ANGUILLA TOURIST BOARD
REQUEST FOR PROPOSAL
FOR
MARKETING & PROMOTIONS AGENCY
PUERTO RICO & LATIN AMERICA
AUGUST 1, 2012- JULY 31, 2013
Release Date:
MAY28, 2012
Deadline for Submissions
16:00, JUNE28, 2012
Introduction
The Anguilla Tourist Board (ATB) invites interested vendor(s) to submit proposals for a Marketing & Promotions Agency for the period August 1, 2012 to July 31, 2013.
Background
The Anguilla Tourist Board is a statutory body comprising of members drawn from the private sector. There are six directors under the leadership of the Chairman of the Board, all of whom are involved in some aspect of the hospitality and tourism industry. Members of the Board are elected by the Minister of Tourism for a term of two years in the first instance, with a right of renewal for up to 3 terms. As an entity, the Anguilla Tourist Board holds direct responsibility for the development and management of the island’s tourism industry, and is charged under the Tourist Board Act of 2000 with the encouragement, promotion and development of tourist travel; the encouragement, promotion and development of adequate and efficient tourist services; and the establishment, maintenance and improvement of high standards of product and service quality in the tourism sector. Working in tandem with its overseas Market Representatives in the United States of America, United Kingdom, Italy, Germany, Latin America and Puerto Rico, the Board promotes Anguilla as the Caribbean’s premier, exclusive, quality destination experience.
Intention to submit proposal
To ensure you are apprised of any additional information as may be provided, please
confirm your intention to submit a proposal upon receipt of this RFP. As detailed below in Questions and Submission, proposals and questions must besubmitted to:
Candis A. Niles
The Anguilla Tourist Board
Coronation Avenue
The Valley
Anguilla
AI 2640
Email:
Section1 – Administrative Requirements
1.1 Scope of the RFP/Basis for Award
The purpose of this Request for Proposals (RFP) is to solicit proposals to establish a contract
with an organization experienced in providing high quality international marketing inPuerto Rico and Latin America. An evaluation will be conducted, and award will be made to theCompany whose proposal is determined to be most advantageous to the Board considering the evaluationfactors set forth in Section 6 below.
1.2 Term of the Contract
This RFP will result in one multiple year contract for periods not to exceed four years. The
initial contract will be effective upon approval by the Anguilla Tourist Board for one year. The contract maybe renewed for three additional one-year periods, at the sole discretion of the Anguilla TouristBoard,contingent upon contractual requirements being satisfied and funds being appropriated, budgeted, andotherwise made available.
There will be one primary contractor to fulfill the duties of the contract. The prime contractor cansubcontract any aspect of the work, but the prime contractor will be the contact point for all aspects ofthe contract.
1.3 Inquiries
Applicants may make email, written or fax inquiries concerning this RFP to obtain clarification ofrequirements. No inquiries will be accepted after the date and time indicated in the Schedule ofActivities. The Anguilla Tourist Board prefers that all inquiries be sent by electronic mail with theRFP reference in the subject line to:.
RFP Reference: RFP- ATB – INTL –Puerto Rico/Latin America.
Address written inquiries to the address given above : Attn: Candis A. Niles, Director of Tourism. Responses to Applicant’s inquiries (if required) will be submitted in writing in a timely manner. Applicants should not rely on any other statements, either written or oral, that alter any specification orother term or condition of the RFP during the open solicitation period. Applicants should notcontact any other national office or individual regarding this RFP or this contract.
1.4 News Releases
News releases pertaining to this RFP shall NOT be made prior to execution of the contract
without prior written approval by the Anguilla Tourist Board.
1.5 Proposal Submission/Copies
Detailed instructions on proposal preparation and submission are in Sections 5 and 6. It is the
responsibility of the Applicant to ensure that the Anguilla TouristBoard receives the proposal on orbefore the proposal opening date and time, regardless of the delivery method used.
