Request for Proposal: Paddling Inventory & Strategic Recommendations for Promotion

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Request for Proposal: Paddling Inventory & Strategic Recommendations for Promotion

Introduction

The Ontario Ministry of Tourism and Culture created 13 Regional Tourism Organizations (RTOs) in the province to identify and implement regional priorities, allowing for more consistent marketing of Ontario’s tourism regions. The RTO12 area includes Algonquin Park, the Almaguin Highlands, Loring-Restoule, Muskoka and Parry Sound.

RTO12 is a not-for-profit agency that is governed by a volunteer board of directors. The mandate for RTO12 includes: providing industry leadership and strategic planning, developing strong, collaborative partnerships and packages, marketing, developing the workforce and skills training.

RTO12 is the administrative name for the region that is known in the consumer marketplace as Explorers’ Edge.  www.explorersedge.ca.

Explorers’ Edge programs will fuel the new brand with meaning, create awareness, and have measurable components while driving retails sales to our stakeholders.

For more information on Ontario’s 13 Regional Tourism Organizations, visit http://www.mtc.gov.on.ca/en/regions/regions.shtml.

Executive Summary

With Algonquin Park, the Almaguin Highlands, Loring-Restoule, Muskoka and Parry Sound, Ontario within its borders, the Explorers’ Edge region of Ontario, Canada is home to thousands of sparkling rivers and lakes, and some of the best paddling in the nation.  The region is also home to a growing list of impressive paddling events, including Muskoka River X (and the new Coureur des Bois edition), the Great Muskoka Paddling Experience, the Women on the Water Festival, and Paddlepalooza. Opportunities to canoe, to (sea) kayak, and to stand up paddle board (SUP) are abundant and easily accessed in the great Canadian wilderness just north of Toronto.

Explorers’ Edge is seeking a qualified organization or individual to develop an inventory of paddling experiences and opportunities in the region (including prominent paddling routes and service providers) to appeal to visitors of various skill levels, and to then create strategy recommendations to position and promote these experiences and opportunities to domestic and international markets.

The Opportunity

Reporting to the RTO12 Executive Director and Director of Communications, the Consultant will develop a compilation of paddling experiences and opportunities available in the region (e.g. workshops, guided tours, clinics, events, rentals, paddling outfitters, routes, access points), collate them according to skill levels (e.g. beginners, some paddling experience, experienced paddlers), and then create strategic positioning and messaging that will be implemented to successfully target all levels of paddlers in domestic and international markets.

Objective

The purpose of this RFP is to identify a Consultant who will:

  • Assist Explorers’ Edge in positioning the region as a premier paddling destination in Ontario and Canada
  • Identify paddling experiences and opportunities for all levels of paddlers
  • Determine strategic positioning that provides Explorers’ Edge with a competitive advantage in the provincial and national tourism marketplaces
  • Make recommendations for marketing communications messaging and initiatives (e.g. earned media opportunities, paddling organizations, etc.) to promote the inventory of paddling experiences and opportunities, as well as our strategic positioning in the marketplace

The expected deliverables from this RFP will be a substantial inventory of paddling experiences and opportunities from across Algonquin Park, the Almaguin Highlands, Loring-Restoule, Muskoka and Parry Sound, as well as strategic recommendations for promoting paddling product in the region.

Corporate Information

A description of previous project coordination or management and working methodology. Also include:

  • A description of the respondent’s company, including location(s), business operations, financial security, and corporate history
  • A standard contract proposal

 Assumptions:

The entire project will be fully implemented no later than March 31, 2016.

Request for Proposal: Paddling Inventory & Strategic Recommendations for Promotion