TOURISM MALAYSIA
MINISTRY OF TOURISM
MALAYSIA TOURISM PROMOTION BOARD
NOTICE OF OFFER
Experienced Public Relations Agency registered with professional organization is invited to submit offer for the following:
Tender No : MC/701/TENDER/10
Public Relations Agency
Tender will be closed on :
Date : 18 February 2010
Time : 12.00 pm
Tender document must be submitted to the:
Venue : Malaysia Tourism Promotion Board c/o Embassy of Malaysia Mosfilmovskaya Ulitsa 50, Moscow 117192
Please note that the Board will not abide to the lowest tenderer or any tender.
* Effective two weeks from the date of advertisement.
TERMS AND CONDITION OF PRESENTATION BY THE PARTICIPATING TENDERER
1. Agencies that have been short listed to make a presentation will be
notified of the date, palace and time by MTPB.
2. Agencies that are selected will adhere to the schedule set by MTPB and
will not entertain any changes or appeal by agency as to date
presentation.
3. Each presentation must be within the time limit.
4. Agencies may make necessary preparation in the presentation room
within 30 minutes before the presentation time.
5. All expenses for the presentation will be at no cost to MTPB either directly
or indirectly.
6. Agencies are required to present in a straight – forward manner.
7. Tender Board / Coordination Committee has the right to accept or reject
any proposal / presentation without having to give any reasons.
Coordination Committee decision is final.
PUBLIC RELATIONS AGENCY – TENDER DOCUMENTS
CONTENTS
A. THE COUNTRY
B. THE BOARD
C. JOB SPECIFICATION AND RESPONSIBILITIES OF THE PUBLIC RELATIONS AND MARKETING AGENCY
D. ANNUAL INTERGRATED MARKETING PROGRAMME
E. INTERGRATED MARKETING COMMUNICATION, MEDIA COMMUNICATION, PRESS AND PUBLIC RELATIONS
F. GENERAL CONSULTATION
G. TRADE CONTACTS AND RELATIONS
H. DIRECT MAIL AND DATABASE MARKETING
I. WEBSITE
J. PROMOTIONS
K. ADVERTISING
L. AD-HOC PROJECTS
M. THE SUBMISSION CONDITIONS
N. GENERAL
O. REPORTING
P. ADDENDUM
Q. APPENDIXES
PUBLIC RELATIONS AND MARKETING AGENCY BRIEF
A. THE COUNTRY
Located in the heart of Southeast Asia, it comprises of two
regions, namely; Peninsular Malaysia and the states of Sabah
and Sarawak on the island of Borneo separated by the South
China Sea. Malaysia is a colorful amalgam of Asia’s major
cultures (Malays, Chinese and Indian as well as rich array of
other ethnic races). It truly reflects the promotional tag line
‘Malaysia Truly Asia’ which had been adopted by Tourism
Malaysia. It is a fascinating land of hospitable and friendly
people, a kaleidoscope of interesting and colorful places,
customs, festivals, arts and delicious cuisine. Malaysia is indeed
a fascinating and diverse country with a rich cultural heritage,
many traditions and natural resources to suit everyone’s desires
as a holiday destination. The country is well endowed with white
sandy beaches, beautiful diving sites, marine parks, cool
mountain resorts, verdant rainforest containing a rich variety of
flora and fauna unique to this part of the world. Malaysia is also
a destination to experience the incredible variety of shopping
opportunities, entertainment, theme parks, adventure and sports
in a safe environment.
B. THE BOARD
Malaysia Tourism Promotion Board or Tourism Malaysia is a
statutory body under the Ministry of Tourism, established under
the Malaysia Tourism Promotion Board Act 1992. The objective
is to promote Malaysia as a leading and an outstanding tourist
destination. Through its activities, it is aimed at attracting the
world’s attention to the splendor and beauty that is uniquely
Malaysia with the main objective to increasing the flow of tourist
traffic to Malaysia, extending the average length of stay and
increasing the foreign exchange earnings.
