For the conception, planning and implementation of a high-reach and attention-grabbing annual tourist campaign in 2021, the RPT is looking for an accompanying agency as soon as possible. The newly developed business location brand of the State of Rhineland-Palatinate, the Rhineland-Palatinate content strategy and the requirements for the defined target groups, business areas and source markets must be taken into account and implemented accordingly.
To support the conception, planning and implementation of a far-reaching and attention-grabbing annual tourist campaign in 2021, the RPT intends to commission an agency with appropriate experience (if possible in the tourism sector). The already established campaign motto “Treasure Chamber Rhineland-Palatinate” is to be continued and implemented in 2021 with the thematic focus “Paths to the origins”. Potential guests should be made aware of the extensive traces that the element of water and important personalities have left in Rhineland-Palatinate and that can still be experienced today as natural and cultural treasures.
The campaign is divided into 2 campaign periods. In the “Nature” campaign period, the focus will be on the subject of “Water as a source” and how this has shaped our natural landscapes. During the “Culture” campaign period, personalities such as Luther, Felke or Gutenberg who shape cultural development and their origins themselves will be examined. All measures in both campaign periods should initially be designed for the largest possible range - always with the aim of inspiration in the first address. The campaign should start at the beginning of March 2021.
In terms of content, the campaign should be based on the 10 so-called "shop window themes" (see table) that have already been agreed. They provide the framework for content creation and set a thematic focus within the campaign for each holiday region (also taking into account the topic of city tourism). Independent of this tender, the creation of moving image material for the 10 shop window themes has already been commissioned and implemented. The videos created here (reportage style with protagonists, one short and one long version per shop window theme) should also be taken into account and integrated accordingly in the campaign planning and implementation. Of course, the videos will be made available for further planning after completion.
All campaign content (texts, stories, videos, podcasts, etc.) is bundled on a campaign-specific landing page on the end customer website. This should also be the focus of the planned marketing measures or be advertised through corresponding online and offline measures.
The following services are the subject of the contract and should be provided by the agency after the contract has been awarded:
- Strategic campaign planning, advice and conceptual development of the cross-topic and cross-target group annual campaign 2021, including digital and classic media (media mix) and the channels of the RPT,
- Development and implementation of a marketing and action plan for the annual campaign 2021, taking into account the shop window themes and channels, the five tourist target groups and the videos that have already been produced,
- Development and graphic implementation of campaign-specific key visuals and designs (creative concept) according to the campaign motto "Treasure Chamber Rhineland-Palatinate" and specifications from the brand manual (claim: your golden age) in the language versions German, English, Dutch, French,
- Media planning and implementation of digital campaigns (search engines, social media, display, etc.),
- Further development and implementation of the measure idea for the urban target group (briefing will be sent with the request to submit an offer),
- If necessary, content creation in the areas of text, image, video, audio,
- if necessary, implementation of print products,
- Ongoing reporting as well as evaluation and, if necessary, adjustment of the measures implemented,
- Evaluation and overall evaluation (final report) of the annual campaign 2021.