360 integrated marketing and communication agency for north america (sat 366/26)

South African Tourism (SAT) is seeking a 360 integrated marketing and communication agency for North America, covering the United States and Canada. The agency will deliver strategic, creative, media, PR, digital, trade, and experiential marketing solutions on a project-based model.

Closing date: 14 December 2026 at 12:00 (USA EST time). No late submissions accepted.

Technical enquiries deadline: 24 November 2026.

Responses to enquiries published by: 27 November 2026 on https://www.southafrica.net/gl/en/corporate/page/tenders.

Briefing session: none.

Contact: Boitumelo Dibetle

Email: [email protected]

On portal technical issues, queries must be directed in writing to [email protected].

Submission link: https://e-procurement.southafrica.net

Submission: online only via the e-procurement portal at https://e-procurement.southafrica.net. No physical, courier, telegram, telex, fax, or email submissions will be accepted.

All bids must be submitted on the official forms; forms must not be re-typed. Complete all attached forms, questionnaires, and specifications in all respects. Use black ink if not using a typewriter or printer.

Bidders must check the number of pages and ensure none are missing or duplicated; no liability for claims arising from missing or duplicated pages.

Bidders must periodically review http://www.southafrica.net/gl/en/corporate/page/tenders and https://e-procurement.southafrica.net for updates or amendments before the due date.

Returnable documents: official tender forms, including any declaration of interest, pricing schedules, and other standard SBD forms as required by the bid pack. A signed and completed tender form acknowledging and accepting the conditions is mandatory.

Mandatory eligibility: bidders must have a physical presence and be actively operating in the United States. Bidders whose principal agency operations are outside the US will not be considered, even with a US affiliate, network partner, alliance, or third-party. Preference is given to bidders with an established operating presence in the New York City region.

Canadian market capability: must demonstrate an established capability to service Canada, either through own operations or an established affiliate, alliance, network, or strategic partner in Canada. Where Canadian services are delivered through a partner, clearly identify the relationship, partner's location, expertise, scope, roles, responsibilities, previous collaboration, and proposed governance and accountability arrangements.

The bidder must provide one senior, accountable client lead for the North America region, supported by appropriate specialist and market resources.

Bidders must provide two (2) case studies within the past five (5) years, one of which must be for an international Destination Marketing Organization (DMO). Each case study must be from a different client and sector, highlight distinct marketing mix elements, and be a maximum of 25 pages/slides. A written, contactable reference letter on the client's letterhead is required for each case study.

Proposals must address the agency overview, relevant capabilities and experience, proposed approach, proposed team, and project management.

Scope: South African Tourism (SAT) North America requires an integrated marketing and communications agency to deliver strategic, creative, media, public relations, digital, trade, and experiential marketing solutions across the United States and Canada.

360-degree marketing: development and execution of an integrated marketing idea rooted in consumer insight and strategy, translated into a clear creative platform, and consistently delivered across paid, owned, earned, and partner channels, including advertising, digital, social, content, PR, influencer/creator marketing, strategic partnerships, trade marketing, and consumer activations.

Target markets: United States of America and Canada. The agency must develop and execute projects appropriately localized for each market while maintaining consistency with SAT's global brand strategy.

Target audiences: B2C travelers (first-time, repeat, leisure, affluent, adventure, cultural, sustainability-conscious) and B2B trade (travel advisors, tour operators, OTAs, airlines, DMCs, consortia, travel associations, trade media, corporate travel, MICE).

Project-based engagement: SAT will commission individual projects via an approved Project Brief/Statement of Work (SOW) and Purchase Order (PO). No project work or expenditure may commence without SAT's written approval and PO. No minimum volume or value of work is guaranteed.

Potential service areas include: strategy, creative (including localization of global SAT toolkits), digital, dissemination and delivery, brand PR and experiential, media planning and buying, social and digital PR, PR and communications, trade marketing and representation, measurement and reporting.

The agency must demonstrate ability to use data, market intelligence, audience insights, and performance analytics to inform strategic and creative decisions and optimize campaign performance.

