Panel of global integrated marketing agencies (creative, content, brand design, digital, activation, pr and media) – sat 351/26

The tender establishes a panel of global integrated marketing agencies for South African Tourism, covering creative, content, brand design, activation, digital, PR and media services. Evaluation focuses on demonstrated experience in integrated destination marketing campaigns, industry awards, and the proposed five key resources.

Closing date: 23 October 2026 at 12:00 (from tender record).

Compulsory briefing: online, date and time not stated in this part of the document. Attendance is mandatory and confirmed against SAT's attendance record.

Compulsory online briefing session: date and time not stated in this part of the document. Attendance is mandatory and confirmed against SAT's attendance record. For consortium/JV, attendance by the lead bidder or any party is sufficient.

Returnable documents (all must be completed, signed and submitted in the prescribed annexure sequence):

• Part A & B: Bid invitation form, terms and conditions for bidding.
• Annexure A (SBD 4): Declaration of Interest — discloses any connection between bidder and state employees.
• Annexure B: Sworn affidavit for EME or QSE (valid 12 months from Commissioner's signature) to claim SMME points.
• Annexure C: Quoted price or financial offer aligned with the scope of work.
• Annexure D: Proof of Black woman ownership (founding documentation plus ID copies).
• Annexure E: Proof of Black ownership (founding documentation plus ID copies).
• Annexure F: Proof of Black youth ownership (founding documentation plus ID copies).
• Annexure G: Latest CSD report (verifies tax compliance, banking details and ownership).
• SBD 1 (Invitation to Bid): complete and sign.
• SBD 6.1 (Preference Points Claim): complete and sign.
• Consortium/JV agreement (if applicable): signed by all parties before closing, identifying the lead bidder.

Submission method: not stated in this part of the document.

Disqualification risks:

• Missing or unsigned returnable forms (SAT may allow a 2-working-day correction for SBD 4 and SBD 6.1, failing which the bid is disqualified).
• Failure to attend the compulsory online briefing.
• Consortium/JV without the signed agreement.
• Bids received after the closing date and time.

Three-phase evaluation:

• Phase 1: Administrative and mandatory bid requirements (compliance, pass/fail).
• Phase 2A: Desktop technical/functional evaluation out of 100 points. Minimum threshold: 75 points to proceed.
• Phase 2B: Presentation out of 100 points. Minimum threshold: 75 points to proceed.
• Phase 3: Price and preference points (90/10 system) out of 100 points. Only the five highest-ranked bidders from Phase 2B proceed.

Phase 2A criteria (100 points):

• Criterion 1 (40 points): Demonstrated experience in integrated destination marketing campaigns. Four case studies (2 international, 2 South African) completed within the last 5 years, each supported by a client reference on letterhead. Scoring: 3 points for all four with all four elements; 2 points for at least 2 international + 1 SA with at least three elements; 1 point for at least 1 international + 1 SA with at least two elements; 0 otherwise.
• Criterion 2 (30 points): Agency industry awards/accolades received in the past 10 years. Scoring: 3 points for at least 3 awards; 2 points for 2; 1 point for 1; 0 otherwise.
• Criterion 3 (30 points): Resource allocation plan and CVs for five key roles. Scoring: 3 points for all five with 10+ years each; 2 points for at least four (including the three mandatory) with 8–10 years; 1 point for at least three (including the three mandatory) with 5–7 years; 0 otherwise.

Phase 2B criteria (100 points):

• Criterion 1 (50 points): Live presentation of one Phase 2A case study (may expand, not substitute). Assessed on four areas (globally integrated campaign, strategic problem-solving/innovation/creativity, reporting & measurement, campaign performance & ROI) scored 0–3 each.
• Criterion 2 (50 points): Proposed methodology and implementation approach. Assessed on four areas (strategic and creative approach, project implementation plan, project management and execution methodology, measurement/reporting/ROI) scored 0–3 each.

Phase 3 (90/10):

• Price: 90 points (lowest acceptable tender scores 90; others pro rata using formula Ps = 90(1 − (Pt − Pmin)/Pmin)).
• Specific goals: 10 points (Black women 2, Black ownership 4, Black youth 2, SMME 2).
• Highest consolidated points normally wins; award may deviate only per PPPFA s2(1)(f).

Tie-breaking: highest specific goals points, then highest Phase 2 functionality, then highest Phase 2B, then highest Phase 2A, then drawing of lots.

Scope: panel of global integrated marketing agencies covering creative, content, brand design, activation, digital, PR and media.

