Purpose:
Destination BC wishes to pre-qualify a list of independent consultants (“Qualified Suppliers”) with experience and expertise in one or both of the following Service Areas:- Marketing Strategy and/or
- Marketing Communications (the “Services”).
Background:
As an industry-led Crown corporation, Destination British Columbia works collaboratively with tourism stakeholders across the province to coordinate marketing at the international, provincial, regional and local levels. Destination British Columbia is mandated to fulfil several key marketing and leadership responsibilities critical to the long-term, sustainable growth of the provincial tourism industry. These include:- Marketing British Columbia domestically, nationally and internationally as a tourist destination;
- Promoting the development and growth of the tourism industry in British Columbia to increase revenue and employment in, and the economic benefits generated by, the industry, including, without limitation, by:
- Enhancing public awareness of tourism and its economic value to British Columbia; and
- Providing advice and recommendations on tourism-related matters.
Global Marketing
Destination BC’s Global Marketing team is comprised of four divisions (Global content, Global marketing channels, Global Partnerships and Digital Strategy and IT), which together are responsible to deliver strategic, high-quality and cost-effective marketing activities outlined in Destination BC’s 2018 Global Marketing Plan. Destination BC’s Global Marketing team has identified the following key aspiration: Magnetic through nature’s power, British Columbia is the most captivating destination in our core markets, swiftly transforming dreamers into visitors and advocates. Innovative marketing programs will further enable BC tourism partners to be stronger, together. This aspiration is brought to life through three strategic marketing pillars:- Captivate: Create an emotional urgency to visit BC.
- Generate: Generate leads for BC tourism businesses, OTAs and travel trade.
- Advocate: Amplify traveller advocacy about BC.
- A content strategy and management
- Superior data ecosystem and data-driven marketing expertise
- Strategic partnerships, and
- Marketing innovation.
Scope of Work:
Service Areas:
- MARKETING STRATEGY
- MARKETING COMMUNICATIONS
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MARKETING STRATEGY
- Strategy Development: end-to-end marketing strategy development, including but not limited to:
- Marketing and Campaign Planning: planning, implementing, monitoring, optimizing and evaluating niche, small and large integrated marketing programs and advertising campaigns (all media types) including but not limited to writing and presenting marketing strategies and plans for specific programs, writing and presenting agency marketing briefs to internal and external stakeholders and agencies, managing internal/external stakeholders including the marketing agency;
- Media planning: providing strategic oversight to integrated media planning activities including owned, earned, and paid (traditional/offline, digital and social media).
- Project management: providing oversight for the following types of projects, including but not limited to: market research, procurement of marketing sub-contractors, procurement and management of marketing technology projects.
- Focus on Results: Collaborating with Destination BC and its partners to achieve Destination BC’s marketing objectives as outline in its Corporate Strategy.
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MARKETING COMMUNICATIONS
- Project management: provide project management for marketing activities including but not limited to:
