ANGUILLA TOURIST BOARD
REQUEST FOR PROPOSAL
MARKETING & PROMOTIONS AGENCY
PUERTO RICO & LATIN AMERICA
AUGUST 1, 2012- JULY 31, 2013
MAY 28, 2012
Deadline for Submissions
16:00, JUNE 28, 2012
The Anguilla Tourist Board (ATB) invites interested vendor(s) to submit proposals for a
Marketing & Promotions Agency for the period August 1, 2012 to July 31, 2013.
The Anguilla Tourist Board is a statutory body comprising of members drawn from the private
sector. There are six directors under the leadership of the Chairman of the Board, all of whom
are involved in some aspect of the hospitality and tourism industry. Members of the Board are
elected by the Minister of Tourism for a term of two years in the first instance, with a right of
renewal for up to 3 terms. As an entity, the Anguilla Tourist Board holds direct responsibility
for the development and management of the island’s tourism industry, and is charged under the
Tourist Board Act of 2000 with the encouragement, promotion and development of tourist travel;
the encouragement, promotion and development of adequate and efficient tourist services; and
the establishment, maintenance and improvement of high standards of product and service
quality in the tourism sector. Working in tandem with its overseas Market Representatives in the
United States of America, United Kingdom, Italy, Germany, Latin America and Puerto Rico, the
Board promotes Anguilla as the Caribbean’s premier, exclusive, quality destination experience.
Intention to submit proposal
To ensure you are apprised of any additional information as may be provided, please
confirm your intention to submit a proposal upon receipt of this RFP. As detailed below in
Questions and Submission, proposals and questions must be submitted to:
Candis A. Niles
The Anguilla Tourist Board
Section 1 – Administrative Requirements
1.1 Scope of the RFP/Basis for Award
The purpose of this Request for Proposals (RFP) is to solicit proposals to establish a contract
with an organization experienced in providing high quality international marketing in Puerto
Rico and Latin America. An evaluation will be conducted, and award will be made to the
Company whose proposal is determined to be most advantageous to the Board considering the
evaluation factors set forth in Section 6 below.
1.2 Term of the Contract
This RFP will result in one multiple year contract for periods not to exceed four years. The
initial contract will be effective upon approval by the Anguilla Tourist Board for one year. The
contract may be renewed for three additional one-year periods, at the sole discretion of the
Anguilla Tourist Board, contingent upon contractual requirements being satisfied and funds
being appropriated, budgeted, and otherwise made available.
There will be one primary contractor to fulfill the duties of the contract. The prime contractor
can subcontract any aspect of the work, but the prime contractor will be the contact point for all
aspects of the contract.
Applicants may make email, written or fax inquiries concerning this RFP to obtain clarification
of requirements. No inquiries will be accepted after the date and time indicated in the Schedule
of Activities. The Anguilla Tourist Board prefers that all inquiries be sent by electronic mail with
the RFP reference in the subject line to: firstname.lastname@example.org.
RFP Reference: RFP- ATB – INTL – Puerto Rico/Latin America.
Address written inquiries to the address given above : Attn: Candis A. Niles, Director of
Tourism. Responses to Applicant’s inquiries (if required) will be submitted in writing in a
timely manner. Applicants should not rely on any other statements, either written or oral, that
alter any specification or other term or condition of the RFP during the open solicitation period.
Applicants should not contact any other national office or individual regarding this RFP or this
1.4 News Releases
News releases pertaining to this RFP shall NOT be made prior to execution of the contract
without prior written approval by the Anguilla Tourist Board.
1.5 Proposal Submission/Copies
Detailed instructions on proposal preparation and submission are in Sections 5 and 6. It is the
responsibility of the Applicant to ensure that the Anguilla Tourist Board receives the proposal on
or before the proposal opening date and time, regardless of the delivery method used.
1.6 Proprietary/Confidential Information
Any restrictions of the use or inspection of material contained within the proposal shall be
clearly stated in the proposal itself. Written requests for confidentiality shall be submitted by the
Applicant with the proposal. The Applicant must state specifically what elements of the proposal
are to be considered confidential/proprietary and must state the statutory basis for the request.
Confidential/Proprietary information must be readily identified, marked and separated/packaged
from the rest of the proposal. Co-mingling of confidential/proprietary and other information is
not acceptable. Neither a proposal, in its entirety, nor proposal price information will be
considered confidential and proprietary. Any information that will be included in any resulting
contract cannot be considered confidential. The Anguilla Tourist Board will make a written
determination as to the apparent validity of any written request for confidentiality. In the event
the Anguilla Tourist Board does not concur with the Applicant’s request for confidentiality, the
written determination will be sent to the Applicant.