Key personnel (five roles, no duplication allowed):

• Creative Director (mandatory)
• Business Unit Director / Account Director (mandatory)
• Strategy & Planning Lead
• Digital & Social Media Lead (mandatory)
• Brand Experiential Manager

Experience requirements:

• Four case studies (2 international, 2 South African) completed within the last 5 years, demonstrating strategy/creative execution, methodology, reporting tools, and performance indicators/ROI.
• Each case study must be supported by a client reference on formal letterhead with contactable details.
• Agency awards/accolades relevant to marketing/communications received within the past 10 years, with verifiable evidence.

Phase 2B presentation requires a clear, practical and structured methodology covering:

• Strategic and creative approach to the marketing challenge.
• Project implementation plan: activities, timelines, milestones, deliverables, roles, responsibilities, dependencies and resources.
• Project management and execution: workflow, governance, quality control, stakeholder coordination, risk management and optimisation mechanisms.
• Measurement, reporting and ROI: defining KPIs, monitoring performance, reporting results and measuring ROI against objectives.

Scoring: 0–3 per area (3 = strong evidence with specific processes/tools/examples; 2 = adequate but limited detail; 1 = high-level with insufficient detail; 0 = not addressed). General statements without evidence will not receive full marks.

Bidders must demonstrate capacity, ability, experience and qualified staff to deliver the required services.

Case studies: four required (2 international, 2 South African) completed within the last 5 years, each supported by a client reference on formal letterhead. Each case study must show strategy/creative execution, methodology, reporting tools, and performance indicators/ROI. Case studies without valid references are disregarded.

Key personnel: five roles with CVs/detailed profiles. Creative Director, Business Unit/Account Director, and Digital & Social Media Lead are mandatory. No resource may be duplicated across roles.

Experience scoring: 3 points for all five with 10+ years each; 2 points for at least four (including mandatory) with 8–10 years; 1 point for at least three (including mandatory) with 5–7 years; 0 for fewer, less than 5 years, duplication, or insufficient evidence.

Annexure C: quoted price or financial offer must be submitted and aligned with the scope of work.

Price evaluation uses the 90/10 preference point system for tenders exceeding R50 million. Price points out of 90 calculated using the formula Ps = 90(1 − (Pt − Pmin)/Pmin).

No detailed pricing schedule, bill of quantities, or payment schedule is provided in this part of the document.

Pricing: quoted price or financial offer must be submitted (Annexure C) aligned with the scope of work.

Price evaluation uses the 90/10 preference point system for tenders exceeding R50 million (inclusive of all applicable taxes).

Price formula: Ps = 90(1 − (Pt − Pmin)/Pmin), where Ps = points for price, Pt = price under consideration, Pmin = lowest acceptable tender price.

No bid security, bonds, guarantees, retention or payment terms are stated in this part of the document.

CSD registration: all bidders, including proposed partner/subcontractor agencies, must be registered on the Central Supplier Database (CSD). Proof of registration (e.g. MAAA number, CSD report) must be submitted. Applicable to South African companies only.

Tax compliance: verified at award stage, not during evaluation. If found non-compliant at award, bidder must provide proof of compliance or written SARS confirmation within 7 working days, failing which the tender will not be awarded.

SBD 4 (Declaration of Interest) and SBD 6.1 (Preference Points Claim) must be completed and signed.

Consortium/JV: signed agreement required before closing, identifying parties and lead bidder.

Compulsory briefing attendance required.

B-BBEE: specific goals points (not standard B-BBEE level) apply — Black women (2), Black ownership (4), Black youth (2), SMME (2). Proof via sworn affidavit (EME/QSE) or ownership documentation.

No CIDB grading, CIPC registration, or professional-body registration stated in this part of the document.

Specific goals (10 points under 90/10 system):

• Black women ownership: max 2 points (2 × % owned). Proof: founding documentation, ID copies, latest CSD report.
• Black ownership: max 4 points (4 × % owned). Proof: ID copy, founding documentation, latest CSD report.
• Black youth ownership: max 2 points (2 × % owned). Proof: founding documentation, ID copy, latest CSD report.
• SMME (EME or QSE): max 2 points. Proof: sworn affidavit valid 12 months from Commissioner's signature.

Definitions: HDI (no voting rights pre-interim Constitution, and/or woman and/or youth); Black people (Africans, Coloureds, Indians who are RSA citizens); EME (revenue ≤ R10m); QSE (revenue R10m–R50m); Youth (14–35 years at closing). Equity ownership points require active involvement in management and day-to-day operations.

