Creative Cities of Central Europe OTA Campaign

This procedure aims to conclude an agreement with an experienced contractor for the development and execution of an Online Travel Agent (OTA) campaign targeted towards the US market. The project subject of this procurement is implemented by ETC in partnership with four National Tourism Organisations. The contractor is expected to deliver the following interconnected assignments: CREATION OF A LANDING PAGE/ MICROSITE The contractor is required to create a dedicated landing page/microsite featuring information about and products of the Central Europe region on an OTA platform.

The landing page/ microsite will feature at least the following:

• Information about the region with a special focus on the Creative Cities topic of the campaign in the form of text, pictures and videos
• Branding of the region and V4 countries as well as other publicity graphics (see below)
• Products (including but not limited to travel packages, airplane tickets, hotels etc.). Products involving at least two of the four countries of the V4 region will be preferred and will be given better score during the procurement process
• the more countries involved in one product the better. Products involving at least two of the four countries must be given priority placement within the microsite
• A maximum possible balance of visibility of products from all V4 countries must be kept.

PROMOTION OF THE LANDING PAGE/ MICROSITE The contractor is required to run online promotional campaigns partly image focused and partly conversion focused using the contractor’s owned as well as external channels. For the promotion of the landing page/microsite, the contractor can use both owned channels and external channels (paid media). More visible formats with higher CTR or platforms which are not over-delivered by advertising are preferred.

There is no required split between own channels and external channels, it is the contractor’s responsibility to ensure the best performance in order to reach the set KPIs. OUTPUT AND KEY PERFORMANCE INDICATORS (KPIs) On the level of awareness, the output of the project is heightened awareness of potential US travellers about the character of the Central Europe destination as a whole with a special focus on Central Europe being not only historical heritage destination, but also modern and vibrant destination for city life enthusiasts, and about the specific destinations and products in each country of the V4. On the technical level, the dedicated microsite of the Central Europe will be created on an OTA website that will serve as a source of information for potential travellers from the USA.

The website must be kept alive at least 6 months after the completion of the project