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TOURISM
MALAYSIA
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MINISTRY
OF TOURISM
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MALAYSIA TOURISM
PROMOTION BOARD
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NOTICE OF
OFFER
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Experienced Public Relations Agency
registered with professional organization is invited to submit offer for the
following:
Tender
will be closed on :
Tender document must be
submitted to the:
Please note that the Board will not
abide to the lowest tenderer or any tender.
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* Effective two weeks from the date of advertisement.
TERMS AND CONDITION OF PRESENTATION
BY THE PARTICIPATING TENDERER
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1. Agencies that have been short listed to
make a presentation will be notified of the date, palace and time by MTPB.
2. Agencies that are selected will adhere
to the schedule set by MTPB and will not entertain any changes or appeal by
agency as to date presentation.
3. Each presentation must be within the
time limit.
4. Agencies may make necessary preparation
in the presentation room within 30 minutes before the presentation time.
5. All expenses for the presentation will
be at no cost to MTPB either directly or indirectly.
6. Agencies are required to present in a
straight – forward manner.
7. Tender Board / Coordination Committee
has the right to accept or reject any proposal / presentation without having to
give any reasons. Coordination Committee
decision is final.
PUBLIC RELATIONS AGENCY – TENDER DOCUMENTS
CONTENTS
- THE COUNTRY
- THE BOARD
- JOB SPECIFICATION AND RESPONSIBILITIES OF THE PUBLIC RELATIONS AND MARKETING AGENCY
- INTERGRATED MARKETING COMMUNICATION, MEDIA COMMUNICATION, PRESS AND PUBLIC RELATIONS
- GENERAL CONSULTATION
- TRADE CONTACTS AND RELATIONS
- DIRECT MAIL AND DATABASE MARKETING
- WEBSITE
- PROMOTIONS
- ADVERTISING
- AD-HOC PROJECTS
- THE SUBMISSION CONDITIONS
- GENERAL
- REPORTING
- ADDENDUM
- APPENDIXES
PUBLIC RELATIONS AND MARKETING AGENCY BRIEF
A. THE COUNTRY
Located in the heart of
Southeast Asia, it comprises of two regions, namely; Peninsular Malaysia and
the states of Sabah and Sarawak on the island
of Borneo separated by the South China Sea. Malaysia is a colorful amalgam of Asia’s major cultures (Malays, Chinese and Indian as well
as rich array of other ethnic races). It
truly reflects the promotional tag line ‘Malaysia Truly Asia’ which had been
adopted by Tourism Malaysia. It is a fascinating land of hospitable and
friendly people, a kaleidoscope of interesting and colorful places, customs,
festivals, arts and delicious cuisine. Malaysia
is indeed a fascinating and diverse country with a rich cultural heritage, many
traditions and natural resources to suit everyone’s desires as a holiday
destination. The country is well endowed
with white sandy beaches, beautiful diving sites, marine parks, cool mountain
resorts, verdant rainforest containing a rich variety of flora and fauna unique
to this part of the world. Malaysia
is also a destination to experience the incredible variety of shopping
opportunities, entertainment, theme parks, adventure and sports in a safe
environment.
B. THE BOARD
Malaysia Tourism Promotion Board or
Tourism Malaysia
is a statutory body under the Ministry of Tourism, established under the
Malaysia Tourism Promotion Board Act 1992.
The objective is to promote Malaysia as a leading and an
outstanding tourist destination. Through
its activities, it is aimed at attracting the world’s attention to the splendor
and beauty that is uniquely Malaysia with the main objective to increasing the
flow of tourist traffic to Malaysia, extending the average length of stay and
increasing the foreign exchange earnings.
Tourism Malaysia is headed by the Director
General (DG) and two Deputies Director General (DDG).
It is structured in to 11 Divisions
which co-ordinate the promotional and marketing activities respectively.