1.6 Proprietary/Confidential Information
Any restrictions of the use or inspection of material contained within the proposal shall be clearly statedin the proposal itself. Written requests for confidentiality shall be submitted by the Applicant with theproposal. The Applicant must state specifically what elements of the proposal are to be consideredconfidential/proprietary and must state the statutory basis for the request. Confidential/Proprietary information must be readilyidentified, marked and separated/packaged from the rest of the proposal. Co-mingling ofconfidential/proprietary and other information is not acceptable. Neither a proposal, in its entirety, norproposal price information will be considered confidential and proprietary. Any information that will beincluded in any resulting contract cannot be considered confidential.The Anguilla Tourist Board will make a written determination as to the apparent validity of any writtenrequest for confidentiality. In the event the Anguilla Tourist Board does not concur with the Applicant’srequest for confidentiality, the written determination will be sent to the Applicant.
Applicant(s) acknowledge that they may come into contact with confidential information about the Anguilla Tourist Board in connection with any resulting contract or in connection with the
performance of its obligations under any resulting contract. The awarded Applicant shall keep suchrecords and information confidential and shall comply with specific statutory citations (if any) and alllaws and regulations concerning the confidentiality of such records. The awarded Applicant shall notify its employees that they aresubject to the confidentiality requirements as set forth above, and shall provide each employee with awritten explanation of the confidentiality requirement before the employee is permitted access toconfidential data. Awarded Applicant shall provide and maintain a secure environment that ensuresconfidentiality. The confidentiality of all information will be respected and no confidential informationshall be distributed or sold to any third party nor used by awarded Applicant or it’s assignees and/orsubcontractors in any way except as authorized by this contract. Confidential information shall not beretained in any files or otherwise by awarded Applicant. Disclosure of such information may be causefor legal action against the awarded Applicant. Defense of any such action shall be the soleresponsibility of the awarded Applicant. Unless directed otherwise, awarded Applicant is required tokeep all national information in a secure, confidential manner.
1.7 RFP Response Material Ownership
The Anguilla Tourist Board has the right to retain the original proposal and RFP response
materials for its files. As such, The Anguilla Tourist Board may retain or dispose of all copies as is lawfullydeemed appropriate. Proposal materials may be reviewed by any person after the "Notice of Intent toMake an Award" letter(s) has/have been issued. The Anguilla Tourist Board has the right to use any or allinformation/material presented in reply to the RFP, subject to limitations outlined in clause (1.6),Proprietary/Confidential Information. The Applicant expressly agrees that The Anguilla Tourist Board may use the materials forall lawful purposes, including the right to reproduce copies of the material submitted for purposesof evaluation, and to make the information available to the public if so required.
1.8 Acceptance of Proposal Content
The contents of the proposal and the terms of this request for proposals will become
contractual obligations of the successful Applicant.
1.9 Proposal Prices and Payment Schedule
Payments will be based on deliverables as outlined in the resulting contract. It is anticipated that
payments may be made on a monthly basis after receipt and approval of awarded vendor’s invoice and accompanying support documentation.No payment shall be made until after the contract hasbeen negotiated and properly executed.
1.10 Selection of Successful Proposal and Notice of Intent to Award
The Anguilla Tourist Board reserves the right to make an award on receipt of initial proposals, so Applicants areencouraged to submit their most favorable proposal at the time established for receipt of proposals. Applicants not meeting the requirements identified in the RFP shall be ineligible for furtherconsideration. The Anguilla Tourist Board may conduct discussions with Applicants in the competitive range for thepurpose of promoting understanding of the Board’s requirements and the Applicant’s proposal, to clarifyrequirements, make adjustments in services to be performed, and in prices. Changes to proposals, ifpermitted, will be requested in writing from Applicants. Upon review and approval for award, the Anguilla TouristBoard will issue “Notice of Intent to Make an Award” letter(s) to all Applicants.
Section 6 provides additional information related to the evaluation and award of this solicitation.
