Roll Out of Love the Philippines Campaign

TERMS OF REFERENCE

I. BIDDERS: Internationally Recognized Travel Publications (Based in the USA and Canada)

II. PROJECT TITLE AND DESCRIPTION: Roll Out of Love the Philippines Campaign (Media Relations and Tactical Ad Placements)

III. IMPLEMENTATION PERIOD: October to December 2025

IV. FUND SOURCE: DOT Branding Budget 2025

V. BACKGROUND

The General Provisions Declaration of Policy Section 2(d) of Republic Act (RA) 9593 or the Tourism Act of 2009, states that the Department of Tourism should create a favorable image of the Philippines within the international community to strengthen the country’s attraction as a tourist destination and eventually pave the way for other benefits that may result from a positive global view of the country.

Further, under the implementing Rules and Regulations (IRR) of the RA 9593, Section 18 (3) states that the DOT Foreign Offices shall supervise the implementation of international tourism promotion programs in their respective areas of responsibility which includes market development efforts and massive marketing initiatives to promote the Philippines as an ideal tourist destination.

The National Tourism Development Plan (NTDP) of the Department of Tourism (DOT) aims to provide relevant tourism information to domestic and international markets through aggressive and innovative campaigns, promotions, events, among others (Goal 3. Objective 3.5).

With the NTDP’s goal of developing the Philippines as a tourism powerhouse in Asia, the DOT is developing products and experiences that can compete with Asia and the rest of the world as well as programs to enhance the overall tourist experience (Goal 3).

Thus, the DOT sees the need to embark on campaign activations and other branding support and activities for the Roll Out of Love the Philippines Campaign which will involve Media Relations and Tactical Ad Placements in internationally recognized travel publications in USA and Canada.

VI. OBJECTIVES:

  • Bolster PR and publicity through various trade, mainstream and social media features and ad placements to showcase the country’s tourism offerings and to market the Philippines as a safe and choice destination.
  • Generate positive and impactful coverage/exposure in top-tier travel publications to increase the “Love the Philippines” brand visibility and credibility
  • Push content that highlights the “Love the Philippines” brand pillars and tourism assets and offerings – nature, award-winning destinations, Filipino Brand of Service, and products and experiences (culture, heritage, food, arts, Filipino Brand of Wellness, among others).
  • Enhance brand recall and recognition among target travelers through consistent exposure across multiple travel media channels/publications
  • Position the Philippines as a premier travel destination in Southeast Asia.
  • Generate high-quality leads and inquiries for travel packages to the Philippines.
  • Provide a platform where readers/subscribers will not only provide content but will also link to travel conversion/booking platforms thus contributing to the increase of travel bookings to the Philippines.

VII. SCOPE OF WORK / DELIVERABLES

This project will employ a strategic approach for media partnerships and tactical ad placements with leading travel publications to significantly increase awareness and drive tourism to the Philippines

The DOT will be selecting six (6) or more publications that are able to deliver the requirements according to the following specifications:

Lot 1: Tactical Placement with Focus on Philippine Adventure Experiences on a Travel Publication Specializing in Adventure Travel

Budget Allocation: PHP1,680,000 or USD29,268.29

Main Idea / Focus:

  • Communicate the “Love the Philippines” brand by promoting adventure travel in destinations such as Siargao, Baler and La Union. Final destinations/content will be agreed upon by the DOT and the publication.
  • Feature a “Call-to-Action” component which will be linked to a landing page for travel conversion such as the Department’s official website or booking platforms of US-based tour operators/travel agencies/travel advisors/airlines featuring adventure travel packages to the Philippines
  • The tactical placement is envisioned to push content on the Philippines but also serve as a tool for conversion to visitor arrivals to the country

Deliverables / Specifications:

  1. Tactical placement which may include any, a combination or all of the following:
    • At least 1 full-page advertisement, feature article or advertorial (online and/or digital magazine)
    • A website page or microsite
    • Social media content marketing
    • Printed and digital guide book
    • Dedicated e-mails
    • Other online promotions
  2. Any added value which can extend the life of the campaign beyond the period stated in the Terms of Reference or contract
  3. Production including artwork, lay-out, and copies (DOT may provide assets such as logos and photos)
  4. KPIs to include reach, readership, impressions, engagement, database size, media value or other metrics, as may be applicable based on the agreed campaign plan
  5. Post-campaign report detailing accomplishments vis-a-vis KPIs of the campaign and documentation of all campaign contents and features

