REQUEST FOR PROPOSAL

DOMESTIC AGENCY FOR MALDIVES MARKETING & PR CORPORATION

Private and Confidential

1. This Request for Proposal (the RFP) is not and shall not be deemed to be a prospectus. It does not, and shall not be deemed to constitute an invitation or offer to the public. 2. The sole purpose of the RFP is connected with the Proposal Process for the establishment of a Domestic Agency for Maldives Marketing and PR Corporation (MMPRC) in the Maldives. The Document may not be used for any purpose other than that. It must not be passed to a third party except professional advisors assisting with the proposal. The RFP may not be reproduced or communicated, in whole or in part, and its contents may not be distributed in written or oral form. 3. The contents of the RFP are confidential and are for the sole use and information of the person that has been identified by MMPRC. 4. An Interested Agency should conduct its own investigations and inspections and take professional advice on the legal, financial, accountancy, taxation, regulatory and other aspects of the (PPP initiative). An Interested Agency should make evaluations and decisions based solely on their own investigations, inspections, information and advice and not rely on the RFP or other materials supplied by MMPRC for these purposes. 5. The RFP has been prepared in good faith. All reasonable care has been taken to ensure that statements in the RFP are true in all material respects. The information in the RFP has been obtained from sources that are considered reliable, but has not been subject to detailed verification. 6. MMPRC (which terms defined in the RFP and includes their advisors, officers, employees, agents or other bodies under their ownership or control) do not make any express or implied representation or warranty as to the reliability, accuracy or completeness of any information, document or material, or any other disclosure provided, at any time, whether referred to in the RFP or not, and expressly disclaim liability, even if loss or damage is caused by any information, representation, act or omission, whether negligent or otherwise, on the part of any of them. 7. By accepting the RFP the Interested Agency agrees that the exclusion of representations and warranties provided here is reasonable.

8. The RFP has not been filed, registered or approved in any jurisdiction. An Interested Agency that is resident in a jurisdiction outside of Maldives should inform itself and observe all legal obligations with respect to the RFP.

CONTENTS
Part 1: Background to Maldives Marketing and PR Corporation . 4 1.1 Company Overview ....4 1.2 Business Objectives and Functions 4 1.3 Focus Area Marketing and PR for the Government of Maldives 4

Part 2: Objectives of Request for Proposal Document .. 5

Part 3: Scope of Work 6 3.1 Scope..6 3.2 Term of Project .6

Part 4: Media Brief for Domestic Component ............7

Part 5: Evaluation Criteria ...10

Part 6: Eligibility to Pitch Criteria ....11

Part 7: Proposal Submission Procedures...13

Part 8: The Winning Agency... 15 8.1 Selection of Winning Agency. 15 8.2 Signing of Contract 15 8.3 Termination of Project 15

Part 1: Background to Maldives Marketing and PR Corporation

1.1 Company Overview MMPRC, formed under a Presidential decree, has several national objectives. It would in general provide public relations and marketing services to the government. It is initially intended to serve the Government, its ministries and related departments but would move onto expand its business territory to include both local and foreign clients. 1.2 Business Objectives and Functions Vision: To be an influential, successful and socially responsible marketing and public relations corporation both regionally and locally. Mission Statement: Enhancing the image of the nation in the eyes of Maldivians as well as globally while creating business opportunities for the economy. MMPRC being a state owned corporation has a wide range of focus areas with varying objectives and functions. 1.3 Focus Area Marketing and PR for the Government of Maldives Functions: Provide marketing, advertising and PR services to the government and related departments/offices through use of various media to create awareness for the target segments in the public with regard to new policies, laws, issues, and services in line with The National Strategic Action Plan 2009 to 2013. Provide event/campaign management services for government offices. Work towards branding and positioning Maldives, globally, in line with the national development plans. Objectives: Move away from the current operating processes and procedures where government ministries and offices carry out their own marketing and PR activities, which often leads to mismanagement and wastage of resources through duplication of personnel and equipment. Government wishes to achieve economies of scale and efficiency by having all similar tasks undertaken under one roof by a smaller group of specialized professionals. Having one main point of communication to disseminate information, which leads to standardization, and consistency in the messages government sends out to the public.
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Part 2: Objectives of Request for Proposal Document

The main objective of the RFP is to employ the services of an advertising agency for the MMPRC. The Winning Agency will provide the domestic communications planning and buying for the domestic needs of the Government within The Maldives. They will need to have an understanding of all local media for penetration to specific target audiences. In addition to this, an Interested Agency should have an understanding of the local political sensitivities and issues. There will be an International Communications RFP running concurrently with this one Interested Agency may compete for either or both RFPs.

