Events and activations agency for meisea (re-issue)

The tender requires an events and activations agency to provide comprehensive design, production, and event coverage services for South African Tourism’s MEISEA (Middle East, India, South East Asia) campaigns.

Key focus areas:

• Branding and stationery: logos, icons, and printed materials.
• Exhibition and event materials: stands, panels, stage designs, banners, backdrops, and signage.
• Marketing collateral: invitations, emailers, teasers, and promotional items (e.g., mugs, t-shirts, pens).
• Media and advertising: print ads, OOH, digital banners, radio jingles, videos, and LED content.
• Event logistics: storage for materials and full-day photography/videography.

Specific eligibility criteria are not explicitly stated in the provided excerpt. However, based on the detailed rate card requirements, applicants likely need demonstrated experience in event management, creative design, production capabilities, and logistics management. Financial stability to handle multi-year contracts and proven track record in similar tourism/event activations would be expected.

Scope: Provision of events and activations agency services for MEISEA (Middle East, India, South East Asia).

Deliverables include but are not limited to:

• Logo and stationery design (2 design options per item).
• Catalogue, brochure, leaflet, and folder design (2 design options per item, with specifications for cover/back and inside pages).
• Planner, notepad, and creative pages (2 design options per item, including adaptations).
• Exhibition materials: exhibit stands (15ft x 12ft and 10ft x 10ft), branded panels, stage designs (main stage, pre-function arch), banners, backdrops, standees, podiums, wall paintings, hoardings, display units, canopies, and gate arches (2 design options per item, with adaptations and size specifications where applicable).
• Invitation cards, emailers, teasers, envelopes, and forms (2 design options per item, including adaptations).
• Collateral design: mugs, clocks, t-shirts, pens, CD covers, badges, ID cards, trophies, dummies (2 design options per item, with 3D design for trophies and per-collateral cost for adaptations).
• Print and packaging: A4/A3 prints, booklets, leaflets, folders, CD copying, scanning (A4 size).
• Presentations: basic design (advanced customization subject to additional requirements).
• Advertising: newspaper/magazine (half-page and full-page ads), out-of-home (OOH) per sqft, digital banners (2 design options).
• Media production: radio jingles (30-60 secs, including scripting, VO, and recording), digital videos (30-60 secs, including scripting, VO, and editing), digital content for LED screens (30-60 secs), GIFs (per GIF).
• Storage: capabilities for collaterals, marketing, and branding materials (up to 200 kg for 30-31 days).
• Event coverage: photography and videography for entire event day (8-12 hours).

Management Fee Structure: Agency fee percentage for Year 1, Year 2, and Year 3 (specific percentages not provided in extracted text).

Pricing must align with the provided rate card (Annexure H - SAT 337-26).

Key pricing points:

• Design services: 2 design options per item unless otherwise specified.
• Adaptations: additional design costs apply for modifications (e.g., size adjustments, corrections).
• Media production: fixed rates for radio jingles, digital videos, and LED content (30-60 secs duration).
• Storage: monthly rate for up to 200 kg of material.
• Event coverage: fixed rate for full-day photography/videography (8-12 hours).
• Advertising: rates per sqft for OOH, per ad for print media.
• Printing/packaging: rates based on page count, size, or unit (e.g., A4/A3 prints, CD copying per unit).

• Brief: 2027 Cricket World Cup Promotion.
• A major focus for FY26-27 is promoting the 2027 Cricket World Cup hosted in South Africa.

• Submit all required documents as per Table 2 and Table 3.
• All documents must be completed and signed by an authorised representative.
• Administrative and mandatory bid requirements are evaluated in Phase 1.
• Shortlisted bidders in Phase 3 must provide a valid bank solvency letter within 7 days or face immediate disqualification.
• Reference page numbers in your bid proposal next to the criteria under Table 3.

• Table 2 Administrative Documents:

• Confirmation of valid tax status with supporting proof (e.g., Income Tax Return Certificate).
• Completed and signed Annexure A (SBD 1).
• Completed and signed Annexure E (SBD 4).
• If applicable, proof of joint-venture, consortium, or subcontracting agreement.