Lot 2: Tactical Placement on Affordable Luxury Destinations and Products on a Travel Publication Specializing in Luxury Travel

Budget Allocation: PHP1,680,000 or USD29,268.29

Main Idea / Focus:

  • Communicate the “Love the Philippines” brand by promoting luxury destinations such as Cebu, Boracay and Palawan to build brand awareness and highlight unique island experiences, luxury wellness, culture, attractions and activities. Final destinations/content will be agreed upon by the DOT and the publication
  • Feature a “Call-to-Action” component which will be linked to a landing page for travel conversion such as the Department’s official website or booking platforms of US-based tour operators/travel agencies/travel advisors/airlines to ensure promotion and availability of affordable luxury vacations / resort packages
  • The tactical placement is envisioned to push content on the Philippines but also serve as a tool for conversion to visitor arrivals to the country

Deliverables / Specifications:

  1. Tactical placement which may include any, a combination or all of the following:
    • At least 1 full-page advertisement, feature article or advertorial (online and/or digital magazine)
    • A website page or microsite
    • Social media content marketing
    • Printed and digital guide book
    • Dedicated e-mails
    • Other online promotions
  2. Any added value which can extend the life of the campaign beyond the period stated in the Terms of Reference or contract
  3. Production including artwork, lay-out, and copies (DOT may provide assets such as logos and photos)
  4. KPIs to include reach, readership, impressions, engagement, database size, media value or other metrics, as may be applicable based on the agreed campaign plan
  5. Post-campaign report detailing accomplishments vis-a-vis KPIs of the campaign and documentation of all campaign contents and features

Lot 3: Tactical Placement on New and Emerging Destinations on a Travel Publication Specializing in Destinations and Travel Styles

Budget Allocation: PHP1,680,000 or USD29,268.29

Main Idea / Focus:

  • Communicate the “Love the Philippines” brand by promoting the Philippine Experience Program highlighting culture, arts, heritage, gastronomy and wellness in destinations such as Metro Manila, Ilocos Region, Cavite/Tagaytay/Batangas/Quezon, Baguio City and Negros Island. Final destinations/content will be agreed upon by the DOT and the publication.
  • Feature a “Call-to-Action” component which will be linked to a landing page for travel conversion such as the Department’s official website or booking platforms of US-based tour operators/travel agencies/travel advisors/airlines to ensure promotion and availability of Philippine Experience packages
  • The tactical placement is envisioned to push content on the Philippines but also serve as a tool for conversion to visitor arrivals to the country

Deliverables / Specifications:

  1. Tactical placement which may include any, a combination or all of the following:
    • At least 1 full-page advertisement, feature article or advertorial (online and/or digital magazine)
    • A website page or microsite
    • Social media content marketing
    • Printed and digital guide book
    • Dedicated e-mails
    • Other online promotions
  2. Any added value which can extend the life of the campaign beyond the period stated in the Terms of Reference or contract
  3. Production including artwork, lay-out, and copies (DOT may provide assets such as logos and photos)
  4. KPIs to include reach, readership, impressions, engagement, database size, media value or other metrics, as may be applicable based on the agreed campaign plan
  5. Post-campaign report detailing accomplishments vis-a-vis KPIs of the campaign and documentation of all campaign contents and features

Lot 4: Tactical Placement on New/Emerging Philippine Tourism Offerings on a Travel Publication Specializing in Experiential Travel and Younger Generation

Budget Allocation: PHP1,120,000 or USD19,512.20

Main Idea / Focus:

  • Communicate the “Love the Philippines” brand by promoting new/emerging Philippine tourism offerings such as the “Filipino Brand of Wellness”, Creative Tourism; and destinations such as Bicol, Marinduque, Ilocos which will appeal to the younger generation. Final destinations/content will be agreed upon by the DOT and the publication
  • Feature a “Call-to-Action” component which will be linked to a landing page for travel conversion such as the Department’s official website or booking platforms of US-based tour operators/travel agencies/travel advisors/airlines
  • The tactical placement is envisioned to push content on the Philippines but also serve as a tool for conversion to visitor arrivals to the country