Tourism Malaysia is headed by the Director General (DG) and
two Deputies Director General (DDG).
It is structured in to 11 Divisions which co-ordinate the
promotional and marketing activities respectively.
Mission Statement
“Marketing Malaysia as a destination of excellence
and to make the tourism industry a major contributor to
the socio-economic development of the nation”
The main functions of Tourism Malaysia are listed as follows: -
a) To stimulate and promote tourism to and within Malaysia;
b) To stimulate, promote and market Malaysia as a tourism
destination;
c) To co-ordinate any tourism related marketing or
promotional activities conducted by any Government
department and agencies and organizations;
d) To make recommendations as to the methods, measures
and programmes to be adopted to facilitate and stimulate
the development and promotion of the tourism industry in
Malaysia.
In line with its function as a promotional organization, the
following objectives have been drawn up: -
a) To increase foreign tourist arrivals;
b) To extend the average length of stay of tourists and
increase revenue from tourism;
c) To stimulate the growth of domestic tourism;
d) To increase benefits from the Meetings, Incentives,
Conventions and Exhibitions market (MICE).
For more information about Tourism Malaysia and Malaysia
please visit www.tourismmalaysia.gov.my
C. JOB SPECIFICATION OF THE MARKETING AND PUBLIC RELATIONS AGENCY
The agency shall, at the commencement of each promotional
year, assist Tourism Malaysia in establishing future marketing
objectives, taking into account any new developments in the
market and the opportunities they present for Malaysia’s tourism
industry which include incentive and convention businesses.
The agency shall be responsible for the Russia and CIS market.
D. ANNUAL INTERGRATED MARKETING PROGRAMME
The agency shall,
i) assist in drawing up and formulate the annual marketing
programme within one month from the date of
appointment for Tourism Malaysia which is likely to achieve
the established marketing objectives mentioned above;
ii) advise on market trend and performance;
iii) provide comprehensive intelligence report on the trend
performance and situation of the travel market plus actions
to deal with;
iv) implement specific marketing programme identified and
approved by Tourism Malaysia.
v) Provide power point presentation and talking points for
General Market Promotion, MICE promotion and etc as and
when required.
E. INTERGRATED MARKETING COMMUNICATIONS, MEDIA COMMUNICATION, PRESS AND PUBLIC RELATIONS
The Agency shall,
i) undertake public relation activities that may be necessary
or as requested by Tourism Malaysia incorporating such as
specific projects approved in the marketing programme;
these activities include: -
a) online newsroom and public relations
b) crisis management
c) brand communication
d) website public relations
e) public relation control
ii) assist Tourism Malaysia in press relations, event, product
and destination publicity, corporate publicity, lobbying and
counseling;
iii) organizing seminar, workshop and event at travel related
agencies and companies, leading institutions, schools,
community centers, association and MICE related.
iv) provide contacts and arrange introduction to important
trade journalists and travel writers;
v) Submit regular releases/features to tour operators, agents,
trade and consumer media, MICE planners and organisers,
airlines and opinion leaders at a minimum of 12
releases/features a year;
vi) arrange public relations coverage for all Tourism Malaysia’s
promotional activities;
vii) assist in organizing selected press visits to Malaysia and
develop feature articles in consumer and trade press.
Copies of the feature articles (original) to be submitted to
Tourism Malaysia using specific format;
viii) negotiate and co-ordinate for television companies and film
producers to do location shooting and produce popular
television documentaries, video films and feature films on
Malaysia; 2 copies of the develop materials are to be
submitted to Tourism Malaysia.
ix) assist Tourism Malaysia in securing and organizing press
conferences and arranging meetings with representatives
of the media at any time;
x) arrange for interviews and to draft speeches and messages
as and when required;
xi) assist and plan special assignments or PR projects as and
when requested by Tourism Malaysia;
xii) provide advice and counseling on critical issues and crisis
which may affect tourist arrivals and Malaysia’s image;
xiii) help counter any adverse publicity related to tourism to
Malaysia;
xiv) submit weekly business review consist of trends,
competitors activities, airlines/aviation development crisis,
trade publicity, politics development and articles on
Malaysia;
xv) submit special report as and when required by the client;
xvi) arrange fam trip for media and agents;
xvii) establish good working relationship with airlines especially
for the purpose of fam trip and marketing purposes;
F. GENERAL CONSULTATION
The Agency shall make available to Tourism Malaysia at all times
its executives, to advise on any promotional projects and to
attend regular meetings and be available for important
discussions as and when required.
