Advertising agency services for destination marketing, events, and advertising (george municipality)

Closing date: 28 October 2026 at 12:00

Tender opening: 28 October 2026 at 12:05, Committee Room, Civic Centre, George

No briefing session or site visit is mentioned.

No briefing session or site visit is mentioned in the tender. The tender closing date is 28 October 2026 at 12:00. Tenders will be opened on the same day at 12:05 in the Committee Room. Tender documents are available at a non-refundable deposit of R309.35 or free from the website.

Enquiries:

• Contact: Mrs. Sharon House (also listed as Mrs. S. House)
• Role: Contract Leader, Directorate Planning and Development, Section Tourism
• Email: [email protected]
• Telephone: 044 801 9295

Tender documents available from:

Supply Chain Management Unit

Fifth Floor, Civic Centre

71 York Street

George

Website: www.george.gov.za

Submission method: sealed envelope, clearly marked with tender number GMT006/26-27, deposited in the tender box at the Supply Chain Management Unit, Fifth Floor, Civic Centre, 71 York Street, George, by 12:00 on 28 October 2026. Tenders will be opened at 12:05 the same day in the Committee Room. Late or unmarked tenders will not be considered. No posted, faxed, or emailed tenders accepted. Bids must be submitted on the official forms (not retyped).

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

• Tenderer Contact Details
• Details of Tenderer
• Details of Tendering Entity's Bank (authorises the municipality to obtain a financial reference)
• Resolution taken by the Board of Directors / Members / Partners (authorises the signatory to bind the bidder; must be signed by all directors/members/partners)
• Resolution for Consortium or Joint Venture (if applicable; must be signed by all parties, and a Joint Venture Agreement must be submitted or the bid is disqualified)
• Joint Venture Information / Agreement (if applicable)
• Schedule of Proposed Sub-Contractors
• Pricing Schedule
• Past Experience
• The Tender Offer and Acceptance
• MBD1 – Tax Compliance Information
• MBD4 – Declaration of Interest (discloses whether any director/shareholder is employed by the state or connected to the municipality)
• MBD6.1 – Preference Points Claim form (claims B-BBEE and locality points)
• MBD8 – Declaration of Bidder's Past Supply Chain Management Practices
• MBD9 – Certificate of Independent Bid Determination (certifies no collusion or price disclosure)
• Certificate for Municipal Services
• TCS PIN for tax compliance
• Valid original or certified copy of B-BBEE certificate
• Answer sheets with supporting evidence for functionality assessment

Disqualification risks:

• Any returnable form omitted or unsigned
• Failure to meet eligibility requirements (experience and team qualifications)
• Failure to score at least 75/100 in functionality assessment
• Bids from persons in the service of the state, provincial government, or municipality
• Joint Venture without a Joint Venture Agreement
• Late or unmarked tenders

Evaluation stages:

1. Functionality assessment (compulsory written evidence) – bidders must score at least 75 out of 100 points to proceed. Criteria: SEO (improve website visibility on Google), GEO (improve brand visibility in AI tools), website performance, creative content (on-brand, inspiring, professional), and media planning (accurate and highly targeted).
2. Preference points system: 80 points for price, 20 points for B-BBEE status and Specific Goals (PPPFA Regulations 2022).
3. Adjudication based on relevant specifications, value for money, capacity to execute the contract, and PPPFA Regulations 2022.

Scope: Appointment of an advertising agency to supply destination marketing, events, and advertising services as and when required, for a period of three years from date of appointment.

Compulsory location: The appointed service provider must set up an office or have a permanent representative in the Garden Route jurisdiction within 30 days of appointment. Travel and accommodation cannot be claimed for team members residing outside the Garden Route; costs must be absorbed by the provider.

Brands: George Municipality and George, Wilderness and Uniondale Tourism (sub-brand 'George, naturally'). The agency must adhere to approved brand guides.

