Advertising and Marketing Communications Services

Tourism Ireland Limited

Tourism Ireland Limited is seeking to appoint one or more marketing communications agencies to provide:
(i) (Lot 1) Creative Agency Services. From a creative perspective, Tourism Ireland expects to work with highly strategic, exceptionally creative, digitally led agency, that would drive the island of Ireland brand across all channels in an efficient and effective manner. The creative agency will work closely with Tourism Ireland, the brand custodian of the island of Ireland, and will also be expected to contribute a longer-term view to brand building.
(ii) (Lot 2) Media Planning and Buying services,
From a media perspective Tourism Ireland seeks an agency with strategic and executional capabilities that would deliver best in class media planning and buying, both centrally and across all local markets.

Deadline

The time limit for receipt of tenders was 2017-11-16. The procurement was published on 2017-10-17.

Suppliers

The following suppliers are mentioned in award decisions or other procurement documents:

• OMD EMEA Ltd
• Publicis

Who?

• Tourism Ireland Limited

What?

• Advertising services › Advertising campaign services

Where?

• Éire/Ireland

Procurement history

Date	Document
2017-10-17	Contract notice
2019-04-30	Contract award notice

Contract notice (2017-10-17)
Object
Scope of the procurement
Title: Advertising services
Reference number: MCOMMS/2018
Short description:

Tourism Ireland Limited is seeking to appoint one or more marketing communications agencies to provide: (i) (Lot 1) Creative Agency Services. From a creative perspective, Tourism Ireland expects to work with highly strategic, exceptionally creative, digitally led agency, that would drive the island of Ireland brand across all channels in an efficient and effective manner. The creative agency will work closely with Tourism Ireland, the brand custodian of the island of Ireland, and will also be expected to contribute a longer-term view to brand building. (ii) (Lot 2) Media Planning and Buying services, From a media perspective Tourism Ireland seeks an agency with strategic and executional capabilities that would deliver best in class media planning and buying, both centrally and across all local markets.

Notice metadata
Original language: English 🗣️
Document type: Contract notice
Nature of contract: Services
Regulation: European Union, with participation of GPA countries
Common procurement vocabulary (CPV)
Code: Advertising services 📦
Additional CPV: Advertising and marketing services 📦
Place of performance
NUTS region: Éire/Ireland 🏙️

Procedure
Procedure type: Competitive procedure with negotiation
Type of bid: Submission for all lots
Award criteria
The most economic tender

Contracting authority
Identity
Country: Ireland 🇮🇪
Awarding authority type: Body governed by public law
Awarding authority name: Tourism Ireland Limited
Postal address: 5th Floor — Bishop's Square, Redmond's Hill
Postal code: D02 TD99
Postal town: Dublin
Contact
Internet address: http://www.ireland.com 🌏
E-mail: hhughes@tourismireland.com 📧
URL for documents: http://irl.eu-supply.com/app/rfq/rwlentrance_s.asp?PID=118611&B=ETENDERS_SIMPLE 🌏

Reference
Dates
Date dispatched: 2017-10-17 📅
Submission deadline: 2017-11-16 📅
Publication date: 2017-10-20 📅
Identifiers
Notice number: 2017/S 202-415827
OJ-S issue: 202
Additional information

Applicants should provide the required documentation as detailed in the PQQ which is available for downloading from the Irish Government procurement portal www.etenders.gov.ie Please note that the maximum limit for incoming emails is 10 MB. Please refer to the documents attached for downloading.

Object
Scope of the procurement
Short description:

Tourism Ireland Limited is seeking to appoint one or more marketing communications agencies to provide:

(i) (Lot 1) Creative Agency Services. From a creative perspective, Tourism Ireland expects to work with highly strategic, exceptionally creative, digitally led agency, that would drive the island of Ireland brand across all channels in an efficient and effective manner. The creative agency will work closely with Tourism Ireland, the brand custodian of the island of Ireland, and will also be expected to contribute a longer-term view to brand building.

(ii) (Lot 2) Media Planning and Buying services,

From a media perspective Tourism Ireland seeks an agency with strategic and executional capabilities that would deliver best in class media planning and buying, both centrally and across all local markets.

Estimated total value: 57 000 000 EUR 💰
Title of the lot: Creative Services
Lot number: 1
Short description:

The successful agency will be required to respond to a marketing brief and develop a strategic direction a consequent creative branded advertising approach to promote tourism to the island of Ireland, including, but not limited to:

— Understanding each of the markets from where the island of Ireland draws its visitors; and

— Developing and refining strategies to encourage more visitors to the island and producing high quality creative advertising and communications campaigns for Tourism Ireland in all appropriate media.