Applicant(s) acknowledge that they may come into contact with confidential information about
the Anguilla Tourist Board in connection with any resulting contract or in connection with the
performance of its obligations under any resulting contract. The awarded Applicant shall keep
such records and information confidential and shall comply with specific statutory citations (if
any) and all laws and regulations concerning the confidentiality of such records. The awarded
Applicant shall notify its employees that they are subject to the confidentiality requirements as
set forth above, and shall provide each employee with a written explanation of the confidentiality
requirement before the employee is permitted access to confidential data. Awarded Applicant
shall provide and maintain a secure environment that ensures confidentiality. The confidentiality
of all information will be respected and no confidential information shall be distributed or sold to
any third party nor used by awarded Applicant or it’s assignees and/or subcontractors in any way
except as authorized by this contract. Confidential information shall not be retained in any files
or otherwise by awarded Applicant. Disclosure of such information may be cause for legal action
against the awarded Applicant. Defense of any such action shall be the sole responsibility of the
awarded Applicant. Unless directed otherwise, awarded Applicant is required to keep all national
information in a secure, confidential manner.
1.7 RFP Response Material Ownership
The Anguilla Tourist Board has the right to retain the original proposal and RFP response
materials for its files. As such, The Anguilla Tourist Board may retain or dispose of all copies as
is lawfully deemed appropriate. Proposal materials may be reviewed by any person after the
"Notice of Intent to Make an Award" letter(s) has/have been issued. The Anguilla Tourist Board
has the right to use any or all information/material presented in reply to the RFP, subject to
limitations outlined in clause (1.6), Proprietary/Confidential Information. The Applicant
expressly agrees that The Anguilla Tourist Board may use the materials for all lawful purposes,
including the right to reproduce copies of the material submitted for purposes of evaluation, and
to make the information available to the public if so required.
1.8 Acceptance of Proposal Content
The contents of the proposal and the terms of this request for proposals will become
contractual obligations of the successful Applicant.
1.9 Proposal Prices and Payment Schedule
Payments will be based on deliverables as outlined in the resulting contract. It is anticipated that
payments may be made on a monthly basis after receipt and approval of awarded vendor’s
invoice and accompanying support documentation. No payment shall be made until after the
contract has been negotiated and properly executed.
1.10 Selection of Successful Proposal and Notice of Intent to Award
The Anguilla Tourist Board reserves the right to make an award on receipt of initial proposals, so
Applicants are encouraged to submit their most favorable proposal at the time established for
receipt of proposals. Applicants not meeting the requirements identified in the RFP shall be
ineligible for further consideration. The Anguilla Tourist Board may conduct discussions with
Applicants in the competitive range for the purpose of promoting understanding of the Board’s
requirements and the Applicant’s proposal, to clarify requirements, make adjustments in services
to be performed, and in prices. Changes to proposals, if permitted, will be requested in writing
from Applicants. Upon review and approval for award, the Anguilla Tourist Board will issue
“Notice of Intent to Make an Award” letter(s) to all Applicants.
Section 6 provides additional information related to the evaluation and award of this solicitation.
Section 2 – Schedule of Activities & Inquiries
2.1 Schedule Of Activities Deadline
1.RFP Notice sent out - May 28, 2012
2.Prospective Applicants Written Inquiry Deadline - June 11, 2012 4:00 PM
All email enquiries should be addressed to: email@example.com
(No Questions Accepted After This Date/Time)
3. Proposal Submission Deadline – June 28, 2012, 4:00PM
( 1 Original plus One Electronic Copy via Email Required)
4. Oral Presentations - Week of June 28 – July 5, 2012
5. Anguilla Tourist Board Announcement of selected agency - July 15, 2012
6. Contract Award (initial year - estimated) - August 1, 2012 to July 31, 2013
(The Resulting Contract May Be Renewed For 3 Additional Years, At The Sole Discretion Of
The Anguilla Tourist Board.)
Section 3 – Background Information
The primary goal of the Anguilla Tourist Board is to generate increased tourist visitation and
provide a return on the investment of marketing dollars to the industry and to the destination in
terms of tax revenues. Other goals include:
- Inspiring leisure travelers/consumers to consider an Anguilla vacation
- Providing quality information to convert interest into travel to Anguilla
In summary, the goals and objectives can be accomplished by:
- Developing a strategy that will brand Anguilla as a premier travel destination for all
- Developing effective marketing strategies, promotions and partnerships to leverage the
International programs of the Anguilla Tourist Board.
- Providing quality information to travelers to help plan their trip via tour operators, travel
agents, international travel guides or the www.ivisitanguilla.com website.
- Promoting the entire destination, including all tourism industry sectors.
- Tracking and reporting all promotional activities.
A. FUNDING INFORMATION
The Anguilla Tourist Board, as well as the Ministry of Tourism, is looking for an immediate
economic impact from the funding that is appropriated for tourism promotion. The agency that is
awarded the contract must be able to conduct an effective program to increase visits to Anguilla
and grow Anguilla’s market share of the tourism industry.
