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Museumsuferfest 2019



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. This sponsorship
includes branding exposure for its It’s More Fun in the Philippines campaign,
a feature of Filipino cultures and heritage when it comes to its various local
fiestas, and other fun activities.
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. Generate Theme for this year’s participation at the

b. 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 and/or event launch 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
publications and outfits, 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 in
areas outside Hessen, further to discussions and agreements

c. 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 and production of a post-
Museumsuferfest video to be launched on YouTube, Instagram,
and other social media platforms

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

d. 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 the
Hessen region, with relevant contacts in the media and travel
industry, and able to facilitate the requirements and deliverables as
stipulated above

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


1. The selected agency shall be subject to assessment by the DOT
Frankfurt as to the effectiveness of any part or phase of the campaign
launched. The DOT Frankfurt reserves the right to terminate the
services of the winning bidder should any part of the deliverables be

2. Subject to the assessment by the DOT Frankfurt as to the
performance of the creative agency for its implementation of the
campaign, the services of the selected creative agency may be recontracted
by DOT Frankfurt to implement supplemental programs,
subject to additional budgets and a separate agreement.

3. Any excess remuneration or compensation in the form of rebate from
production and media suppliers following the industry practice of
compensating services of an agency shall be negotiated by the
winning agency, and credited by the supplier in favor of the DOT
Frankfurt in the form of additional promotional materials and/or
extended media or PR placements, in order to maximize the effect and
benefit of the campaign.


July 11, 2019: Submission of bid proposals, inclusive of publicity requirements according to these Terms of Reference, and mandatory legal documents

July 12, 2019: Selection of the DOT Frankfurt office of the winning PR Agency assigned to handle the publicity activities for the Philippines in line with its participation at the Museumsuferfest.

July 15, 2019: 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 on the winning bidder’s original proposal

July 16, 2019: 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 23 to 25: Museumsuferfest proper

Sept 16, 2019: Submission of post-event report


• The total budget allocation for the project is €25,000.00 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.
• 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