Belgium - Marketing services

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Details

Provided by Open Opps
Opportunity closing date
22 April 2020
Opportunity publication date
20 March 2020
Category
79342000
Value of contract
£100k-1m
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Description

ETC intends to commission the development and execution of a digital marketing campaign (also referred to as the project) to a marketing agency (hereinafter referred to as the contractor). The promotional campaign is targeted and must be well-suited for the niche community of travellers whose main motivation to travel to a certain place is to enjoy extraordinary experiences framed around local cultural scenes and lifestyle (contemporary arts, architecture and design, fashion, music, street and performing arts) of small or medium-size urban areas, also referred to as Creative Cities of Europe.This interest connects with the community of City Life Enthusiasts; those who swap landmarks for local life, trade the well-worn path for a secret side street and crave a culture of creative contrast and artistic reinvention. They want to ‘live like a local’ while developing their own creativity and put emphasis on the atmosphere of the places they visit.Within the above interest-based community, the campaign must specifically appeal to affluent (semi-)Free Independent Travellers (FITs) from urban ‘melting pots’ travelling for leisure who are at the dreaming, consideration and/or sharing stage of their travel cycle and help drive them down the path to purchase. There is a particular interest in engaging repeat visitors to Europe as opposed to first-time visitors from long-haul markets.The scope of this project focuses on the promotion of creative industries and contemporary art experiences as well as retail and shopping experiences in Europe as a whole and in Flanders (Belgium), Germany and Poland in particular.These inspiring experiences and stories must appeal to and engage FITs and other members of the interest-based community (B2C) as well as a niche travel trade audience (B2B) from the following markets: China, Canada, Japan and the USA.Note that the above market-mix is tentative and subject to change during project implementation. ETC and its partners reserve the right to modify or remove markets form the current mix. The contractor must have the capacity to implement the project in the current market-mix and their proposal should be built accordingly. In the event of a change in the market-mix during project implementation, the contractor must be able to reallocate resources and adjust deliverables and KPIs within the present scope of the project.This project comprises the three interconnected and indivisible assignments which are described in the following paragraphs:1) Creative and content productionCreative design, development and production of inspiring and engaging editorial and video content. The content must cover a range of experiences that highlight Europe in general and the destinations in focus, in particular around the editorial theme of creative industries and contemporary arts as well as retail and shopping experiences. The content must be developed and edited in the local language, presenting a bespoke and tailored approach for the target interest-based community (B2C) in each market.2) Content distributionDigital distribution and advertisement of the content to B2C target audiences at scale in all key markets.3) Trade (B2B) marketing activityThe contractor must repurpose the content to educate, build destination awareness and drive conversion among key niche travel trade professionals in each of the markets in focus.

Opportunity closing date
22 April 2020
Value of contract
£100k-1m

About the buyer

Address
European Travel Commission/Commission Européenne du Tourisme Rue du Marché aux Herbes 61 Brussels 1000 Belgium
Contact
teodora.marinska@visiteurope.com

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