Contractors report to Anguilla Tourist Board staff on their activities in accordance with the
Anguilla Tourist Board policies. Written reports from vendors are prepared monthly and
distributed to board members and committee members for their review and comments.
B. GENERAL RESEARCH INFORMATION
The agency is responsible for developing a tracking mechanism in order to measure the
Anguilla inventory and determine equivalency values for marketing programs and PR
C. GENERAL MARKETING INFORMATION
The Puerto Rican/Latin American markets have been identified as strong markets for Anguilla’s
tourism, especially during the Summer season. Agencies should determine if the Anguilla
Tourist Board is focusing on the right activities within the target markets. Agencies should
illustrate that they have the ability to adapt to changing market conditions and incorporate new
ideas and co-ops into the marketing plan should the marketplace necessitate such a change. The
contractor will be required to promote a brand image that is consistent with all promotional
materials produced for the Anguilla Tourist Board. www.ivisitanguilla.com and international
promotions must have an appearance that is consistent with the Anguilla brand. Therefore, the
contractor will work with the appropriate vendors regarding the appropriate international
www.ivisitanguilla.com web pages.
Section 4 – Statement of Work
4.1 SCOPE OF SERVICES
Project Description: In order to market Anguilla as a premier travel destination to travel trade,
media, and consumer markets in Puerto Rico/Latin America, The Anguilla Tourist Board is
seeking a vendor to provide the services outlined below. The vendor retained to provide these
services must have a working knowledge of Anguilla, Anguilla’s tourism organizations and its
products. Activities performed by the vendor will be overseen and approved by The Anguilla
4.2 STATEMENT OF WORK
I – Public Relations
Contractor will act as the designated Anguilla Tourist Board in-market representative with the
Puerto Rican/Latin American travel media.
A. Develop initial public relations plan and detailed timeline for implementation.
B. Prepare and distribute press releases.
C. Respond to media inquiries and distribute promotional materials.
D. Provide telephone, fax, and e-mail assistance as the designated in-market representative.
E. Produce articles and news stories through the Puerto Rican/Latin American media on
F. Organize Media FAM trips.
G. Coordinate media events
H. Promote Anguilla and www.ivisitanguilla.com in PR activities.
I. Provide a clipping service and report.
II - Travel Trade Promotion
Contractor will act as The Anguilla Tourist Board’s in-market representative and liaison with
Puerto Rican/Latin American travel agents and tour operators.
A. Provide telephone, fax, and e-mail assistance as the designated in-market Anguilla Tourist
B. Provide annual Anguilla product inventory for the Puerto Rican/Latin American market.
C. Fulfill requests for information.
D. Track and report travel agent and tour operator promotion activities.
E. Attend Conference, trade shows and meeting in the Travel/Trade industry.
F. Organize travel/Trade FAM trips.
G. Coordinate travel trade cooperative promotional (trade & consumer direct) programs.
H. Conduct travel trade sales calls and educational office visits.
I. Develop a tracking system.
III - Consumer Promotion
Contractor will act as The Anguilla Tourist Board’s in-market representative with Puerto
Rican/Latin American consumers.
A. Provide telephone, fax, and e-mail assistance as the designated in-market Anguilla Tourist
Board representative for consumers.
B. Fulfillment of all consumer requests at no cost to the consumer.
C. Encourage consumers to visit www.ivisitanguilla.com Spanish language pages for additional
D. Assist the Anguilla Tourist Board in updating the Spanish web pages on
IV – Reporting
A. Implementation Plan
B. ROI Calculation Report
C. Product Inventory Report
D. Monthly Report
E. Mid-year Status Report
F. Final Year-End Report
4.3 COST COMPONENT/FUNDING MODEL
Applicants shall provide a completed budget for work proposed in response to the Statement of
Work. The completed budget template must include all appropriate worksheets. Interested parties
are asked to outline a plan and a detailed budget of up to US$150,000.00 (this figure does not
include retainer and administrative fees) to fulfill the activities within the scope of services and
to provide an overview of the individuals and/or entities that will be carrying out the work.
Please provide a description of expected goals with regard to consumer, travel trade and media
contacts, as well as article placement. Agency must be located in Puerto Rico OR Latin America.
Section 5 – Response Format & Proposal Instructions
5.1 Submission and General Instructions
Proposals must be received on or before the date and time indicated in the Schedule of Activities.
