Innovasjon Norge dep. Tourism and Culture would like a cooperation partner for the focus on tourism in the three Scandinavian markets; Norway, Sweden and Denmark. The actor shall be a strategic consultant on general strategy, media and channel selection and a total media mix that comprises both paid and own/merited media, timing for the execution of the activities. The assignment also includes recommendations, negotiations with and the placement of activities and procurements at relevant media, with the necessary follow up, optimalisation and reporting. Detailed media plans shall be worked out for Innovasjon Norge's activities in each market and for each project in these markets. In addition there will be detailed media plans that show the media budget with accompanying activities per participating destination and/or company in each campaign and focus. The intention is to enter into a framework agreement with one service provider who can see to the focus and activities in all three markets.
Innovasjon Norge carries out communication activities aimed at consumers in the three defined markets with the main aim of inspiring and building knowledge of and a preference for Norway and Norwegian destinations as a travel destination, and at the same time, trigger the sale of Norwegian tourism products. The activities shall also contribute to increasing knowledge of and traffic to the tourism portal: www.visitnorway.com The campaigns are to be carried out in close cooperation with the tourism industry. See annex 1 specifications/brief for further details on the aims and the targets for the campaigns.
In addition separate media plans shall be prepared for each individual country's local, independent activities. An example of this is the District Tourism Campaign in Norway; http://www.innovasjonnorge.no/no/Reiseliv/markedsforing/Aktiviteter-i-enkeltland/Norge/Bygdebasert-reiseliv/" target="_blank">http://www.innovasjonnorge.no/no/Reiseliv/markedsforing/Aktiviteter-i-enkeltland/Norge/Bygdebasert-reiseliv/
and Denmark's ski campaign;
http://www.innovasjonnorge.no/no/Reiseliv/markedsforing/Aktiviteter-i-enkeltland/Danmark/skikampanjen/" target="_blank">http://www.innovasjonnorge.no/no/Reiseliv/markedsforing/Aktiviteter-i-enkeltland/Danmark/skikampanjen/
See the information on target groups and strategies as well as planned and previously implemented campaigns in the Scandinavian market on the following links:
http://www.innovasjonnorge.no/no/Reiseliv/markedsforing/
http://www.innovasjonnorge.no/no/Reiseliv/Markedsdata/
All activities are carried out in close cooperation with Innovasjon Norge, the tourism industry and the organisation's other cooperation partners on the agency side, for example, advertising agency partner(s), PR-agencies and other relevant parties that Innovasjon Norge has a contract with who will be natural cooperation partners in this work. The service provider must commit to cooperating with the other service providers connected to the various assignments' contents.
Service providers are required to have thorough knowledge of Innovasjon Norge's branded goods strategy for marketing Norway as a tourist destination, and the communication concept for advertisements.
The service provider must have good knowledge of the media market in general and the Danish, Swedish and Norwegian media market in particular. Have knowledge of and show an understanding of how one can connect current strategies in the most efficient way in order to optimize plans that give good, desired results. At the same time general knowledge of the Norwegian tourism industry and Norwegian tourism products, as well as Norwegian geography and social conditions.
The campaigns are financed by grants from the Ministries, such as from the Ministry of Trade, Industry and Fisheries, the Ministry of Agriculture and Food and through participation from actors in the tourism industry. Continued grants from the Ministries in the period as well as participation and co-financing from the Norwegian tourism industry are important prerequisites for being able to implement the necessary activities, and are therefore also prerequisites for the implementation of this assignment.
The extent of the activities, which channels are used, the media procurements and the financial limit for the contract will vary from year to year. The estimated annual value for media procurements through the media agency will also therefore vary greatly from year to year, but based on recent years the value of the media procurements is estimated to be between 15-50 million NOK gross per annum, excluding VAT, i.e. an estimated value of media procurements of 60-200 million NOK over 4 years.