Deliverables / Specifications:

  1. Tactical placement which may include any, a combination or all of the following:
    • At least 1 full-page advertisement, feature article or advertorial (online and/or digital magazine)
    • A website page or microsite
    • Social media content marketing
    • Printed and digital guide book
    • Dedicated e-mails
    • Other online promotions
  2. Any added value which can extend the life of the campaign beyond the period stated in the Terms of Reference or contract
  3. Production including artwork, lay-out, and copies (DOT may provide assets such as logos and photos)
  4. KPIs to include reach, readership, impressions, engagement, database size, media value or other metrics, as may be applicable based on the agreed campaign plan
  5. Post-campaign report detailing accomplishments vis-a-vis KPIs of the campaign and documentation of all campaign contents and features

Lot 5: Feature on Philippine Cruise Products and Destinations on a Travel Publication Specializing in Cruise

Budget Allocation: PHP560,000 or USD9,756.10

Main Idea / Focus:

  • Communicate the “Love the Philippines” brand by promoting Philippine Cruise Destinations such as Manila, Palawan, Cebu, Ilocos Norte, Romblon and Kalanggaman Island through emphasizing unique experiences and showcasing destination diversity
  • Final destinations/content will be agreed upon by the DOT and the publication.
  • Feature a “Call-to-Action” component which will be linked to a landing page for travel conversion such as the Department’s official website or booking platforms of US-based tour operators/travel agencies/travel advisors/cruise specialists
  • The tactical placement is envisioned to push content on the Philippines but also serve as a tool for conversion to visitor arrivals to the country

Deliverables / Specifications:

  1. Tactical placement which may include any, a combination or all of the following:
    • At least 1 full-page advertisement, feature article or advertorial (online and/or digital magazine)
    • A website page or microsite
    • Social media content marketing
    • Printed and digital guide book
    • Dedicated e-mails
    • Other online promotions
  2. Any added value which can extend the life of the campaign beyond the period stated in the Terms of Reference or contract
  3. Production including artwork, lay-out, and copies (DOT may provide assets such as logos and photos)
  4. KPIs to include reach, readership, impressions, engagement, database size, media value or other metrics, as may be applicable based on the agreed campaign plan
  5. Post-campaign report detailing accomplishments vis-a-vis KPIs of the campaign and documentation of all campaign contents and features

Lot 6: Tactical Placement about Diving in the Philippines on a Dive Publication/s or Travel Publication for Dive Events and Activities

Budget Allocation: PHP861,000 or USD15,000.00

Main Idea / Focus:

  • Promote diving in the Philippines among divers and dive enthusiasts and provide Philippine dive industry updates to professional divers in North America
  • Drive bookings for diving in the Philippines
  • Drum-up promotions for the PADI Reader’s Choice Awards
  • Promote the Philippines’ participation in the Diving Equipment and Marketing Association (DEMA) Show 2025
  • Promote Philippine dive operators, resorts and other dive establishments, especially those participating in Dive events and activities

Deliverables / Specifications:

  1. At least one full-page print advertisement or advertorial per publication
  2. Supplement paid ad per publication with added value including, but not limited to, digital marketing (in the form of website advertisement, e-newsletter, social media post, and/or other online promotions)
  3. The added value can extend beyond the implementation period stated in the contract
  4. A minimum print circulation of 500 copies
  5. Production including artwork, lay-out, and copies (DOT may provide assets such as logos and photos)
  6. Post-campaign report detailing accomplishments vis-a-vis KPIs of the campaign and documentation of all campaign contents and features

Note: Several features may be mounted on more than one publication as long as each publication meets the requirements and the total amount of all features does not exceed the budget.

