Call for Expression of Interest - Recruitment of an Agency for the Creation of a New Integrated Marketing Communications Campaign for Guinea's Participation in Expo Dubai in 2021

At the Dubai World Expo, Guinea will take millions of visitors on a water-led journey through its history, culture, innovations and numerous investment opportunities. Guinea will represent itself under the theme "sustainable development and urban renewal based on water" highlighting the special nature of this beautiful country cradled by water in all its forms.
23 June 2020
Content from our Premium Partner
Guinée Expo (Conakry)

A. Introduction

From October 1, 2021 to March 31, 2022, Dubai (United Arab Emirates) will open its doors to one of the biggest events in the world: the World Expo. With more than 190 participating countries, 25 million expected visitors and a site with an area of 438 acres, this edition of the World Expo will be the largest one to date. Dubai Expo in 2021 is organized under the theme “Connecting Minds, Creating the Future,” a theme that reflects the vision of the organizers to make this edition a platform to encourage collaboration between everyone to find solutions together to the urgent needs of social, economic and environmental transformation.

The Republic of Guinea’s General Commissionership for Dubai Expo in 2021 (The General Commissionership or GCE), with support from the Abu Dhabi Fund for Development (ADFD), is responsible for preparing Guinea’s participation in the Expo. The GCE has developed plans, including setting thematic directions and outlining the main steps leading to the Expo. The objective of this solicitation is to identify a creative agency to help design and implement a campaign to showcase a vision for the future of Guinea.

B. Scope of Work

The Creative Agency will be appointed by the GCE and will be responsible for:

1. Audit of communications on Guinea
The creative agency will conduct an audit of Guinea’s current communication and perform research on the country’s current perception on the national and international stages. The purpose of this audit will be to develop a communication strategy and plan based on the communication target groups and market countries.

2. Documentation, videos and effective communication tools
The creative agency will be responsible for the (1) production of promotional materials to be disseminated in key communication relay points, (2) conceptualization and production of creative and attractive social and digital media campaigns; including media, communications, public relations and digital content; as well as videos for overall promotional purposes ahead of the Expo, (3) collaboration with Guinean communications and media agencies to implement the communication strategy.

3. International and local media exposure
The creative agency should provide creative services for the design and layout of print advertisements, posters and out-of-home advertisements, as needed. It will provide creative services and produce original and creative content for a digital communication campaign using social media platforms and other innovative options.

4. Logistics support
The creative agency will organize and offer support in the organization of events, nationally and internationally, to increase awareness of Guinea at the World Expo, improve perception of the country and promote investment and tourism.

C. Expression of Interest

Interested companies should submit a letter of interest incorporating a statement with all the supporting evidence to prove the agency's capability to carry out the services called for. This should include but is not limited to:

  • Company profile with list of services offered
  • Credentials reflecting previous clients
  • Structure of firm, staff qualifications and composition
  • Documentation that certifies existence for at least five years
  • Documentation that certifies previous completion of international campaigns no more than three years ago
  • List of awards/citations received by the agency
  • Any other relevant information

The terms of reference to bid for this opportunity shall only be sent to pre-qualified firms.

Call for Expression of Interest release date: June 19, 2020

Express interest by email to:

Deadline: June 26, 2019

Please email for any questions.

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