Expression of Interest Marketing Services for ICC World T20 2020 - AWS
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Expression of Interest
Marketing Services for ICC World T20 2020
Date of Issue: Monday 25th June 2018
World Twenty20 2020 Ltd
Level 2, 128 Jolimont Road
Jolimont Vic 3002
Table of Contents
Introduction ..................................................................................................................................................................................................................... 1
Overview of the ICC World T20 2020 .................................................................................................................................................................... 2
Tournament Background Information............................................................................................................................................................... 2
Host Cities and Venues ........................................................................................................................................................................................... 2
Expression of Interest Documents – Marketing Services ............................................................................................................................... 3
1. Conditions of EOI ...................................................................................................................................................................................................... 4
2. Scope of Works .......................................................................................................................................................................................................... 8
Marketing Objectives ............................................................................................................................................................................................... 8
Scope of Marketing Services ................................................................................................................................................................................. 8
Indicative Marketing Timeline .......................................................................................................................................................................10
3. EOI Response ........................................................................................................................................................................................................... 12
SCHEDULE 1: RESPONDENT DETAILS ................................................................................................................................................................ 13
Respondent Details .................................................................................................................................................................................................13
Key Personnel ............................................................................................................................................................................................................13
Shareholders ..............................................................................................................................................................................................................14
Consortia .....................................................................................................................................................................................................................14
SCHEDULE 2: DESCRIPTION OF REQUIREMENTS ......................................................................................................................................... 15
Key criteria for the EOI ...........................................................................................................................................................................................15
Process following submission EOI responses ...............................................................................................................................................15
COMMERCIAL-IN-CONFIDENCE
© World Twenty20 2020 LtdExpression of Interest
Introduction
This Expression of Interest (EOI) is issued by World Twenty20 2020 Ltd, the Local Organising Committee (LOC)
for the ICC World T20 2020 (WT20), for the purpose of selecting a shortlist of companies who will be invited to
participate in a subsequent formal tender. The aim of this EOI process is not to elicit proposals or tenders, but
rather to assess the capacity and capability of respondents to carry out the Scope of Works.
The ICC World T20 is cricket’s ultimate prize in the fastest growing and most accessible format of the game.
T20 cricket is leading the way as the model for innovation in global sport and entertainment. It has been the
vehicle to attract new, more diverse and younger audiences to the game all around the world.
This will be the first time that the WT20 has been held in Australia and follows the highly successful ICC Cricket
World Cup 2015, staged across Australia and New Zealand, which delivered record-breaking attendances of
over one million and global television audiences of over 1.5 billion.
With just under two years to prepare and in the context of this growth trajectory, the ICC, Cricket Australia (CA)
and the LOC have high aspirations for delivering a spectacular celebration of cricket in 2020.
In a landmark decision for the development of women’s sport, the ICC approved CA’s proposal to host the ICC
Women’s World T20 2020 (Women’s WT20) as a standalone event. The Women’s WT20 will be held from 21
February to 8 March 2020, with the ICC Men’s World T20 2020 (Men’s WT20) running from 18 October to 15
November 2020 (Precise dates for the Tournament are subject to change by the ICC).
This means that the WT20 will span the whole calendar year and ensure that both the Women’s and Men’s
competitions will be promoted and staged as major global events in their own right.
Ticket sales are the main source of revenue for LOC and the effectiveness of the marketing strategy for the
WT20 is therefore fundamental to our objective to “maximise the financial return to invest in the future of
cricket”. A successful marketing campaign is also a cornerstone of our other objectives, including: “delivering
the biggest women’s sporting event ever held in Australia”; “create new and unforgettable experiences for
players and all fans” and; “increase participation in cricket – playing, coaching, volunteering and spectating.”
The requirements specified in this EOI reflect our commitment to achieving our collective goals by seeking a
complete Marketing services solution for the WT20, including Tournament Positioning relative to the other
cricket offerings domestically and other World Cups internationally as well as other sporting and major
events. Core deliverables include an overarching ‘big idea’ that runs from awareness building and database
sign-up over the 2018-19 summer through to tournament time with the aim of driving ticket sales; an overall
creative treatment and modular campaign executions that reflect the consumer journey. In addition, an
advertising strategy and plan (in conjunction with a separately appointed media buyer), advertising
production, digital media strategy and executions, including use of social media, designed to encourage peer
to peer awareness building and convert interest into ticket sales, and a direct marketing strategy and
materials.
