Content Creation and Marketing of Food and Coffee Offerings - The Asia Foundation

 

Terms of Reference
Content creation and marketing of food and coffee offerings in Maubisse, Aileu, and Dili

July 10, 2021

Background on Asia Foundation Program
For nearly 30 years The Asia Foundation (the Foundation) has worked in Timor-Leste - alongside government, civil society, and community partners. The Foundation is currently focused on strengthening governance and policy, ending violence against women, developing sustainable tourism, and promoting peace and justice.

Developing Timor-Leste’s tourism sector is a key focus for diversifying the nation’s oil-dependent economy. While Timor-Leste has much to offer visitors, building a tourism sector in Asia’s newest nation is not without its challenges, with barriers being overcome through concerted action and partnerships between government, private sector, and civil society stakeholders.

Since launching the country’s first survey of visitors to Timor-Leste in 2014, the Foundation’s office in Timor-Leste (TAF-TL) has supported informed tourism development in Timor-Leste through its Tourism Development Project, with support from the New Zealand Ministry for Foreign Affairs and Trade. The project builds on extensive research, strategies, policies, structures, and relationships developed with the Government of Timor-Leste, donors, and the private sector in previous years. Its purpose is to improve the economic well-being of Timorese by increasing equitable livelihood opportunities through job creation and increased income, particularly at the community level, through engagement in the growing tourism sector.

This will be done by focusing program activities on:

• Developing the Maubisse-Aileu Region of Timor-Leste into a dynamic regional hub and destination tourism that increases economic benefits for communities;
• Improving the quality and promotion of food and coffee tourism products and experiences in Timor-Leste, particularly in Maubisse and Aileu;
• Strengthening tourism industry bodies; and
• Working collaboratively with MTCI and the government of Timor-Leste more broadly to prioritize and promote tourism development in Timor-Leste.

Statement of Work
The following consultancy seeks to inform: 

Medium-Term Outcome 2 – Community members are involved in contributing to, and benefit from efforts to improve the quality of and accessibility to food and coffee tourism products and experiences.
Short-Term Outcome 2.3 – Food and coffee product and experience providers in Maubisse-Aileu are supported to collaborate on offerings.
Output 2.3.1: Information and content creation to support cross-promotion and marketing of food and coffee offerings in Maubisse, Aileu, and Dili

This work will focus on creating written, photographic and video content that markets food and coffee tourism offerings in Timor-Leste. Targeting travelers in Timor-Leste, content will be used by industry associations of which include Timor-Leste’s Hotel Association (HOTL) and the country’s National Coffee Association (ACT).

The Foundation requires the services of an in-country marketing-consultant, with experience in content creation and tourism marketing. The consultant will be required to:

• Conduct a desk review of existing food and coffee related tourism offerings in Dili and surrounding municipalities (with a focus on the Maubisse and Aileu regions);
• And where necessary, conduct interviews with tourism operators towards being able to understand and promote their offerings;
• Work with industry associations (HOTL and ACT) towards generating content in-line with short-term (3-6 month) marketing objectives; and
• Ensure content specifically focus on the niches of food and coffee tourism, with linkages to hiking and agritourism where relevant

Deliverables

1. Primary information gathering and desk review of food and coffee tourism in Timor-Leste;
2. Preparation of a short 1–2-page outline of topics to be covered and hotels/guesthouses/restaurants/cafes/coffee farms/horticulture producers to be featured in the Dili, Aileu and Maubisse region
3. Written, photographic and video content creation. Videos should be less than 1 minute in length and professionally edited. Photographs should follow The Asia Foundation photography guidelines and also be professionally edited prior to submission.
4. Preparation of 40 social media posts in English and Tetun for use on Facebook and Instagram (posts should be equally distributed between photograph and video content). All posts should contain text descriptors not exceeding 50 words, not inclusive of relevant hashtags.

All deliverables subject to final approval from The Asia Foundation, and feedback from HOTL and ACT where necessary.

Duration and Level of Effort: All deliverables should be completed by 31 August 2021.

Required qualifications:
Proven experience in social media content creation, marketing and visual media.
Knowledge and experience in the area of tourism development; and
Experience creating written and visual content for the promotion tourism products.

Travel: Domestic travel to the field is required, and in-line with The Asia Foundation’s travel policy consultants should be fully vaccinated prior to engaging in domestic travel.

Applications: Applications inclusive of CV, budget and proposal (no more than 3 pages) addressing the objectives and deliverables of the consultancy should be sent to The Asia Foundation’s office in Timor-Leste at agueda.miranda@asiafoundation.org no later than 5:00pm on Friday 16 July 2021. The consultancy is open to applicants residing in Timor-Leste only.


Sukmawati
Operation Manager (Security focal point)
Avenida Luro Mata | Bairro Metin II | Bebonuk | Dili | Timor-Leste
+670 78047598 (M) | sukmawati@asiafoundation.org (E)

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