Digital RFP Issued By Royal Brunei Airlines

Scope: The engagement will cover two key areas, Digital Marketing and Website and Systems Management.

Agencies may submit proposal for one or both areas, depending on their expertise.

Area 1: Digital Marketing

1. Paid Media
   • Plan and execute digital campaigns across Google, Meta, and other platforms for all year-round campaigns and ad hoc campaigns.
   • Provide recommendations on which platforms to use for different market targets and/or campaign and audience segments.
   • Leverage AI-driven tools and technologies for audience targeting, bid optimisation, and performance forecasting.
   • Manage media budgets to maximise return on ad spend and campaign effectiveness.
   • Deliver campaign performance reports and insights with optimisation recommendations.
2. Email Marketing
   • Develop and execute email campaigns aligned with RB’s marketing calendar and

objectives.

2. Support automation and audience segmentation for targeted communications.
3. Setup and design email templates
4. Schedule, deploy, and monitor campaigns including weekends (Saturday/Sunday) as needed for time-sensitive promotions or campaigns.
5. Monitor campaign performance on dashboard and continuously suggest ways to improve open and conversion rates.
6. CRM (Customer Relationship Management)
   • Manage and execute email campaign activations, including automation and segmentation.
   • Conduct A/B testing on marketing emails to optimise subject lines, visuals, content, and delivery timing for improved engagement.
   • Track and analyse key email performance metrics such as open rate, click-through rate, bounce rate, unsubscribe rate, and conversion rate.
   • Monitor and measure overall campaign performance, providing reports with insights and recommendations for continuous improvement.

Manage, maintain, and enhance the CRM tool and platform to ensure seamless contact synchronisation across systems, reliable email delivery infrastructure, secure cloud hosting with regular backups, and full integration with RB’s digital

ecosystem.

3. Ensure data quality and compliance with privacy regulations such as GDPR, PDPA, and other relevant frameworks.

onduct keyword research and regular SEO audits to identify new opportunities, monitor performance, and ensure the website stays optimised for changing search trends.

3. Optimise website structure, content, and metadata to improve visibility, user experience, and compliance with SEO best practices.
4. Use AI-powered tools and insights to enhance keyword targeting, content optimisation, and tracking of search trends affected by AI-driven search engines.
5. Develop and maintain a content strategy that supports both traditional search and new AI-based search experiences (e.g., Google’s Search Generative Experience, Bing Copilot).
6. Monitor and report keyword rankings, organic traffic, and user engagement, providing actionable recommendations for continuous improvement.
7. Apply structured data and schema markup to improve visibility in AI search results, featured snippets, and other rich search displays.
8. Provide quarterly SEO performance reports with recommendations, including

updates on how AI and new technologies may impact RB’s search visibility.

4. ASO (App Store Optimisation)
   • Conduct keyword research and competitive analysis to identify the best keywords

and trends for RB’s app listings on Apple App Store and Google Play Store.

4. Optimise app titles, descriptions, screenshots, and visuals to improve visibility and conversion rates in app stores.
5. Use AI tools and insights to analyse user reviews, predict trending keywords, and refine creative assets for better app discoverability.
6. Monitor and report app ranking performance, downloads, and user feedback, providing regular recommendations to improve visibility and engagement.
7. Test and update app store assets (e.g., icons, visuals, messaging) to enhance click-through and install rates.
8. Collaborate with SEO and Paid Media teams to ensure consistent messaging and maximise organic and paid performance across digitaltouchpoints.
9. Provide quarterly ASO performance reports highlighting results, key insights, and actions to adapt to new app store algorithms and AI-driven discovery features.

Area 2: Website and Systems Management

1. Technical (Website)
   • Host RB’s web server
   • Develop and implement RB’s website from the ground up, ensuring a secure and

scalable digital platform

1. Third-parties integration; UI/UX design and development, API setup, data flow design and mapping, testing and validation and ongoing support; That includes

integrating the website seamlessly with RB’s booking system (HITIT Crane Internet

Booking Engine) and other RB digital services to ensure a cohesive user experience

1. Manage website updates, maintenance, and enhancements to ensure stability, speed, and accessibility

1. Provide and manage a Content Management System (CMS) that allows RB’s internal

team to efficiently update and manage website content

1. Support UX/UI improvements to enhance user experience and booking flow
2. Develop and manage campaign landing pages or microsites
3. Ensure compliance with data security, privacy, and accessibility standards. Access control to enforce strong password and 2FA for admin accounts.
4. Support different languages such as Korean, Japanese, Traditional Chinese, Simplified Chinese etc.
5. Develop a dark site to be activated during airline crisis, emergency or exercise.
6. Monitor website uptime and downtime. Automated alert/notification enabled.
7. Provide 24/7 technical support and to address issues promptly
8. Documentation requirements; Server/hosting/database specs and setup, CMS technical documentation and user guide, API documentation used
9. Monthly server and web application security/malware scan and report
10. Analytics
    • Implement and manage analytics tools for digital platforms (e.g., Google Analytics 4, Google Tag Manager)
    • Monitor digital platforms performance, conversion funnels, and customer behavior
    • Leverage data from analytics tool to improve conversion. (e.g. predictive audience)
    • Design and provide dashboard for daily monitoring and campaign performance.
    • Provide monthly reports and actionable insights for continuous optimisation.

Due Date: 12 December 2025 15:00 hours local Brunei Time

Contact: Tender@rba.com.bn