Survey
* Your assessment is very important for improving the workof artificial intelligence, which forms the content of this project
* Your assessment is very important for improving the workof artificial intelligence, which forms the content of this project
TERMS OF REFERENCE Reference: PGAIA0633 Title: Tourism Product Marketing Expert Nature of Arrangement: Short-Term Consultancy Project Title: Support for the implementation of the Sustainable Tourism Master Plan (STMP), Anguilla Project Location: Anguilla Duration: 110 Days over 5 months Start Date: As soon as possible 1. Assignment Background The Ministry of Tourism, Anguilla - responsible for policy, legislative and regulatory matters and product development for the island of Anguilla - has recently established a Project Management Unit (PMU) to serve as its executing arm, overseeing the coordination and implementation of important tourism-related programs. The PMU has recently launched a comprehensive Tourism Product Development Plan with the intention to develop seven key heritage sites and attractions. These sites are aimed at diversifying Anguilla's tourism product, enhancing visitor experiences and encouraging higher visitor expenditure, which will ultimately trickle down to the community level. To ensure the success of the Tourism Product Development Plan, a comprehensive marketing campaign must be developed and executed by a tourism marketing expert. While the Anguilla Tourist Board has contracted providers of public relations, sales, marketing and branding services to assist with the overall marketing and promotion of the Destination, this assignment will prepare the marketing interventions specifically for the tourism products under development and integrate these with that of the overall Destination marketing campaign. This assignment is undertaken as part of a wider project which has been supporting the implementation of Anguilla’s Sustainable Tourism Master Plan (STMP) since January 2013. A longterm Commonwealth expert currently supports the PMU, and will oversea progress on this assignment in collaboration with the Reporting Officer within the Government of Anguilla and the STMP Steering Committee. 2. Assignment Purpose The assignment will further support the implementation of the Sustainable Tourism Master Plan (STMP) by the Project Management Unit (PMU). The project will provide expertise and leadership in the area of tourism marketing to the STMP implementation process under the direction of the STMP Steering Committee. 3. Scope of Work Expected Project Output: Strategic marketing plans for Anguilla’s tourism products, supported by increased capacity in selected areas where relevant. 1 Deliverables to include: Preparation of a comprehensive program for marketing initiatives that reach local, regional and international markets on the basis of an examination of the Tourism Product Development Plan. This will include, but not be limited to, methodology, media, geographic target markets, niche market segments, and schedules for implementation and resource requirements. Provision of recommendations on how this plan can be incorporated into the overall Destination Marketing Campaign with recommendations for internal marketing within the local accommodation establishments (e.g. Resorts and Villas). Creation of a database for multiple target markets including media, academia, Clubs and Associations and travel intermediaries in North America / UK / Europe. Provide training to Government counterparts in the sustainable use and maintenance of this database. Development of web content for national attractions, and identification of relevant partner websites to link to target. Supporting the development of high-quality designs for: A dedicated logo for each heritage attraction Individual brochures A ‘Heritage Passport’ that combines all attractions Street signage and onsite signage for each location (minimum of 3 designs) 4. Submission of Reports In addition to the substantive delivery of the Outputs above, the consultant will be expected to deliver: i. An Inception Report not more than 4 weeks after assignment commencement ii. A Mid-Term Progress Report not more than 10 weeks after assignment commencement iii. A Final Project Completion Report not more than 2 weeks after the completion of the assignment 5. Implementation Arrangements The consultant will be based in the Project Management Unit (PMU), Anguilla for the duration of the assignment (110 Days over 5 months) and will be supervised by the Manager PMU in collaboration with the Reporting Officer within the Government of Anguilla and the STMP Steering Committee. The assignment will be managed by the Technical Assistance Unit of the Commonwealth Secretariat, with technical support provided by the Economic Affairs Division of the Commonwealth Secretariat. All reports produced by the consultant must be signed-off by the nominated Government counterpart and submitted to the Technical Assistance Unit for review prior to acceptance of the reports. 6. Transfer of Expertise The Commonwealth Secretariat attaches particular importance to the transfer of expertise and knowledge to counterparts. The consultant in his/her discussions with the Reporting Officer should draw attention to the need for key staff to be assigned as counterparts at the beginning of the assignment. This should be reported in the Inception Report. Capacity development activities for key counterpart staff should also be identified in the Inception Report. An update to these actions should be provided on this in all Progress Reports. 7. Qualifications and Experience 2 A minimum of ten (10) years’ experience in tourism marketing and product development. Strong experience in a marketing role within the travel industry 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 Masters’ Degree in Tourism, Marketing or Business or another relevant field from a recognised and reputable institution. Desirable Experience in working in tourism development in Caribbean Island States / other small state jurisdictions will be an advantage 3