Germany – Advertising and marketing services – Lead Agency Social Media

Opportunity description

Hamburg Tourismus GmbH (HHT) intends to conclude a framework agreement with a Lead Agency Social Media. It is seeking a strategically advisory, conceptually strong and at the same time operationally capable partner that will work together with HHT to further develop the social media activities over the long term, plan ahead and implement defined services as needed. The focus is on the social-native translation of the guiding idea "Elbphoria" as the content-related and creative framework for social media, as well as the establishment or further development of Instagram as the main tourism channel. A consistent platform, channel, content and activation strategy is to be developed that contributes in particular to the growth of the tourism-relevant follower base in national and international nearby markets. The scope of services includes strategy and consulting, format and content conception with a particular focus on video, editorial planning and production, community and creator management, trend and platform monitoring, monitoring and analysis, as well as the conception and implementation of organic and paid social media measures. Hamburg Marketing GmbH (HMG), analogously to HHT, may access the above-mentioned services under the framework agreement. Hamburg Tourismus GmbH (HHT) intends to conclude a framework agreement with a Lead Agency Social Media. It is seeking a strategically advisory, conceptually strong and at the same time operationally capable partner that will work together with HHT to further develop the social media activities over the long term, plan ahead and implement defined services as needed. The overarching brand is the Hamburg brand. The Hamburg Brand Book forms the binding strategic and design basis. Within this brand framework, "Elbphoria" is HHT's long-term guiding idea for tourism communication. Elbphoria refers to the unique feeling of Hamburg that people experience when they visit Hamburg. The guiding idea thereby defines the content-related and creative framework for HHT's communication. The Lead Agency is to translate this guiding idea into a social-native form together with HHT and use it to develop a consistent platform, channel, content and activation logic for social media. The guiding idea will be explained in greater detail in the service description in Phase 2 of the procurement procedure. The focus is on the strategic establishment or further development of a main tourism channel on Instagram. Together with HHT, it must be examined whether the existing channel should be realigned or whether establishing a new channel would be more expedient. The goal is a consistent, recognizable and growth-oriented social media presence that aligns with the Hamburg brand, the Elbphoria guiding idea and HHT's corporate objectives and, in particular, expands the tourism-relevant follower base in national and international nearby markets. In the future, Facebook is only to be used as an accompanying channel, and the use of TikTok is to be examined at a later date. Other platforms such as YouTube are to be jointly evaluated based on their relevance to the target audience, their function within the customer journey and their long-term potential, and implemented accordingly where applicable. The channel strategy is to be aligned along the funnel: from Awareness, Familiarity and Consideration through Active Evaluation and Conversion/Sales to Post Booking/Pre-Trip, On-Trip/In Destination Sales and Loyalty/Sharing/Re-Activation. The Lead Agency is to derive the appropriate roles of the channels, content, formats and KPIs for the phases and combine them into a consistent overall system. The focus of the Instagram channel is on the Upper to Mid Funnel. HHT also acts as a tour operator and distributes its own product, the Hamburg CARD, which can be combined with package travel packages, tickets and vouchers. These offers are to be integrated into the social media logic wherever they meaningfully lead users to the next step in the funnel. It is important here that this take place in an authentic channel narrative for a social media user base. The Lead Agency's scope of services covers the entire professional spectrum, from strategy and consulting through conception, editorial planning and social-native content production with a particular focus on video to community management, creator management, trend and platform monitoring, monitoring, analysis and continuous optimization. This also includes the conception and implementation of organic and paid social media measures, as well as cooperation with creators and, where applicable, other specialized service providers. Together with HHT, the agency is to develop formats that are sustainable over the long term, recurring and scalable and that, depending on the agreement, can be implemented by HHT, the agency or jointly. In addition to plannable annual, thematic and campaign measures, the agency must be able, when needed, to respond at short notice to relevant trends, current occasions or events. This may include, for example, providing support for an event in Hamburg at short notice, producing photo or video content, and promptly editing, adapting and publishing it on the agreed channels. The specific extent of the (operational) support, community management and publication services will be determined with each individual call-off. Media bookings would also be conceivable—this is not a requirement for the procurement procedure but may constitute an advantage. However, the agency is primarily to support HHT in strategy and campaign work. Final strategic and editorial decision-making authority and control over the social media accounts remain with HHT. Hamburg Marketing GmbH (HMG), analogously to HHT, may access the above-mentioned services under the framework agreement. Scope of the contract award: HHT and HMG may call off individual contracts from the successful bidder under this framework agreement up to a total budget of approximately 1,000,000 EUR plus VAT. The maximum contract value includes all agency, production, creator, rights, license, tool and other third-party costs commissioned through the framework agreement, insofar as they are invoiced through the framework agreement. Of the aforementioned total budget, 5% is defined as the minimum budget that HHT/HMG guarantees it will call off during the contract term. There is no entitlement to call-offs beyond the minimum budget. Note: Since the social media channels are to be fundamentally revised, HHT is expected to require services based on this contract with a value of approximately EUR 100,000 during the period from the award of the contract until 31.12.2027. By submitting its tender, the bidder confirms that it has the capacity to provide the service during the aforementioned period. Procedure: neg-w-call. Estimated value: 1,000,000 EUR. Review the original TED notice for the complete requirement, lots, amendments and attachments.