Mission Statement
“Marketing
Malaysia
as a destination of excellence and to make the tourism industry a major
contributor to the socio-economic development of the nation”
The main functions of Tourism Malaysia
are listed as follows: -
a)
To
stimulate and promote tourism to and within Malaysia;
b)
To
stimulate, promote and market Malaysia
as a tourism destination;
c)
To
co-ordinate any tourism related marketing or promotional activities conducted
by any Government department and agencies and organizations;
d)
To
make recommendations as to the methods, measures and programmes to be adopted
to facilitate and stimulate the development and promotion of the tourism
industry in Malaysia.
In line with its function as a
promotional organization, the following objectives have been drawn up: -
a)
To
increase foreign tourist arrivals;
b)
To
extend the average length of stay of tourists and increase revenue from
tourism;
c)
To
stimulate the growth of domestic tourism;
d)
To
increase benefits from the Meetings, Incentives, Conventions and Exhibitions
market (MICE).
For more information about Tourism Malaysia and Malaysia please visit www.tourismmalaysia.gov.my
C. JOB
SPECIFICATION OF THE MARKETING AND PUBLIC RELATIONS AGENCY
The agency shall, at the commencement of each
promotional year, assist Tourism Malaysia
in establishing future marketing objectives, taking into account any new
developments in the market and the opportunities they present for Malaysia’s
tourism industry which include incentive and convention businesses.
The
agency shall be responsible for the Russia and CIS market.
D. ANNUAL
INTERGRATED MARKETING PROGRAMME
The agency shall,
i)
assist
in drawing up and formulate the annual marketing programme within one month
from the date of appointment for Tourism Malaysia which is likely to achieve
the established marketing objectives mentioned above;
ii)
advise
on market trend and performance;
iii)
provide
comprehensive intelligence report on the trend performance and situation of the
travel market plus actions to deal with;
iv)
implement
specific marketing programme identified and approved by Tourism Malaysia.
v)
Provide
power point presentation and talking points for General Market Promotion, MICE
promotion and etc as and when required.
E. INTERGRATED
MARKETING COMMUNICATIONS, MEDIA COMMUNICATION, PRESS AND PUBLIC RELATIONS
The
Agency shall,
i)
undertake
public relation activities that may be necessary or as requested by Tourism Malaysia
incorporating such as specific projects approved in the marketing programme;
these activities include: -
a)
online
newsroom and public relations
b)
crisis
management
c)
brand
communication
d)
website
public relations
e)
public
relation control
ii)
assist
Tourism Malaysia
in press relations, event, product and destination publicity, corporate
publicity, lobbying and counseling;
iii)
organizing
seminar, workshop and event at travel related agencies and companies, leading
institutions, schools, community centers, association and MICE related.
iv)
provide
contacts and arrange introduction to important trade journalists and travel
writers;
v)
Submit
regular releases/features to tour operators, agents, trade and consumer media,
MICE planners and organisers, airlines and opinion leaders at a minimum of 12
releases/features a year;
vi)
arrange
public relations coverage for all Tourism Malaysia’s promotional activities;
vii)
assist
in organizing selected press visits to Malaysia and develop feature
articles in consumer and trade press.
Copies of the feature articles (original) to be submitted to Tourism Malaysia
using specific format;
viii)
negotiate
and co-ordinate for television companies and film producers to do location
shooting and produce popular television documentaries, video films and feature
films on Malaysia; 2 copies of the develop materials are to be submitted to
Tourism Malaysia.
ix)
assist
Tourism Malaysia
in securing and organizing press conferences and arranging meetings with
representatives of the media at any time;
x)
arrange
for interviews and to draft speeches and messages as and when required;
xi)
assist
and plan special assignments or PR projects as and when requested by Tourism Malaysia;
xii)
provide
advice and counseling on critical issues and crisis which may affect tourist
arrivals and Malaysia’s
image;
xiii)
help
counter any adverse publicity related to tourism to Malaysia;
xiv)
submit
weekly business review consist of trends, competitors activities,
airlines/aviation development crisis, trade publicity, politics development and
articles on Malaysia;
xv)
submit
special report as and when required by the client;
xvi)
arrange
fam trip for media and agents;
xvii)
establish
good working relationship with airlines especially for the purpose of fam trip
and marketing purposes;
F. GENERAL
CONSULTATION
The Agency shall make available to
Tourism Malaysia
at all times its executives, to advise on any promotional projects and to
attend regular meetings and be available for important discussions as and
when required.
