DOWNLOAD this REQUEST FOR PROPOSAL - Maldives

20th December 2011 

REQUEST FOR PROPOSAL 

CREATIVE AGENCY / EXPERT for the REPUBLIC OF MALDIVES DESTNATION MARKETING 

The Maldives Marketing and PR Corporation (MMPRC) is the organisation set up and established by the 

government of His Excellency President Nasheed of the Republic of the Maldives to undertake all the 

marketing activities for the government Ministries and government departments. Core to its duties and 

function is the requirement of tourism awareness and promotion. The MMPRC has absorbed the work carried 

out by the former Maldives Tourism and Promotion Board (MTPB) and actively promote the Maldives as the 

world’s best holiday beach destination to the tourism industry and consumer target audience(s). 

We believe the MMPRC’s role from a tourism perspective can be summed up by the statement “We create 

demand for the destination!” (..all supply issues in the industry are consequently handled by the open free 

market place and is in turn regulated by the Ministry of Tourism). 

Background to the Maldives 

The Maldives is an archipelago nation of 1,190 islands in the Indian Ocean renowned for its pristine beaches 

and island environment. Annual GDP growth has averaged 7.5% over the last 15 years, and is largely led by two 

major economic drivers – tourism and fishing. Europe and Asia are the nation’s primary tourism source 

markets, led by UK, Italy, China, France, Germany, and Russia. Total tourism arrivals for 2011 will total 

approximately 940,000, 19% year on year increase and a breaking all previous records. 

Our Tourism “Segmentation” strategy: To cater for the core traditional strengths such as “sun worshippers”, 

“honeymooners”, “leisure / relaxation”, “divers and snorkelers” etc. We wish to maximise our traditional 

strengths but to also positively overcome negative pre-conceptions ie “too expensive / not good value”, “a 

honeymoon once in a lifetime experience”, “too boring / nothing to do” and “difficult to get to” etc. 

In addition this, with the recent re-branding to “ALWAYS NATURAL” national destination slogan and logo (see 

www.visitmaldives), to adhere to the positive values we believe this resonates – ie “the Maldives is the best 

tropical beach destination and it’s unique natural pristine beauty is why people come to experience our 

country – the Maldives is also environmentally a “fragile flower” that needs to be protected and treasured for 

the future. 

Our Economic Investments: The new slogan is also designed to help the whole of the Maldivian society ie the 

fishing industry and attracting economic investments from abroad. While the evolution of the country’s 

tourism positioning will be a central driver of the rebranding, the Maldives will also seek to present itself as a 

destination offering a wider array of opportunities for business and investment, with the goal of spurring 

development and building a national image that its people will embrace with pride. 

Our Mission: Continuing to identify and develop our nation’s unique tourism potential is fundamental to 

achieving sustainable growth targets we have set as a nation. Tourism lays a strong foundation for 

development, increasing business and income-generating opportunities for our people, attracting foreign 

investment, and developing modern and energy-efficient infrastructure that will have long-term cascading 

benefits for all levels of society. 

H. Velaanaage | 4th Floor | Ameer Ahmed Magu | Male' 20096 | Rep. of Maldives 

Tel: +960 332 3228 | Fax: +960 332 3229 | Email: mmprc@visitmaldives.com | www.visitmaldives.com

Request For Proposal: 

Terms of awarded contract: 12 months and awarded immediately after the evaluation (January 2012) with an 

option to renew subject to review every 12 months there on. 

We require the creative skills, direction and talent of a creative agency /expert. Ultimately, the results 

must lead to increased visitor numbers for our tourism industry as well as being outstanding quality. Please 

note that all transport and accommodation costs will be the responsibility of the provider and will not met 

be the MMPRC. 

The winning bid will provide: 

1) Destination Photographs requirements: 

The MMPRC requests to have 100 (preferably 20 in each category) high quality photographs of destination for 

digital archive & promotional uses, the agency will deliver the project and must hire Maldivian photographers 

to efficiently execute this project. Only photographs from Maldivian nationals will be permitted and used: 

PHOTOGRAPH CATEGORIES 

1.1 Scenic : 

Themes: Natural pristine beauty of Maldives, Beaches, Resorts/facilities etc (at least 40% of total) 

1.2 Water Sports: 

Themes: Surfing, Wind surfing, Jet Ski, Water skiing, Kayaking, body boarding etc 

1.3 Culture: 

Themes: Local people, Local Food, Children, families, Cultural Dance, Fishing etc 

1.4 Aerial photography 

1.5 Underwater 

2) Production of destination branding advertisements and technical DELIVERY: 

As the creative agency for the Maldives, you will be required to provide the necessary finished artwork and 

production ready for publication. Please confirm the ability to deliver the following: 

2.1 ALL STANDARD PRESS FORMATS: ie 

2.2 MAGAZINE DPS, FULL PAGE COLOUR, 

2.3 NATIONAL NEWSPAPERS 

2.4 ALL STANDARD OUTDOOR FORMATS: 6 SHEETS, 48 SHEETS, 96 SHEETS, LONG POSTINGS, Tube Car Panels, 

Taxis media sites etc. 