Deliveries: must be accompanied by a delivery note or invoice quoting the official purchase order number. Non-compliant deliveries may be returned at the supplier's expense; SAT is not liable for incorrectly delivered goods or services. Bidders must indicate the planned delivery period (in days) from order issue.

POPIA: personal information shared with SAT is treated confidentially and processed in compliance with POPIA and PAIA. SAT may further process and place personal information in the public domain in executing its mandate. SAT accepts no liability for loss or damage arising from information made available or actions resulting therefrom.

Phase 1 administrative requirements:

• All documents must be completed and signed by the duly authorised representative.
• CSD registration for all bidders and partner/subcontractor agencies (South African companies only).
• Proof of CSD registration (e.g. MAAA number, CSD report).
• Tax compliance verified at award stage; if non-compliant, proof required within 7 working days.
• SBD 4 and SBD 6.1 completed and signed.
• Consortium/JV agreement signed by all parties before closing, identifying lead bidder.
• Attendance at compulsory online briefing.

Additional evaluation details:

• Phase 1 is compliance-based (pass/fail).
• Phase 2A and 2B each require a minimum of 75/100 to proceed; failure in either results in disqualification regardless of combined scores.
• Phase 3: only the five highest-ranked bidders from Phase 2B are evaluated on price and specific goals.
• Each Bid Evaluation Committee member scores each criterion on a score sheet.
• Bidders must reference criteria to their portfolio of evidence for systematic scoring.

The tender seeks to establish a panel of global integrated marketing agencies to provide creative, content, brand design, activation, digital, PR and media services to South African Tourism.

The procurement is for a panel of global integrated marketing agencies covering creative, content, brand design, activation, digital, PR and media services.

Pricing template roles and indicative monthly hours (for costing purposes):

• Editor In Chief: 30 hours
• Studio Managing Director: 40 hours
• Studio Managing Editor: 25 hours
• Business Account Director: 30 hours
• Account Director/Content Team Leader: 30 hours
• Snr Account Manager: 30 hours
• Account Executive: 30 hours
• Account Coordinator: 30 hours
• Snr Project Manager: 45 hours
• Project Manager: 130 hours
• Strategist: 130 hours
• Strategist Researcher/Planner: 110 hours
• Junior Planner/Strategist: 30 hours
• Creative Director: 130 hours
• Senior Designer and Copywriter/Lead Creator: 65 hours
• Designer & Copywriter/Creator: 70 hours
• Snr Art Director/Copywriter: 75 hours
• Art Director/Copywriter/Brand Journalist: 60 hours
• Jnr Art Director/Copywriter: 25 hours
• Head of Digital Production/Snr AV Producer: 30 hours
• Producer/Editor/Multimedia/Specialist Producer: 45 hours
• Retoucher: 70 hours
• Executive Film Director: 45 hours
• Executive Film Producer: 110 hours
• Sound Engineer: 45 hours
• IT/Security: 40 hours
• Senior Producer: 110 hours
• Creative Chairman: 45 hours
• Executive Creative Director: 50 hours
• Strategic Director: 45 hours
• Senior Strategist: 45 hours
• Proof Reader/QA: 65 hours
• Traffic Manager: 65 hours
• Social Media Lead: 70 hours
• Community Manager: 80 hours
• Animator: 45 hours

Pricing must be submitted using the provided cost template (Annexure A).

The template requires:

• A rate per hour for each role listed.
• Monthly hours and monthly totals per role.
• Annual total per role.
• A 12-month total.
• Annual retainer amounts for each of the three years.
• CPIX (inflation) percentage adjustments for each year.
• Sub-total, VAT amount, and total inclusive of VAT.
• A total inclusive of VAT for the full three-year period.

All calculations in the template are inclusive of VAT.

The template must be signed by the bidder's authorised signatory, with name, designation, email address, signature and date.

Compulsory briefing session: 12 September 2026 at 14:00 (SA time), via Microsoft Teams. Attendance is mandatory.

Technical inquiries deadline: 13 October 2025 at 12:00.

Responses to inquiries published: 15 October 2025 at 12:00.

Closing date and time: 23 October 2026 at 12:00 (SA time). No late submissions accepted.

Compulsory briefing session: 12 September 2026 at 14:00 (SA time), via Microsoft Teams. Attendance is mandatory. Meeting link and details are provided in the tender document.

