Domestic and International Tourism Marketing Campaigns and Services for the Business and Tourism Programme

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        "description": "Marketing campaigns on this project will aim to attract domestic overnight / city break /short break leisure visitors pre, during and post the games using a mixed media approach (online and offline) to target the relevant audiences at different stages in their awareness, consideration and booking journeys. While this programme is closely aligned to the Commonwealth Games, this project focuses specifically on tourism promotion. Note these campaigns are intended to compliment and enhance the games-focused marketing campaigns. Furthermore, at the heart of the games will be a cultural programme, a world-class arts festival running March to September 2022, surrounding the sports programme. The power of art and culture to bring people together, celebrate our identities and find common ground will be central to the games. For this a six month programme of new work, installations, exhibitions, performances and major events will showcase the artists, creatives and cultural organisations of Birmingham, the West Midlands and the Commonwealth, on a global stage. The cultural programme will be developed and delivered by the Organising Committee of the Birmingham 2022 Commonwealth Games. The winning tenderer for the Cultural Festival: International Campaign will develop and deliver international marketing campaign activities and assets for the Cultural Festival that will change perceptions of the West Midland's region as a cultural tourism destination and drive visits to the festival and beyond; they will deliver the digital marketing campaign, content and assets for priority consumer markets in Australia, India, Canada and East Coast USA; they will produce content and assets to support FAM trips and PR events for international media, influencers and travel trade partners; they will repurpose the creative content and assets as a legacy media-bank for the ongoing marketing of the West Midlands as a cultural tourism destination. In delivering the above, they will work with WMGC marketing team and its PR and Media Buying suppliers, setting, tracking and monitoring agreed KPIs. To ensure the success of the Business and Tourism Programme, a number of marketing assets are required to support activities across the Leisure Tourism and MICE (business tourism) work packages, covering the delivery of sales tools, collateral and campaign material for travel trade (B2B) activities such as creation of an Event Planners Guide covering Birmingham and the West Midlands is required and supporting lead generation activities. Lastly, to ensure the success of the Business and Tourism Programme, a suite of new imagery and videos assets are required to support activities across the Leisure Tourism and MICE workstreams. The programme will require a bank of new imagery for our travel trade workstream. The new imagery should display diversity and inclusivity and be relatable to our key target travel trade markets: Australia, India and Canada. Further details will be worked through with the winning supplier.",
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                "description": "At the heart of the games will be a cultural programme, a world-class arts festival running March to September 2022, surrounding the sports programme. The power of art and culture to bring people together, celebrate our identities and find common ground will be central to the games. For this a six-month programme of new work, installations, exhibitions, performances and major events will showcase the artists, creatives and cultural organisations of Birmingham, the West Midlands and the Commonwealth, on a global stage. The cultural programme will be developed and delivered by the Organising Committee of the Birmingham 2022 Commonwealth Games. The combination of Birmingham 2022 Cultural Festival and Coventry UK City of Culture May 2021 - May 2022 provides a remarkable opportunity to help influence perceptions and reputation of Birmingham and the West Midlands region as an international cultural destination. The winning tenderer for the Cultural Festival: International Campaign will develop and deliver international marketing campaign activities and assets for the Cultural Festival that will change perceptions of the West Midland's region as a cultural tourism destination and drive visits to the festival and beyond; they will deliver the digital marketing campaign, content and assets for priority consumer markets in Australia, India, Canada and East Coast USA; they will produce content and assets to support FAM trips and PR events for international media, influencers and travel trade partners; they will repurpose the creative content and assets as a legacy media-bank for the ongoing marketing of the West Midlands as a cultural tourism destination. In delivering the above, they will work with WMGC marketing team and its PR and Media Buying suppliers, setting, tracking and monitoring agreed KPIs. Additional information: Any modifications or variation to the Lot value being awarded will be in line with Reg.72 as per principle laid out in initial contract notice",
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                "description": "To ensure the success of the Business and Tourism Programme, a number of marketing assets are required to support activities across the Leisure Tourism and MICE (business tourism) work packages, covering travel trade engagement and events. Lot 3 will require the delivery of sales tools, collateral and campaign material for travel trade (B2B) activities, to include (but not restricted to: * Promotional copy for destinations * Copywriting and design for sales brochures and decks * Updates for digital and print sales guides * Top level maps (various) * Lead gen assets and other collateral * Event planners' Guide * Mobile visitor pop up stand purchase plus graphic design and wrap. Additional information: Any modifications or variation to the Lot value being awarded will be in line with Reg.72 as per principle laid out in initial contract notice",
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                    "rationale": "Need for modification brought about by circumstances which a diligent contracting authority/entity could not foresee: The variation is line with principles set PCR Regulation 72 modification of contract during their term of the contract.The modification does not render the contract materially different in character from the contract awarded.The modification through this variation is not extending the scope of the initial contract agreement considerably.The variation to this contract is not changing the economic balance of the contract in favour of the contractor in a manner which was not provided for in the initial contract.The change does not exceed 50% of the initial contract awarded and signed off by the Chief Operating Officer on 25 August 2021.The cost of this additional service is PS59,204."
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