Estimated value excluding VAT: 7 000 000 EUR 💰
Duration: 84 months
Description of renewals:

The initial contract term will be for 4 years with the option to extend annually for a further 3 years.

Please note that estimated contract value detailed above at II.2.6 relates to the first 4 years of the contract.

Additional information:

Please refer to the documents attached for downloading.

Title of the lot: Media Planning and Buying Services
Lot number: 2
Short description:

The successful will be required to provide media planning and buying services, including, but not limited to:

— Understanding target audiences in all the visitor countries;

— Advising on the best way to target such potential visitors;

— Recommending media strategies to optimise and refine the media spend in each country;

— Purchasing media space on behalf of Tourism Ireland; and

— Shaping global media strategies and coordinating best practice across markets.

Estimated value excluding VAT: 50 000 000 EUR 💰
Place of performance
Main site or place of performance: Across Tourism Ireland's global network of markets.

Legal, economic, financial and technical information
Conditions for participation
Suitability to pursue the professional activity:

As stated in the procurement documents and PQQ which are available for downloading from the Irish Government procurement portal www.etenders.gov.ie

Economic and financial standing:

As stated in the procurement documents and PQQ which are available for downloading from the Irish Government procurement portal www.etenders.gov.ie

All candidates will be required to complete the European Single Procurement Document (ESPD).

Minimum level(s) of standards:

As stated in the procurement documents and PQQ which are available for downloading from the Irish Government procurement portal www.etenders.gov.ie

All candidates will be required to complete the European Single Procurement Document (ESPD).

Lot 1

Candidates must declare by way of Part V of the ESPD included in the documentation that they satisfy the financial and economic standing requirements set out below and they are able, upon request and without delay, to provide the supporting documentation to Tourism Ireland in each case.

(i) Turnover during any of the previous 3 financial years was at least 4 000 000 EUR.

Lot 2

(i) Turnover during any of the previous 3 financial years was at least 8 000 000 EUR.

The Contracting Authority reserves the right to eliminate an Applicant's request to participate from further consideration if the Applicant has not met the Contracting Authority's minimum requirements in relation to financial standing.

Technical and professional ability:

As stated in the procurement documents and PQQ which are available for downloading from the Irish Government procurement portal www.etenders.gov.ie

Procedure
Minimum number of candidates: 3
Maximum number of candidates: 12
Objective criteria for choosing the limited number of candidates:

a) Demonstrable experience (past and present, evidenced by case studies) of creating ,coordinating and managing global and/or multi-market level campaigns with a focus on meeting strategic challenges and delivering, tracking and measuring results. [25 %]

b) Proven experience of implementing and localising (where appropriate) global campaigns and evidence of how global work has been made relevant for local markets. [20 %]

c) Skilled account handling creative and account planning resource in GB, US, France and Germany and capability to service needs in other markets, or an alternative model that shows how these services can be provided centrally to meet the local needs for adaptation and nuance. Capability to track progress, measure the effectiveness of work, share knowledge and best practice amongst markets and the centre. [15 %]

d) Demonstrable experience of established synergistic working relationships (internationally) with named media agency partners. [10 %]

e) Proven capability to plan, create and execute effective digitally/content lead campaigns. [20 %]

Understanding and experience of the leisure, travel and tourism markets. [10 %]

All submissions will be evaluated against the above criteria stated in the PQQ — attached for downloading.

Maximum number of candidates: 5
Objective criteria for choosing the limited number of candidates:

a) Demonstrable experience(past and present, evidenced by case studies) of coordinating and managing media planning and buying on global or multi market campaigns supported with measurable results [35 %]

b) First class planning and buying resource and reputation in the four key markets (GB, US, France and Germany) and the second line markets (including, but not limited to, Canada, Nordics, The Netherlands, Spain, Italy, and Australia) [25 %]

c) Proven success (evidenced by case studies) of online media planning. Evidence of creating effective media campaigns using recommended channels to reach discrete target groupings effectively and efficiently [20 %]

d) Demonstrable experience of established synergistic working relationships(internationally) with a creative agency partner [10 %]

e) Understanding the metrics and econometrics of tourism brand response and ability to prescribe more responsive mediums plus proven success (evidenced by case studies) of using data and analytics to track or influence the consumer journey from engagement to action [10 %].

