Request for Proposals: Tourism London's Marketing Booth

Closes Friday, November 1, 2024 at 11:59 p.m.
Development of a strategy and implementation plan for Tourism London’s marketing booth and physical presence at various events.

Background

Tourism London is a Destination Marketing Organization (DMO) responsible for delivering London-focused marketing activities to support conventions and meetings, music, sport and culture and entertainment tourism for London businesses and partners. A trailblazer in developing real experiences, promoting its vibrant and diverse visitor destination and attracting and hosting people with warm, genuine hospitality, Tourism London enhances the reputation of London and grows the resilience of London’s sustainable tourism ecosystem by driving tourism visits and spending, collaborating with industry partners and enriching the community.

Tourism London is a membership-based, registered not-for-profit corporation operating as both an entity seconded by the municipality of the City of London to do the work of tourism and as a Board and Commission. 

Tourism London’s Departments

Culture & Entertainment Tourism
Working to support the culture, arts, music, entertainment and leisure tourism sector – London’s greatest opportunity to grow as a tourism destination – the Culture & Entertainment team works closely with venues, events, attractions and festivals (large and small) that are an integral part of London’s image, culture, reputation, economic prosperity, fun and cultural vitality. They also work closely with private and public sector partners to develop London as a culture and entertainment destination with an overall goal of increasing visitation. Areas of support include marketing, communication, accommodations, venues, food and beverage, city logistics, etc. The Culture & Entertainment team is also responsible for the overall marketing and branding of Tourism London.

Sport Tourism
The Sport Tourism team works with local sport stakeholders, as well as provincial, national and international sport organizations to bring sport tourism events to London to leverage the economic benefits associated with hosting. Everything from local to large-scale national and international events are supported. Areas of support include marketing, communication, volunteer recruitment, grant writing, accommodations, venues, food and beverage, city logistics, etc. 

London Music Office
The London Music Office team creates conditions for the music industry to thrive and grow in London, both within and beyond the tourism industry, and serves as the connection between City Hall and the city’s music industry. The team serves as experts on the music industry at the local, regional, provincial, national and with the designation as a Canada’s UNESCO City of Music, international stage. Areas of support include marketing, communication, venues, city logistics, by-laws, etc.

Meetings & Conventions
The Meetings & Conventions portfolio is dedicated to attracting provincial, national and international business events to London, Ontario. Supported by a collaborative network of industry members, the department promotes London as a premier destination for meetings and conventions by highlighting the city’s unique experiences and exceptional hospitality. Through innovative marketing campaigns, it inspires associations and meeting planners to choose London for their conferences. The Conventions team works closely with partners and clients, offering creative solutions and personalized attention to ensure each event’s success. From RFP distribution and site visits to FAM tours, marketing, accommodations and logistics support, the team provides comprehensive assistance at every stage of the planning process. By leveraging their expertise and the city's extensive offerings, they ensure memorable and successful business meetings that elevate London as a top-tier destination for conventions and events. 

Communications, Research and Membership
The Communications, Research and Membership team works to support partners through Tourism London’s membership program while also operating two physical Welcome Centres within the city. Tourism London’s member-inclusive package features benefits such as an online membership listing, display and distribution of brochures and marketing materials, opportunities for event listings on Tourism London's website, Visitor Guide and more. The team facilitates and prioritizes referrals to membership businesses, business to business opportunities, promotional opportunities and opportunities to participate on city-wide bids as they arise. The two Welcome Centres serve as direct touch points with visitors, assisting them with answering questions, giving directions, maps and guides, souvenir sales and more. Visitor data is recorded and shared for learning purposes.

Project Scope

Tourism London is looking to contract an agency, firm or independent consultant to develop a new and innovative strategy related to Tourism London’s marketing booth presence at industry and community events. This includes design and procurement of materials based on organizational goals, objectives and current branding. Tourism London staff attend multiple festivals, conferences and trade shows annually. It’s important that Tourism London’s presence at these events be better reflective of the brand and the work being done, without compromising functionality. Tourism London’s multiple business units will use this marketing booth in varied and unique ways.

Tourism London is looking for a cohesive look and feel to what’s being presented. The marketing booth needs to be engaging, innovative, eye-catching, functional and interchangeable. It also needs to store easily and travel well. The selected proponent will work with Tourism London staff to research and build a plan so that Tourism London can successfully execute the plan and operate a marketing booth at events beginning in 2025.

Key Deliverables

Phase I: Research and Analysis

• Conduct an environmental scan and identify gaps, assets, strengths, weaknesses, opportunities and threats
• Example questions to answer when conducting research include:
  • What are the must haves?
  • What are the nice to haves?
  • What are the unique pieces that would set this booth apart?
  • What are things that Tourism London has not thought of that would be important to include?
• Note: Tourism London’s internal style guide will be provided

Phase II: Final Strategy and Implementation Plan

• Present at least three unique marketing booth designs. 
• Each design will include:
  • An estimated timeline on design/construction/build
  • A list of potential organizations to fulfill the design/construction/build (if the consultant and/or firm cannot)
  • An estimated budget
  • A storage/transportation solution

Reporting, Roles and Responsibilities

The consultant will report directly to Tourism London’s Director of Culture & Entertainment Tourism, Natalie Wakabayashi, and Tourism London’s Management Team. The Director of Culture & Entertainment Tourism will be responsible for the day-to-day project management, working closely with the consultant, and will provide and arrange for logistical support for the consultant as needed. The Tourism London Management Team will approve and adopt the final strategy and implementation plan.

Project Schedule

Qualifications of Proponent

The successful proponent will be Ontario based (preference will be given to proponents within London or Southwestern Ontario) and will have the following:

• Advanced and demonstrated operational and strategic planning experience
• Proven experience in stakeholder engagement
• Deep understanding and knowledge of marketing booth set ups, event presence and meeting/convention trends
• Tourism-specific industry experience would be considered an asset

Proposal Evaluation

Proposals submitted in response to this RFP will be evaluated by the Tourism London management team. RFP submissions will be rated from a score of 1 to 5 using the following assessment criteria and weights:

• Consultant/firm relevant experience and qualifications – 20%
• Scope of work and detailed work plan – 40%
• Cost/benefit/value – 20%
• Compliance with proposal requirements – 20%

Proposal Submission Requirements

Proposal submissions should be accompanied by a covering letter summarizing your understanding of the project and the services to be provided. Also include names of all individuals and their company name (if subcontracting any project work) who will be participating and working with the proponent. The person signing the covering letter must be authorized to bind the consultancy.

The Proposal Will Include

• Detailed CV of each individual working on the project and providing service (including any subcontractors and their firm’s name), along with their qualifications and experience
• Identification of the project manager of the consulting team, detail of what each consulting team member will be responsible for with the project
• Critical path that clearly identifies the project tasks and timelines
• Any previous experience and relevant projects that have been carried out
• A fee schedule including deliverables, hours, rate/hour and total cost to complete the work in each phase of the project
  • Note: Total costs must include all service costs and reimbursable expenses. No additional charges will be considered unless there is a change in the scope of work that has been mutually agreed upon by both parties in writing
• Minimum of three references detailing the work the consultant and any subcontractors have carried out
• Must be addressed to Tourism London and sent electronically in PDF format via email to nwakabayashi@londontourism.ca
• Proposal submissions will be received up to Friday, November 1, 2024 at 11:59 PM

Questions should be directed to Natalie Wakabayashi, Director, Culture & Entertainment Tourism, between October 7- November 1, 2024.