Marketing RFP Issued By VisitDenmark
VisitDenmark seeks a strategic and creative lead agency that
— based on the agency’s extensive market and business area knowledge, experience and ability to analyze data can assist with further development of the brand position for Denmark;
— based on this position can further develop the strategically overarching communication concept for the whole of Denmark. A concept that embraces all leisure and business event areas and can be targeted and performed in all priority markets in the form of successful and value-creating market communication through all channels; and
— which can translate the position and the overarching communication concept into transnational marketing campaigns in collaboration with VisitDenmark and partners consisting of Denmark’s leading tourism partners.
VisitDenmark is thus searching for a strong agency which with strategic understanding, experience and creativity can become a creative lead in the development of the future marketing of Denmark internationally.
Background:
The task of VisitDenmark is to market Denmark as a travel destination resulting in more international tourists obtaining greater knowledge of Denmark and a greater desire to travel here. The marketing effort focuses on three areas of business: coastal and nature tourism, citybreaks and business events. VisitDenmark works currently on 10 prioritized markets: Germany, Norway, Sweden, the Netherlands, Great Britain, Italy, France, the United States, China and India.
The strategy of VisitDenmark – Smart tourism – is about strengthening the knowledge of and desire to travel to Denmark. The prerequisite for this to succeed is for VisitDenmark to continuously develop and perform campaigns with a common headline – ‘Denmark’ – ensuring synergy across business areas and prioritized markets. With the same position and pledge of brand VisitDenmark shall be capable of communicating both Denmark’s metropolitan destinations and costal and nature product on all markets.
The services of the framework agreement cover the VisitDenmark’s need for a strategic and creative lead agency to provide strategic advice, creative ideas and concepts in connection with the marketing of Denmark within the customer’s markets: Norway, Sweden, Germany, the Netherlands, the United Kingdom, France, Italy and the USA.
During the period 2021-2025, VisitDenmark expects a total media consumption of up to EUR 2 100 000, allocating an amount of EUR 400 000-EUR 700 000 annually. The customer has within the estimated value of the framework agreement in section II.1.5) and II.2.6) made allowance for a safety margin of EUR 650 000. It is expected that the supplier performs 3-4 tasks per year, each of which is assumed to have a value of approx. EUR 100 000-150 000. In addition, there is media purchase. The total budget may vary from year to year.
VisitDenmark may decide that the supplier shall find the relevant subcontractors for the production and execution of the developed campaigns, but the customer may also choose to conduct these purchases oneself or through other channels. The supplier may not enter into an agreement with subcontractors without a prior agreement with VisitDenmark.
The required services and tasks may vary in size and scope, from larger tasks to a single activity, or cover advice on a specific issue.
Examples of services and tasks:
— advice and coaching on the further development of the DNA of the Denmark Brand, manifesto, visual expression and graphic guidelines;
— development of a brand book for VisitDenmark and our partners in the Danish tourism industry;
— ensuring the brand’s relevance across VisitDenmark’s priority markets;
— development and organization of the Denmark campaign, including development of the idea concept, campaign concept and draft suggestions for content;
— creative support/responsibility in connection with the briefing and management of production agencies;
— guidelines for VisitDenmark’s content team regarding campaign execution;
— continuous exchange of ideas with VisitDenmark’s brand managers;
— development workshops, where market data, insights and new trends are discussed as a starting point for campaign development.
Scope of Work:
The Services of the Framework Agreement cover the Customer’s need for a strategic and creative lead agency to provide strategic advice, creative ideas and concepts in connection with the marketing of Denmark within the Customer’s markets: Norway, Sweden, Germany, the Netherlands, the United Kingdom, France, Italy and the USA. The Supplier must be a strategic and creative lead agency that: 1. Based on the agency’s extensive market and business area knowledge, experience and ability to analyze data can assist with the further development of the brand position for Denmark, 2. Based on this position can further develop the strategically overarching communication concept for the whole of Denmark; a concept that embraces all leisure and business event areas and can be targeted and executed in all priority markets in the form of successful and value-creating market communication in all channels, and 3. Which can expand the position and the overarching communication concept in transnational marketing campaigns in collaboration with VisitDenmark and a circle of partners consisting of Denmark’s leading tourism partners. All this must be adaptable to being targeted to the Customer’s prioritized markets in the form of successful market communication through all channels. During the period 2021-2025, the Customer expects a total agency consumption of up to EUR 2.100.000, allocating an amount of EUR 400.000 – 700.000 annually. It is expected that the Supplier performs 3-4 assignments per year, each of which is assumed to have a value of approx. EUR 100.000-150.000. In addition, there is media purchase. The total budget may vary from year to year. The Customer may decide that the Supplier shall find the relevant subcontractors for the production and performance of the developed campaigns, but the Customer may also choose to conduct these purchases oneself or through other channels. The Supplier may not enter into an agreement with subcontractors without a prior agreement with the Customer. The required Services and Tasks may vary in size and scope, from larger tasks to a single activity, or cover advice on a specific issue. Examples of Services and Tasks:
· Advice and coaching on the further development of the DNA of the Denmark Brand, manifesto, visual expression and graphic guidelines.
· Development of a brand book for VisitDenmark and our partners in the Danish tourism industry.
· Ensuring the brand’s relevance across VisitDenmark’s priority markets.
· Development and organization of the Denmark campaign, including development of the idea concept, campaign concept and draft suggestions for content.
· Creative support/responsibility in connection with the briefing and management of production agencies.
· Guidelines for VisitDenmark’s content team regarding campaign execution.
· Continuous exchange of ideas with VisitDenmark’s brand managers.
· Development workshops, where market data, insights and new trends are discussed as a starting point for campaign development.
Due Date:
December 31
Address:
Official name: VisitDenmark
National registration number: 33055331
Postal address: Islands Brygge 43, 3.
Town: Copenhagen S
NUTS code: DK01 Hovedstaden
Postal code: 2300
Country: Denmark
Contact person: Maria Matzen
E-mail: maria.matzen@twobirds.com
Internet address(es):
Main address: https://www.ethics.dk/ethics/eo#/d74215b1-4090-4afa-b3c3-485b9fabf8b4/homepage
Relevant agencies to consider include Hunter PR and Zeno Group.
