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Development of integrated mediaplan and execution

Formål med projektet
The goal is to create awareness for the Danish city of Odense as an attractive tourism destination through an integrated digital campaign that reaches the consumer through a variety of touchpoints.
The campaign will run medio September – end October in Italy
KPI are brand awareness (30%) and conversions in terms of clicks (70%) to dedicated landing page.
See more specific KPIs in attached appendix.

VisitDenmark will provide the material for the campaign in terms of content
- Banners
- 40’ second video – and possible variations thereof if requested
- Content and landing page
- Other materials if suggested by chosen proposal

VisitDenmark will further support activity through own channels as CRM, organic SoMe and press releases.

The new branding concept of ”Just another” is at the base of the communication strategy.
Se more about the mere the Danish brand the ’Land of everyday wonder’ here: https://www.visitdenmark.dk/corporate/branding-danmark and examples and brand guidelines here : https://toolbox.visitdenmark.com/

It is not requested to develop a strategy or concept for the communication itself, only for the best possible channels and formats to vehiculate the message and achieve the KPIs.

The tasks consist in
- Presentation of integrated media plan/media mix strategy with clear indication of goals and expected results/KPIs
- Execution and optimization of the media planning
See further details in attached appendix

Vilkår for udbuddet
The allocated budget is of 38.000€ which has to cover all costs both in terms of agency fee and media plan.

Åbn udbudsdetaljer (gældende version 08-07-2019) Luk udbudsdetaljer (gældende version 08-07-2019)
Titel Development of integrated mediaplan and execution
Dokumenttype Varer og tjenesteydelser med klar grænseoverskridende interesse
Opgavebeskrivelse Formål med projektet
The goal is to create awareness for the Danish city of Odense as an attractive tourism destination through an integrated digital campaign that reaches the consumer through a variety of touchpoints.
The campaign will run medio September – end October in Italy
KPI are brand awareness (30%) and conversions in terms of clicks (70%) to dedicated landing page.
See more specific KPIs in attached appendix.

VisitDenmark will provide the material for the campaign in terms of content
- Banners
- 40’ second video – and possible variations thereof if requested
- Content and landing page
- Other materials if suggested by chosen proposal

VisitDenmark will further support activity through own channels as CRM, organic SoMe and press releases.

The new branding concept of ”Just another” is at the base of the communication strategy.
Se more about the mere the Danish brand the ’Land of everyday wonder’ here: https://www.visitdenmark.dk/corporate/branding-danmark and examples and brand guidelines here : https://toolbox.visitdenmark.com/

It is not requested to develop a strategy or concept for the communication itself, only for the best possible channels and formats to vehiculate the message and achieve the KPIs.

The tasks consist in
- Presentation of integrated media plan/media mix strategy with clear indication of goals and expected results/KPIs
- Execution and optimization of the media planning
See further details in attached appendix

Vilkår for udbuddet
The allocated budget is of 38.000€ which has to cover all costs both in terms of agency fee and media plan.
Deadline 22-07-2019 kl. 20.00
Udbudstype Udbud under tærskelværdierne
Opgavetype Tjenesteydelser
Tildelingskriterier Bedste forhold mellem pris og kvalitet
Uddybning af tildelingskriterier • 40 %: Agency fee
o VisitDenmark will look for the lowest agency fee

• 20 %: Cases and experience with integrated digital campaigns
o Based on the proposed cases, VisitDenmark will look for the cases which show the best results related to initial goal and brief

40 %: media plan proposal
VisitDenmark will look at the Media Plan
o that shows best ROI and media mix in the granted budget frame
o that clearly states expected goals and how the proposed solutions helps achieve them
Dokumenter
Ordregiver VisitDenmark // CVR:33055331
Skønnet kontraktsum 283600 DKK
Udvælgelseskriterier • Short description of concrete experiences with the travel industry, including documented experience with integrated marketing campaigns and solutions that incorporates the latest trends in terms of digital media. It is a minimum requirement that the agency can demonstrate previous experience in the form of minimum 1 relevant reference, no older than 3 years.
Adresse Islands Brygge 43
2300
København
CPV kode 79000000-4 - Forretningstjenesteydelser: forskrifter, markedsføring, rådgivning, rekruttering, trykning og sikkerhed
79340000-9 - Servicevirksomhed i forbindelse med reklame og marketing
79341000-6 - Reklamevirksomhed
79341100-7 - Konsulentvirksomhed i forbindelse med reklame
79341400-0 - Tjenester i forbindelse med reklamekampagner
79416000-3 - PR-virksomhed
Udbudsform Offentligt/åbent udbud
SMV venligt Ja
Kontaktperson Annalisa Ferraresi
Kontakt E-mail: af@visitdenmark.com
Telefon: +02 72022323
Modtagers firmanavn Visit Denmark
Adresse for modtagelse af tilbud af@visitdenmark.com