Consultancy for COVID-19 Tourism Marketing Services

Terms of Reference


COVID-19 Tourism Marketing Services


Hanoi, Lao Cai and Son La, Vietnam


November 2021-March 2022

Maximum Budget:

AUD 60,000

About Us

With more than 35 years of experience, Cowater International is Canada’s global leader in management consulting services specialising in international development. We have managed the implementation of over 2500 projects in more than 95 countries around the globe for clients such as DFID, DFAT Australia, the European Union, the World Bank and Global Affairs Canada. We work with governments, partner organisations, communities and civil society to design and implement sustainable solutions that generate lasting social, economic and environmental impacts. Our adaptive approach to management has led to our award-winning work and recognition as one of Canada’s Best Managed Companies from 2017 to 2021.


The GREAT Program is a flagship initiative of the Australian aid program in Vietnam – it commenced in November 2017 and the current phase will run for five years to June 2022. The Program is promoting women’s economic empowerment (WEE) in the ethnically diverse north-west region of Vietnam. The primary beneficiaries are women living in the provinces of Son La and Lao Cai with an overarching emphasis placed on the inclusion of women from ethnic minority communities

The objectives of the Aus4Equality|GREAT Program are:

  • Objective 1 Empowering local women: Women living in local communities have increased capacity, space and choices to beneficially engage with agriculture and tourism businesses.
  • Objective 2 Inclusive businesses partnerships: Selected private sector actors within the agriculture and tourism sectors innovate to profitably and sustainably trade with more women entrepreneurs and operate in gender sensitive ways.
  • Objective 3 Improving sector governance and policy: Government agencies reinforce policies, and enact plans, regulations and services that enable more inclusive socio-economic development.

The Program is partnering with approximately 50 organisations to deliver results, including private sector actors, governmental and non-governmental organisations, and research institutions. GREAT currently has a portfolio of seven tourism investments spanning community-based tourism, policy, training and destination development.  Additionally, there are three other investments in handicrafts and medicinal herbs which have a strong crossover with the tourism industry.

Tourism has an important role to play in North-West Vietnam as it generates income generating opportunities and jobs, particularly for women and youth.  Being labour intensive, it has relatively low barriers of entry for service-level jobs as well as micro and small businesses that service the sector.

COVID-19 is and will continue to have, a significant impact on GREAT partners and target beneficiaries.  The collapse of international tourism has negatively affected community-based tourism, homestay owners and service providers. To respond to both immediate and longer-term challenges, GREAT has developed a COVID-19 Response and Recovery Plan that both refines and supplements current Program activities.

After the initial wave of travel restrictions, GREAT worked with our tourism partners (including government agencies and NGOs), to promote community-based tourism experiences in Sa Pa, Bac Ha, Moc Chau and Van Ho.  This included:

  • improving landscaping, food menus and trekking routes to cater to domestic tourists;
  • working with approximately 20 tour operators to develop a business alliance to package and promote the target destinations; and
  • arranging famil visits for tour operators and journalists.

These actvities had a positive impact on visitor arrivals, however, the latest wave of travel restrictions has again decimated the tourism.   With the outlook now more, positive, GREAT is now seeking a suitably qualified organisation to develop and implement an umbrella marketing campaign to help our partners rebound from COVID and to support increased income for our target beneficiaries. 


The primary objective is to raise awareness of, and increase visitation to GREAT supported community-based tourism destinations, attractions and experiences.  These include community-based tourism service providers in Van Ho and Moc Chau (Son La Province) and Sapa, Bac Ha, Bat Xat (Lao Cai Province), particularly women owned and led and ethnic minority owned and led businesses.

A secondary objective is to improve market access by incentivising tour operators to promote and package community-based tourism experiences in partnership with the local community.

Target Market

The target market are domestic independent travellers, rather than large group tours that are not attracted to community-based tourism experiences.  The prioritised market segments and geographic markets are detailed below.

Market Segment

  1. Family
  2. Young friend groups
  3. Couples

Geographic Market

  1. Hanoi and surrounds
  2. Ho Chi Minh City
  3. Danang/Hue


GREAT is seeking campaign concepts that will create the best return on investment and can include public relations targeting national media, consumer events, paid advertising and social media.

The key steps are outlined below:

  • Briefing with GREAT and local partners to understand priorities and leverage resources;
  • Revise and finalise marketing concept/approach;
  • Finalise work plan;
  • Develop and implement communications campaign; and   
  • Evaluate and report on campaign results

Mandatory elements of the campaign include:

  • Portraying women and ethnic minorities positively and not re-enforcing negative stereo-types;
  • Focus on driving visitation to the target areas; and
  • Include a “call to action” for further information.

Expected Outcomes

  • At least 12 GREAT supported community-based tourism sites are promoted;
  • A significant potential domestic market is reached via communications activities (target to be established);
  • Potential travellers are motivated to find out further information (target to be established); and
  • Evidence of recovery of visitation to destinations (target to be established).

Project Management   

The selected organisation will work closely with GREAT and key partners to design and implement the campaign


  • Consult with GREAT and partners on design and implementation
  • Manage media placement/bookings and payments
  • Undertake activities including payments that meet GREAT cost norms and approved budget.
  • GREAT technical and financial reporting.

Local Partners (Department of Culture Sport and Tourism Son La and Lao Cai, Department of Culture and Information in Sapa, Bat Xat, Bac Ha and Moc Chau, NGO partners – AOP and CRED)

  • Provide inputs into campaign concepts and target markets
  • Help leverage additional resources
  • Arrange local logistics as needed.


  • Contract Management including final clearance of deliverables.
  • Ensure GREAT Program objectives are being addressed.


The key assignment deliverables are:

  • Draft tourism marketing program and work plan (3 weeks after signing the contract)
  • Finalise tourism marketing program and work plan (December 2021)
  • Implement campaign elements (December 2021-March 2022)
  • Submit final evaluation report (March 2021).


The maximum budget available is AUD 60,000 and needs to cover:

  • Design and delivery of the tourism marketing program;
  • Staff costs:
  • Travel and logistics; and
  • Management fee.


This opportunity is open to local organisations with the following experience:

  • Marketing and communications agencies with a strong track record in tourism marketing;
  • Strong media networks;
  • An understanding of GREAT’s target districts; and
  • A minimum of seven years relevant professional experience.

Evaluation Process

An evaluation of proposals will be based out of a maximum of 100 points and composed of:

  • Creative concept: 60 points
  • Organisation experience and team: 40 points

A final budget will be negotiated with the preferred Applicant that is inclusive of daily rate, management fees, travel and DSA and all activity costs.

The successful Applicant will need to sign a contract that is compliant with Cowater International’s Head Contract with the Australian Government including the full copywrite ownership of all deliverables from this assignment.

How to Apply

Proposals need to be sent to [email protected] before 5pm Hanoi time on 8 November 2021 with the subject line COVID-19 Tourism Marketing Services. Late applications will be not considered.

The proposal needs to include:

  • A commitment letter signed by the authorised representative of the Applicant organisation/business, confirming the Applicant’s intention to provide the services in accordance with the provisions of this TOR;
  • Business registration of the Applicant;
  • The Applicant’s experience relevant to the assignment and proposed team member (maximum four pages);
  • Proposed concept (maximum four pages);
  • Proposed budget, specifying:
    • Activity budget
    • Staffing (specify daily rates)
    • Management fee

Job Details
Organisation Name: 
Aus4Equality|GREAT Program
Hanoi, Lao Cai and Son La
Application Deadline: 
Mon, 2021-11-08