G. TRADE CONTACTS AND RELATIONS
The Agency shall provide contacts and arrange introductions to
important travel organizations in the market such as tour
operators, group and incentive travel organizations, convention
organizers, transportation companies and those related to tour
and travel industries in the market. For this, the agency is
required to provide Tourism Malaysia with up to date full details
of trade contacts including name, position, company address,
telephone, fax and email addresses.
H. DIRECT MAIL AND DATABASE MARKETING
The Agency shall,
i) compile and update mailing lists for Tourism Malaysia’s
direct mail campaign comprising of travel trade
ii) advise Tourism Malaysia on the suitability of the mail shots
for the country
iii) establish the most effective system of distribution
I. WEBSITE
The Agency shall,
i) Advise the Client on the most effective method to
enable Tourism Malaysia’s website to be among the most
interactive in the market
ii) This is inclusive of continuous maintaining and
upgrading of Tourism Malaysia website
iii) The Agency is required to maintain and project the
image to the Client’s interest by continuous maintenance
of MTPB or Tourism Malaysia’s website and to use this
medium as a promotional tool in synergy with other
resources available.
J. PROMOTIONS
The Agency shall,
i) advise Tourism Malaysia on the styles and contents of
promotions best suited to each segment of the market
such as consumer, trade or media
ii) determine for Tourism Malaysia the appropriate times and
location for promotions in the market segment.
iii) assist Tourism Malaysia with invitation lists for promotions,
organizing, RSVP and related activities.
iv) advise Tourism Malaysia on any obvious feedback existing
in respect of brochures, posters, displays, films, audio-
visuals, transparencies and any other promotional items in
the country.
v) assist Tourism Malaysia with the production of news
materials as required.
vi) subject to the approval of Tourism Malaysia, arrange a
variety of visual opportunities and documentaries for
distribution through cinema, electronic media, IT and
online medium/website.
vii) advise Tourism Malaysia on new trade, consumer and
niche market shows and events.
K. ADVERTISING
The Agency shall,
a) propose to the Client with the annual advertising
recommendations.
i) The Agency agrees that the terms ‘Public Relations’
and ‘Marketing Consultant’ in addition to the factors
abovementioned imply that the Agency is required to
monitor the Media so as to maintain and project the
image beneficial to the Board’s interests and
undertakes to so act which includes rebuttal of
adverse publicity on Malaysia in the mass media
where the effects of such adverse publicity is to be
minimized. This is inclusive of continuous
maintaining and upgrading of MTPB & Tourism
Malaysia website.
L. AD-HOC PROJECTS
a) The Agency shall agree to undertake ad-hoc projects not
included in the schedule of responsibilities as mentioned
hereinabove as and when required by the client.
b) The Client agrees to pay the agency for ad-hoc projects
undertaken upon written approval by the client on the
proposal submitted.
M. THE SUBMISSION CONDITIONS
The Agency is required to submit the followings: -
i) A certified true copy of certificate of the company
formation registration with the relevant local authority and
affiliations.
ii) List of experience in tourism activities with supporting
documents.
iii) Agency’s profile inclusive of qualified manpower. Please
provide organization chart and communication
channels/decision making channel.
iv) The company executive planning on “how to promote
Malaysia” in Russia and CIS countries (2 separate
summary) of not more than 10 pages.
v) Biodata and personal profile of company’s management
(Chief Executive Officer/Managing Director/General
Manager) and project team (i.e. project manager, copy
writer, editor etc.) with photo.
