Tourism Partnership Fund (TPF) Grants Program

Request for Applications for Cooperative Marketing

BEST Project GoalBEST Project Goal

To increase economic growth and job creation in Jordan’s tourism sector

BEST PROJECT GOAL

Create 25,000 direct jobs, two-thirds of which outside Amman

Increase of female employment by 15%

Increase international tourist arrivals by 20%

Increase of tourism receipts by 15% Reduce seasonal fluctuations by 30% Increase domestic tourism by 30% Increase visitations to secondary sites

to at least 50,000/yr each Leveraging $90 million in private

sector investment in tourism development and/or promotion

BEST PROJECT OBJECTIVES

BEST GRANTS PROGRAMS

ANNUAL PROGRAM STATEMENT

Business Enabling Environment to Support Competitiveness

Tourism Asset Development Destination Marketing Improved Access to Finance Promoting Gender Equity in Tourism Creating Public-Private Partnerships (PPPs)

Phase 1 concludes Dec 14, 2015

INNOVATION GRANTS PROGRAM

Stimulate a culture of innovation in tourism around effective use of market intelligence, business collaboration and investment in new products and services that bring new ideas and experiences to the marketplace

COOPERATIVE MARKETING RFA

Purpose:Inbound tour operators to apply to receive up to ten grants co-fund, up to 35% or JD 25,000 (whichever is lower), of activity that satisfies all of the following objectivesCovers period February – December 2016 (can be more)

COOPERATIVE MARKETING RFA

Objectives:Increase awareness and consideration; Boost demand; Provide compelling reasons to visit; Offer a clear “Call for Action” process and platform; Strengthen relationships and expanding network of tour operators and travel agents

APPLYING AND CONSIDERATION

Inbound tour operators can apply individually, or

As part of a consortia. Such consortia may include: Two or more local inbound tour

operators Local inbound tour operator(s) and

hotel(s) Inbound tour operator(s), hotel(s)

and airline(s) JTB, ASEZA, PDTRA Inbound tour operators and

outbound tour operators in source markets, or others.

The bigger the coalition, the better

INNOVATION IN APPROACH

Innovation in can earn applicant up to 10 points

Utilize digital and social media to increase reach and conversion

New ways to engage and capitalize on networks of influencers

Effectively use high-traffic public areas to conduct promotional activities that can produce viral content

Create unique local content that has high propensity to go viral in multiple source markets

ELIGIBILITY CONDITIONS

Active membership with JTB Proof of partnership-readiness

clearly defines scope and financial contribution or commitment of each

Proven past experience Achieved more than 7000 RN

in 2014 Demonstrate an ethical

approach to business Submit a comprehensive

proposal includes all required information, and in correct order

APPLICATION REVIEW PROCESS AND AWARD

Scoring on merits, soundness and completeness of the application

Top ten will be contacted Reimbursement based on milestones

PROPOSAL

PART I: PLANNED ACTIVITY:

Type of activity Overview, indicating innovation Target source market(s) Planned start and duration No. of overnight visitors expected Reach and segmentation Anticipated increase in bed nights

in first year Anticipated increase in long term

staff

Partnerships

Brief summary about local and/or international partner(s) Previous cooperative marketing or

sales partnerships and their results Types of services provided Years in business Destination/source market they

have marketed to/from Number of travelers per year

targeted through campaigns Experience in specific niches,

segments, Number bed nights hosted in

Jordan over the past 5 years.

FINANCIAL INVESTMENT:

Amount and type of investment by each partner (cash, in-kind)

In-kind contributions pertain to investments made by partners or other consortium members

Breakdown of investment made by each partner

MEASURING RESULTS

Suggested method to measure document and report increase in bed nights during the first two years

Suggested method to measure document and report job creation at applicant business, partner hotels or service providers

Signed document of applicant’s commitment to providing information on quarterly basis

PART II: APPLICANT PROFILE

Date of establishment Location(s) of offices Registration papers to be attached Number of full time staff Unique selling proposition Source markets targeted Niches and market segments targeted

within source markets

PAST EXPERIENCE

No. of overall bed nights produced in last five years, where applicable

Details of previous cooperative marketing programs/sales missions (year, source market, partner(s), investment made by you and partner(s), results achieved)

TIMEFRAME

RFA Released……………………………………………….…..December 1, 2015 RFA seminar…..………...............................................................December 7, 2015 Deadline for written questions submitted………….……………December 9, 2015 Answers to submitted questions………………………………...December 14, 2015 Applications due…………..………………………………..…..December 30, 2015 Decision………………………………………………………..4th week, Jan, 2016*

* Contingent to USAID approval

CRITERIA

GRANTS GUIDELINES

Eligible costs:Training, meetings and seminars, publications, targeted offline and online campaigns, equipment rental, other direct costs (case by case).

Grants Guidelines

Ineligible costs:Profit of any kind, bad debts, fines, personal ceremonies, F&B, parties, and celebrations, not compliant USAID procedures, goods originating from Burma, Cuba, Iran, North Korea, North Sudan and Syria and from suppliers ineligible by USAIDIllegal expenses, purchases, activities (Jordanian or U.S. law) 

EXAMPLES: GATE 1 – USA

Activity Details Grantee Cost share

Required Support

Advertising 10,000 copies to 1,000 agents and over 7,000 FITs

$40,000 $3330

Consumer Online Advertising/Marketing

Facebook +TwitterConsumer e-newsletter (Jordan Itinerary inclusion)

Direct mail 7,000 copies

Email Blasts 9000 registered retail agents and direct clients

EXAMPLES: AMPARO – USA

Activity Details Grantee Cost share

Required Support

Groupon Getaways placement featuringJordan

sent to about 30 million opt-ins

$13,000 $5000

Gate 1 Travel eNewsletter

EXAMPLES: GOWAY – CANADA

Activity Details Grantee Cost share

Required Support

Go Globetrotting Campaign (website, FB, twitter, Google)

Reach of 300,000

$16,500 $16,500TravelZoo Canadian Campaign

1.5 million subscribers (trade and consumer)

Ultimate FAM promotion 2,000,000

EXAMPLES: Australia and Brazil

Activity Details Grantee USAID

Road show in Australia and Brazil

650+ TA and media6 cities Travel, F&B,

lodging, shippingRoom rental, IT equipment

EXAMPLES: RESULTS

Coops: 400 pax booked

Road show: 650+ trade and media