social media monitoring will be flexible and include up to 100 social media channels to be defined by and unique to DC and revised by DC as necessary.
iii. Media monitoring will be based on a pre-defined list of keywords as determined by DC.
- Keyword lists will vary in size and capacity.
- Keywords will be revised for new campaigns, special projects, to respond to the need for coverage of issues as they arise, or as DC deems necessary.
- Only results related to travel and tourism will be provided.
- Reports will be emailed and accessible on technological platforms, such as desktop and all mobile platforms, including but not limited to Android, Blackberry and iOS.
- The Contractor and DC will participate in regular operational discussions over the telephone to adjust monitoring. The discussions will occur quarterly for the first year and as necessary thereafter.
- Securing and managing access to content through paywalls;
- Allowing DC to share editorial coverage with key tourism stakeholders mentioned within the article or broadcast content;
- Daily e-mail delivery of ordered links and attachments showing full text articles and broadcast segments;
- Provide transcripts or entire radio/TV clips as requested by DC; and
- In the event of an emergency or crisis flagged by DC, provide around the clock (24 hours a day, seven (7) days a week until necessary) media monitoring services.
The Contractor will produce measurement and benchmark reports of earned media, which includes print, broadcast and online coverage resulting from media relations, travel trade media, and social media activities by online outlets (“Earned Media”). The Earned Media will be based on a pre-determined measurement framework, see Appendix 6 Measurement Reporting Guideline.
Measurement criteria may evolve over the duration of the Contract. The Contractor will offer insight and adapt to changes in reporting measurement requirements accordingly.
As part of delivering the reporting and measurement services, the Contractor is responsible for the following:
- Detailed reports that evaluate Earned Media based on measurement and/or benchmark requirements. See Appendix 6 Measurement Reporting Guideline for measurement reporting details.
- The measurement criteria to be included in reports will be based on DC UK’s requirements and may include, but is not limited to:
- Average number of unique daily visitors to a digital website;
- Print circulation, excluding any multipliers;
- Broadcast audience reach; and
- Reach and impressions obtained by earned digital content on social media channels.
- Full data transparency regarding where and how data is sourced and the formulas used in obtaining such data. The Contractor will notify DC of any changes to the formula.
- Provide unlimited “self-serve” access to the reported data through an easy-to-use online dashboard, for example a website or software platform, which is updated daily during business days.
- Collaborate with DC on compiling and assessing Earned Media measurement reports, as required.