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Museumsuferfest 2017



Development of a Public Relations (PR) program and campaign to ensure
maximum and relevant exposure and positive publicity of the Philippines as a
premier tourism destination, revolving around the country’s participation in this
year’s Museumsuferfest celebration in Frankfurt, Germany


In an effort to boost consumer awareness for travel to the Philippines, the
Philippine Department of Tourism (DOT) will be co-sponsoring the Frankfurt
Musikbühne stage during this year’s Museumsuferfest, which includes
branding exposure for its It’s More Fun in the Philippines campaign and a
feature of Filipino talents. Fun Filipino activities will also be conducted
throughout the three days, which will allow participants to experience a
glimpse of the fun in the Philippines.
This effort is being undertaken as a way to generate positive publicity for the
Philippines, and gain maximum exposure for the country as a premier tourism

III. Objective

• An integrated and comprehensive Public Relations (PR) program and
campaign are needed to generate positive publicity for the Philippines
particularly in the Hessen region, hinging on its participation in this year’s
Museumsuferfest. This PR campaign must ensure maximum exposure for
the country, including display in relevant and high impact traditional,
digital, and social media platforms before, during, and after the

• These Public Relations activities shall project the Philippines as a
premiere tourism destination, in conjunction with its It’s More Fun in the
Philippines campaign.


a. Publicity generation: arrange for various press coverage
before, during, and after the Museumsuferfest highlighting the
Philippines as a premier travel destination

This includes:

- Developing an integrated PR plan/program, indicating the target
levels of reach/impact, and other forms of measurement that will
reflect how an increase in awareness on the Philippines as a
premier travel destination will be achieved throughout this

- Identifying media publications and outfits with a wide reach and
high relevance particularly for audiences in the Hessen region,
covering traditional, digital, and social media platforms

- Organizing a roundtable discussion with relevant and influential
bloggers, journalists, and various media platforms in Germany,
particularly catering to audiences in the Hessen region

- Developing content appropriate for each identified media
publication and outfit, consistently projecting a positive
perception of the Philippines and communicating the fun in the
Philippines, and ultimately promoting the country as a young,
dynamic, and premiere tourism destination

- Handling high-quality and premium graphic design of
promotional materials that will be released and used throughout
the duration of the campaign

- Generating official Press Releases before, during and after the
Museumsuferfest and whenever deemed necessary, and
securing approval for the same before disseminating to an
extensive media contacts list with high reach for consumers in
the Hessen region

- Arranging for media interviews and press coverage of the
Philippine participation in this year’s Museumsuferfest
- Suggesting creative ways to maximize the Philippines’
participation in the Museumsuferfest, as a way of increasing
consumer interest for the brand

- Arranging for publicity coverage in relevant media platforms
focused on the areas of Hamburg, Münich, Düsseldorf, Stuttgart,
and other identified areas further to discussions and agreements

b. Management of the Philippines’ Performances in the Frankfurt
Musikbühne during the Museumsuferfest

- Management of the Philippines’ special guests including
members of the travel industry, travel writers, and other
influencers who may be able to generate interest for the brand.
This includes inviting the guests to the event, coordinating for
their attendance before and during the event, and handling the
guests during the event

- Securing photographer/s and/or videographer/s to ensure
appropriate coverage for the event

- Facilitation of the program of the Philippines, including all
opportunities that allow for publicity for the brand

c. Generation of a comprehensive post-event report, reflecting media
mileage gained and copies of the published articles / media exposure
on the Philippines


a. Full service PR agency operating in Germany and preferably in
Frankfurt, with relevant contacts in the media and travel industry, and
able to facilitate the requirements and deliverables as stipulated

b. Dedicated Account Manager and Account Director to oversee the
project and coordinate with the DOT with respect to the execution and
implementation of the campaign

c. Presentation of similar projects previously undertaken, particularly in
the Hessen region. If not available, please present case studies of
projects undertaken in Germany


July 3, 2017: Submission of bid proposals, inclusive of publicity
requirements according to these Terms of Reference,
and mandatory legal documents

July 4, 2017: Selection of the DOT Frankfurt office and the Tourism
Promotions Board (TPB) of the winning PR Agency
assigned to handle the publicity activities for the
Philippines in line with its participation at the

July 6, 2017: Submission of revised PR and communications plan,
including firmed up proposals on how to implement each
aspect of the PR plan, timelines, and schedule of
appointments, based on the DOT-Frankfurt Office and
TPB’s feedback on the winning bidder’s original proposal

July 10, 2017: Coordination for the full implementation of the PR plan,
including special media and consumer activities that will
be implemented before and during the Museumsuferfest

Aug 25 to 27: Museumsuferfest proper

Sept 15, 2017: Submission of post-event report


• The total budget allocation for the project is €40,000.00 inclusive of
taxes and other applicable fees, including but not limited to PR
agency fees, operational expenses, press coverage fees,
production fees, documentation costs, among others. The financial
proposal should allow for modifications in accordance with the
needs and requirements of the end user.

• Interested bidders must present a budget breakdown in their
proposal, indicating the components of their proposed budget.


• Signed Terms of Reference (all pages should be initialed)
• Company registration documents and appropriate licenses
• Latest Tax clearance
• Company portfolio containing similar projects previously undertaken in
the past 5 years.

The winning bid shall be determined based on the proposal with the most
advantageous financial packaged cost, provided that the amount of the bid
does not exceed the established total budget for the project.


Compliant with the procedures of the Philippine Government

Required supporting documents for payment:

• Original copy of contract
• Original copy of invoice following signed contract
• 50% balance 30 days upon receipt of invoice
• Remaining 50% balance upon completion of the scope/deliverables


Anabelle Gaye Apostol
Operations Officer
Philippine Department of Tourism – Frankfurt