Lot 7: Tactical Placement about Diving in the Philippines on a Dive Publication or Travel Publication

Budget Allocation: PHP819,000 or USD14,268.29

Objectives:

  • Promote diving in the Philippines among divers and dive enthusiasts and provide Philippine dive industry updates to professional divers in North America
  • Drive bookings for diving in the Philippines
  • Promote the Philippines’ participation in the Scuba Show or other dive events in the USA

Deliverables Specifications:

  1. At least one spread (two pages) print advertisement or advertorial per publication
  2. Supplement paid ad per publication with added value including, but not limited to, digital marketing (in the form of website advertisement, e-newsletter, social media post, and/or other online promotions) or complimentary space in a dive event
  3. The added value can extend beyond the implementation period stated in the contract
  4. A minimum print circulation of 500 copies
  5. Production including artwork, lay-out, and copies (DOT may provide assets such as logos and photos)
  6. Post-campaign report detailing accomplishments vis-a-vis KPIs of the campaign and documentation of all campaign contents and features

Note: Several features may be mounted on more than one publication as long as each publication meets the requirements and the total amount of all features does not exceed the budget.

The selected publications or bidders are required to generate and submit to the DOT a comprehensive post-project report detailing accomplishments, impacts, analytics such reach, impressions, and engagement, as well as media values, click-outs and bookings generated as may be applicable. The selected publications are also required to submit to DOT at least 10 copies of any printed publications or materials for reporting and validation purposes.

VIII. MINIMUM QUALIFICATIONS FOR BIDDERS / PROPONENTS

The bidders / proponents must possess the following qualifications:

  1. Internationally recognized travel publications based in the USA or Canada with experience in producing features and/or placements in partnership with National Tourism Organizations, tourism destinations/products, or travel brands. Experience working with the Philippines Department of Tourism will be an advantage.
  2. Has a dedicated production team with experience in producing high-quality media content
  3. Use original materials in all its deliverables except for assets or materials provided by the DOT

IX. CRITERIA FOR RATING

  1. Proposal Quality (60%)
    • Production/Campaign Plan based on the scope of work (20%)
    • Completeness of Proposal based on TOR (40%)
  2. Publication Profile (40%)

X. BUDGET

The total allocated budget for the project is PHP8,400,000 or USD 146,341.46 (inclusive of taxes if applicable, fees, costs for pre and post production, graphic design, research and content writing, visual assets, placements, post-project report and other related expenses to ensure the full implementation of the campaign as may be identified and agreed upon by the publication and the DOT

XI. TERMS OF PAYMENT

Payment terms may be agreed upon by the selected publications and the DOT based on business practice or acceptable payment terms. Such terms will be specified in the contracts

Required documents for payment:

  • Original copy of signed contract
  • Invoice
  • Post-Project Report detailing accomplishments, impacts, analytics such reach, impressions and engagement as well as media values, click-out figures and bookings generated as may be applicable.
  • Copy of publication with Philippine placement/feature
  • Proof of publication
  • Screenshots of all digital content, social media posts, pages, banners, etc.
  • Certificate of Satisfactory Services Rendered issued by the DOT

Contract amount of less than $10,000.00 can be paid in full upon signing of the contract, approval of the proposed placement/feature storyline/designs, and presentation of invoice.

XII. TIMELINE AND SCHEDULE OF WORK:

October 10, 2025Posting of Request for Proposals and Terms of Reference
October 17, 2025Deadline for submission of proposals
October 17 to 24, 2025Evaluation of Proposals, Selection of winning bidder and
Issuance of Notice of Award
October 24, 2025Contract signing and issuance of Notice to Proceed
October 24 to December
20, 2025		Implementation of the project (date and complete schedule to
be finalized with each publication company)
December 21, 2025
onwards		Implementation of any added value or legacy campaign
components

XIII. DOCUMENTARY REQUIREMENTS

Bidders must submit a comprehensive tactical placement proposal with the following attachments:

  • Detailed company profile
  • Portfolio of previous similar projects
  • Sample or case study of previous similar project
  • Sample layouts and designs, if applicable
  • Copy of company registration documents and relevant licenses

XIV. CONTACT PERSONS

USA

DIRECTOR MARIA CORAZON JORDA-APO
Tourism Attaché, PDOT New York
Email: mca@philippinetourismny.org
Telephone: (212) 575 7915
Address: 556 5 th Avenue New York, NY 10036 USA

MS. KATHERINE A. ALCANTARA
Senior Tourism Operations Officer, PDOT New York
Email: kat@philippinetourismny.org
Telephone: (212) 575 7915
Mobile: 9173023531
Address: 556 5 th Avenue New York, NY 10036 USA