download full contents of the proposal - Maldives

REQUEST FOR PROPOSAL 

15thJanuary 2012 

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”, “couples (married or non-married) and honeymooners”, “leisure, relaxation and 

recuperation”, “divers and snorkelers” etc. Young families are also a rapidly growing sector for us. 

We wish to maximise our traditional strengths but to also positively overcome negative preconceptions 

ie “too expensive / not good value”, “a honeymoon once in a lifetime only 

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. 

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

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. 

Contents and Format of the Proposal: 

CONTENTS OF THE PROPOSAL 

The winning bid will provide: 

1) Destination Photographs requirements: 

The MMPRC requests 100 (preferably 20 in each category) high quality photographs of the 

destination for digital archive and promotional uses. Preference will be given if an agency uses 

Maldivian photographers to execute this project. 

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 

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


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, 

2.6 ON 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. Preference will be given for the use and hire of Maldivian 

talent and staff. 

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 be able to: 

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) Organizational 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? Preference 

will be given for use of Maldivian talent and staff. 



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 in all above the 

line formats (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: 

The percentage of marks will be awarded in the following proportions: 

Details 

Score 

CREATIVE CONCEPT/STRATEGY AND EXECUTION of “ALWAYS NATURAL” FOR 

TOURISM 

40% 

RELEVANT HISTORY AND PREVIOUS WORK 10% 

PRIOROTY FOR INCLUDING MALDIVIANS - Photography 5% 

PRIOROTY FOR INCLUDING MALDIVIANS - Video 5% 

ORGANISATION CAPACITY AND SET UP 10% 

FINANCIAL – Cost of the project 10% 

FINANCIAL – Value of the project 20% 

TOTAL 100% 

The 2012allocated budget from the MMPRC is US $750,000 for this Creative RFP. The winning 

agency will prioritise what they will /can provide. 

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. 

Please note that all transport and accommodation costs will be the responsibility of the provider 

and will not met be the MMPRC and will be a separate arrangement. 



TERMS OF AWARD OF CONRTRACT 

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. Fundamentally, 

the results must lead to increased visitor numbers for our tourism industry as well as being 

outstanding quality. The successful bid will clearly explain and justify how their creative strategy 

and use of our new destination slogan / logo “Always Natural” will be utilised and they will also 

illustrate how it will be executed (ie, mock ups and illustrations for magazines or outdoor posters 

etc). The creative strategy will have global appeal and so will be able to be executed or adapted to 

all our international markets (ie our top overseas markets include = China, UK, Germany, Italy, 

France, Russia, Japan and India). 

ADDITIONAL INFORMATION: 

Submission Guidelines:- 

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 25th February 2012 to 

mode@visitmaldives.com 

Questions 

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

Selection Timetable: 

Summary of Activities 

Date 

Issue of RFP 16 th January 2012 

Queries and Clarifications relating to the RFP 

until 20 February 

2012 

Last date for the submission of Proposals 25 th February 2012 

Evaluation of Proposals 

26 – 29 th February 

2012 

Selection of Preferred Bidder and Notification 29 th January 2012 

Award of Contract and Signing 1 March 2012 

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.

download full contents of the proposal - Maldives

You also want an ePaper? Increase the reach of your titles

Delete template?

Save as template?