Section 2 – Schedule of Activities & Inquiries
2.1 Schedule Of Activities Deadline
1.RFP Notice sent out - May28, 2012
2.Prospective Applicants Written Inquiry Deadline - June11, 2012 4:00 PM
All email enquiries should be addressed to:
(No Questions Accepted After This Date/Time)
3. Proposal Submission Deadline –June 28, 2012, 4:00PM
( 1 Original plus One Electronic Copy via Email Required)
4. Oral Presentations - Week of June 28 – July 5, 2012
5. Anguilla Tourist Board Announcement of selected agency -July 15, 2012
6. Contract Award (initial year - estimated) - August 1, 2012 toJuly 31, 2013
(The Resulting Contract May Be Renewed For 3 Additional Years, At The Sole Discretion Of The Anguilla Tourist Board.)
Section 3 – Background Information
3.1 Overview
The primary goal of the Anguilla Tourist Board is to generate increased tourist visitation and provide a return on theinvestment of marketing dollars to the industry and to the destination in terms of tax revenues. Other goalsinclude:
-Inspiring leisure travelers/consumers to consider an Anguilla vacation
-Providing quality information to convert interest into travel to Anguilla
In summary, the goals and objectives can be accomplished by:
-Developing a strategy that will brand Anguilla as a premier travel destination for all seasons.
- Developing effective marketing strategies, promotions and partnerships to leverage the
International programs of the Anguilla Tourist Board.
-Providing quality information to travelers to help plan their trip via tour operators, travel agents, internationaltravel guides or the
-Promoting the entire destination, including all tourism industry sectors.
-Tracking and reporting all promotional activities.
- FUNDING INFORMATION
The Anguilla Tourist Board, as well as the Ministry of Tourism, is looking for an immediate economic impact from thefunding that is appropriated for tourism promotion. The agency that is awarded the contract must beable to conduct an effective program to increase visits to Anguilla and grow Anguilla’s market shareof the tourism industry.
Contractors report to Anguilla Tourist Board staff on their activities in accordance with the Anguilla Tourist Board policies. Written reports from vendors are prepared monthly and distributed to board members andcommittee members for their review and comments.
- GENERAL RESEARCH INFORMATION
The agency is responsible for developing a tracking mechanism in order to measure the
Anguilla inventory and determine equivalency values for marketing programs and PR
accomplishments.
- GENERAL MARKETING INFORMATION
The Puerto Rican/Latin American markets have been identified as strong markets for Anguilla’s tourism, especially during the Summer season. Agencies should determine if the Anguilla Tourist Board is focusing on the rightactivities within the targetmarkets.Agencies should illustrate that they have the ability to adapt to changing market conditions andincorporate new ideas and co-ops into the marketing plan should the marketplace necessitate such achange. The contractor will be required to promote a brand image that is consistent with all promotionalmaterials produced for the Anguilla Tourist Board. and international promotions must have an appearancethat is consistent with the Anguilla brand. Therefore, the contractor will work with the appropriatevendors regarding the appropriate international web pages.
Section 4 – Statement of Work
4.1 SCOPE OF SERVICES
Project Description: In order to market Anguilla as a premier travel destination to travel trade, media, and consumermarkets in Puerto Rico/Latin America, The Anguilla Tourist Board is seeking a vendor toprovide the services outlined below. The vendor retained to provide these services must have a working knowledge of Anguilla, Anguilla’s tourism organizations and its products. Activities performed by the vendor will be overseen and approvedby The Anguilla Tourist Board.
4.2STATEMENT OF WORK
I – Public Relations
Contractor will act as the designated Anguilla Tourist Board in-market representative with thePuerto Rican/Latin American travel media.
A. Develop initial public relations plan and detailed timeline for implementation.
B. Prepare and distribute press releases.
C. Respond to media inquiries and distribute promotional materials.
D. Provide telephone, fax, and e-mail assistance as the designated in-market representative.
E. Produce articles and news stories through the Puerto Rican/Latin American media on Anguilla.
F. Organize Media FAM trips.
G. Coordinate media events
H. Promote Anguilla and in PR activities.
I. Provide a clipping service and report.
II - Travel Trade Promotion
Contractor will act as The Anguilla Tourist Board’s in-market representative and liaison with
Puerto Rican/Latin Americantravel agents and tour operators.
