VisitScotland plans sales promotion and experiential framework
Tourism body VisitScotland is looking to create a framework for sales promotion and experiential services across the UK and Ireland.
The agreement is set for an initial 12 month period with two possible 12 month extensions and will see up to six agencies appointed with a budget set between £3million and £3.6million over a three year period.
The framework will be divided into two lots for the provision of sales promotion and experiential services.
Lot One, the provision of sales promotion services will see agencies work with VisitScotland's UK and Ireland marketing team and local marketing team to provide below-the-line marketing aimed at the domestic target audience.
Using VisitScotland's new segmentation findings and working to support a programme of above-the-line, digital and direct marketing activity, sales promotion campaigns will be designed to work across all four warm consumer segments and within the seasonal creative umbrella of events - Spring/Summer (Perfect Day), Autumn (Autumn Moments) and Winter (Winter White)
The successful applicant will be expected to deliver on pack promotions, tactical partnerships and in-store Information Centre retail and other promotions, brief dependent.
The budget for this lot will be between £500,000 and £700,000.
The second lot, for the provision of experiential services, will see a multi-supplier framework created to work with the local marketing team on below-the-line marketing aimed at visitors on holiday and a domestic target audience and will be expected to deliver marketing as part of VisitScotland’s ‘on arrival’ campaign.
Up to 12 agencies are expected to be invited to pitch for the framework for which expressions of interest are expected by 2 February before invitations to tender are dispatched on 26 February.