2.5 ON LINE: BANNERS, 



2.6ON LINE SKYSCRAPERS, 

2.7 MICRO WEBSITE CONSTRUCTION AND ALL DIGITAL FORMATS 

Confirm what your general capabilities you have to satisfy this as a provider. Be sure to provide examples of 

your prior experience that illustrate these capabilities? 

3) Creative Direction (video): 

The MMPRC wishes to commission a new destination tourism video. Please qualify your video directing 

credentials to enable the project manage this effectively and delegating this work to a Maldivian video 

production team. The video is to be filmed and produced by a Maldivian crew. 

SCOPE OF WORK FOR VIDEO 

The Contractor shall carry out the Services in accordance with the following terms and conditions: 

a) The Producer shall shoot in Maldives Island, on a (DVCAM, HDV, HD, or DV) format in all the locations 

that should be mutually agreed, by both the parties. 

The Producer shall; 

b) Make 7 -10 minutes Destination commercial of international quality and that the quality of work will 

be to a level acceptable to MMPRC. 

c) Make a short version of 30 seconds & 60 Seconds destination commercial of international quality. 

d) Make a corporate version (silent) appropriate for fairs and exhibitions. 

e) Submit written scripts and storyboard of the above mentioned jobs to the Client for pre approval. 

f) Submit a copy of the Commercials of the above mentioned jobs to the Client for pre approval and 

acceptance before the final product is submitted. If the Client does not approve the above mentioned 

copy it shall notify the Producer of the reasons for such disapproval and the Producer shall be obliged 

to resubmit a new version for approval. 

g) Provide to the client, all the footage of the shoot for the commercials. Provide (DVCAM,HDV,HD,DV) 

of the above mentioned Clause 2.1 and 2.2 

h) Please also describe what other skills you can provide ie story board, script and editing etc? 

4) Organisational Capacity: 

List your company or companies’ departments and the number of personnel in each? 

Provide a list of the principal personnel that would lead your team for our project, along with a short 

biography for each, listing their qualifications and or relevant experience? 

5) Previous work and Awards: 

Provide examples of your best previous work - similar projects while be advantageous for your bid. Also, 

provide testimonials and reference contact details from two clients. Include details of any awards or any 

successful projects completed in the past? 



6) Creative Artwork design ability (for standard advertising formats, ie press and outdoor etc): 

The MMPRC wishes to produce final “ready for publication” finished artwork (see point 1). Please summarize 

and qualify your creative artwork credentials to ensure beautiful and outstanding original results for our 

tourism destination promotion. Please describe your creative approach and uniqueness: ie to capture the 

essence of a new visual identity, the visual language, and tone of voice to compliment the “Always Natural” 

slogan and logo and the beauty of the Maldives 

NB: The MMPRC will have total ownership and use of all artwork / video that is produced. 

7. EVALUATION: 

A two part selection criteria will be used for the selection of the winner with 70% awarded for technical ability 

and 30% for financial bid. 

Please provide = Price and Quotation in US dollars of the work for the delivery of the above. When providing 

costs please ensure to break down the costs in the following manner: 

7.1 Total Cost of Photographs (Please give a rate for each category based on the quantity required) 

7.2 Total cost of creative work showing the rates broken down as specified in clause 2.1 to 2.7 

7.3 Total cost of making the Video showing the breakdown of costs. 

Additional information: 

General administrative and submission information: 

Prospective contractors should submit their proposal written in English - clearly identified “RFP – “CREATIVE 

AGENCY /EXPERT PROPOSAL FOR THE DESTINATION” – country / region“. Proposals must be received 

electronically by 2359 Maldivian time, Saturday 7th January 2012 to mode@visitmaldives.com 

Questions 

For more information or clarifications please e-mail mode@visitmaldives.com 

Selection Timetable: 

Contractor will be selected by the end of January 2012. All successful and unsuccessful bidders will be 

informed via email. 

Applicable law: 

Proposals will be administered and the contractor selected according to Maldives legislation and practices.

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