Government of Lesotho

ECONOMIC DIVERSIFICATION SUPPORT PROJECT

RE-LAUNCH : REQUEST FOR EXPRESSIONS OF INTEREST (EOI)

(CONSULTING FIRM)

DESIGN AND PRODUCTION OF BRANDS AND PROMOTION MATERIALS

SPECIFIC TO 5 TOURISM BUSINESS CLUSTERS

Financing Agreement Reference : 2100150036596

Sector : Enterprise Development

Project ID No. : P-LS-KF0-002

 

The Government of the Kingdom of Lesotho has received financing from the African Development Bank towards implementation of the Economic Diversification Support Project and intends to apply part of the agreed amount for this loan to payments under the contract for Consultancy services to design and produce brands and promotion materials specific to 5 Tourism Business clusters for the government of Lesotho. The five tourism business clusters that are focused on are: (i) accommodation, (ii) tour operators, (iii) tour guides, (iv) event management and (v) craft tourism clusters.

The overall objective of this consultancy assignment is to establish the Cluster brand design and produce the branding materials which will be used to promote and market the 5 tourism clusters efficiently and effectively. Furthermore, the consultant will design templates that can be edited from time to time and also prepare guidelines on how to edit and publish the developed materials.

Scope of work : the consultancy firm is expected to work closely with LTDC to perform the following specific tasks :

  1. Design and facilitate implementation of a public awareness strategy about the 5 tourism business clusters;
  2. Collect appropriate information to be used to design appealing content for developing the 5 Cluster Brands and related promotional material ;
  3. Develop the 5 Tourism Cluster Brand concepts with related information and design ;
  4. Develop designs for branding materials deemed appropriate for each cluster, which might include banners, billboards, posters, web campaign, photos, campaigns for broadcast, print, social media, scripts, freebies, videos and related activities as part of the awareness strategy ;
  5. Provide editable electronic copies of Brand designs that is suitable for LTDC website, printing and electronic distribution ;
  6. Prepare action plan for the use of the Designed Cluster Brands the implementation of developed Cluster brands ;
  7. Develop guidelines for the use of Cluster Brands in editing and publishing branding material ;
  8. Train clusters to familiarise them on how to edit the templates.

Expected Deliverables are : (a) Inception report outlining time-bound activities to be undertaken to complete the assignment; (b) five (5) Tourism Cluster brand designs; (c) Tourism cluster brand awareness strategy; (d) Templates for promotional material; (e) Packaged print promotional material for each Tourism Cluster; (f) Guidelines for use, editing and publishing of branding material; and (g) Training report.

Required key competencies, skills and experience :  the consultancy firm shall provide adequate key experts in order to efficiently complete all the activities required under the scope of the assignment to finally achieve the specific and overall objectives of this contract in terms of time, costs and quality. More specifically, the consultancy firm should have relevant experience in marketing, brand design and development with clear understanding of tourism/business sector.

Key Experts ;

  • Team leader : The team leader is expected to have the following competencies, skills and experience : 
  1. Must have a minimum of ten (10) years’ experience working in similar assignments in the SADC region ;
  2. Master’s degree in Communications and/or Marketing with minimum of 7 years’ relevant experience; experience in the tourism sector will be an added advantage ;
  3. Proven knowledge & understanding of tourism development and marketing ;
  4. Good research skills ;
  5. Good communication and interpersonal skills ;
  6. Excellent report writing skills ;
  7. Familiarity with website development and social media platforms.

Marketing and Branding Expert :

  • Masters’ degree in Tourism, Marketing or Business Administration or another relevant field from a recognized and reputable institution ;
  • A minimum of seven (7) years’ experience in tourism marketing, product development or business development ;
  • Strong experience in a marketing role, especially within the tourism sector ;
  • Strong experience of linking local, regional and international tourism markets ;
  • Experience of undertaking and/or supporting graphic design work within the tourism sector ;
  • Proven experience of working with a wide range of stakeholders from the public and private sector to generate collective effort ;
  • Strong interpersonal and exceptional communications skills ;
  • Relevant experience in the Public relations, media and events management ;
  • Extensive experience in planning and rolling out advertising campaigns.

Graphic Designer : 

  • A minimum of 1st degree in Graphic designs or related fields with at least five (5) years’ experience ;
  • Experience in graphic designing and developing branding materials ;
  • Very good understanding of tourism and hospitality sector ;
  • Ability to come up with innovative and creative ideas ;
  • Ability to research ideas and turn them into a good slogan ;
  • Ability to work with groups of business people.

Photographer : 

  • A minimum of five (5) years’ in photography in the corporate/business sector ;
  • A proven track record of professional photography and video adverts/clips in the tourism and hospitality sector ;
  • Must portray the ability to assess quality photos & to supplement the available high resolution pictures where there is need. A sample of good quality photos to be attached ;
  • Must have a thorough understanding of the impact of quality pictures in communicating a brand.

The estimated duration of this assignment is four (4) months from the date of signing the contract.

The Ministry of Trade and Industry now invites eligible consultancy firms to indicate their interest in providing these services. Interested consultancy firms must provide information indicating that they are qualified to perform the services (brochures, description of similar assignments, experience in similar conditions, availability of appropriate skills among staff, etc). Consultants may constitute joint-ventures to enhance their chances of qualification.

Eligibility criteria, establishment of the short-list and the selection procedure shall be in accordance with the Procurement Policy and Methodology for Bank Group Funded Operations, dated October 2015, which is available on the Bank’s website at http://www.afdb.org.

Interested consultancy firms may obtain further information at the address below during office hours 08.00 hours to 16.30 hours.

Expressions of Interests must be delivered to the address below by 4th January 2021 at 16:30, and electronic submissions should mention as the subject message “Design and production of brands specific to 5 tourism business clusters for the Government of Lesotho” and should be sent to the address below.

The Project Manager

Economic Diversification Support Project

1st Floor, Matanki House

Corner Kingsway and Balfour Road

P.O. Box 747, Maseru 100, Lesotho

Email : [email protected] with a copy to [email protected]

Tel. : (+266) 22 315 100