Media agency and research services for TKM

Provision of media agency and research services for the National Communication Office on the following subject: The purpose of the Contracting Parties' current procurement is the tourism promotion of Hungary, strengthening inbound tourism from abroad, reaching out to high-status travelers and the domestic population, communicating the development of Hungarian tourism services to the appropriate target groups. In line with the communication strategy for both international and domestic target markets, the expected tasks in connection with the Contracting Parties' communication campaigns are: • provision of media agency services: media strategy creation, media mix development, media planning and purchasing, monitoring the implementation of campaigns (social media and PPC campaign management, and their optimization as needed). Measurement of the effectiveness of campaigns and individual media appearances based on clear, objective, industry-standard software-measurable media KPIs defined jointly by the parties, aligned with the goals set in the campaign strategy, preparation and presentation of a campaign evaluation upon the request of the Contracting Party, • provision of printing production tasks for domestic public outdoor advertising, • provision of research services. To achieve communication goals, the Contracting Parties plan complex communication campaigns. The number of complex campaigns is planned to be at least 6 per year, of which 2 will be implemented domestically and 4 in foreign target markets. A campaign lasts on average a minimum of 4, maximum 8 weeks. For the planned campaigns, it may be necessary to implement domestic and foreign campaigns simultaneously for at least 4 weeks. For the planned campaigns, it may be necessary to implement domestic and foreign campaigns simultaneously for at least 4 weeks in any of the following target markets, including simultaneous, parallel execution in the target markets. Execution in any target market counts as an independent campaign in terms of the number of campaigns. The Contracting Parties expect to plan appearances in at least 6 countries, planned for the following target markets, but other target markets may also arise based on current research results. International tourism advertising campaigns are planned to take place in at least 3 different countries per campaign, and in at least 4 media categories from the listed media categories per country. The Contracting Party(ies) plan(s) to have appearances in the following target markets, but other target markets may also arise: Primarily: United States of America, China, Republic of Korea, United Kingdom, Germany, Italy, Spain, Sweden, Denmark, Norway, Finland, France, Israel, Austria, Romania, Poland, Czech Republic, Slovakia, Serbia. Other potential regions/target countries may include: Japan, Turkey, Switzerland, Ireland, India, Australia, Mexico, Brazil, Gulf countries, Benelux countries, Croatia. Planned media categories: print media, television, radio, public space, cinema, online media, social media platforms. The number of individual contracts to be concluded under the framework agreement is expected to be at least 6 during the term of the framework agreement, of which at least one contract will be for a period of at least 9 months. The average value of the contracts will exceed at least HUF 100 million net, but may reach several times this amount. The winning Bidder will also be responsible for conducting research that supports, underpins, or evaluates the marketing activities of the Contracting Parties. The research activities of the winning Bidder may be quantitative or qualitative, depending on the objective, using personal, telephone, or online survey techniques, or collecting and analyzing primary or secondary data, but the winning Bidder must also perform comprehensive research management tasks in all cases. The research tasks must assist in media strategy planning/support ad-hoc...