Bidder must have valid tax compliance status. Must achieve minimum 70% score in technical evaluation to proceed to price phase. Case studies must be relevant and include reference letters on official letterhead. Key personnel must meet minimum experience requirements. If shortlisted for Phase 3, must provide a valid bank solvency letter within 7 days.

• Scope: Appointment of an Events and Activations Agency for MEISEA markets.
• Key Deliverable: Develop and execute a promotional plan for the 2027 Cricket World Cup in South Africa.
• Required Plan Elements:

• Creative concepts and design elements.
• Engaging activations to showcase South Africa.
• A clear measurement and reporting framework with KPIs.
• Demonstration of efficient implementation and integration.
• A full end-to-end execution strategy including project planning, stakeholder engagement, on-ground delivery, and a digital innovation component.

• Agency must demonstrate capacity, ability, experience, and qualified staff.
• Personnel Requirements:

• Company Director: Minimum 5 years' experience in events/activations.
• Event/Account Manager: Minimum 3 years' experience in events/activations.

• Your execution strategy must include:

• Project planning.
• Stakeholder engagement.
• On-ground delivery.
• A strong digital innovation component.

• Reference letters must correspond to the submitted case studies.
• Agency must have worked with the reference provider within the last 48 months (4 years) from the RFP closing date.
• Reference letters must be written/typed on official letterhead, dated, and include contact details.
• Letters lacking these details will not be considered.
• Appointment letters from clients are not accepted as reference letters.
• Irrelevant case studies and reference letters score zero.

• Case studies required: Provide up to 3 successful case studies (1 Tourism Leisure/MICE, 1 Non-tourism sector, 1 from any MEISEA market) from the last 48 months.
• Each case study must outline:

• The client brief.
• Your proposed solution.
• The outcomes and results (ROI).

• Shortlisted bidders in Phase 3 must provide a valid bank solvency letter within 7 days of request.
• Failure to provide the bank solvency letter within 7 days results in immediate disqualification.

• Phase 1 Administrative Requirements:

• Submit written confirmation and proof of tax compliance status (e.g., valid Income Tax Return Certificate).
• Complete and sign Annexure A (SBD 1) and Annexure E (SBD 4).
• If applicable, provide proof of joint-venture, consortium, or subcontracting agreement.

• Mandatory Requirement (Phase 3):

• A valid bank solvency letter is required for shortlisted suppliers; non-submission leads to disqualification.

• Minimum technical score (functionality) to proceed: 70%.

• Table 3 Mandatory Requirement:

• A valid bank solvency letter is required from shortlisted suppliers in Phase 3.
• Must be provided within 7 days of request.
• Failure to meet the 7-day timeline results in immediate disqualification.

• Phase 3: Price evaluation.
• The bidder advancing to Phase 3 is evaluated based on price comparison.
• South African Tourism appoints the bidder who scores the highest point on price.

• Purpose: To appoint an Events and Activation Agency for South African Tourism's MEISEA region (Middle East, India, Southeast Asia).
• The agency's core task is to increase positivity, desire, and consideration to visit South Africa among Indian travellers and other MEISEA markets.
• Operational Base: The agency must operate and liaise from its India office. Services for other MEISEA markets will be commissioned on a needs basis but must be billed through the India office in INR. This is not a global tender.
• Market Context: Indian travellers have concerns about value proposition, visa unpredictability, safety, lack of direct flights, and product diversity. SAT aims to trigger emotional touchpoints through activations to build familiarity, reputation, and 'always on' conversion opportunities.
• Target Audiences: Millennials (digital-native, tech-savvy, seeking high-impact itineraries), Families (multi-generational, seeking fun activities and safety), Business Events (MICE/Corporates), and Trade (including tier II/III cities and specialized segments like sports tourism).
• Key Focus: A major focus for FY26-27 will be promoting the 2027 Cricket World Cup hosted in South Africa.

• Closing date and time for submissions: 07 August 2026 at 12:00hrs (IST).
• Deadline for written technical inquiries: 29 July 2026 at 12:00 IST.
• Responses to technical inquiries will be published on official websites by 30 July 2026 at 12:00 IST.
• No briefing session is scheduled (N/A).

• Primary contact for inquiries: Francina Tlali.
• All inquiries must be submitted in writing via email to [email protected]. Reduce telephonic inquiries to writing.
• Bid submission address: https://e-procurement.southafrica.net.

