Oxford Tourism Campaign

Tender description

Oxford City Council is seeking to procure a marketing or tourism organisation to promote Oxford city centre as a tourist destination for UK residents. The aim of the campaign is to increase footfall to and spend in Oxford city centre's businesses - particularly its independent and small businesses - to support a safe and successful reopening following the Covid-19 pandemic. The overall aim is to protect jobs in Oxford city centre. Oxford's economy is particularly reliant on tourism - the sector generates approximately £780m for local businesses annually - but this has been hit by the Covid-19 pandemic. The campaign should run between September/October 2021 and March 2022. However, the main focus of the campaign should be the run-up to Christmas 2021 - known as 'the Golden Quarter' in the retail industry. The campaign should target high-spending UK residents who are within a reasonable distance of Oxford city centre. The preference would be to encourage overnight stays in Oxford city centre, but encouraging daytrips would also be welcomed. The total budget is £80,000, which must include both the organisation's administrative costs and the costs of the promotional campaign (e.g. digital/print advertising spend).