It is the responsibility of the Applicant to ensure that the Anguilla Tourist Board receives the
proposal on or before the proposal opening date and time, regardless of the delivery method
used. Late proposals will not be accepted. Vendors are cautioned that daily mail may not be
received prior to 3:00 p.m.; therefore, if proposal is not hand delivered, Applicant should ensure
proposal is received by mail or delivery service the prior day. Submit one (1) original and an
electronic copy via email. The proposal package shall be delivered or sent by mail to:
Candis A. Niles
The Anguilla Tourist Board
RFP Reference: RFP- ATB – INTL – Puerto Rico & Latin America
Proposals must be submitted and sealed in a package with an appropriate label affixed. The label
must show the following information:
RFP Reference: RFP- ATB – INTL – Puerto Rico & Latin America
Date of Submission: (on or before June 28, 2012, 4:00 PM)
Applicants should segregate the portion of the proposal responding to the pricing and funding
proposal, so that the technical proposal can be evaluated without consideration of the price or
5.2 Page Limit
Unnecessarily elaborate proposals are not desired. Font size for basic narrative descriptions must
be no smaller than 12 characters per inch. Indexes, tables of contents, lists of figures/tables,
and/or glossary of terms will not be counted toward the overall page count. Allowance will be
made for tabular or graphical presentations and screen prints, whether incorporated in the text of
the technical description or attached as separate exhibits. Textual explanations of screen prints or
graphic materials, standard commercial brochures or descriptions, or other standard product
documentation that are attached in appendices or exhibits will not be counted against page
limitation. Proposals shall include the following information and should not exceed 40 pages,
excluding attachments and samples.
5.3 Response Format
5.3.1 Executive Summary
Condense and highlight the contents of the proposal. The Executive Summary should
provide the reader with an overall understanding of the proposal and the Applicant’s
approach in 500 words or less. The Executive Summary should address the Management and
Experience Component, as well as the Technical Component outlined in the Statement of Work.
5.3.2 COMPANY EXPERIENCE AND DEMONSTRATED CAPABILITY FACT SHEET
The purpose of section 5.3.2 is to provide the Anguilla Tourist Board with the ability to assess
the Applicant’s experience and capabilities providing similar or relevant services in management
of a contracting award in order to make a determination of responsibility.
Bidders shall submit one fact sheet for each primary governing agreement or contract
described. Submit up to three (3) maximum fact sheets only.
Applicants shall provide references for recent work completed under primary agreements or
contracts that are similar in size, scope, complexity, and type as that described in this
solicitation. ‘Recent work’ means work performed within the past two (2) years, up to a
maximum of three (3) primary agreements or contracts.
Section 6 – Evaluation and Award Selection Process
This section supplements paragraph 1.1, “Scope of RFP/Basis for Award” .
6.1 Evaluation Factors
The evaluation factors are:
�� Proposed Plan
�� Experience and Case Histories
6.2 Award Methodology
The selection process will be divided into two phases. The first focuses on potential contractors’
capabilities to develop and execute effective programs in Media Relations, Public Relations,
Travel Trade and Consumer Promotions. Interested firms will submit, in written form, answers
and exhibits that substantiate their capabilities to develop and execute these programs
effectively. The potential contractor must submit six proposals outlining a promotional program
for the Anguilla Tourist Board along with a detailed budget.
The Anguilla Tourist Board will evaluate the merits of the proposals received in accordance with
the evaluation factors stated in this RFP and identify the proposal that is most advantageous to
the destination. While numeric evaluations may be used in some aspects of the process to
identify strengths and weaknesses of proposals, the final decision will be a business decision and
will not be based on a numerical score. A Decision Memorandum will document the basis for the
The oral presentation will include a discussion for the purpose of clarification and to ensure full
understanding of and responsiveness to solicitation requirements.
A. Phase One – Written Proposals: Bidders should prepare a written response to the RFP as
outlined. The Anguilla Tourist Board will evaluate written proposals and may select up to three
bidders based on the evaluation of the written proposals for an oral interview.
Evaluation Criteria for Written Proposals:
The following factors are written in order of priority and will form the basis for evaluating
- Proposed plan for product development and growth including tour operator inventory,
travel trade promotions, educational visits, consumer promotions, sales mission and
- Proposed budget.
- Organization structure, experience in market, knowledge of Anguilla’s product and
- Case histories and references.
B. Phase Two – Oral Presentation
The Anguilla Tourist Board will conduct the oral interviews. Interviews will be via phone
conference, lasting approximately 30 minutes; bidders should present their proposal and be
prepared to answer questions from the panel. Each selected vendor should be prepared to make
an oral presentation to demonstrate or describe:
- Previous experience related to the RFP.
- Recommendations for a plan to expand international inventory within market and
increase visitors to Anguilla.
- The working history of the organization/subcontractors; how it developed and is structured.
- Public relations plan to secure and expand media coverage in market.
- The budget as included in the written response to the RFP.
C. Method of Selection: The oral presentation will be evaluated and scored. The Applicant
attaining the highest combined score of the written and oral interview will be selected by the
Anguilla Tourist Board, whose recommendation and notification will occur by July 15, 2012.