• Submit your bid electronically via the e-procurement portal at https://e-procurement.southafrica.net.
• Submission deadline: 07 August 2026 at 12:00hrs (IST). Late submissions will not be accepted.
• All bids must be submitted in PDF format.
• You must use the official tender forms provided – do not re-type them.
• Ensure your proposal remains valid for at least five (5) months after the tender due date.

• All bids must be submitted on the official forms – not to be re-typed.
• Your proposal must clearly demonstrate understanding of the brief and ability to deliver on all requirements.
• Include information relevant to six topics: Introduction, Agency capabilities, Solution overview, Experience/skills/qualifications of the proposed team, Work plan and project management, and Cost.

Agency must be registered in India, operate from India, and bill in INR. Must have minimum 5 years of industry experience for both company and servicing team. Must provide at least 3 case studies from past 48 months: 1 in tourism leisure/MICE, 1 in non-tourism sector, and 1 from a MEISEA market (excluding India). Must comply with Preferential Procurement Policy Framework Act and Regulations 2017. Proposal validity must be at least 5 months post tender due date.

Scope: Appointment of an Events and Activation Agency for South African Tourism's MEISEA region (Middle East, India, Southeast Asia).

• Primary operational base must be in India, serving MEISEA markets (including Singapore, Malaysia, Thailand, Philippines, Vietnam, Indonesia, Sri Lanka, Saudi Arabia, Turkey, UAE) on a needs basis.
• Services must be billed through the India office in Indian Rupees (INR). This is not a global tender.

Key Deliverables & Agency Responsibilities:

• Develop and execute creative concepts that align with SAT's global brand strategy, localized for the Indian market.
• Provide yearly execution plans to engage Indian travellers across target segments: Millennials, Families, Business Events (MICE/Corporates), and Trade.
• Manage full event execution: roadshows, trade shows, corporate events, consumer activations, media roundtables.
• Provide photography, videography, and deliver all final edited assets; all produced content becomes SAT's intellectual property.
• Handle booth/stand conceptualization, design, and setup, incorporating digital-forward elements like interactive tech.
• Manage RSVP, registration, visitor support, and logistics.
• Procure marketing collaterals (requiring three quotes per SAT policy).
• Source venues, manage logistics (transport, storage, distribution), and liaise with vendors.
• Maintain inventory stock, database collation (attendee data is SAT's IP), and post-event reporting.
• Conduct risk management analysis and provide solutions.
• Manage local performers/artists with full adherence to South African tax compliance.
• Secure necessary permits and assist with event insurance.
• Ensure 'A class' quality transportation for events.
• Participate in SAT business activities, potentially in South Africa.
• Develop media plans and procure media inventory to support campaigns.
• Demonstrate understanding of the tourism industry, sales cycles, and consumer insights.
• All outsourced services require three quotes from different vendors.

Measurement & Reporting:

• Provide interval and post-activation reports with data decks, insights, and performance against KPIs.
• Deliver database collections into SAT's CRM system, managing data protection compliance.
• Supply 360-degree closing reports and contribute to insights decks.

Pitch Requirement:

• Include a mini-brief proposal for promoting the 2027 Cricket World Cup in South Africa, covering creative concepts, activations, KPIs, and implementation plan.

• Your proposal must demonstrate a methodology to reach new consumers from awareness to conversion seamlessly, while still servicing the traditional trade market.
• Understand the target audience: Majority aged 25-44, first-time travellers, mix of MICE (28%), holiday (34%), business (18%), VFR (8%).
• Account for short lead times and changed booking patterns.
• Your approach must increase positivity, desire, and consideration to visit South Africa.
• Develop creative concepts that 'sell', localize campaigns, and ensure brand consistency.
• Provide experienced, flexible technical staff able to adapt creatives for different regions and consumer segments.
• Activations must resonate with Indian markets, show a strong call to action, and be innovative.
• Ensure all executions are suitable for both consumer and trade platforms across all media (online, social, print, TV, radio, OOH).
• Activations must show longevity and integrate consumer and trade work to drive conversion.
• Execute projects from start to end as per SAT's brief, including supporting TTOS, ETA, or other SAT projects.
• Manage media roundtables/briefing sessions.
• Your work plan must include associated timelines and plans to monitor campaign performance, implementing corrective measures where necessary.
• For the 2027 Cricket World Cup promotion mini-brief: Provide a comprehensive implementation plan with creative concepts, engaging activations, a clear measurement framework with KPIs, and demonstrate efficient integration into the overall activation strategy.