LOC thanks you for your interest and looks forward to receiving your response to this EOI.
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© World Twenty20 2020 LtdExpression of Interest
Overview of the ICC World T20 2020
Tournament Background Information
Further information about the tournament, including dates, qualifying pathways, competition structures and
latest news can be found at https://www.icc-cricket.com/world-t20.
Host Cities and Venues
The host cities and venues for the WT20 2020 were announced on 30 January 2018 and are summarised in the
table below, along with the number of matches allocated to each venue. Please note, some matches may be
played as part of a double header.
Host City Venue(s) Matches
Women’s Men’s
Adelaide Adelaide Oval • One (1) semi-final
• Six (6) Super 12 matches
Karen Rolton Oval at Gladys Warm up matches
Elphick Park (Narnungga)
Brisbane Gabba Four (4) Super 12 matches
Allan Border Field Warm up matches
Canberra Manuka Oval Five (5) group matches
Geelong Kardinia Park Stadium Six (6) group matches
(currently known as GMHBA
Stadium)
Hobart Bellerive Oval • Six (6) group matches
• Two (2) Super 12 matches
Melbourne MCG Women's Final • Men's Final
• Four (4) Super 12 matches
Junction Oval Four (4) group matches
Perth Perth Stadium Six (6) Super 12 Matches
(currently known as Optus
Stadium)
WACA Ground Five (5) group matches
Sydney SCG • Two (2) women's semi finals
• One (1) men's semi final
• Five (5) Super 12 matches
including opening match
featuring Australia
Sydney Showground Five (5) group matches
Stadium (currently known as including opening match
Spotless Stadium) featuring Australia
COMMERCIAL-IN-CONFIDENCE 2
© World Twenty20 2020 LtdExpression of Interest
Expression of Interest Documents – Marketing Services
The EOI is comprised of the following sections which are attached to this document:
1. Conditions of EOI;
2. Scope of Works; and
3. EOI Response.
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© World Twenty20 2020 LtdExpression of Interest
1. Conditions of EOI
1. Interpretation
In these Conditions, unless the context otherwise requires:
“Closing Date” means the time and date for the close of this EOI nominated by LOC and outlined in
clause 3 of the EOI Conditions which can be changed by LOC in its discretion.
“Confidential Information” means the terms and conditions of this RFP and all other documents,
information, know-how and data, in any form, and in any media relating to or concerning LOC or
connected with the staging of the Tournament in any media which is marked “Confidential” or, would
reasonably be regarded as confidential, including:
(a) strategies, projects, policies and business plans;
(b) financial information;
(c) marketing and advertising concepts, plans and materials; and
(d) drawings, designs, patterns, samples, models, plans, trade-marks and logos, but excluding
information which:
(i) is in or comes into the public domain otherwise than as a result of a breach of this EOI;
or
(ii) at the time of first disclosure to or observation by the Respondent is proven to already
be in the Respondent’s lawful possession.
“EOI Conditions” means the terms and conditions that govern the EOI process.
“EOI” means the written response made by the Respondent pursuant to and in accordance with these
EOI Conditions.
“ICC World T20 2020” means the ICC World T20 2020 to be held in Australia in 2020.
“LOC” means World Twenty20 2020 Ltd (ACN 618 113 269), the organising committee for the ICC World
T20 2020.
“Public Announcement” means any release, comment, provision or disclosure of any information, to
any media entity or anyone engaged in the provision of information to the public.
“Respondent” means a company, individual or consortia who have submitted an EOI pursuant to this
request for EOI.
“Services” means the provision of the Services outlined in the Scope of Works attached to and forming
part of this EOI.
“Scope of Works” means the indicative Scope of Works required to be carried out by the successful
Respondent as attached to this document.
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© World Twenty20 2020 LtdExpression of Interest
“Tournament” means all Matches and Functions of the WT20 tournament to be held in Australia in
2020.
