People’s Republic of China Request for Proposal (RFP)
April 8 through August 9, 2008 Program Description The purpose of this Request for Proposal (RFP) was to seek year-round travel trade and public relations representation in the China to publicize California as a desirable travel destination to consumers and the travel trade. The contractor will develop programs to communicate and educate the travel trade and media about the California travel product. Additionally, the selected agency will coordinate and execute key strategic programs and directives aimed at consumers. In 2006, the People’s Republic of China (China) was California’s eighth largest international market with 264,000 (+44%) in visitation and $555 million in spending. California’s market share of visitation from China to the United States was 61% with a an average trip spend of $2,270, ranking it the number one among international visitor markets. In June 2008, the United States and the People’s Republic of China government are expected to implement a historic bilateral agreement that will allow the promotion and sale of leisure visitor packages to the United States. Indications are that this will result in a continued increase in international visitors from this important overseas market. The term of this project shall be from July 1, 2008, through June 30, 2009. The budget will be prorated based on the annual contract amount. This project may be extended at the Commission’s discretion through an addendum signed by the selected bidder and the Commission. Such an amendment shall include a revised Scope of Work and Budget if the parameters of these documents change. CTTC will initially fund the representation contract, with a minimum annual budget not to exceed U.S. $500,00 for coop/promotions, technology, communications/public relations, travel trade and research. This figure is based on out-of-pocket costs, reimbursements, and service fees, with a ceiling on the total contract amount. In the future, this funding may be supplemented by private sector tourism companies. Proposal should be developed using a budget not to exceed U.S. $500,000.
Scoring Committee Scoring Committee excluding CTTC Staff: Jon Handlery Senior Vice President and General Manager Handlery Union Square Hotel (CTTC International Marketing Chair) Patti MacJennett Senior Vice President Marketing LA INC. (International Marketing Committee Member) Deborah Reinow Vice President – Tourism San Francisco Convention & Visitors Bureau (International Marketing Committee Member) Target Audience Full representation in market travel trade and public relations agencies operating as staff according to CTTC HQ directives. Staff Functions • • • • • • • • • • • • Manage Staff Manage Budgets Facilitate Research Gather Market Intelligence Build Industry Relationships Attend Trade Shows Conduct Presentations Facilitate FAM Tours Distribute Collateral/e-Newsletters Identify/Execute Marketing Opportunities Manager Website/Content Build/Manager Databases
Objectives & Reach • • • • • • • Proposal Released Written Questions Due Submit Letter of Intent to Bid Answers to Written Questions Proposal Due Date Proposal Distributed to Scoring Committee Round 1 Review Proposals April 8, 2008 April 22, 2008 April 22, 2008 April 29, 2008 May 20, 2008 June 17, 2008 June 24, 2008
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Announce Agencies to be Interviewed Round 2 Oral Interviews oral The Commission Awards Contract Contract in Place
July 1, 2008 July 21 – July 25, 2008 July 29, 2008 August 19, 2008
Results & Accomplishments • 9 Letters of Intent to Bid Submitted 1. AVIAREPS Marketing Garden 2. Beijing Tinselbird Advertising 3. Edleman Digital 4. The Estorino Group 5. Expo and Convention Promotion 6. i2i Group Beijing 7. New Times International 8. RMCG 9. Travel Link Marketing Proposals Received 1. TBD 2. TBD 3. TBD 4. TBD 5. TBD 6. TBD 7. TBD 8. TBD Agencies to Interview (3 to 5 Agencies) 1. TBD 2. TBD 3. TBD 4. TBD 5. TBD Announcement of Selected Agency of Record 1. TBD
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Program Contact(s) Matthew Boone International Marketing Director – Asia Pacific 916.319.5429 mboone@visitcalifornia.com