Services required:

• Strategic planning: market research, brand strategy, campaign planning, strategic and media planning
• Creative development: concept creation, content production, brand consistency, design support
• Media planning and buying: channel selection, negotiation and buying, optimisation
• Digital marketing and management: Google Ads, programmatic display, social media advertising, trade partnerships, social media support, content marketing, AI and SEO integration
• Public relations and communications: event marketing and coordination, reputation management, press relations, stakeholder representation
• Analytics and reporting: performance tracking, reporting, data-driven insights
• Website design and management: design and development, SEO, LLM and content, maintenance and security, integration
• Client relationship management: consultation, account management, long-term partnerships
• Uniforms and branding equipment: production of uniforms, event branding, print and promotional materials
• Local economic impact: support local businesses wherever possible
• Additional marketing support as mutually agreed in writing

Legal and compliance responsibilities: adherence to POPIA, GDPR, drone licensing, intellectual property, advertising standards (ASA codes), consumer protection laws, and tourism regulations. The agency must carry liability insurance where required.

Tools and competencies required: Adobe Creative Cloud, Canva, photography/video production tools, WordPress, SEO tools, Google Analytics 4, Google Tag Manager, heatmaps, Google Ads, social media ads managers, programmatic platforms, email marketing tools, data visualisation, project management tools, survey platforms, market intelligence tools (Statista, Nielsen, etc.), SEO/keyword tools (SEMrush, Ahrefs, Moz), social listening tools (Brandwatch, Meltwater, Hootsuite).

The agency must demonstrate its approach across the full scope of services: strategic planning, creative development, media planning and buying, digital marketing and management, public relations and communications, analytics and reporting, website design and management, client relationship management, uniforms and branding equipment, and local economic impact. The agency must provide written evidence of its ability to improve SEO (organic traffic growth without paid ads), GEO (brand visibility in AI tools), website performance, creative content, and media planning, using the answer sheets provided and attaching supporting evidence (e.g., Google Analytics screenshots, AI tool screenshots).

Bidders must provide evidence of experience servicing at least one client with a similar scope of works in the tourism industry within the last 5 years. The answer sheet requires client name, category (e.g., Tour Operator, Tourism Bureau, Provincial or National Tourism Authority, Tourist Attraction, Lodge, Hotel), services rendered, and year. Supporting evidence: reference letters on client letterhead or annual invoices.

Team qualifications (minimum):

• Team Leader (Marketing/Strategy): Marketing Degree and 5 years' experience in marketing or campaign management.
• Web Development: at least one person with 5+ years WordPress development experience, and at least one person with a Google Analytics Certification.
• Digital Advertising: at least one person with a Google Ads Measurement Certification and at least 2 years' experience in Google Ads campaigns.
• Graphic Design: at least one person with a graphic design or visual arts diploma or higher and at least 2 years' experience servicing clients.
• Team must consist of at least three members covering the above competencies.

Supporting evidence: qualification certificates and CVs of staff. If all requirements are not met, the bidder is disqualified.

Pricing schedule includes total rates (all applicable taxes included) and preferences claimed for B-BBEE and locality. The agency will quote per client brief. Fee structure includes admin fees (5% for purchases under R30,000, not more than 3% otherwise), travel expenses per km, international banking fees, and milestone or monthly billing. Payment only after service delivery; municipality has 30 days to pay after invoice.

Pricing format: Total rates (all applicable taxes included) on the Pricing Schedule. The agency will quote per client brief.

Fee structure:

• All costs must be pre-approved by official municipal order before the service provider acts.
• Third-party bookings and payments are managed by the agency and deemed covered under quoted fees; no additional handling or admin fees may be added.
• Admin fee: flat charge per purchase not linked to a project – 5% for purchases under R30,000; not more than 3% for other purchases.
• Travel expenses: rate per km for content generation where travel is required more than 25 km from the George Tourism office, subject to prior approval.
• International banking fees: claimable upon proof of charges.

Payment terms: Payments only after service delivery. Projects can be quoted on a milestone or monthly billing basis against progress. The municipality has 30 days to pay after invoice submission. The agency must carry the costs between booking and completion of advertising.

Eligibility (failure to meet any of these deems the bid non-responsive):

• Experience: at least one client with a similar scope of works in the tourism industry with marketing skills within the last 5 years. Evidence: reference letters on client letterhead or annual invoices.
• Team qualifications (minimum):
• Team Leader (Marketing/Strategy): Marketing Degree and 5 years' experience in marketing or campaign management.
• Web Development: at least one person with 5+ years WordPress development experience, and at least one person with a Google Analytics Certification.
• Digital Advertising: at least one person with a Google Ads Measurement Certification and at least 2 years' experience in Google Ads campaigns.
• Graphic Design: at least one person with a graphic design or visual arts diploma or higher and at least 2 years' experience servicing clients.
• Team must consist of at least three members covering the above competencies.
• Supporting evidence: qualification certificates and CVs of staff. If all requirements are not met, the bidder is disqualified.