The agency must demonstrate a structured approach to measurement, including measurement frameworks, benchmarking, reporting tools, and a defined optimization process.

Regional operations: SAT North America Hub Office is in New York City, USA. The agency must be able to attend meetings at SAT's New York office when reasonably required. Travel costs for physical attendance must be agreed in advance and included in the project budget.

Proposals must demonstrate understanding of SAT's requirements and ability to deliver the services. Bidders should provide information under the following areas:

A. Agency Overview: size, structure, ownership, geographic footprint, USA and Canada capabilities, partnerships/networks, confirmation of physical presence in the US, location of US operations (including NYC region presence), and details of Canadian servicing capability.

B. Relevant Capabilities and Experience: destination marketing experience, consumer and trade marketing, integrated/360° campaign experience, creative, digital, media, PR capabilities, MICE experience, multi-market experience, and competitive advantages.

C. Proposed Approach: demonstrate understanding of SAT's North America challenges and opportunities, explain the integrated/360° approach, how disciplines will be connected, how to work with SAT North America Hub and other SAT-appointed agencies, and value-added capabilities.

D. Proposed Team: organizational chart, North America lead, key personnel, roles and responsibilities, summary table of core team members with one-page CVs per member (including qualifications, years of experience, specialization, current/previous clients), and continuity measures.

E. Project Management: project scoping, costing, approval, delivery, example workflow, timelines/budgets/quality management, performance monitoring, governance, continuity measures, tools and systems, and details of the Canadian ecosystem.

Measurement and reporting: structured approach to campaign measurement with framework, benchmarks, reporting tools, optimization process, and reporting governance.

Bidders must provide two (2) case studies from the past five (5) years, one from an international DMO, each from different clients and sectors, maximum 25 pages/slides, with reference letters. Case studies must show integrated campaign execution, including distinct marketing mix elements, and quantitative results against stated KPIs.

Key personnel: provide organizational chart, identify proposed North America lead, and include one-page CVs for each core team member with full name, role, qualifications, years of experience, areas of specialization, and current/previous clients.

Project-based pricing: provide indicative resource rate cards, pricing methodology, management fees/mark-ups/commissions, third-party cost management approach, production and pass-through cost treatment, minimum project fees, and commercial assumptions. Use one of the two case studies to demonstrate costing approach with a one-page line budget, justification, and transparent fee structure.

Project-based commercial model: no guaranteed monthly retainer or minimum volume of work. Individual projects commissioned via approved Project Brief/SOW and Purchase Order.

Bidders must provide in their proposal:

• Indicative resource rate cards
• Pricing methodology for project-based services
• Any applicable management fees, mark-ups, or commissions
• Third-party cost management approach
• Production and other pass-through cost treatment
• Any applicable minimum project fees
• Any other commercial assumptions or exclusions

SAT may request illustrative pricing for selected project scenarios.

Using one of the two submitted case studies, bidders must demonstrate their costing approach with a one-page line budget linked to project activities and deliverables, a justification of the project budget approach, and a transparent fee structure clearly distinguishing agency fees from third-party costs.

Validity period: the tender proposal 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.

The bid is subject to the Preferential Procurement Policy Framework Act and Preferential Procurement Regulations, 2022, the General Conditions of Contract (GCC), and any special conditions.

Mandatory eligibility: physical presence and active operations in the United States. Bidders with principal agency operations outside the US will not be considered.

Canadian capability: must demonstrate an established capability to service Canada, either directly or through an established partner.

Mandatory eligibility: physical presence and active operations in the United States. Bidders with principal agency operations outside the US will not be considered. Preference for bidders with established operating presence in the New York City region.

Canadian market capability: required, either through own operations or an established affiliate/partner.

Bidders must provide two case studies (one from an international DMO) with reference letters; case studies must demonstrate integrated campaign execution and quantitative results.

Proposals must address agency overview, capabilities, approach, team, and project management.

South African Tourism (SAT) is a Schedule 3A public entity established under the Tourism Act, mandated to promote sustainable tourism for South Africa.