G. TRADE
CONTACTS AND RELATIONS
The Agency shall provide contacts and
arrange introductions to important travel organizations in the market such as
tour operators, group and incentive travel organizations, convention
organizers, transportation companies and those related to tour and travel
industries in the market. For this, the
agency is required to provide Tourism Malaysia with up to date full
details of trade contacts including name, position, company address, telephone,
fax and email addresses.
H. DIRECT
MAIL AND DATABASE MARKETING
The
Agency shall,
i)
compile
and update mailing lists for Tourism Malaysia’s direct mail campaign
comprising of travel trade
ii)
advise
Tourism Malaysia
on the suitability of the mail shots for the country
iii)
establish
the most effective system of distribution
I. WEBSITE
The Agency shall,
i)
Advise
the Client on the most effective method to enable Tourism Malaysia’s website to be among the
most interactive in the market
ii)
This
is inclusive of continuous maintaining and upgrading of Tourism Malaysia
website
iii)
The
Agency is required to maintain and project the image to the Client’s interest
by continuous maintenance of MTPB or Tourism Malaysia’s website and to use this
medium as a promotional tool in synergy with other resources available.
J. PROMOTIONS
The
Agency shall,
i)
advise
Tourism Malaysia
on the styles and contents of promotions best suited to each segment of the
market such as consumer, trade or media
ii)
determine
for Tourism Malaysia
the appropriate times and location for promotions in the market segment.
iii)
assist
Tourism Malaysia
with invitation lists for promotions, organizing, RSVP and related activities.
iv)
advise
Tourism Malaysia
on any obvious feedback existing in respect of brochures, posters, displays,
films, audio-visuals, transparencies and any other promotional items in the
country.
v)
assist
Tourism Malaysia
with the production of news materials as required.
vi)
subject
to the approval of Tourism Malaysia,
arrange a variety of visual opportunities and documentaries for distribution
through cinema, electronic media, IT and online medium/website.
vii)
advise
Tourism Malaysia
on new trade, consumer and niche market shows and events.
K. ADVERTISING
The Agency shall,
a)
propose
to the Client with the annual advertising recommendations.
i)
The
Agency agrees that the terms ‘Public Relations’ and ‘Marketing Consultant’ in
addition to the factors abovementioned imply that the Agency is required to
monitor the Media so as to maintain and project the image beneficial to the
Board’s interests and undertakes to so act which includes rebuttal of adverse
publicity on Malaysia in the mass media where the effects of such adverse
publicity is to be minimized. This is
inclusive of continuous maintaining and upgrading of MTPB & Tourism
Malaysia website.
L. AD-HOC
PROJECTS
a)
The
Agency shall agree to undertake ad-hoc projects not included in the schedule of
responsibilities as mentioned hereinabove as and when required by the
client.
b)
The
Client agrees to pay the agency for ad-hoc projects undertaken upon written
approval by the client on the proposal submitted.
M. THE
SUBMISSION CONDITIONS
The
Agency is required to submit the followings: -
i)
A
certified true copy of certificate of the company formation registration with
the relevant local authority and affiliations.
ii)
List
of experience in tourism activities with supporting documents.
iii)
Agency’s
profile inclusive of qualified manpower.
