Germany - Advertising and marketing services

Description

The German Wine Institute (DWI) is looking for an agency/Service Provider for the years 2021-2026 in Poland to develop, maintain and execute public relations and marketing activities in line with the goals set forth in the German Wine Institute´s marketing strategy.The aims of the marketing programme include raising consumers´interest in German Wines in Poland and increasing and consolidating sales of German wine products. For these purposes, the service provider must have an excellent network of contacts in Poland, particularly with regard to the beverage/wine trade, gastronomy and the media.
The service provider shall perform the tasks specified in tender specifications of the tender documents.In particular, the service provider shall perform the following tasks:1) Basic services:— general information service and correspondence• in a fully equipped and staffed office during normal business hours in Poland• particularly regarding exporters, importers, specialist retailers, catering trade, media and consumers.• consulting service for German wine and sparkling wine producers for entering the Polish market.• creation and maintenance of a network of important and relevant contacts and multipliers in Poland in order to perform these responsibilities.— public relations• continuous monitoring of the Polish media landscape• expert point of contact for media representatives• quarterly summary of current media clippings (TV, print and internet)• reports on the current situation and changes in politics and the wine sector• creation and distribution of press releases• creation and distribution of information publications• invitation of journalist and trade delegations to Germany, provide background information, book travel and implement a questionnaire after travel.— retail trade/catering trade/importers/wine market• identifying market potentials, concrete needs and opportunities for cooperation for German wine and sparkling wine producers• continuous compilation and updating of lists of Polish wine dealers, importers, distributors, supermarkets, top hotels and selected restaurants (including contact person for wine procurement)• adaptation of existing promotional material• distribution and shipment of promotional materials• selection and invitations of potential participants at multi-national information trips to the German wine-growing regions.— statistics/market research/marketing strategy for Poland• development of an appropriate marketing strategy for the generic marketing of the Wines of Germany office in Poland corresponding to the market situation and in line with the general strategy of DWI• transmission of statistics/ market research• continuous transmission of statistics in relation to the use of social media (number of followers, etc.)• quarterly report on activities’ progress and media evaluation.— other services• cellarage of wines• storage of POS material• attendance of an annual meeting of all Wines of Germany offices in Germany by the Chief Executive/Head of Campaign (about 6 days).— website maintenance• maintenance, updating and further development of the existing website www.winaniemieckie.pl. This includes the planning and creation of digital content (Content Management) on a weekly basis, including the creation of new content at least once a week, all in line with the CI and CD of Wines of Germany. Content Management shall be provided by the Service Provider as part of the DWI's existing Open Source Typo3 Content Management System (CMS). The DWI will provide the Service Provider with the necessary access to the CMS.— Internet and social media• content creation and maintenance of all relevant social media networks (e.g. Instagram, Facebook, video channels, etc.). Social media channels must be updated at least once a week with unique content containing added value.2) Additional services:Upon separate request by the DWI, the service provider shall also perform the following tasks as additional services. These additional services will be put forward based on the DWI’s general strategy and may vary from year to year depending on budgets defined for the Polish market:— media relations/trips to Germany• invitations to, travel arrangements for and possibly accompanying of information trips for Polish media, sommeliers, importers and retailers to the wine-growing regions of Germany.— special press conferences in relation to current events• selection of journalists, invitation, preparation of information packs and search for venues, hosting of the conference and provision of support to DWI in discussions with media representatives.— other marketing activities• The service provider shall carry out further marketing activities determined by the contracting entity in order to increase interest in and sales of German wines. The service provider shall also carry out generic promotion activities (for example Regulation (EU) No 1144/2014 of 22 October 2014.) upon consultation with the contracting entity, which may be co-financed by the European Union and/or other national structural funding. Those generic promotion programmes may include marketing activities for other eligible agricultural products, which then will also be marketed by the service provider within the scope of these promotional programmes.— events/fairs/presentations• organisation of Events for the media, sommeliers, beverage retailers, restaurateurs, consumers, etc. upon suggestion by the service provider. The theme, the venue and, if necessary, the German wines to be presented at the venue shall be agreed on with the contracting entity beforehand. The service provider shall undertake the promotion, planning and implementation of accompanying online communication measures, organisation and management of the event, including the provision of translation services, if necessary.

Opportunity closing date

29 September 2020

Value of contract

£100k-1m