Design Agency 2021

Tender description

<p>Sefton Tourism and Marketing Southport are looking to engage an agency to; Plan and manage a series of three seasonal advertising campaigns (spring, summer, autumn). To design and produce the annual Southport Visitor Guide To provide creative concepts for three tourism managed events For costs which are to be included in the above see the relevant budget section Background The town underwent a rebranding exercise during the summer / autumn of 2016. Extensive research, including input from existing and potential customers, resulted in the &lsquo;Southport &ndash; Different Every Time&rsquo; brand. This campaign needs to reflect this refreshing of the destination brand in terms of media, tone of voice and audience. The town&rsquo;s vision is to be &lsquo;A classic seaside town that is more contemporary and dynamic, merging the old and the new; diverse in its offer, embracing creative industries, digital technology and youthful endeavour, in a high quality leisure, retail, historic and public space offer for those who live in, work in and visit the town&rsquo;. The successful agency will be required to work closely with Sefton&rsquo;s tourism team. They will also need to provide &lsquo;end of campaign&rsquo; reports for each of the seasonal campaigns, these to provide a complete overview of activity and achievements to fully inform the Marketing Southport Board. As well as this brief there are three additional documents which should provide the information required to plan the campaigns, media to be used and creative; Marketing plan, which matches our target audiences with the relevant Mosaic segments to assist in media planning &ndash; particularly radio. It also shows our current visitor profiles and &lsquo;potential&rsquo; audiences. A note of caution on this section though. The current profile is based on data held on our e-database. The majority of which has been secured from those requesting a Visitor Guide &ndash; either in print or digitally. Therefore representation from those who have been touched by radio, social media etc. will be under-represented. However, it will provide a guide. Audience profile document which provides an overview of who our potential audiences are, how they holiday and their media consumption. It is understood that the budget is not sufficient to engage with all media over three campaigns and it is suggested that digital and radio are prioritised. Although an argument for some press / magazine / outdoor advertising may be accepted, particularly for the summer campaign. Brand Toolkit, which illustrates how to use the brand and contains logos, colours, fonts and examples of how these can be incorporated into print and digital media.</p> Keywords: Design, Marketing