Marketing and Advertising Service Retour vers les opportunités

Background:

Tunisia has long been an attractive and a bargain tourist destination for European travelers. It is known for its all-inclusive packages including airfare and hotel. Most European tour operators that control international tourist arrivals, target coastal cities known for their golden beaches, sunny weather, and affordable luxurious hotels.

Recently, Tunisia has initiated policy dialogues to reconsider its tourism strategies amidst the new global trends and to think about ways to promote new forms of tourism that encourage the creation of sustainable tourism projects based on cultural and environmental alternative tourism. Tunisia’s tourism industry is in an urgent need for strengthening and diversifying the quality of products and services offered to meet the new customers’ aspirations and needs.

Travelers seeking nature and recreational/adventure experiences are an opportunity, they represent a fast-growing market globally and are becoming more resilient, being less affected by the political unease of the region. Such travelers are primarily interested in experiencing the natural attractions by engaging in physical outdoor activities such as walking, hiking or cycling which creates increased opportunities for economic benefits to the local communities.

The current project is considering the challenging situation of the tourism industry and tapping into the potential of the hiking activities as a sustainable and creative way to promote alternative tourism, revitalize the country’s inland cities and rural areas and generate new opportunities of sustainable employment for Tunisian youth.

This project is implemented in partnership with The Deutsche Gesellschaft für Internationale Zusammenarbeit (GIZ), under the Tounes Wijhetouna programme, co-funded by the European Union and Federal Ministry of Economic Cooperation and Development (BMZ)

Objective :

The project aims to promote the growth of Tunisia’s alternative sustainable tourism products and their contribution to employment. In collaboration with public and private partners and representatives of the civil society, the project aims to strengthen the tourism offer by improving the quality of products and services offered by alternative tourism activities. The project aims to implement an innovative and demand-driven approach to build the capacity of major actors in alternative tourism.

Scope of work:
Leaders International (LI) is seeking a skilled marketing and advertising agency to produce highquality
audiovisual content to showcase and promote the success stories of small and medium
size enterprises (SMEs) that we support in 4 different regions in the north of Tunisia, including
Zaghouan, Jendouba, and El Kef.
Targeted SMEs work in the tourism and hospitality sector and one SME per region will be selected
for the promotional campaign.
Audiovisual/video content is expected to tell a human-interest story while highlighting the support
that LI and its partners have delivered to the SMEs.

The selected agency is expected to work on the following:

1. Video Production
● Collaborate with LI’s communications team to develop video concepts and
storyboards that align with the branding and marketing objectives of LI, its
partners and the project.
● Plan and execute all video production aspects, including scripting, filming,
editing, and post-production, and manage the whole video production process.
● Operate camera equipment and other necessary technical gear, including
lighting, sound equipment, and editing software
● Conduct in-person interviews with SMEs, film interviews, and deliver raw footage
should LI wish to use it in any future communication opportunities
● Support interviews with cut-away shots for the SME venue and neighboring local
communities, historic sites or natural landscape
● Develop and add subtitles in English; taking into account that the spoken
language in the interviews will be Arabic/Tunisian dialect
● Work with LI communications team to ensure that videos are optimised for social
media and other marketing channels
● Ensure that all content used in the video (e.g. music, sounds, or graphics) are
properly licensed and cleared for use
● Ensure that the final videos, in addition to all raw footage, are completed and
delivered to LI

2. Photo Production
● Identify and take high-quality photos for the SME venue, owner, and any
neighboring landmarks, historic sites, local communities, and/or natural
landscapes.
● Edit and retouch photos to meet quality standards of LI and its partners and
ensure that photos are optimized for social media use. This may include
adjusting the brightness and contrast, removing blemishes or imperfections, and other post-processing tasks.
● Deliver at least 10 photos per SME in digital format, in addition to any raw/unedited photos that have been taken should LI wish to use it in any future communication opportunities.

Deliverables:
1. Videos
● Four videos (1 per SME per region)
● Video duration: final video of 60-90 seconds; in addition to raw footage
● Type of video: success story
● Subtitles: English
2. Photos
● At least 100 edited photos (10 photos per SME); in addition to any other raw/unedited photos
● Digital format