A. Provide telephone, fax, and e-mail assistance as the designated in-market Anguilla Tourist Board.
B. Provide annual Anguilla product inventory for the Puerto Rican/Latin American market.
C. Fulfill requests for information.
D. Track and report travel agent and tour operator promotion activities.
E. Attend Conference, trade shows and meeting in the Travel/Trade industry.
F. Organize travel/Trade FAM trips.
G. Coordinate travel trade cooperative promotional (trade & consumer direct) programs.
H. Conduct travel trade sales calls and educational office visits.
I. Develop a tracking system.
III - Consumer Promotion
Contractor will act as The Anguilla Tourist Board’s in-market representative with Puerto Rican/Latin American consumers.
A. Provide telephone, fax, and e-mail assistance as the designated in-market Anguilla Tourist Board representative for consumers.
B. Fulfillment of all consumer requests at no cost to the consumer.
C. Encourage consumers to visit language pages for additional
information.
D. Assist the Anguilla Tourist Board in updating the Spanish web pages on
IV – Reporting
A. Implementation Plan
B. ROI Calculation Report
C. Product Inventory Report
D. Monthly Report
E. Mid-year Status Report
F. Final Year-End Report
4.3COST COMPONENT/FUNDING MODEL
Applicants shall provide a completed budget for work proposed in response to the Statement of Work. The completed budget template must include all appropriate worksheets. Interested partiesare asked to outline a plan and a detailed budget of up to US$150,000.00 (this figure does not include retainer and administrative fees) to fulfill the activities within thescope of services and to provide an overview of the individuals and/or entities that will be carrying outthe work. Please provide a description of expected goals with regard to consumer, travel trade and mediacontacts, as well as article placement.Agency must be located in Puerto Rico OR Latin America.
Section 5 – Response Format & Proposal Instructions
5.1 Submission and General Instructions
Proposals must be received on or before the date and time indicated in the Schedule of Activities. It isthe responsibility of the Applicant to ensure that the Anguilla Tourist Board receives the proposal on orbefore the proposal opening date and time, regardless of the delivery method used. Late proposals willnot be accepted. Vendors are cautioned that daily mail may not be received prior to 3:00 p.m.;therefore, if proposal is not hand delivered, Applicant should ensure proposal is received by mail ordelivery service the prior day. Submit one (1) original and an electronic copy via email. The proposal package shall be delivered or sent by mail to:
Candis A. Niles
The Anguilla Tourist Board
Coronation Avenue
The Valley
Anguilla
AI 2640
RFP Reference: RFP- ATB – INTL –Puerto Rico & Latin America
Proposals must be submitted and sealed in a package with an appropriate label affixed. The label mustshow the following information:
Applicant’s Name
RFP Reference: RFP- ATB – INTL –Puerto Rico & Latin America
Date of Submission: (on or before June 28, 2012, 4:00 PM)
Applicants should segregate the portion of the proposal responding to the pricing and funding proposal, so thatthe technical proposal can be evaluated without consideration of the price or funding model.
5.2 Page Limit
Unnecessarily elaborate proposals are not desired. Font size for basic narrative descriptions must beno smaller than 12 characters per inch. Indexes, tables of contents, lists of figures/tables, and/or glossaryof terms will not be counted toward the overall page count. Allowance will be made for tabular orgraphical presentations and screen prints, whether incorporated in the text of the technical descriptionor attached as separate exhibits. Textual explanations of screen prints or graphic materials, standardcommercial brochures or descriptions, or other standard product documentation that are attached inappendices or exhibits will not be counted against page limitation. Proposals shall include the followinginformation and should not exceed 40 pages, excluding attachments and samples.
5.3 Response Format
5.3.1 Executive Summary
Condense and highlight the contents of the proposal. The Executive Summary should
provide the reader with an overall understanding of the proposal and the Applicant’s
approach in 500 words or less. The Executive Summary should address the Management and Experience Component,as well as the Technical Component outlined in the Statement of Work.
5.3.2 COMPANY EXPERIENCE AND DEMONSTRATED CAPABILITY FACT SHEET
The purpose of section 5.3.2 is to provide the Anguilla Tourist Board with the ability to assess the Applicant’s experienceand capabilities providing similar or relevant services in management of a contracting award inorder to make a determination of responsibility.