North Pacific Tourism Social Media Influencer Campaign Consultant
Tender ID: 585832
Tender Details
Tender Description
1. ABOUT PACIFIC TRADE INVEST
Pacific Trade Invest (PTI) is the Pacific’s lead trade and investment promotion agency. PTI Australia develops and promotes businesses and communities from the Pacific through trade, investment and tourism. At the core of PTI Australia’s work is improving the livelihoods of Pacific people by enabling decent work and economic growth in the Blue Pacific.
PTI Australia is part of the global PTI Network with offices in China, Europe, Japan, and New Zealand. The Network’s mandate is driven by the Pacific Islands Forum Secretariat (PIFS), supporting the 16 Forum countries from the Blue Pacific: Cook Islands, Fiji, French Polynesia, Federated States of Micronesia, Kiribati, Marshall Islands, Nauru, New Caledonia, Niue, Palau, Papua New Guinea, Samoa, Solomon Islands, Tonga, Tuvalu, and Vanuatu.
2. BACKGROUND
With improved international flight connectivity to the North Pacific, there is an opportunity to strategically raise global awareness of, and visitation to, the region. This includes nations such as the Federated States of Micronesia (FSM), Republic of the Marshall Islands (RMI), Republic of Palau, Kiribati, and Nauru, all of whom offer exceptional and authentic experiences in water sports, WWII history, eco-tourism, and cultural heritage. Niche tourism presents an avenue for economic development that these countries can capitalise on to improve the livelihoods of their people by enabling decent work and economic growth.
This project aims to capitalise on the increased accessibility by engaging social media influencers who can authentically promote the region to niche tourism audiences. By developing and implementing a tailored campaign, PTI Australia seeks to position the North Pacific as an attractive travel destination for targeted niche market segments, and enhance visibility through engaging digital content.
This work supports PTI Australia's broader goal of promoting sustainable tourism growth through digital innovation and strong storytelling.
3. PURPOSE
The purpose of this project is to deliver a fully managed social media influencer campaign that promotes the North Pacific region to targeted international audiences. The consultant will be responsible for identifying suitable influencers, managing the campaign end-to-end, and delivering a final report that measures return on investment, including reach, engagement, and impact, and ideally is able to attribute revenue generation for these countries.
The project seeks to:
• Raise awareness of the North Pacific among niche traveller audiences (e.g. divers, surfers, fishers, WWII enthusiasts).
• Deliver high-quality content aligned with the destination’s tourism offerings.
• Drive engagement that translates into bookings with in-country tourism operators.
• Build a campaign with clear deliverables and measurable ROI.
• Provide insights and recommendations for future influencer-based tourism campaigns in the Pacific.
4. OBJECTIVES
The primary objective of this consultancy is to design and manage a social media influencer campaign that:
• Grows visitation to these relatively undiscovered nations via their world class water-based niche tourism offerings, in line with their national tourism strategies.
• Profiles unique experiences in the North Pacific through compelling influencer content.
• Identifies, vets, and contracts high-quality influencers aligned with niche tourism themes.
• Delivers a campaign content calendar and oversees influencer outputs.
• Tracks and reports on campaign performance.
• Encourages follower actions that lead to direct engagement and bookings with North Pacific tourism providers.
• Provides a roadmap for replicating similar campaigns in other Pacific regions.
5. SCOPE OF WORK
The consultant will be responsible for the following activities:
• Conduct a targeted analysis of relevant social media influencers across Instagram, TikTok, and YouTube who are relevant to the target audience.
• Shortlist 8–10 influencers aligned to North Pacific niche tourism offerings.
• Evaluate influencers on follower demographics, engagement, authenticity, content style, and cost.
• Recommend suitable influencer options and rationale for PTI Australia’s consideration.
• Manage influencer contracting (with PTI oversight).
• Develop a campaign content calendar (including expected formats and timelines).
• Brief influencers prior to travel and oversee deliverables.
• Monitor campaign execution, including content quality and compliance.
• Track campaign performance metrics.
• Deliver a post-campaign ROI and recommendations report.
Note:
• PTI Australia, with support from NTOs, will manage all travel logistics.
• Consultant is not responsible for booking flights or accommodation.
