This RFP is an invitation for interested eligible Parties to
submit Bids for the purpose of hiring an Agency to represent Maldives in South
MMPRC is the national tourism office of Maldives responsible
for carrying out promotional activities to become the most preferred island
destination of the world under the slogan of Maldives . . . ‘the sunny side of
life’; whilst adhering to its mission to promote quality and sustainable growth
in the local tourism industry to deliver long term economic, social and
cultural benefits to the country.
Tourism has been described as the driving force of the
Maldives economy. If both its direct and indirect impacts are combined, it is
responsible for a high percentage of the country’s GDP. The volume of
international visitor’s arrival has risen from 42,000 in 1980 to over 1.2
Million in 2015, which is a huge increase. This has been accompanied by an
increase in the supply of tourist accommodation from 2,400 beds to 34,105 beds
over the same period.
Scope of Work:
Monthly market report (to be submitted before the end of the
first week of every month). The report format should consist of two parts,
i. Market report: (consisting of market research/intelligence information and current economic and market trends as well as competitor activity analysis) and:
ii. Activities undertaken during the month: Details of meetings held with stakeholders (contact name, number and a brief summary of the meetings as well as trade-related activities undertaken by the Agency on behalf of MMPRC, media clippings).
1.3 Production & distribution of bi-monthly Newsletter
distributed to media and tourism sector including major tour operators.
1.4 Managing and updating a media and tour operator database
for MMPRC. Database should be shared with MMPRC at a mutually agreed date at
the beginning of the contract and updated and shared every six months.
1.5 Submit a monthly summary of media monitoring. Media
monitoring report should identify PR generated articles (through
familiarisation trips and other means) and other clippings of the destination,
their reach and value. Monitoring report should give an analysis of general
topics of interest about the destination in the market, identify positive vs.
negative articles and include professional advice on recommended actions to
diffuse negative impact to the destination that may arise.
1.6 Attend and represent Maldives in exhibitions/fairs in
the market as well as assist MMPRC to arrange meetings and interviews during
travel trade fairs with travel professionals (tour ops/travel agents, airlines,
hotel representatives, etc.) + follow-up on major contacts for brochure
requests, promotional material, etc. (No additional management costs should be
charged to MMPRC. In case if the event is held in a city other than the city
where agency office is located then MMPRC will bear the cost for food, lodging
and transport. This cost has to be pre-approved by MMPRC).
1.7 Organise and manage Road show(s) during the contract
period. No additional management costs should be charged to MMPRC. In case if
the event is held in a city other than the city where agency office is located
then MMPRC will bear the cost for food, lodging and transport. This cost has to
be pre-approved by MMPRC. Suggestions and recommendations of cities and dates
to be pre-approved by MMPRC in advance. All the costs related to hosting the
Road show will be borne by MMPRC.
1.8 Actively seek out opportunities in the market for
promoting Maldives and advise MMPRC. Particular emphasis should be given to
identifying traditional PR opportunities to generate positive PR for the
destination through non-paid collaborations/barter arrangements and joint
campaigns. At least two such high impact campaigns should be carried out
throughout the year.
1.9 Liaise with tour operators and airlines to develop
partnership opportunities and build relationships and handle trade inquiries –
an effective information service for the travel trade should be established.
The Agency should be able to answer questions and fulfil inquiries on all
Maldives aspects. Trade inquiries will be fulfilled by distribution of fact
sheets, product news/information, photos and slides. Actively seek out and
propose at least two opportunities with Airlines for non-paid joint
collaborations (e.g.: social media updates/campaigns, familiarisation trip
support in return for exposure).
1.10 Assist MMPRC with The Agency know how to establish and
maintain close contact to all sectors of the travel trade industry such as tour
operators, travel agencies, airlines, incentive and congress organisers, major
commercial accounts and other potential organisations.
1.11 Maintain media relations to generate coverage of the
1.12 Suggest most appropriate media to be selected for
destination promotion and purchase media slots on behalf of MMPRC (where
advised) for Agent rates.