Its business focuses on four areas: international and domestic leisure tourism, business events (via the South African National Convention Bureau), quality assurance (Visitor Experience and Tourism Grading Council), and corporate brand enhancement.

This tender procures a 360 integrated marketing and communication agency for the North America market.

Procurement is governed by the PFMA, National Treasury Regulations, the PPPFA and the B-BBEE Act.

Bidders must provide complete and accurate information; all requested details and annexures must be submitted, as there is no later opportunity to add them.

SAT is not liable for costs incurred in preparing tenders, and all submitted documents become SAT property.

Closing date and time: 14 December 2026 at 17:00 (as per tender record).

No briefing session or site visit is stated in Part A.

No named contacts are provided in Part A.

Tender amendments and updates: https://www.southafrica.net/gl/en/corporate/page/tenders

Submission method: not stated in Part A; refer to Part B or the tender portal.

All annexures must be completed in full using the required numbering format; attachments must be clearly marked and specific to the information required.

Any additional or alternative products/services must be tendered separately with a complete schedule of deviations.

Own conditions submitted by SMEs will be considered sympathetically, but South African Tourism may require the bidder to renounce such conditions.

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

• Annexure A (SBD 1): Company Information – bidder details, tax and CSD registration proof, B-BBEE certificate/affidavit, and foreign supplier questionnaire.
• Annexure B (SBD 3.3): Detailed breakdown of total cost, including mark-ups, commissions, CPI and VAT, summarised per year.
• Annexure C: Pricing Schedule (rate card and media buy costing) – rates in USD, all applicable taxes included; non-compliance with the format leads to automatic disqualification.
• Annexure D (SBD 4): Declaration of Interest – discloses any connection to the state; false disclosure disqualifies.
• Annexure E: Bidder Declaration – confirms no proprietary information access and no participation in other offers.
• Annexure F: General Conditions of Contract.

Disqualification risks:

• Incomplete annexures or missing signatures.
• Deviating from the prescribed pricing table format.
• Submitting conditions of the bidder's own that are not renounced when required.
• Providing false or misleading information – leads to disqualification or termination.

Evaluation methodology is based on National Treasury Regulation 16A.3, the Preferential Procurement Regulations 2017 and the B-BBEE Act.

Price evaluation: lowest price obtains maximum points; higher prices score proportionally lower points. Preference point system (80/20 or 90/10) is not stated in Part A.

Functionality: bidders must meet a minimum threshold for functionality; shortlisted bidders may be evaluated further.

Site inspections may be conducted before final recommendation.

Bidders must be CSD-registered and tax compliant; must not appear on the Register of Tender Defaulters or List of Restricted Suppliers.

Bidders must not have engaged in corrupt or fraudulent activities; successful bidders must complete an anti-bribery questionnaire and undergo due diligence.

The proposal may be awarded to one or more concerns, in part or in full, on a non-exclusive basis.

Clarification or additional information must be provided within 24 hours of request, otherwise the bidder may be disqualified.

South African Tourism seeks a 360 integrated marketing and communication agency for the North America market.

The scope covers international leisure tourism marketing (travel trade and consumer) for the US and Canada.

The agency must deliver a complete, cost-effective and functional solution covering strategy, creative, media planning and buying, digital marketing, content planning, campaign analysis, reporting and community management.

Required resource roles (with 160 estimated hours per month each):

• Account Manager
• Head of Strategy
• Creative Director
• Media Planner
• Media Buyer
• Digital Marketing Manager
• Content Planner
• Campaign and Content Analyst
• Reporting Specialist (social listening)
• Senior Community Manager

Media buy costing is based on an annual budget of USD 500,000, split as USD 100,000 traditional media and USD 400,000 digital/new media.

All services are subject to ongoing evaluation for effectiveness and must be guaranteed for the full contract period.

All work performed by the successful tenderer will be evaluated.

The service provided must be of a superior standard and unlikely to cause undue difficulties.

The pricing schedule must reflect a well-thought-through cost estimate; full cost of ownership must be clear.

Pricing must cover the full 3-year contract value.