Time of receipt of tenders: 12:00
Languages in which tenders or requests to participate may be submitted: English 🗣️
Tender validity period: 12 months

Contracting authority
Identity
National registration number: N/a
Contact
Contact point: Hannah Hughes
Address of the buyer profile: https://irl.eu-supply.com/ctm/Company/CompanyInformation/Index/1197 🌏
Documents URL: http://irl.eu-supply.com/app/rfq/rwlentrance_s.asp?PID=118611&B=ETENDERS_SIMPLE 🌏

Reference
Additional information

The supporting procurement documents and PQQ in relation to this Contract Notice are available for downloading free of charge from the Irish Government procurement portal www.etenders.gov.ie

This Call for Requests to Participate is the first stage in a staged Competitive Process With Negotiation.

In the first instance, interested parties are required to complete and submit the Qualification Questionnaire to commence the first stage of the process. Candidates will be assessed on the basis of the rules, criteria and weightings set out in Appendix A of that document, which are aimed at establishing the technical and professional abilities of candidates as well as their financial standing. The purpose of this document is to obtain sufficient information to enable Tourism Ireland to evaluate the suitability of candidates who will be invited to negotiate with the Tourism Ireland.

Shortlisted candidates will then be invited to participate in negotiation and submit an initial Tender. The submission of initial tenders will signal the commencement of negotiation.

Upon conclusion of negotiations, remaining candidates will be invited to submit a final tender. Final tenders will be evaluated against the award criteria as detailed in the ITT documentation. The award criteria will include both economic [50 %] and also qualitative [50 %] criteria.

Tourism Northern Ireland and Failte Ireland may opt to avail of the Services procured as a result of this competition.

Requests to Participate must be submitted in by the deadline stated as per the Instructions

Tourism Ireland cannot accept responsibility for applications that are lost or damaged in the post. Late applications will not be accepted.

Tourism Ireland will not be responsible for costs, charges or expenses incurred by participants, whether or not a final contract is awarded.

An Applicant may utilise the experience and capabilities of its parent company in meeting the pre-qualification requirements. In such case the Applicant must supply a written statement, signed by an authorised representative of the parent company, indicating the parent company's agreement in principal to offer a parent company guarantee.

The Contracting Authority reserves the right to partner/merge members of a consortium with member(s) of another consortium to deliver the services.

Tourism Ireland is subject to the provisions of the Code of Practice on Freedom of Information for North South Implementation Bodies and Tourism Ireland.

Award of this contract will be subject to selected candidates, if resident in Ireland, obtaining a Tax Clearance Certificate or equivalent as required by the Irish Revenue Commissioners.

The contract will be subject to Irish law.

Tourism Ireland reserves the right without advance notice (and without giving reasons unless so required by law and without liability to the applicants) to amend or otherwise change the process or to terminate the process. This notice does not represent a commitment to enter into any contract(s).

For an overview of Tourism Ireland, please refer to our corporate website: https://www.tourismireland.com/

Complementary information
Review body
Name: The High Court
Postal town: Dublin
Postal code: 7
Country: Ireland 🇮🇪
Source: OJS 2017/S 202-415827 (2017-10-17)

Contract award notice (2019-04-30)
Object
Scope of the procurement
Short description:

This tender competition is completed and contracts have been awarded: Tourism Ireland Ltd is seeking to appoint one or more marketing communications agencies to provide: (i) (Lot 1): Creative Agency Services. From a creative perspective, Tourism Ireland expects to work with highly strategic, exceptionally creative, digitally led agency, that would drive the island of Ireland brand across all channels in an efficient and effective manner. The creative agency will work closely with Tourism Ireland, the brand custodian of the island of Ireland, and will also be expected to contribute a longer-term view to brand building; (ii) (Lot 2): Media Planning and Buying services, from a media perspective Tourism Ireland seeks an agency with strategic and executional capabilities that would deliver best in class media planning and buying, both centrally and across all local markets.

Total value of the procurement: 57 000 000 EUR 💰
Notice metadata
Document type: Contract award notice

Procedure
Type of bid: Not applicable

Contracting authority
Identity
Awarding authority name: Tourism Ireland Ltd

Reference
Dates
Date dispatched: 2019-04-30 📅
Publication date: 2019-05-03 📅
Identifiers
Notice number: 2019/S 086-207245
Refers to notice: 2017/S 202-415827
OJ-S issue: 86
Additional information

This tender competition is completed and is closed to applications. A contract for lot 1 has been awarded.

