Description of the contract
Visit Swansea Bay’ is the brand name given to the destination marketing activity of the Tourism Team in Swansea Council (City & County of Swansea). We are the official visitor information providers for Swansea Bay (Swansea, Mumbles, Gower Peninsula and Rural Swansea). We provide information via visitswanseabay.com and also manage campaigns to attract visitors to the area. We are an income generating team offering marketing packages, which local tourism businesses can buy into.
2021/22 Campaign Overview
The 2021-2022 campaign will continue to promote Swansea Bay as a visitor’s ‘Happy Place’ and this theme should be reflected in all outputs for this VoD Campaign.
The aim of the campaign is build on the current ‘Happy Place’ Campaign to engage both new and existing visitors via an innovative VoD media campaign in our key geographical markets.
Bidders will be expected to prepare an appropriate campaign strategy and delivery plan based on this Specification and in response to the Method Statement questions below, to be submitted with their quotation. The plan should detail proposed activity from Monday 17th January 2022 to Friday 11thMarch 2022.
The Campaign Plan should include a detailed rationale as to why a particular video on demand platform(s) has been chosen, how it/they meets the Specification and in particular, the target markets, in a cost-effective way.
The successful company will be expected to:
• Develop a creative response so that the VoD adverts achieve our aims and meet the requirements of the Specification.
• Develop three separate 30 second VoD adverts to engage with:
o Couples (empty nesters) – who enjoy the outdoors and culture.
o Families with school age children – for adventurous family holidays.
o A younger demographic – who enjoy activities and holiday as couples/friends.
• Develop a concept, prepare a storyboard and script for each VoD advert.
• Work directly with our videographer using a comprehensive bank of existing footage to create the three video adverts. See our YouTube channel for examples of existing video footage.
NB: The video editing and any associated administration costs relating to the supply of the video footage should be included in the contract price.
• Each advert will have a voiceover (which will need to be produced in both English and Welsh).
• Each VoD advert needs to be produced in both English and Welsh – with respect to voiceover (see above) and on-screen messaging/branding.
• All content is to be approved by the Client prior to use
2.14 A maximum budget of £30,000 is available for completing this video on demand campaign. All expenses must be covered by this budget. Once the total cost is accepted as part of the successful bid no additional funds will be available.
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