1.13 Formulate and execute marketing campaign for Maldives
for a 1-year period (as advised and approved by MMPRC). Refer to clause 4.8.9.
Details should be submitted within 30 days of signing the contract.
1.14 Serve as a liaison office in South Korea between
MMPRC/local tourism related companies and South Korean tour operators. Type of
inquiries received should be specified in the report.
1.15 Assignment of dedicated telephone line for “Maldives”
PR and travel trade inquiries. All communications should be via email address
created within the visit Maldives domain provided by MMPRC.
1.16 Organise in-house presentations with the most important
tour operators (2 per year) and incentive houses to increase Maldives awareness
and communicate the latest news with presentations (if available). These
meetings are to be organised at the tour operator offices during lunch time.
This allows to contact all key personnel of the agency in one session (average
of 10/20 people)
1.17 Sales calls & meetings with tour operators
featuring the Maldives and potential tour operators to encourage them to
include the destination in their brochure
1.18 Sales calls & meetings with scheduled airlines and
charter companies servicing the Maldives to develop partnership opportunities
1.19 Postage of brochures to travel trade contacts (tour
ops, travel agents, airlines, etc.)
1.20 Conduct a bi-annual review to identify the number of
tour operators featuring the Maldives in their brochure. This comprehensive
study should feature the tour operators/product managers’ full contact name and
address, the content of the packages (number of room nights, resort category,
prices, etc.), the airlines and resorts featured.
1.21 PR firm should arrange an annual media event. The
purpose of this event is to provide news about the destination and to maintain
a close relationship with media. In case of any extra cost it has to be
discussed and pre-approved by MMPRC.
1.22 To promote the Maldives in all social media platforms
of the agency without any extra cost. In addition, the appointed agency is to
monitor and maintain social media platforms of MMPRC which are not in English
language in consultation with MMPRC.
1.23 Measuring success: Recommend and develop a “measure of
success” for the annual PR and Trade plan.
1.24 Annual meeting of all PR representatives with MMPRC in
the Maldives on a set date by MMPRC or as a web conference. The objective of
the meeting would be for all PR representatives of the destination to get to
know each other and to;
i. Understand MMPRC’s overall destination marketing directive,
ii. Educate about the latest product information and new developments in the
iii. Share information about the individual market situations,
iv. How to streamline work in spreading consistent PR message across the
markets of focus
v. Discuss on how to effectively address possible challenges in implementing most effective PR and trade strategy for the destination and:
vi. How to measure the return on investment
vii. Present current issues and suggestion on how it can be solved
3.1 Respective PR Agency should present an overview of the
respective market with latest information and suggested plan for Maldives
together with justification as to why particular activities were chosen as well
as suggestions on how to effectively measure ROI of each activity and current
issues in the market with suggestions on how it can be solved.
3.2 If the event is held in Maldives all the cost related to
the Annual PR meeting will be borne by MMPRC. This includes airfare, full board
accommodation, transport and all other relevant logistics.
3.3 If MMPRC decides to conduct the Annual Meeting as a Web
Conference, details and agenda of the event will be sent to the PR
representatives prior to the event.
2. Scope of work during a Crisis
The agency should pro-actively monitor and be the first to
alert MMPRC on possible crisis situation which result in negative publicity to
the destination. Timely action, professional advice on minimising the impact,
formulation of action plan and implementation as advised by MMPRC should be
included in crisis management.
General crisis management should include daily media
monitoring and proactive timely reporting in cases of concern within the
current scope and retainer fee. In the event of a major incident the
implementation of plan and extensive media monitoring work, reporting,
communication with stakeholders, press formulation and distribution, etc can be
invoiced separately with prior written approval from MMPRC.
October 6 2019
Ms. Fathimath Raheel
Maldives Marketing and Public Relations Corporation
H. Zonaria, 2nd Floor, Boduthakurufaanu Magu, Male’