vi) Case study on how to deal with crisis, VIP media interview
and organizing roadshow for Malaysia (3 pages).
vii) Membership in Russia and CIS travel trade associations,
government bodies, airlines etc, if any.
viii) Fee structure and Terms of Payment
N. GENERAL
i) The Agency is required to maintain and project the image
to Tourism Malaysia’s interests and the Agency undertakes
to do so.
ii) Preference shall be given to agencies that have experience
in tourism promotion or tourism related activities in Russia
and CIS market.
iii) Short-listed agencies are requested to present their
proposals to a Selection Committee at their own expense.
O. REPORTING
i) The Agency is required to submit to Tourism Malaysia: -
a) monthly activity report
b) travel articles on Malaysia
c) non travel articles/features on Malaysia
d) Electronic media coverage on Malaysia i.e.
advertisement, documentary etc.
e) Annual Report
f) Photograph/video regarding Malaysia
g) Weekly contact report
P. ADDENDUM
I. FOCUSSED MEDIA COMMUNICATION AND MARKETING STRATEGIES
Objectives:-
i) To position Malaysia as premier holiday destination using theTagline “Malaysia Truly Asia”
ii) To promote Malaysia as a preferred holiday destination
ii) To increase the level of awareness of Malaysia in Russia and the CIS markets
iii) To increase the visibility of Malaysia as holiday destination in Russia and the CIS Markets
iv) To strengthen the image of Malaysia as multi-racial, multi-cultural
and modern society but preserve its culture and heritage
v) To identify targets groups according to the preferences of travel toMalaysia / tropical countries
vi) To build up a strong network and rapport with the present large and medium sized tour operators packaging holidays to Malaysia
vii) To increase the number of large and medium sized tour operators packaging holidays to Malaysia
viii) To formulate strategies to educate the travel agents (front liners)
on the product Malaysia
ix) To advise, formulate and implement plans during crisis situations
II. BUDGET ALLOCATIONS
The Budget allocations for the PR and Marketing Agency will be
defined into 3 categories:-
i) Retainer Fee on a monthly basis (please state the main
areas of responsibilities for retainer fee)
ii) Out of pocket expenses
iii) Project based costs
The agency is requested to submit an outline budget based on
the above categories: The budget requirement must
commensurate with achieving the objectives set up as above.
Q. APPENDIXES
Appendix A – Instructions to Tenderers
Appendix B – Termination of Contract
Appendix C – Loyalty to Client
APPENDIX A
(INSTRUCTIONS TO TENDERERS)
All proposals should include a report covering Russia and CIS market
outbound travel market taking into account the following: -
1. Economic indicators, outlook and trends
2. Market - Description
- Overall pattern
- Travel Trends
- Segmentation
- Potential for Malaysia
3. Airlines frequency and seat capacity into Malaysia vis a vis other
Asean Countries.
4. Malaysia’s position in the market-its strengths and weaknesses.
5. Recommended marketing programs
- Advertising – media, frequency etc.
- Public relations activities
- Promotional Activities
- Website maintenance
APPENDIX B
TERMINATION OF AGREEMENT
1. Termination by the Client
a) Default of the Agency:
In the event the Agency without reasonable cause:-
i) Suspends the services and fails to proceed regularly
and diligently with the performance of its obligations
under this Agreement;
ii) Fails to execute the services in accordance with this
Agreement or persistently neglects to carry out its
obligations under the Agreement;
iii) Defaults in performing the duties under this
Agreement; or
iv) Breaches any of its obligations or fail to comply with
any other terms and conditions of this Agreement,
then the client shall give notice in writing to the
Agency specifying the default and requiring the
Agency undertake a reasonable/satisfactory remedy
such default within (30) days after the date of the
notice. If the Agency fails to remedy the relevant
default within such period or such other period as
may be determined by the Client, the Client shall
have the right to terminate this Agreement at any
time thereafter by giving notice to that effect.