“WT20” means ICC World T20 2020 tournament, comprising the ICC Women’s World T20 2020 and the
ICC Men’s World T20 2020.
2. EOI Conditions
2.1 These EOI conditions apply on receipt by the Respondent of this EOI. If the Respondent does not accept
all of these EOI Conditions, it must immediately return the EOI and it will not be entitled to participate
further in this process.
3. Submission of Expression of Interest
3.1 An EOI may only be made by the submission of an electronic document (preferably in PDF format) with
fully completed schedules, documents and information as required by LOC.
3.2 EOIs must be lodged via email at any time on or before 4.30pm AEST on Friday 6th July 2018:
Attention:
Procurement Manager
World Twenty20 2020 Ltd
E-mail: procurement@worldt20.com.au
4. Late Submissions
4.1 LOC may, in its absolute discretion, permit any EOI lodged after the Closing Date to be admitted for
evaluation.
5. Information provided by LOC
5.1 All information in relation to the EOI provided by LOC, whether in the EOI documents or not, is provided
in good faith to assist Respondent to assess and respond to the EOI. LOC makes no representations or
warranties regarding the accuracy or completeness of the information.
5.2 The Respondent acknowledges that LOC is not liable for any loss, damage or expense suffered by a
Respondent as a result of any inaccuracy or inadequacy in any information it provides to the Respondent
or any reliance on such information by the Respondent.
6. Errors
6.1 If the Respondent finds any discrepancy, error or omission in its EOI, the Respondent must notify LOC in
writing of such discrepancy, error or omission on or before the Closing Date.
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7. Costs and Expenses
7.1 All costs and expenses associated with the preparation of a response to this EOI will be the responsibility
of the Respondent.
8. Ownership of documentation
8.1 All documentation and copyright in all documentation provided to LOC in response to this EOI by the
Respondent shall upon lodgement with LOC become the property of LOC.
9. Evaluation
9.1 LOC is not bound to accept any response to this EOI and LOC reserves the right to vary, suspend or
abandon this EOI.
9.2 LOC will evaluate all EOI’s and may request further detailed clarifications from selected short-listed
Respondents prior to finalising its short list.
10. Scope of Works
10.1 LOC will consider proposals for the Services as outlined in the Scope of Works.
10.2 Respondents are therefore requested to provide specific detail of the Services that they intend to bid for
when submitting its EOI.
11. No contractual relationship established
11.1 This EOI is an invitation to treat only and not an offer to acquire any goods and or services. Submission
of a response to this EOI does not create a contract for the provision of the Services in any way unless
and until the EOI is accepted by LOC and the parties execute a definitive and binding Agreement for the
provision of the Services by the Respondent to LOC.
12. No right of recourse
12.1 Any decision made by LOC in relation to the selection of a short list from the EOI will be final. LOC is not
liable for any costs or expenses incurred by a Respondent in preparing and lodging the Proposal
irrespective of whether the EOI is successful or not.
13 Public Announcement
13.1 The Respondent must not make any Public Announcements in relation to this EOI or any matters relating
to it unless it first obtains written consent from LOC. If the Respondent makes any Public Announcement
at any time without the prior written consent of LOC, LOC reserves the right to reject the Respondent’s
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EOI without notice, whether or not the Respondent has been advised it is successful or unsuccessful.
LOC reserves its right to pursue all remedies available to it the fullest extent of the law.
14 Confidentiality
14.1 The Respondent undertakes to:
(a) keep secret and treat as confidential the Confidential Information;
(b) only use the Confidential Information for the purposes of considering whether to respond and
providing a Response to this EOI (Agreed Purpose); and
(c) ensure that any person to whom it discloses Confidential Information only uses the Confidential
Information for the Agreed Purpose.
