Roll Out of LTP Campaign (Co-Branding with OTAs)

TERMS OF REFERENCE

I. BIDDERS: Global Online Travel Platforms (Based in the USA and Canada)

II. PROJECT TITLE AND DESCRIPTION: Roll Out of Love the Philippines Campaign (Co-Branding Campaign with OTAs – USA and Canada)

III. IMPLEMENTATION PERIOD: October to December 2025

IV. FUND SOURCE: DOT Branding Budget 2025

V. BACKGROUND:

This co-branding campaign is a strategic initiative of the Philippine Department of Tourism (PDOT) designed to elevate the Philippines’ presence in the North American travel market—particularly in the United States and Canada—by advancing the Love the Philippines tourism brand and highlighting the country as a premier destination for 2025 onwards. This campaign will tap into the high traffic platforms of OTAs and metasearch engines to reach millions of potential travelers at key moments of travel inspiration and planning. The campaign will place targeted ads and destination contents in front of audiences actively searching for travel options in Asia. These placements are designed to not only inspire interest but also drive bookings. This digital effort is an integral part of PDOT’s broader tourism strategy, recognizing the importance of online platforms in shaping travel decisions, and given that 70% of US travelers book online.

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 Co-branding Campaign with Online Travel Platforms in the USA and Canada, specifically co-branding partnerships with globally trusted OTAs and metasearch engines.

VI. OBJECTIVES

  • To increase destination awareness by showcasing the Love the Philippines tourism brand and highlighting the country’s biodiversity, natural beauty, culture and gastronomy on major online travel platforms
  • To reach high-intent travelers in the U.S. and Canada during peak trip planning months and drive direct conversions by linking digital ads to booking platforms and push the Philippines as a compelling choice for travel in winter 2025 and beyond
  • To strengthen strategic partnerships with leading Online Travel Platforms as part of PDOT’s long term distribution strategy
  • To reinforce the country’s position as a top-of-mind leisure destination through targeted and measurable campaigns that support the continued recovery and growth of international arrivals

VII. SCOPE OF WORK / DELIVERABLES

This project will employ a strategic approach for co-branding partnerships with global Online Travel Agencies (OTAs), online metasearch engines and trip review sites to significantly increase awareness and drive tourism to the Philippines.

Strategy:

  • Build “Love the Philippines” brand awareness by promoting Philippine destinations and highlighting culture, food, unique experiences, attractions, and activities. Featured destinations and themes will be agreed upon by the DOT and the online travel platforms
  • Promote traffic to the Philippines and beyond Manila flights
  • Target or engage high-intent users browsing about travel to the Philippines, similar destinations (Thailand, Vietnam), and complementing Asian destinations (Japan, Taiwan, Korea, Hong Kong and Singapore)
  • Target markets (origins) based on historical and projected data of the online travel platforms
  • Push specific Philippine routes and hotels based on historical and projected data of the online travel platforms

Lot 1. Co-Branding with an Online Travel Agency

Budget: PHP1,135,400.00 or USD19,780.48

Deliverables / Specifications:

  1. Proposal must include report on historical data and projections (if available) on bookings to the Philippines from the US and Canada, including origin city, route, airline, hotel room bookings, and other useful information that will aid in funneling conversion
  2. KPIs to include impressions, bookings, sales, or other metrics as may be applicable based on the agreed campaign plan
  3. Campaign plan featuring any, a combination or all of the following:
    • Landing page
    • Native display
    • Banner advertisement
    • Interstitial advertisement
    • Sponsored listing
    • Special deals
    • Co-operation with airlines or hotels
    • Inspirational placements Blogs and reviews
  4. Added value which can extend the life of the campaign beyond the period stated in the Terms of Reference or contract or increase the number of impressions
  5. Creatives artworks, graphics, and lay-out (DOT may provide copies and 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

Lot 2. Co-Branding with a Metasearch Engine

Budget: PHP1,090,600.00 or USD19,000.00

Deliverables / Specifications:

  1. Proposal must include report on historical data and projections (if available) on redirects and bookings (if available) to the Philippines from the US and Canada such as origin, destination, travel behavior, and other useful information that will aid in funneling conversion
  2. KPIs to include impressions, redirects or bookings, or other metrics as may be applicable based on the agreed campaign plan
  3. Campaign plan featuring any, a combination or all of the following:
    • Landing page
    • Display banner
    • Pop-over placements
    • Sponsored content
    • Co-operation with airlines, hotels, or travel suppliers
  4. Added value which can extend the life of the campaign beyond the period stated in the Terms of Reference or contract or increase the number of impressions
  5. Creatives, artworks, graphics, and lay-out (DOT may provide copies and 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

Lot 3. Co-Branding with an Online Travel Platform/Trip Review Site

Budget: PHP574,000.00 or USD10,000.00

Deliverables / Specifications:

  1. Proposal must include report on historical data and projections (if available) on redirects or bookings (if available) to the Philippines from the US and Canada, including origin city, destination, airline/hotel room/tours bookings, and other useful information that will aid in funneling conversion
  2. KPIs to include impressions, reach, engagements, bookings, sales, or other metrics as may be applicable based on the agreed campaign plan
  3. Campaign plan featuring any, a combination or all of the following:
    • Landing page
    • Native display
    • Banner advertisement
    • Sponsored content
    • Special deals
    • Co-operation with hotels or travel suppliers
    • Inspirational placements
  4. Added value which can extend the life of the campaign beyond the period stated in the Terms of Reference or contract or increase the number of impressions
  5. Creatives artworks, graphics, and lay-out (DOT may provide copies and 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

VIII. MINIMUM QUALIFICATIONS FOR BIDDERS

The online travel platform must possess the following qualifications:

  1. Internationally recognized OTA or metasearch engine based in the USA or Canada with past campaign/partnership with National Tourism Organizations or tourism destinations/products
  2. Has a dedicated production team with experience in producing high-quality content
  3. Uses original materials in all its deliverables except for assets or materials provided by the DOT

IX. CRITERIA FOR RATING

  1. Proposal Quality (60%)
    • Campaign plan based on the scope of work (20%)
    • Completeness of proposal based on TOR (40%)
  2. Company Profile (40%)

X. BUDGET

The total budget for the project is PHP2,800,000.00 or USD48,780.48. The budget for each Lot is inclusive of all fees, surcharges and other related expenses (excluding taxes as DOT is tax-exempt) as may be identified and agreed upon by the winning proponent and the DOT

XI. TERMS OF PAYMENT

Payment terms may be agreed upon by both parties 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
  • Screenshots of all digital contents and features
  • Certificate of Satisfactory Services Rendered issued by the DOT

XII. TIMELINE AND SCHEDULE OF WORK

October 13, 2025Posting of Request for Proposals and Terms of Reference
October 20, 2025Deadline for submission of proposals
October 20 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, 2025Implementation of the project (date and complete schedule to be finalized with each company)
December 21, 2025 onwardsImplementation of any added value or legacy campaign components

XIII. DOCUMENTARY REQUIREMENTS

Bidders must submit a comprehensive campaign 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 5th Avenue New York, NY 10036 USA