Part 3: Scope of Work

3.1 Scope The MMPRC is looking for an Interested Agency able to provide media recommendations regarding selected media and with clear justifications. The Winning Agency will have access to all MMPRC research and data and will be expected to analyse and disseminate this in order to identify saturated or mature markets and new emerging markets. The role of the Winning Agency will also be to advise and assist with the MMPRC staff to help execute ongoing research in the domestic sector. When working together with accurate reliable and actionable data, it will feed strategic choices. The Winning Agency will be required to assist the MMPRC to develop recurrent and ad hoc surveys pre-dominantly to be used in measuring the governments progress in the public with regard to new policies, laws, issues, and services in line with The National Strategic Action Plan 2009 to 2013. The Winning Agency will also have the opportunity to pitch for the production and printing of the advertisements / literature for the government campaigns. The opportunity to do this will be based on the criteria that the agency bid is more cost effective and efficient than the Government doing it in house. 3.2 Term of Project From the date of signing the contract agreement, the Winning Agency will be given an initial 3 (three) month trial period during which either party can terminate the agreement without liability. Upon satisfactory completion of the initial 3 (three) month trial period, the Winning Agency will be granted a 12 (twelve) month contract, the term of which can be extended for further 12 (twelve) month periods of subject to annual review.

Part 4: Media Brief for Domestic Component

All Interested Agencies must provide a full breakdown of every cost implication to MMPRC i.e. the following details of the Interested Agencies must be included: fee structures; rates; and agency commissions and retainers a) Proposal 1 Anti-Drug Campaign Please propose a media plan for the Ministry of Health for an anti-drug campaign using any format and media to maximise audience coverage and frequency with-in The Maldives. Market: Population of the Maldives Timing: Tactical plan one burst for maximum coverage Target Audience: Youth All 16 to 24 Marketing Objective: Encourage the youth in The Maldives to seek a life away from drugs and the benefits of clean living and communicate to the public the progress from the government. Advertising Objective: Targeting the youth = Dont do drugs Budget: US $60,000

b) Proposal 2 Pension Benefit Announcement Campaign Please propose a media plan for the Social Protection Plan ministry for a pension benefit announcement campaign, using any format and media to maximise audience coverage and frequency with-in The Maldives. Market: Population of the Maldives Timing: Tactical plan one burst for maximum coverage Target Audience: Primary = Adults of pension age; Secondary = All Adults Marketing Objective: Explain that the government is delivering on its pledges as promised. Advertising Objective: Persuade primary target audience to procure the services of their pension entitlement Budget: US $50,000

c) Proposal 3 Promoting Awareness of Recent Housing Projects and Investment Successes Please propose a media plan for the Housing Ministry promoting awareness of recent housing projects and investment successes, using any format and media to maximise audience coverage and frequency with-in The Maldives. Market: Population of the Maldives Timing: Tactical plan one burst for maximum coverage Target Audience: B, C1, C2, D (lower to mid-market) Market Audience: Resolve the housing crisis as per government pledge Advertising Objective: Celebrate the achievement and investment to date for the individual and the country you can plan to move into the new home Budget: US $50,000

d) Proposal 4 Promoting the Recent Ferry Networks in the Atolls

Please propose a media plan for the Ministry of Transport promoting the recent ferry networks provincially in the atolls, using any format and media to maximise audience coverage and frequency with-in The Maldives. Market: Population of the Maldives Timing: Tactical plan one burst for maximum coverage Target Audience: All adults that live in the atolls Marketing Objective: Communicate to the public the progress from the government for improved logistics and mobility for all (businesses and general public) Advertising Objective: Increase the use and future demand of the new ferry services Budget: US $70,000

e) Proposal 5 - Promoting the Recent Successes of the Handling of the Countrys Economy and Finances Please propose a media plan for the Ministry of Finance to communicate the recent successes of the handling of the countrys economy and finances using any format and media to maximise audience coverage and frequency with-in The Maldives. Market: Population of the Maldives Timing: Tactical plan one burst for maximum coverage Target Audience: Population of the Maldives

