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RfS Digital consumer campaign in North America leveraging the FIFA World Cup to promote responsible travel to Europe – Q&A

Below is the list of questions and answers about this request for service:

 

CAMPAIGN CONCEPT - Do we need to create a complete creative concept to integrate the soccer theme, or is this simply about coming up with an idea?

The supplier is expected to develop a compelling campaign concept (idea) that supports the campaign objectives. This includes the overall campaign narrative, proposed digital tactics, and partner integration.
The campaign narrative should clearly connect football culture with responsible travel. The supplier is not expected to produce new creative assets (e.g. visuals, video) or define new brand guidelines.

CAMPAIGN CONCEPT - Should we adapt the creatives from the first "Unlock an Unexpected Upgrade" pitch, or will you provide us with new input?

The supplier may draw inspiration from the “Unlock an Unexpected Upgrade” message framework and existing creative assets when developing the campaign concept, ensuring a clear connection between football culture and responsible travel.
For campaign implementation, ETC and campaign partners will provide all required creative assets and messaging guidelines. The supplier will be responsible for adapting these assets to relevant digital formats and placements.

CAMPAIGN CONCEPT - May we modify and redefine slogans from the other pitch if necessary, or are these already fix?

Yes, the supplier may adapt slogans and tone of voice to incorporate the football component, provided this does not deviate from the core message of responsible travel as an enriching and rewarding way to experience Europe.