• Senior Management and Executive Management must be part of the servicing team.
• A minimum of 5 years of experience per individual and for the company in the industry is crucial.
• The servicing team should be strategic, creative, and bring the brand to life, actively participating in the pitch.
• In your proposal, include:

• Agency overview, size, company structure, and relationship with other subsidiaries.
• Description of prior destination marketing experience and other relevant experience enabling innovative solutions.
• Competitive advantages.
• CVs of all human resources assigned to the project, their experience on similar projects, assurance of staff quality/availability, and the reporting structure.

• Provide up to 3 successful case studies from the past 48 months: 1 Tourism Leisure/MICE, 1 Non-tourism sector, 1 from any MEISEA market (excluding India). Each case study must outline the client brief, your proposed solution, and the outcomes/results (ROI). Include reference letters.

• Submit a detailed price schedule on company letterhead.
• Structure must be for a 3-year project-based model.
• Complete and submit the mandatory pricing schedule (Annexure H).
• Pricing must be inclusive of taxes and escalation; if not stated, it is assumed inclusive.
• Detail the following:

• Agency/management fees broken down by project responsibilities and levels of seniority (creatives, client service, strategy, production management).
• In-house resource rates.
• Mark-up policy on external/third-party production costs.
• Proposal for annual fee increases over the 3-year term.
• Full disclosure of all commercial agreements with partners where SAT is a beneficiary.
• Any once-off costs.

• Provide high-level cost estimates, including all fees and resource rate cards, in the same format for Year 1, 2, and 3.
• Include cost representation for an additional 2-year extension option.
• SAT will contract based on a project fee model structure only.

• Submit a commercial proposal for a 3-year project-based model.
• Complete and submit the mandatory pricing schedule (Annexure H) with your tender.
• Pricing must be inclusive of all applicable taxes and escalation percentages; if not stated, SAT will assume it is inclusive.
• Contract will be based on a project fee model only, not a fixed retainer. Agency will be briefed per project.
• Provide high-level cost estimates, including fees and resource rate cards, in the same format for Year 1, 2, and 3.
• Include cost representation for an additional 2-year extension option.
• Your detailed price schedule must cover:

• Agency/management fees per project (by seniority/role: creatives, client service, strategy, production).
• In-house resource rates.
• Mark-up policy on external/third-party production costs.
• Proposal for annual fee increases over the 3-year term.
• Full disclosure of all commercial agreements with partners where SAT is a beneficiary.
• Any once-off costs.

• SAT will select the most cost-beneficial option.

• This bid is subject to the Preferential Procurement Policy Framework Act (PPPFA) and the Preferential Procurement Regulations, 2017.
• It is also subject to the General Conditions of Contract (GCC) and any other special conditions of contract.
• Full adherence to South African tax compliance is mandatory, particularly for payments to local performers/artists.
• The agency must manage data protection compliance rules for all collected attendee data.
• A CSD MAA number is referenced in the document.

• The agency must consider and brief SAT on all project risks prior to commencement, including medical insurance, safety & security, and disaster management.
• Safety and security are noted as a primary concern for travellers to South Africa.
• General assistance on ground with items like masks should be provided.

• Contract duration: South African Tourism intends to enter into a 3-year contract and service level agreement.
• The contract may be subject to periodic performance evaluation based on agreed terms.
• All participant data, records, and information collected during project execution are the exclusive intellectual property (IP) of South African Tourism (SAT).
• The appointed agency must maintain an inventory stock and report on its usage.
• The agency must conduct risk management analysis prior to events, proposing solutions for aspects like medical insurance, safety, security, and disaster management.
• For local performers/artists: Full adherence to South African tax compliance is mandatory. Payments must be made within 30 days per SAT policy.
• The agency may need to secure permits and assist SAT in obtaining appropriate event insurance.

• The activation/event will be evaluated against supplied evaluation criteria for various aspects.