Marketing Objective: Let the population know that the government fiscal policy (ie the deficit, inflation etc) is working and they are competent and on course for recovery Advertising Objective: The reassurance that the fiscal policy of the economy is better than before and in safe strong hands Budget: US $35,000

f) Proposal 6 Promoting Governments Overall Success since coming to Office Please propose a media plan with your rates for the Government and their overall generic success since coming to office using any advertising format. In addition to this, please include any sponsorship and PR initiatives, events & stunts etc. Originality of ideas and concept is fundamental. Market: The Maldives population Timing: Tactical plan one burst for maximum coverage Target Audience: Population of the Maldives Marketing Objective: Communicate the excellent job the government are doing and the recent improvements. Advertising Objective: Improve the popularity with the public and explain the good intentions and integrity of this government. Budget: US $60,000

Part 5: Evaluation Criteria

Evaluated costs and effectiveness of the prospective budget proposed 30% (An assessment based on the media owners rate card costs verses discount for the volume and advertisement positioning bought by the agency for the MMPRC. In addition to this prices will be directly compared to the competitive pitches as well. All additional fees, commission rates, retainers and extra costs will need to be clearly justified. Media rates will also factor in the effectiveness of the media bought i.e. it is not just the lowest unit cost for a sub-standard product scenario). Past experience and excellence of work in similar projects 15% (An assessment based on previous executions and work will be made to insure that we employ a company that has a proven track record in this field. Consideration of previous work in terms of quantity of media planned, bought and where relevant published is key. The fact that the agency has worked with a government account/ministry before will have some bearing as they will be familiar with the incumbent client). Demonstrated and documented familiarity with the market 20% (The fact the pitching agency has a good understanding and rapport with the relevant media owners and production contacts will be a core factor. This will also be represented in the method of presentation for the media proposal and rationale to the MMPRC). Documented ability of the prospective bidder to meet the eligibility requirements and overall responsiveness of the proposal 20% (Written or documented proof in either power point, excel or word format that the agency has understood the media brief and fully answered this via a bespoken media strategy solution. Originality of execution of the media solution will be a key factor and supporting justification of this will be relevant. Financial capability 15% (Documented proof and evidence that the pitching agency is of sound financial standing and history with-out any previous legal proceedings or judgements against them. The agency should also demonstrate financial credentials in terms of ability to function self sufficiently as an organisation).

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Part 6: Eligibility to Pitch Criteria

The MMPRC will only allow an Interested Agency of credible history and of financial competence to pitch for the business. This selective process is designed to filter out applications from inappropriate agencies that may not be established or have a proven track record in the areas important and relevant to the MMPRC. Interested Agencies must answer the following providing examples, references and documented proof where possible to support the application: a) Company History and Financial Credibility: How long has the company been in business? What is the annual turnover and profit (optional)? Please state or demonstrate that the company is financially competent and you have no bad paying, bad debt history or other business grievances against you.

b) Staffs Structure: How many full-time staff do you employ? What is the structure of your media planning and buying team and your creative team? Please summarise their relevant experience and achievements to this pitch? Please indicate who will handle our account on a day to day level i.e. will we get attention from partners and top level staff or less experienced employees? State your office location(s) that will be working on our business.

c) Relevant Experience: Please justify and demonstrate your companys experience and successes within the government sector and any history you may have had with a previous client targeting the whole of Maldives. Accountability and proof in terms of increased business and or brand awareness will be beneficial to you in this application.

d) Relevant Experience in Our Choice of Medium: Please demonstrate and justify your expertise in the medium of choice. Tourism will specifically need outstanding media planning and buying in press and all formats of outdoor as this is our anticipated core strategy for 2011.
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e) Client Knowledge: Do you have expertise and knowledge of our business and the recent political and economical history of The Maldives? Please demonstrate that you understand our competitive positioning as a country determined to grow its business and trade internationally?

f) Other Interests/Time Allocation: For the senior level of staff and our day to day contact(s); please declare other business interests and activities you have out-side this advertising brief and your role at your advertising agency? If there are any other activities, please state your involvement and time allocation to these projects and the proportionate time you will spend managing them compared to our interests and needs?