Please provide organization chart and communication channels/decision
making channel.
iv)
The
company executive planning on “how to promote Malaysia”
in Russia
and CIS countries (2 separate summary) of not more than 10 pages.
v)
Biodata
and personal profile of company’s management (Chief Executive Officer/Managing
Director/General Manager) and project team (i.e. project manager, copy writer,
editor etc.) with photo.
vi)
Case
study on how to deal with crisis, VIP media interview and organizing roadshow
for Malaysia
(3 pages).
vii)
Membership
in Russia
and CIS travel trade associations, government bodies, airlines etc, if any.
viii)
Fee
structure and Terms of Payment
N. GENERAL
i)
The
Agency is required to maintain and project the image to Tourism Malaysia’s
interests and the Agency undertakes to do so.
ii)
Preference
shall be given to agencies that have experience in tourism promotion or tourism
related activities in Russia
and CIS market.
iii)
Short-listed
agencies are requested to present their proposals to a Selection Committee at
their own expense.
O. REPORTING
i)
The
Agency is required to submit to Tourism Malaysia: -
a)
monthly
activity report
b)
travel
articles on Malaysia
c)
non
travel articles/features on Malaysia
d)
Electronic
media coverage on Malaysia
i.e. advertisement, documentary etc.
e)
Annual
Report
f)
Photograph/video
regarding Malaysia
g)
Weekly
contact report
P. ADDENDUM
I. FOCUSSED MEDIA COMMUNICATION AND MARKETING STRATEGIES
Objectives:-
i) To position Malaysia as premier holiday destination using the
Tagline “Malaysia
Truly Asia”
ii) To
promote Malaysia
as a preferred holiday destination
ii) To increase the level of awareness of Malaysia in Russia and the CIS markets
iii) To increase the visibility of Malaysia as holiday destination in Russia and the CIS Markets
iv) To strengthen the image of Malaysia as multi-racial, multi-cultural
and modern society but preserve its culture and heritage
v)
To identify targets groups according to the preferences of travel
to
Malaysia / tropical countries
vi)
To build up a strong network and rapport with the present large
and medium sized tour operators packaging holidays to Malaysia
vii) To increase the number of large and medium sized tour operators packaging holidays to Malaysia
viii) To formulate strategies to educate the travel agents (front liners)
on the product Malaysia
ix) To advise, formulate and implement plans during crisis situations
II. BUDGET ALLOCATIONS
The Budget allocations for the PR and Marketing Agency will be defined into 3 categories:-
i)
Retainer Fee on a monthly basis (please state the main areas of
responsibilities for retainer fee)
ii)
Out of pocket expenses
iii)
Project based costs
The agency is requested to submit an
outline budget based on the above categories: The budget requirement must
commensurate with achieving the objectives set up as above.
Q. APPENDIXES
Appendix
A – Instructions to Tenderers
Appendix
B – Termination of Contract
Appendix
C – Loyalty to Client
APPENDIX A
(INSTRUCTIONS TO TENDERERS)
All
proposals should include a report covering Russia and CIS market outbound
travel market taking into account the following: -
1. Economic indicators, outlook and trends
2. Market - Description
-
Overall
pattern
-
Travel
Trends
-
Segmentation
-
Potential
for Malaysia
3. Airlines
frequency and seat capacity into Malaysia vis a vis other Asean
Countries.
4. Malaysia’s position in the
market-its strengths and weaknesses.
5. Recommended marketing programs
- Advertising
– media, frequency etc.
- Public
relations activities
- Promotional
Activities
- Website
maintenance
APPENDIX B
TERMINATION OF AGREEMENT
1. Termination by the Client
a) Default of the Agency:
In
the event the Agency without reasonable cause:-
i)
Suspends
the services and fails to proceed regularly and diligently with the performance
of its obligations under this Agreement;
ii)
Fails
to execute the services in accordance with this Agreement or persistently
neglects to carry out its obligations under the Agreement;
iii)
Defaults
in performing the duties under this Agreement; or
iv)
Breaches
any of its obligations or fail to comply with any other terms and conditions of
this Agreement, then the client shall give notice in writing to the Agency
specifying the default and requiring the Agency undertake a
reasonable/satisfactory remedy such default within (30) days after the date of
the notice. If the Agency fails to
remedy the relevant default within such period or such other period as may be
determined by the Client, the Client shall have the right to terminate this
Agreement at any time thereafter by giving notice to that effect.