c) General Default
If at any time during the contract period –
i) An order is made or a resolution is passed for the
winding-up of the Agency, except for the purpose of
reconstruction or amalgamation not involving the
realization of assets in which the interest of creditors
are protected.
ii) The Agency goes into liquidation or a receiver is
appointed over the assets of the agency or the
Agency makes an assignment for the benefit of or
enters into arrangement or composition with its
creditors or stops payment or is unable to pay its
debts: or
iii) Execution is levied against a substantial portion of
the Agency’s assets, unless it has instituted
proceedings in good faith to set aside such
execution, then the Client shall have the right to
terminate this Agreement forthwith by giving notice
to that effect.
d) Consequences of termination by Client:
Upon termination of this Agreement under Clause 11.1 (a)
or 11.1 (b)
i) The power and rights granted by and the obligations
in this Agreement shall terminate immediately
The agency shall:-
(A) forthwith cease all the services
(B) Submit to the client the detailed reports of the cost
of the services and other payments which has
become due and owing from the Client prior to the
termination for verification and approval by the
Client
(C) Terminate all third party contracts entered into by
the Agency in respect of carrying out the services.
The Client shall:-
(A) Claim against the Agency for any losses and
damages suffered as a result of the termination of
this Agreement; and
(B) Be entitled to appoint Agency to perform the services
and the Agency shall pay to the client all costs and
expenses which would have been paid to the Agency
to complete the services had this Agreement not
been terminated.
PROVIDE ALWAYS that the termination shall not
affect or prejudice the rights of any party which have
accrued prior to the date of termination of this
Agreement shall continue even after the termination
of this Agreement in respect of any act, deed, matter
or thing happening prior to such termination of this
Agreement.
2. Termination by the Agency
(a) Default by the Client;
i) If the client without reasonable cause fails to perform or
fulfill any of its obligations which adversely affects the
Agency’s obligations under this Agreement, then the Agency
may give notice in writing to the Client shall remedy the
relevant default within thirty (30) days after receipt of such
notice or such other extended period as agreed by the Parties.
ii) If the Client fails to remedy the relevant default within such
period or such other extended period as agreed by
the parties, the client shall be entitled to terminate this
Agreement at any time by giving notice to that
effect.
b) Consequences of Termination by the Agency:
Upon such termination, the Agency shall accept the following
undertaking by the Client as full and complete settlement of all
claims for payment under of arising out of this Agreement:
i) The Client shall pay the Agency all monies due and payable
to the Agreement and which have not been paid provided
that the client shall be entitled to deduct such sum due to the
Client from the Agency under this Agreement; and
ii) The Agency shall cease to supply the services to the Client.
3. Termination on Malaysia national interest
i) Notwithstanding any provision of the Agreement, the Client
may terminate this Agreement by giving not less than thirty
(30) days notice to that effect to the Agency (without any
obligation to give any reason thereof) if it considers that
such termination is necessary for Malaysia national interest,
in the interest of national security or for the purposes of
Government public policy.
ii) For the purposes of this Clause, what constitutes “national
interest”, “interest of national security”, Malaysia
Government policy” and “public policy” shall be solely
made and determined by the Government of Malaysia and
such determination shall for all intent and purposes be final
and conclusive and shall not be open to any challenge
whatsoever.
4. Notice
Termination of this agreement requires three (3) months
notice by either party. Any notice required be given
hereunder shall sufficiently be given to the Agency if
forwarded by registered post, recorded delivery service, email
or facsimile to the last known postal or email address of the
Agency or its last known facsimile number and shall be
sufficiently given to the Client if similarly forwarded to its
registered office.
APPENDIX C
LOYALTY TO CLIENT
1. The Agency undertakes that it shall act loyally and faithfully
to the Client and shall act in such a manner as they
reasonably consider to be most beneficial to the Client’s
interest.
2. The Agency shall continuously maintain and project an image
not detrimental to client’s interests.
3. The Agency undertakes that it shall not act for any other party
which could conflict with the interests of the Client.