The Destination NSW (DNSW) Brand Engagement Monitor (BEM) is an always on tracking study that collects key metrics on travel, destinations and campaigns. The Brand Engagement Monitor has been conducted since 2018, with a refresh in 2021 to better align the research program with the changing needs of the organisation.

The current research is conducted through a monthly quantitative survey to understand domestic travellers, sampling Australians aged 18+ who have travelled for non-business purposes in the past 12 months or plan to in the next 12 months. The approximately 25-minute survey covers a variety of areas, including screening criteria, travel experience and intent, destination attitudes and perceptions, traveller segmentation, events, campaign evaluation, and audience profiling. The core survey includes key measures which are consistently tracked each month, with ad hoc modules that rotate quarterly or that are included on an as-needed basis. Questions and sample frame are kept consistent so metrics can be compared over time. Deliverables include monthly, quarterly/annual and ad hoc reporting, as well as campaign effectiveness reports timed around campaign dates in market.

Destination NSW uses the Brand Engagement Monitor outputs to:

• Inform strategic decisions for the organisation

• Measure destination brand outcomes against established benchmarks

• Measure campaign effectiveness and impact

• Deliver on government reporting requirements

The current contract is due to conclude in June 2024, this RFT has been prepared for procurement of a supplier to deliver the BEM beyond June 2024 for a single year term with up to 3 consecutive single year options to renew at Destination NSW’s discretion. The term of the Agreement (including the options) is intended to be for the period FY25 to FY28. An agency which can deliver the project end-to-end, from survey design, survey execution, sample recruitment and management, data quality assurance, reporting and presentation is required.