Enquiries:

• Contact: Raymond Mabuela
• Email: [email protected]
• Telephone: not stated

Submission:

• Method: online via e-procurement portal
• Portal URL: https://e-procurement.southafrica.net
• Email: [email protected]

Tender documents and updates:

• https://www.southafrica.net/gl/en/corporate/page/tenders
• https://e-procurement.southafrica.net

Submission method: online only via the e-procurement portal at https://e-procurement.southafrica.net. Physical drop-offs and courier submissions are not permitted.

Returnable documents (all must be completed, signed and submitted):

• Bid form with CSD MAA number and bidder details.
• SBD 1 (Invitation to Bid): signed as the offer cover page.
• SBD 4 (Declaration of Interest): discloses any state employment or connections.
• SBD 6.1 (Preference Points Claim): claims B-BBEE points.
• SBD 6.2 (Declaration for Local Production and Content): if applicable.
• SBD 8 (Declaration of Past Supply Chain Management Practices).
• SBD 9 (Certificate of Independent Bid Determination): certifies no collusion.
• Authority to Sign / Board Resolution: authorises the signatory.
• Annexure A (Resources Cost Template): complete exactly as provided; tampering may lead to disqualification.

Disqualification risks:

• Late submissions are not accepted.
• Failure to sign/mark the tender form or complete all attached forms, questionnaires and specifications may invalidate the bid.
• Tenders must be completed in black ink if not typed or printed.
• Bidders must check page numbers; no liability for missing or duplicated pages.

Evaluation stages: administrative, mandatory, functionality, then price (Phase 3).

Panel composition:

• A panel of up to five (5) service providers will be appointed.
• The panel consists of the five highest-ranked bidders based on total points in Phase 3, provided they meet all administrative, mandatory and functionality thresholds and submit an acceptable price.
• If fewer than five bidders qualify, all qualifying bidders are appointed.
• If only one or two qualify, SA Tourism may appoint them and run a further panel process to augment the panel.
• Ties for the last place are resolved by the deadlock criteria in Part C.

Preference points: subject to the Preferential Procurement Policy Framework Act and the Preferential Procurement Regulations, 2022 (80/20 or 90/10 system).

Quotation evaluation (for panel assignments):

• Quotations are evaluated against criteria stated in the RFQ.
• The highest-scoring panel member is considered for appointment, subject to approval, budget, team availability and negotiation within the rate card.
• If the highest scorer is not appointed, the next-highest scorer may be considered.
• If two or more quotations score equally, the member with the highest specific goals score is preferred; if still equal, the tie is decided by drawing of lots.

Proposal content requirements:

• Proposals must demonstrate understanding of the brief and ability to deliver.
• Must include: introduction (agency overview, size, structure); creative, brand, content, digital and social capabilities; solution overview (without paraphrasing the RFP); experience, skills and qualifications of the proposed team; and at least two (2) credentials of exemplary consumer and trade campaign work, not older than two years, including client name, challenge, and solution delivered.

Scope: South African Tourism seeks to appoint a panel of global integrated marketing agencies covering creative, content, brand design, digital, activation, PR and media, on a project-based/variable basis.

Key deliverables:

• Global strategy and creative development, planning, campaign management, digital strategy and implementation.
• Creative development and localisation, including bespoke content for all platforms, channel support and placement.
• Cross-channel digital platform design with customised creative through the customer journey.
• Leverage SA Tourism tools for IP measurement and analytics localisation.
• Profile key SA Tourism-owned platforms (e.g., Africa's Travel Indaba, Meetings Africa).

Content and creative requirements:

• Content strategy and execution: long-form, short-form, social, audio-visual, interactive, reports, white papers, data visualisation, design and layout.
• Content production capabilities including image library curation.
• Content targeting and management through paid and earned digital media.
• A content management platform and archiving system accessible to SA Tourism regional offices, stakeholders, media outlets and partners.
• Editing and deployment capability: complete edit suites for audiovisual, design, animation, motion graphics, photographic editing and DTP.
• All content must be customisable per region, including translations and localisation.
• Management of all associated rights and licensing.
• Performance, usage, tracking, insights and measurement of all content.

Creative strategy and campaigns:

• Creative strategy and campaign development across all channels, in collaboration with other appointed agencies.
• Localisation of global creative campaign in partnership with hub team agencies.
• Global campaign planning, project management and regional operational capabilities.
• Integration of work streams within the SA Tourism asset management system.

Brand strategy and execution:

• Brand identity, positioning, target audience, messaging, guidelines, experience, storytelling, monitoring, evolution and review.

