Offizielle Bezeichnung:[gelöscht]
Postanschrift:[gelöscht]
Ort: Frankfurt/Main
NUTS-Code: DE7 Hessen
Postleitzahl: 60325
Land: Deutschland
E-Mail: [gelöscht]
Internet-Adresse(n):
Hauptadresse: http://www.germany.travel

Andere: Grant recipients of the Federal Republic of Germany

Wirtschaft und Finanzen

German.Local.Culture Campaign in the United States

Referenznummer der Bekanntmachung: 121141

Dienstleistungen

The German National Tourist Office in New York is looking for a unique, highly targeted and first to-market proposal to feature its ‘German.Local.Culture’ campaign across the US market at a national level in a cost efficient and engaging manner.

Aufteilung des Auftrags in Lose: nein

Wert ohne MwSt.: 343 000.00 USD

NUTS-Code: US United States

Hauptort der Ausführung:

Digital campaign: United States.

Influencer campaign: Germany travel required/campaign to run in the US market.

Content campaign:

— unique creative concept that ties all of the campaign elements together;

— content campaign with a premium contextually relevant travel publisher with a large reach and following in

the US Market;

— strong content presence on the publisher’s site, examples include a landing page or hub which would serve

as an engaging focal point amplification and promotion of content;

— campaign tactics and units should include at least some but are not limited to the following elements;

— ROS banners and video placements;

— custom content articles;

— high impact units and/or takeovers;

— dedicated E-Blast with article or content;

— any other custom unit that drives traffic and engagement.

Influencer campaign:

— travel influencers (minimum of two) with a strong engagement rate and following in the United States;

— the publisher will provide up to 5 influencers with KPIs and following for the GNTO to choose from;

— influencers must be on location in Germany for at least one day (per city/region) and create content for each

of the participating towns/regions. The influencers should be available for at least 7 days;

— the publisher is responsible for developing the travel itinerary, in accordance and with approval of the GNTO;

— the publisher is response for developing all travel elements including booking, executing and payment of all

travel components campaign optimisations and reporting;

— tactical optimisations should be made continuously to improve campaign performance throughout the

duration of the campaign;

— detailed reporting for both elements of the campaign should be provided no later than one month after the

campaign’s completion.

Goals:

— reach US travelers at the top of the customer funnel and place Germany in their travel consideration set;

— creatively implement and amplify the German.Local.Culture. campaign elements (content, points of interest,

banners, videos, and other assets);

— generate custom content based on campaign elements for the US Market to reach our target audience;

— drive users to engage with content (clicks, downloads, likes, comments, etc.);

— integrate local German partners in both the content and influencer aspects of the campaign according to their

investment strategy;

— develop a content campaign with focus on German.Local.Culture. and its four pillars flair, craft, taste, and

green in line with GNTB’s guidelines and targeting;

— amplification and promotion of generated content within and outside of the publishers site and/or platforms;

— incorporate an influencer campaign to generate and promote relevant content according to the pillars of the

German.Local.Culture. concept;

— strategic concept must include the participating German local partners.

Target group:

— affluent with min. USD 100 000 HHI, passport owners, sophisticated international travelers.

Etc.

KPIs:

— reach, Impressions;

— view-through rates (above industry standard);

— click-through rates (above industry standard);

— video-completion rate (above industry standard);

— engagement rate (above industry standard);

— open rate (above industry standard);

— dwell time (above industry standard).

Qualitätskriterium - Name: Strategic concept and creative implementation / Gewichtung: 100

Qualitätskriterium - Name: Amplification and promotion of content / Gewichtung: 100

Qualitätskriterium - Name: Influencer content creation and amplification / Gewichtung: 75

Preis - Gewichtung: 0-100

Optionen: nein

Der Auftrag steht in Verbindung mit einem Vorhaben und/oder Programm, das aus Mitteln der EU finanziert wird: nein

Verhandlungsverfahren

Der Auftrag fällt unter das Beschaffungsübereinkommen: ja

Bekanntmachungsnummer im ABl.: 2021/S 086-222873

The Letter of Award / Insertion Order

Ein Auftrag/Los wurde vergeben: ja

24/08/2021

Anzahl der eingegangenen Angebote: 2

Anzahl der eingegangenen Angebote von KMU: 1

Anzahl der eingegangenen Angebote von Bietern aus anderen EU-Mitgliedstaaten: 0

Anzahl der eingegangenen Angebote von Bietern aus Nicht-EU-Mitgliedstaaten: 1

Anzahl der elektronisch eingegangenen Angebote: 2

Der Auftrag wurde an einen Zusammenschluss aus Wirtschaftsteilnehmern vergeben: nein

Offizielle Bezeichnung:[gelöscht]
Postanschrift:[gelöscht]
Ort: New York
NUTS-Code: US United States
Postleitzahl: 10007
Land: Vereinigte Staaten

Der Auftragnehmer ist ein KMU: nein

Gesamtwert des Auftrags/Loses: 343 000.00 USD

Offizielle Bezeichnung:[gelöscht]
Postanschrift:[gelöscht]
Ort: Bonn
Postleitzahl: 53113
Land: Deutschland

24/05/2022