B-BBEE: Valid original B-BBEE certificate or valid certified copy must be submitted. Trusts, consortia, or joint ventures qualify for B-BBEE points as a legal entity if they submit their B-BBEE status level certificate.

Tax compliance: TCS PIN must be submitted with the tender.

CSD registration: Required from the successful bidder.

No bids from persons in the service of the state, provincial government, or municipality.

The tourism sector is seen as a key driver for jobs, especially for local businesses and emerging entrepreneurs. The appointed agency must support local businesses wherever possible, aligning with the municipality's economic, social, and environmental objectives, including sustainable development that protects and leverages natural, cultural, and historical assets.

Contract duration: three years from date of appointment.

Intellectual Property: All creative assets, data, and materials produced by the agency become the property of the client upon full payment, unless otherwise agreed in writing. Third-party content must be used in accordance with copyright and licensing rights; the agency must secure appropriate licenses and transfer proof of licensing.

Confidentiality: The agency must hold all confidential information in confidence indefinitely and comply with POPIA, implementing appropriate security measures.

Conflict of Interest: The agency shall not use market intelligence, relationships, or learnings from George campaigns for direct competitors during the contract and for one year thereafter without the municipality's consent. Competitors include other destination marketing organisations within the Garden Route region (e.g., local tourism bureaus, ticket sales offices, tourism sections of municipalities).

Termination: The municipality may terminate the contract if the contract leader or user is not satisfied with the quality of work, turnaround times, or if the supplier shuts down for a period greater than a long weekend and is not reachable. The process in George Municipality's Supply Chain Management Policy will be followed.

Penalties: Penalties will be applied for services not rendered as agreed, as outlined in the Service Level Agreement.

Continued service delivery: The agency must be prepared to work overtime to meet deadlines and must deliver services throughout the year without any fully shut down periods.

Compulsory location: the appointed service provider must set up an office or have a permanent representative in the Garden Route jurisdiction within 30 days. Travel and accommodation cannot be claimed should team members reside outside the Garden Route. All costs must be pre-approved by official municipal order. Third-party bookings and payments managed by the agency are deemed covered under quoted fees; no additional handling or admin fees may be added. A flat charge per purchase is allowed for purchases not linked to a project: 5% for purchases under R30,000, and not more than 3% for other purchases. Travel expenses at a rate per km for content generation over 25 km from George Tourism office, subject to prior approval. International banking fees claimable upon proof. Payment only after service delivery; municipality has 30 days to pay after invoice. The agency must be prepared to work overtime, deliver services throughout the year without any fully shut down periods. The municipality reserves the right to terminate the contract if dissatisfied with quality, turnaround times, or if supplier shuts down for more than a long weekend.

Eligibility requirements: The bidder must demonstrate evidence of experience servicing at least one client with a similar scope of works in the tourism industry with marketing skills within the last 5 years. The team must include: a team leader with a Marketing Degree and 5 years' experience in marketing/campaign management; at least one person responsible for website development with 5+ years WordPress experience and a Google Analytics Certification; at least one person responsible for digital advertising with a Google Ads Measurement Certification and 2+ years' experience; at least one person responsible for graphic design with a graphic design or visual arts diploma or higher and 2+ years' experience. The team should consist of at least three members covering these competencies. Bidders must score at least 75 out of 100 points in the functionality assessment to proceed. The agency must have suitable knowledge, competencies, and access to software and tools (e.g., Adobe Creative Cloud, WordPress, Google Ads, GA4, SEMrush, etc.).

Tenders will be evaluated and awarded in terms of the Preferential Procurement Policy Framework Act (Act 5 of 2000) Regulations 2022, the George Municipality's Supply Chain Management Policy and Preferential Procurement Policy, where 80 points will be scored for price and 20 points for B-BBEE status and Specific Goals. The bid will be evaluated and adjudicated according to relevant specifications, value for money, capacity to execute the contract, and PPPFA Regulations 2022. Functionality assessment: bidders must have an overall score of 75 out of 100 points to proceed for further evaluation. The scoring rubric includes SEO, GEO, performance, creative, and media planning. Bidders must provide written evidence for each of these criteria.