6. DELIVERABLES
i. Influencer Identification and Campaign Strategy Report (Due by mid-June 2025)
o Shortlist and audience analysis.
o Destination vs provider-specific content recommendations.
o Funding model suggestion.
ii. Influencer Contracting and Management (To be completed by end of June 2025)
o Finalise influencer(s) contracts.
o Confirm and manage deliverables.
iii. Campaign Content Calendar (To be submitted by end of June 2025)
o Posting schedule aligned with trip dates and key tourism themes.
iv. Campaign Execution Oversight (Execution to take place in July/August 2025)
o Monitor post quality, timeliness, and message alignment.
v. Final ROI and Recommendations Report (Due by December 2025)
o Quantitative metrics (reach, engagement, etc.).
o Qualitative insights and campaign learnings.
o Analysis of influencer impact on visibility and in-country tourism bookings.
7. BUDGET AND PROCUREMENT PLAN
• PTI Australia seeks competitive proposals reflective of the project's scope and deliverables. As a government-funded organisation, PTI Australia will prioritise proposals that demonstrate strong value for money.
• Influencer costs: To be included within the consultant’s overall budget.
• Procurement approach: Invitation to quote (selective process).
Selection criteria:
• Demonstrated experience in end-to-end influencer marketing.
• Experience in tourism and/or remote destination campaigns.
• Strong ROI measurement frameworks.
• Understanding of cross-cultural content and storytelling.
• Familiarity with or experience working in the Pacific region is highly desirable.
8. ROI MEASUREMENT FRAMEWORK
The consultant must provide a clear and practical ROI measurement plan covering:
• Conversion tracking or call-to-action effectiveness relating to tourism bookings.
• Audience reach and impressions.
• Engagement rates.
• Website click-throughs or referral traffic (where relevant).
• Hashtag and social listening analysis.
• Influencer content quality and sentiment.
• Estimated media value.
Tools may include UTM tracking, reporting templates, and campaign analytics dashboards.
9. STAKEHOLDER ENGAGEMENT
The consultant will:
• Liaise with PTI Australia’s Communications Manager, with oversight from the Trade Commissioner. for all approvals and oversight.
• Work collaboratively with PTI’s Tourism Manager who will coordinate with relevant regional tourism bodies.
• Take into account any cultural, environmental, or branding considerations raised by local stakeholders.
PTI Australia will facilitate all necessary introductions and logistical arrangements.
10. SUBMISSION REQUIREMENTS
PTI Australia invites proposals from qualified consultants to lead the North Pacific Tourism Social Media Influencer Campaign. Submissions should briefly outline the consultant’s approach, relevant experience, indicative timeline, and a budget breakdown (inclusive of influencer costs). Selection criteria are outlined in the ToR above.
11. DEADLINE FOR SUBMISSION
Interested parties are requested to submit their proposals by the deadline below.
Closing Date: 5:00pm on 30 May 2025
12. CONTACT INFORMATION
The contractor will report to the PTI Australia Communications Manager, with oversight from the Trade Commissioner. For further details and submission of proposals, please contact:
Michaela Long
Communications Manager
Pacific Trade Invest Australia
Michaela@pacifictradeinvest.com
+61 2 8029 0421
www.pacifictradeinvest.com
Location
New South Wales : Central West : Far North Coast : Far West : Hunter : Illawarra : Mid North Coast : Murray : New England : Orana : Riverina : Southern Highlands : Sydney
Queensland : Cairns & Far North Queensland : Gladstone : Mackay Whitsunday Region : Mount Isa & North West Region : Rockhampton : South East Queensland : South West & Darling Downs : The Central West : Townsville : Wide Bay Burnett
Victoria : Barwon South West : Gippsland : Grampians : Hume : Loddon Mallee : Melbourne
South Australia : Adelaide : Eyre & Western : Far North : Fleurieu & Kangaroo Island : Limestone Coast : Murray & Mallee : York & Mid North
Northern Territory : Barkly : Big Rivers : Central Australia : East Arnhem : Greater Darwin : Top End
Australian Capital Territory
Tasmania
New Zealand : Auckland : Bay of Plenty : Canterbury : Chatham Islands : Gisborne : Hawkes Bay : Kermadec : Manawatu-Wanganui : Marlborough : Nelson : Northland : Otago : Southland : Subantartic : Taranaki : Tasman-Nelson : Three Kings : Waikato : Wellington : West Coast
