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31-01-2012

Wie maakt het fietsen in de Euregio populairder? VVV's hebben budget van 60 mille voor communicatieklus

Ondermeer VVV Zuid-Limburg zoekt een bedrijf dat het fietstoerisme in de Euregio wil stimuleren via een nieuwe campagne. Er is een budget van € 60.000.

Zie hieronder meer info (voorlopig alleen nog in de Engelse taal verkrijgbaar):

 

Request for offer:
Execution of communication for Cycling tourism in spring 2012

Valkenburg, January 30th 2012

Dear Sir/Madam,

For the Interreg IV-A project “TIGER” we are looking for an offer for the execution of communication for the subject of Cycling tourism in spring 2012.

TIGER is an abbreviation for "Touristische Inwertsetzung der grenzüberschreitenden Europäischen Region" and has the main principle of promoting tourism in the Euregion Meuse-Rhine. This is carried out via a cooperation of Toerisme Limburg (BE),
VVV Zuid-Limburg (NL), FTPL (Liège) en Grünmetropole e.V. (oa. StädteRegion Aachen, DE).

In order to promote the region, the partners have given the assignment to write a marketing plan. One of the major themes within this plan is the promotion and communication of cycling tourism in the areas of Belgian Limburg, Netherlands South- Limburg (excluding Maastricht), Liège (BE) and StädteRegion Aachen (DE). In order to carry out the marketing plan, we ask you to send us an offer for carrying out the communication based upon the guidelines provided in the briefing.

Briefing

Introduction

Cycling tourism is one of the main niche markets and probably the strongest touristic product of the Euregio as a whole. The different regions within the Euregio all have a vast know-how in developing cycling routes and cycling products for the individual market, and also have a common history in branding and marketing this products through the „Grünmetropole e.V.“, except for the province of Liège. Besides the cycling routes we also find a well developped overnight stays offer, experienced in accommodating cycling tourists, and which is partly certified by ADFC (Bett & Bike) or by regional tourist boards as „cycling-friendly accommodation“.

Aims

  •   Attracting visitors within the Euregio and environments (+/- 50 km), but, for each of the partners, from other parts of the Euregio („Discover the neighbours by bike“)

  •   Attracting visitors from outside the Euregio, with an almost exclusive focus on the Nordrhein Region, with overnight stays offers.

  •   Making the different partner regions known as a cycling destination where tourist can experience different cultures, visit a number of cultural highlights, and enjoy a vast offer of local culinary products and traditions within a very short distance.

  •   An important add-on for the cycling product in the Euregio is that the region is easy to reach by car or by train (from the German market mainly to Aachen or Liège).

    Budget: € 60.000 all in, Excl. VAT.

    Partners:

    Fédération Touristique de la Province de Liège Toerisme Limburg
    VVV Zuid-Limburg
    Städteregion Aachen

    Target markets:

    Mainly NRW, preferably outside the participating regions, in order to stimulate overnight stays.

    Target groups:

    Primary target group: recreational cyclists, who cycle approximately 45 to 60 km per day. Age: 45 to 65, couples without children, medium high or high income.

    Secondary target group: sportive cyclists or cycle sports fans, who can be triggered by special sportive events (departure of the Tour de France in Liège – World Cycling Championships in Valkenburg), and by yearly recurring cycling races (Flèche Wallonne, Liège-Bastogne-Liège, Amstel Gold Race) and motivated to discover the region and the itinerary of the professional cyclists.

    Geographic Budget distribution:

    3x € 6.500 in targeted media cooperations in the Netherlands, Flanders and Wallonia € 40.000 in media cooperations in NRW:

    - One targeted at the specific niche (i.e. cycling magazine) - One large distribution at a general / tourism audience.

    Actions:

    We expect from the agency a communication mix including:

    •   End user communication in NRW: media-cooperations including print and

      online actions. We expect the agency to develop at least two well elaborated media-cooperations including at least one cycling niche magazine and at least one medium with a large scale distribution in NRW.

      This large distribution medium should also focus on one specific target group to get a maximum impact. It can not focus on total NRW.
      We ask you to give us your suggestion for one target group, so we can get a maximum impact.

      Possible examples of target groups:
      * People living in the city of Köln
      * People living in the cities Köln / Düsseldorf / Mönchengladbach * People age 45-65
      * People age 45-65 living in some different cities
      *...

    •   End user communication in the Netherlands, Flanders and Wallonia via targeted media cooperations.

    •   Information material: there is no existing printed information material for the combination of all partner regions available. If necessary, production and distribution of this material can be provided by the agency according to the proposed communication actions.

    •   Concept for the promotion of the Euregio cycling product / information package /overnight stays offers/... , through the existing channels of all partner regions, and development of adequate communication tools, which will be put at the disposal of all participating regions.

      Deadline for start of communication: Starting from March, as soon as possible.

      Criteria

      The decision for granting this assignment will be made upon three criteria:

      page3image1680

      Quality and level of detail in the offer Composition of team
      Proposed price

      70 percent 10 percent 20 percent

      The quality of the offer will be judged on a number of criteria, including the ones listed below:

      • -  Proposed execution of the above mentioned briefing;

      • -  Proposed communication mix;

      • -  Proposed operational timeline;

      • -  Proposed number of working hours for executing the assignment;

      • -  The overall impression of the offer (correct spelling, lay-out, etc).

        The composition of team should give an overview of the project leaders who will carry out the assignment. Please include a resumé.

        Price: In the briefing we have mentioned the budget. The offer which has the highest percentage of output in actual communication will be awarded the maximum number of points. The other offers will receive points in proportion to the best offer. Formula: price of lowest offer [amount of budget attributed to output] / price of current offer times 20 points.

        Example:

        Bureau A sends in an offer for € 5.000 of working costs (leaving € 55.000 for communication costs),
        Bureau B sends in an offer for € 10.000 of working costs (leaving € 50.000 for communication costs).

        Bureau A has the best offer and is awarded 20 points. Points for bureau B are € 5.000 / € 10.000 = 0.5 x 20 = 10 points.

        Payment

        The total amount of this offer will be paid by four parties, we therefore ask for the invoices to be split up in four equal parts (1/4 of the amount per partner). The invoices will be paid by FTPL in Liège (BE), Toerisme Limburg in Hasselt (BE), StädteRegion Aachen in Aachen (DE), and Parkstad Limburg in Heerlen (on behalf of
        VVV Zuid-Limburg).

        Contact

        Please send your offer in English to the following address: VVV Zuid Limburg
        TAV Stan Smeets
        Postbus 820

        6300 AV VALKENBURG AAN DE GEUL
        This can also be done by e-mail on this address:         stan.smeets@vvvzuidlimburg.nl. Final date for sending in the offer is Tuesday February 14th (12:00 noon).
        For more information you can contact me on the details provided below. 

       

     Kind regards,

    Stan Smeets
    European Project Manager
    South Limburg Tourist Board / Stichting VVV Zuid-Limburg Tel: +31 43 6098517
    Fax: +31 43 6098526
    Email:     stan.smeets@vvvzuidlimburg.nl

    Head office: Walramplein 6, 6301 DD Valkenburg a/d Geul P.O. Box 820, 6300 AV Valkenburg a/d Geul 

 

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