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Part 7: Proposal Submission Procedures and Selection of the Winning Agency

To be eligible for evaluation, please submit a proposal that strictly complies with the procedures, terms and conditions and requirements set out here. a) Enquiries: It is the agencies sole responsibility to obtain clarification on any matter relating to the proposal process. All enquiries, or issues should be submitted in writing by email to: Simon Hawkins, cc Mohamed Adam rfpdomestic@visitmaldives.com Any questions regarding the criteria should be submitted electronically in the English language and should be signed by a duly authorized representative of yours. Questions should be sent via email to the above email. You are encouraged to submit questions and requests for clarification from 25th October 2010 to 4th November 2010 before 1400 HRS. MMPRC shall respond to the queries within 3 (three) working days from the date of submission of the question. Responses to significant enquiries will be provided to all interested parties to ensure consistency of information but the source of the enquiry will not be revealed.

b) Requirements for Submission of Proposal: Interested Parties should submit their proposals in writing to: Maldives Tourism Promotion Board (MTPB) 4th Floor, Velaanaage, Ameerahmed Magu, Male, Republic of Maldives.

c) Date of Closure for Receipt of Proposals: The Date of Closure for submission of proposals is 23rd November 2010, 1400 HRS Maldivian Standard Time, which is GMT + 5 hours)

d) Opening of Proposals: The opening of the proposals will take place immediately after the closing time for the receipt of Proposals on the Date of Closure and details are as follows: o Date: 23rd November 2010
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o Time: 1405 o Location: Maldives Tourism Promotion Board (MTPB), 4th Floor Velaanaage, Ameerahmed Magu, Male City, Republic of Maldives. e) Examination of Responsiveness and Compliance of the Proposals: The proposals are examined by an independent panel of 5 (five) of members known as the Evaluation Panel to see that the proposals are substantially responsive to the objectives of the transaction and in compliance with the procedures, terms and conditions and requirement. If a proposal is not substantially responsive or compliant, the entire proposal is eliminated and no opportunity is given to remedy a defect that makes the proposal nonresponsive.

f) Evaluation of Proposals: After examination for compliance, those proposals that are substantially responsive and in compliance are evaluated. The evaluation is designed to establish the credibility of the proposal. It will be conducted on the basis of the criteria and weightings set out in the RFP.

g) Disqualification: If, at any time in the proposal process, the Evaluation Panel concludes that there is a breach of the procedures, terms and conditions and requirements set out in this RFP, you or your proposal may be disqualified for that reason.

h) Informing of Eligibility to Pitch via Presentation: After evaluation of the proposals MMPRC will invite selected Interested Agencies that pass the evaluation criteria to give a presentation. The selected Interested Agencies will give their presentation from 25th to 29th November 2010 at MTPB. Details of the presentation: o Gives the selected Interested Agencies opportunity to present their final pitch; o Duration of presentation will be maximum 1 hour half an hour for Interested Agencies to present and remaining time for questions and answers.

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Part 8: The Winning Agency

8.1 Selection and Announcing of Winning Agency The Evaluation Panel will select the Winning Agency on 30th November 2010 at 1600 based on the: o evaluation criteria and other requirements detailed in the RFP; and o performance given during the final pitch. The Winning Agency will be announced on . 1st December 2010 via email to all the final bidders, ccd simultaneously. Neither the rankings of the Interested Agencies nor the number of points awarded to each Interested Agency by the Evaluation Panel will be publicly disclosed.
8.2 Signing of Contract Agreement

Once the Winning Agency is notified that their proposal has been accepted, MMPRC will send the Winning Agency the Form of Agreement provided in the bidding documents, incorporating all agreements between the parties. Within 14 days of receipt of the Form of Agreement, the Winning Agency shall sign the Form and return it to MMPRC.
8.3 Termination of Project Both MMPRC and the Winning Agency have the right to terminate the project after complying with the requirement of the Termination Notice. The party wishing to terminate the project must provide a Termination Notice to the other party 6 (six) weeks prior to termination being effective and must set out: underlying reasons for termination; calculations of any compensation payable; and any other relevant information.

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