PUBLIC RELATIONS AND MARKETING AGENCY BRIEF

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.