Annexure B: Summary of total project cost per year, including escalation, mark-ups, commissions, CPI, VAT and all applicable taxes.

Annexure C: Resource rate cards (10 listed roles) for each of Years 1, 2 and 3; each role has 160 estimated monthly hours.

Media buy costing: annual budget USD 500,000 split between traditional (USD 100,000) and digital/new media (USD 400,000) for each year.

Rates must be in USD and inclusive of all applicable taxes.

If job titles differ, map them to the listed positions and provide rates.

Non-compliance with the pricing table format leads to automatic disqualification.

Subcontracting: agency must obtain at least three independent quotes and select the lowest for third-party services; the quoted management fee % and resource rates apply to these procurements.

The total bid price is Year 1 + Year 2 + Year 3 (resource rate cards + media costing tables).

Pricing must be supported by detailed project/roll-out plans with timeframes.

Prices must be quoted inclusive of VAT and all applicable taxes, with taxes shown separately where applicable.

Full price must be quoted in the currency of the country where the contract is signed (for this tender, USD).

No proposal surety is required at bid stage; South African Tourism may review this at contractual stage.

Payments will be made within 30 days of receipt of a valid invoice, provided goods/services were delivered to satisfaction.

Invoices must be accompanied by a reconciliation statement and supporting documentation.

Pricing must be summarised in Annexure B for a 3-year contract, including escalation and all taxes.

Annexure C pricing schedule:

• Resource rate cards for Year 1, 2 and 3; quotes must be provided for all listed resources.
• Media buy costing tables for each year (USD 500,000 budget).
• Summary table: total bid price per year = resource rate card + media costing; plus management fee % and annual increase %.

The bidder bears all foreign exchange losses due to currency fluctuations.

Subcontracting: for third-party services, the winning agency must obtain at least three independent quotes and select the lowest.

CSD registration: mandatory for the bidder and each party in a consortium/JV/subcontractor arrangement; tax compliance status is verified via CSD.

Tax compliance: bidders must be tax compliant at submission and remain compliant for the full contract term; verification via CSD and tax compliance status PIN (SARS eFiling). Printed/copies of Tax Clearance Certificates accepted but verified on eFiling.

Award will not be made to bidders on the Register of Tender Defaulters or List of Restricted Suppliers.

Foreign bidders with no South African residence, branch, permanent establishment, income source or tax liability are exempt from local tax clearance requirements.

B-BBEE: a B-BBEE status level verification certificate, or sworn affidavit for EMEs/QSEs, must be submitted to qualify for preference points.

Fronting: South African Tourism investigates potential fronting; if fronting indicators are found, the bidder has 14 days to prove it does not exist; failure may invalidate the bid and lead to restriction of business with the public sector for up to 10 years.

Anti-bribery: successful bidders must complete an anti-bribery compliance questionnaire and undergo due diligence.

Contract duration: 36 months, with a service level agreement (SLA) and periodic performance evaluations.

SAT may downscale services with at least 3 months' notice.

The RFP terms prevail over any conflicting tender response terms.

Successful bidder bears sole responsibility even if subcontracting is used.

Contract is governed by the laws of the country where it is signed (for this tender, the USA).

Payment within 30 days of invoice, subject to satisfaction.

All IP created under the contract vests in South African Tourism, unless otherwise agreed in writing.

SAT may terminate the contract if the bidder breaches the contract or SLA on two or more occasions.

SAT may terminate or suspend services if funds are no longer available.

The bidder is responsible for all its personnel and subcontractors' compliance with contract terms.

Confidentiality: bid documents and information must be kept confidential; unauthorised disclosure may lead to disqualification and civil action.

Withdrawal of tender within the validity period may result in payment of additional costs incurred by SAT.

Background screening of all directors of the bidding entity will be conducted.

Detailed evaluation methodology based on National Treasury Regulation 16A.3, PPPFA 2000 and Preferential Procurement Regulations 2017.

Bidders must meet a minimum functionality threshold to be considered further.

Site inspections may be conducted before final recommendation to the Bid Adjudication Committee.

Price: lowest price obtains maximum points; higher prices score proportionally lower.