Below is the list of questions and answers about this Request for Service.
The exact number of participants will be confirmed with the successful supplier following contract signature. However, as the workshop will be held online, the number of participants should not have a material impact on the proposed methodology or financial offer. The supplier should only include costs directly related to the preparation, facilitation and follow-up of the workshop, including the development of the agenda and the workshop summary.
a. As stated in the RfS, all written content should be developed and edited in American English.
b. The campaign assets produced under Phase 2 should be based on the brand and narrative framework developed during Phase 1, which are intended to be scalable and adaptable to future long-haul markets. The content should therefore communicate the universal campaign narrative and values rather than being specifically tailored to a Chinese audience.
c. The final distribution channels will be confirmed during the implementation of the project. However, the articles are expected to serve as campaign assets that can be adapted and used across ETC’s and the project partners’ owned channels, advertorials and other communication activities supporting the campaign.
The term “brand platform” used throughout this Request for Service refers to the strategic and creative foundation of the campaign, rather than to a digital or technical platform. It includes the campaign’s brand positioning, brand essence, value proposition, narrative framework, messaging hierarchy, storytelling pillars, tone of voice and visual identity, which together provide a consistent framework for future campaign executions across different markets, channels and partner destinations.
A dedicated website is not envisaged as part of this Request for Service. The supplier is therefore not expected to design or develop a standalone website or digital platform.
Any future digital implementation will be determined by ETC and the partners following completion of Phase 1. The proposed brand platform and visual identity should therefore be sufficiently flexible to be integrated into existing digital channels, including visiteurope.com, as well as other future campaign touchpoints.
For the purposes of this Request for Service, suppliers should base their proposals on the requirements and objectives set out in the RfS. The objective of this assignment is to create a brand, narrative framework and visual identity for the “Discover your Danube” campaign.
As stated in the Request for Service, suppliers are encouraged to challenge existing perceptions of the Danube where appropriate and propose a distinctive positioning that differentiates the campaign from traditional destination marketing while remaining authentic to the region.