Object
Scope of the procurement
Short description:

This tender competition is completed and contracts have been awarded:

Tourism Ireland Ltd is seeking to appoint one or more marketing communications agencies to provide:

(i) (Lot 1): Creative Agency Services. From a creative perspective, Tourism Ireland expects to work with highly strategic, exceptionally creative, digitally led agency, that would drive the island of Ireland brand across all channels in an efficient and effective manner. The creative agency will work closely with Tourism Ireland, the brand custodian of the island of Ireland, and will also be expected to contribute a longer-term view to brand building;

(ii) (Lot 2): Media Planning and Buying services, from a media perspective Tourism Ireland seeks an agency with strategic and executional capabilities that would deliver best in class media planning and buying, both centrally and across all local markets.

— understanding each of the markets from where the island of Ireland draws its visitors, and

— developing and refining strategies to encourage more visitors to the island and producing high quality creative advertising and communications campaigns for Tourism Ireland in all appropriate media.

Additional information:

This tender competition is completed and is closed to applications. A contract for lot 1 has been awarded.

Short description:

The successful agency will be required to provide media planning and buying services, including, but not limited to:

— understanding target audiences in all the visitor countries,

— advising on the best way to target such potential visitors,

— recommending media strategies to optimise and refine the media spend in each country,

— purchasing media space on behalf of Tourism Ireland, and

— shaping global media strategies and coordinating best practice across markets.

Additional information:

This tender competition is completed and is closed to applications. A contract for Lot 2 has been awarded.

Procedure
Award criteria
Quality criterion (name): Strategic: a strategic approach that is insight driven and capable of driving future growth in visitor numbers.
Quality criterion (weighting): 20 %
Quality criterion (name): Creative: a creative route that is compelling, differentiated and that works across all media and geographies
Quality criterion (weighting): 25 %
Quality criterion (name): Structural: a structure that can flexibly deliver an agreed scope of works to the centre and to our Tier 1 and Tier 2 markets and which could be extended in the future to include Tier 3 markets
Quality criterion (weighting): 5 %
Cost criterion (name): Economic: a remuneration model that covers 2018-21 and that can be flexed to undertake additional assignments in a cost effective manner
Cost criterion (weighting): 50 %
Quality criterion (name): Media: a media-led, consumer-centric approach that will inform the creative process
Structural: a structure that can flexibly deliver for the centre and for our Tier 1 and Tier 2 markets and which could be extended in the future to include Tier 3 markets

Award of contract
Date of contract conclusion: 2018-10-08 📅
Name: Publicis
Postal address: 82 Baker Street
Postal town: London
Postal code: W1U 6AE
Country: United Kingdom 🇬🇧
Internet address: http://www.publicis.com/ 🌏
Total value of the procurement: 7 000 000 EUR 💰
Date of contract conclusion: 2018-12-19 📅
Name: OMD EMEA Ltd
Postal address: 10 Regents Wharf, All Saints Street
Postal code: N1 9RL
Internet address: https://www.omd.com/ 🌏
Total value of the procurement: 50 000 000 EUR 💰
Information about tenders
Number of tenders received: 4
2

Reference
Additional information

This call for requests to participate is the first stage in a staged competitive process with negotiation.

In the first instance, interested parties are required to complete and submit the qualification questionnaire to commence the first stage of the process. Candidates will be assessed on the basis of the rules, criteria and weightings set out in Appendix A of that document, which are aimed at establishing the technical and professional abilities of candidates as well as their financial standing. The purpose of this document is to obtain sufficient information to enable Tourism Ireland to evaluate the suitability of candidates who will be invited to negotiate with the Tourism Ireland.

Shortlisted candidates will then be invited to participate in negotiation and submit an initial tender. The submission of initial tenders will signal the commencement of negotiation.

Tourism Northern Ireland and Failte Ireland may opt to avail of the services procured as a result of this competition.

Requests to participate must be submitted in by the deadline stated as per the instructions Tourism Ireland cannot accept responsibility for applications that are lost or damaged in the post. Late applications will not be accepted.

An applicant may utilise the experience and capabilities of its parent company in meeting the pre-qualification requirements. In such case the applicant must supply a written statement, signed by an authorised representative of the parent company, indicating the parent company’s agreement in principal to offer a parent company guarantee.

Tourism Ireland is subject to the provisions of the code of practice on freedom of information for North South implementation bodies and Tourism Ireland.

Award of this contract will be subject to selected candidates, if resident in Ireland, obtaining a tax clearance certificate or equivalent as required by the Irish revenue commissioners.

Tourism Ireland reserves the right without advance notice (and without giving reasons unless so required by law and without liability to the applicants) to amend or otherwise change the process or to terminate the process.This notice does not represent a commitment to enter into any contract(s).

Complementary information
Review body
Postal town: Dublin 7
Source: OJS 2019/S 086-207245 (2019-04-30)

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