c)
General
Default
If
at any time during the contract period –
i)
An
order is made or a resolution is passed for the winding-up of the Agency,
except for the purpose of reconstruction or amalgamation not involving the
realization of assets in which the interest of creditors are protected.
ii)
The
Agency goes into liquidation or a receiver is appointed over the assets of the
agency or the Agency makes an assignment for the benefit of or enters into
arrangement or composition with its creditors or stops payment or is unable to
pay its debts: or
iii)
Execution
is levied against a substantial portion of the Agency’s assets, unless it has
instituted proceedings in good faith to set aside such execution, then the
Client shall have the right to terminate this Agreement forthwith by giving
notice to that effect.
d)
Consequences
of termination by Client:
Upon termination of this Agreement
under Clause 11.1 (a) or 11.1 (b)
i)
The
power and rights granted by and the obligations in this Agreement shall
terminate immediately
The agency shall:-
(A)
forthwith
cease all the services
(B)
Submit
to the client the detailed reports of the cost of the services and other
payments which has become due and owing from the Client prior to the
termination for verification and approval by the Client
(C)
Terminate
all third party contracts entered into by the Agency in respect of carrying out
the services.
The Client shall:-
(A)
Claim
against the Agency for any losses and damages suffered as a result of the
termination of this Agreement; and
(B)
Be
entitled to appoint Agency to perform the services and the Agency shall pay to
the client all costs and expenses which would have been paid to the Agency to
complete the services had this Agreement not been terminated.
PROVIDE ALWAYS that the termination shall not affect or prejudice
the rights of any party which have accrued prior to the date of termination of
this Agreement shall continue even after the termination of this Agreement in
respect of any act, deed, matter or thing happening prior to such termination
of this Agreement.
2. Termination by the Agency
(a) Default
by the Client;
i) If
the client without reasonable cause fails to perform or fulfill any of its obligations which adversely affects the
Agency’s obligations under this
Agreement, then the Agency may give notice in writing to the Client shall remedy the relevant default within thirty
(30) days after receipt of such
notice or such other extended period as agreed
by the Parties.
ii) If the Client fails to remedy the
relevant default within such period or
such other extended period as agreed by the parties, the client shall be entitled to
terminate this Agreement at any time by giving notice
to that effect.
b) Consequences
of Termination by the Agency:
Upon such termination, the Agency shall
accept the following undertaking by the Client as full and complete settlement
of all claims for payment under of arising out of this Agreement:
i) The
Client shall pay the Agency all monies due and payable to the Agreement and which have not been paid
provided that the client shall be
entitled to deduct such sum due to the Client from the Agency under this Agreement; and
ii) The
Agency shall cease to supply the services to the Client.
3. Termination on Malaysia national interest
i) Notwithstanding
any provision of the Agreement, the Client may terminate
this Agreement by giving not less than thirty (30) days notice to that effect to the Agency (without any obligation to
give any reason thereof) if it
considers that such termination is necessary
for Malaysia national interest, in the interest of national security or for the purposes of
Government public policy.
ii)
For
the purposes of this Clause, what constitutes “national interest”, “interest of
national security”, Malaysia Government policy” and “public policy” shall be
solely made and determined by the Government of Malaysia and such determination
shall for all intent and purposes be final and conclusive and shall not be open
to any challenge whatsoever.
4.
Notice
Termination of this agreement requires
three (3) months notice by either party.
Any notice required be given hereunder shall sufficiently be given to
the Agency if forwarded by registered post, recorded delivery service, email or
facsimile to the last known postal or email address of the Agency or its last
known facsimile number and shall be sufficiently given to the Client if
similarly forwarded to its registered office.
APPENDIX C
LOYALTY TO CLIENT
1. The Agency undertakes that it shall act
loyally and faithfully to the Client and shall act in such a manner as they reasonably
consider to be most beneficial to the Client’s interest.
2. The Agency shall continuously maintain
and project an image not detrimental to client’s interests.
3. The Agency undertakes that it shall not
act for any other party which could conflict with the interests of the Client.
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