Brand design requirements:

• Re-categorisation of corporate and destination segments, including NCB, TGCSA, Africa's Travel Indaba, Meetings Africa, SA Specialist.
• Brand architecture review and recommendations.
• Naming conventions review.
• Unified brand identity and design language across all marketing implementations.
• Full brand identity toolkits with instructions and examples. The logo will not be changed.
• Brand management system: multi-language, with triggered workflow and performance reporting, available to the full SA Tourism ecosystem.

Digital and social media requirements:

• Digital marketing strategy and plan with a dynamic eco-system activation mindset.
• Cost-effective targeting informed by insights and data.
• Always-on digital presence inclusive of production.
• Consideration of AI content delivery and diversity in language and demographics.
• Clear articulation of content value and ROI.
• Content usage rights and ownership.
• Digital shifts and interventions to contribute to tourist arrivals goals.
• Identify all digital touchpoints of the visitor experience journey and manage each.
• Stakeholder management on utilising digital tools, data sharing and layering.
• Digitalisation of SA Tourism ways of working, including internal brand management and CI.

Brand activation:

• Experiential marketing strategy, big idea conceptualisation, creative, content, execution and project management.
• Global, regional and domestic brand activation concepts.
• Project management and execution of exhibitions, consumer and trade activations.
• Develop detailed designs and layouts for all activations.
• Budget management.
• Manage medical, safety & security and disaster management in collaboration with Local Organising Committees.
• Ensure public liability insurance cover for all activations (OHASA compliance).
• Manage suppliers, entertainment, staffing, cleaning and security.

Public relations (PR):

• Deliver optimal and effective media coverage on South Africa as a prime leisure and business events destination.
• Create and ensure PR value around brand campaigns.
• Facilitate, strengthen and grow relationships with key in-market/regional media.
• Drive engagement and positive sentiment for the destination.
• Trade-facing communication: support trade campaigns, find platforms to leverage, propose integrated proposals.
• Brand and consumer communication: extend PR messaging globally, integrate planning and execution, position South Africa as preferred destination.
• Reputation management: positive messaging strategy, crisis management, stakeholder relations, media monitoring, monthly reports.

Media:

• Media strategy formulation, planning and buying globally as per MPIF and watchlist markets.
• Acquire media collaboration, partnerships and platforms.
• Conceptualisation of media creative executions.
• Evaluation of all advertising media.
• Formulation of marketing media plans and implementation.
• Global competitor analysis and media trends monitoring.
• Ensure PR opportunities are included in all media buying.
• Provide media performance and competitor performance reporting.
• Work in synergy with other agency panel providers.
• Content creation aligned to brand objectives.
• Global to local/localisation campaign executions.
• Originated media strategy to fit current creator trends.

Pricing model: project-based fee model. The price quoted during submission will be used for evaluation.

Required pricing information:

• Agency fees breakdown in terms of personnel involved (strategists, planners, buyers, traditional and digital specialists).
• Mark-up policy on external costs (e.g., third-party production).
• Clear distinction of what project-based pricing covers and what would require additional costs within scope.
• Annual fees increase proposal over the 3-year term.
• Full disclosure of commercial agreements with partners where SA Tourism is a beneficiary.
• Full disclosure of joint ventures and/or consortiums if applicable.
• Indicate any once-off costs.
• Complete Annexure A (Resources Cost Template) exactly as provided; tampering may lead to disqualification.

Rate card: rates are ceilings for the contract period, subject to the agreed escalation cap.

SA Tourism reserves the right to verify third-party costs through its appointed cost consultant agency, internal/external audit, or officials.

Validity period: proposals must remain valid for at least five (5) months after the tender due date. All prices and recurrent costs must remain firm for the contract period.

CSD registration: bidders must provide a CSD MAA number on the bid form.

B-BBEE: subject to the Preferential Procurement Policy Framework Act and the Preferential Procurement Regulations, 2022. Bidders must submit a valid B-BBEE certificate or sworn affidavit as applicable to claim preference points.

Tax compliance: valid tax compliance status required (implied by standard requirements).

Consortium/JV: if applicable, must provide a signed agreement within three working days of the award letter, setting out roles and percentage participation, confirming joint and several liability, and remaining in force for the contract period. Composition may not change without prior written approval.

Insurance: public liability insurance cover required for all activations, with OHASA compliance and certification.

General: bidders must sign/mark the tender form and complete all attached forms, questionnaires and specifications; failure may invalidate the tender.