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2. Scope of Works
Marketing Objectives
With specific reference to Marketing objectives, the Tournament is seeking to achieve the following:
• Ticket sales and attendance targets are achieved or surpassed
• International audience targets are achieved or surpassed
• The event brand and its values are protected and promoted
• The reputation of cricket is enhanced
• Positive media coverage targets are achieved or surpassed
• The ICC and LOC has trustworthy data about attitudes and intentions towards the ICC World T20
2020
• The ICC, LOC and their stakeholders (including commercial partners, governments and their
agencies) have the information/materials/opportunities necessary to promote the event
• The tournament has created a positive and lasting legacy for cricket
Scope of Marketing Services
The Successful Respondent shall be required to provide the services below in connection with the Tournament
and in accordance with the Event Promotional Plan (i.e. marketing and communications plan), such services to
be delivered by the Successful Respondent throughout the Host Country and elsewhere as required always in
accordance with the direction of the ICC and LOC.
While part or all of the strategic approach and campaign elements proposed by the Successful Respondent in
its response to the Request for Proposal may be used as part of the ultimate marketing and communications
campaign, this is not guaranteed. LOC may choose at its sole discretion to require the Successful Respondent
to undertake alternative approaches to the campaign development and execution subsequent to the Successful
Respondent commencing work. All allowances to undertake this work must be included.
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The following scope of services delivery is for illustrative purposes only and is non-exhaustive (Respondents
are encouraged to recommend other marketing initiatives or media recommendations in respect of the Event).
• Development of an integrated above and below the line campaign strategy and implementation
plan, chiefly focussed on Australia but also including other key international markets as required
including, but not limited to:
➢ Tournament positioning relative to the cricket, other sporting and major event landscape
➢ Overarching ‘big idea’ that runs from awareness building and database sign-up to
tournament time to drive ticket sales
➢ Creative treatment
➢ Creative execution
➢ Advertising strategy and plan (in conjunction with a separately appointed media buyer)
➢ Advertising production
➢ Digital media strategy and executions, including use of social media, designed to encourage
peer to peer awareness building and convert interest into ticket sales
➢ Direct marketing strategy and materials
➢ Identification of most effective channels for communication to target groups including
database use
➢ Consumer and ticketing promotions, involving World T20 2020 commercial partners/
sponsors and media
• Provision of a dedicated project team of experienced staff in Australia that understand local cricket
and marketing nuances to deliver the marketing strategy & execution;
• The ability to be physically present in World T20 2020 offices in Australia as required and at short
notice;
• Full, ongoing and transparent reporting against deliverables and budget in a phase by phase
approach;
• Advisory services in relation to and compliance with applicable marketing and communication
related legislation (both local, state and federal/national);
• Collaboration via LOC with relevant marketing activities conducted by the ICC and organisations
across Australian Cricket
• Collaboration through the LOC with Australian governments at all levels and their relevant agencies
(eg Tourism Australia); and
• Support the development of the Detailed Event Marketing and Promotions Report, which needs to
be delivered no later than 15 days post Event.
The Successful Respondent will also provide the following support services:
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• Provide suggested recommendations of ways to leverage other third party marketing channels and
resources, including for example venues, broadcasters, commercial partners, host cities and other
sporting and major events;
• Provide suggested recommendations for attracting interest and selling tickets to people that may not
ordinarily consider watching the less popular matches in the group stages of the Tournament; and
• Demonstrate an understanding of the positioning of the event in world sport and world cricket, to be
reflected across all aspects of the services.
What is currently out of scope of the provider of marketing services to the World T20 2020 is as follows:
Media Buying (including press, television and radio airtime, mobile, online and poster sites)
Delivery of Fan activation at matches (however the campaign big idea should be able to be
incorporated into activation branding and supporting materials)
Collateral design and production (non-campaign materials)
Brand, visual identity and guidelines (these have been developed). The Successful Applicant will be required
to consider these in its creative development and execution
Indicative Marketing Timeline
DATE ACTIVITY
Q3 2018 – Q1 2019 Awareness building throughout international cricket summer & W/BBL
tournaments. Leverage numerous cricket assets to build awareness of
upcoming tournaments including but not limited to: Vision screens*, Logos
on field*, MC / Innings break*, WT20 trophy presentations, In broadcast^,
Player appearances, Social media (owned and earned primarily, bought
secondarily). All activities should drive towards a strong call to action for the
Data-base Sign Up Campaign.
* Subject to availability from Cricket Australia
^ Subject to negotiation with Cricket Australia broadcast partners
Q1 2019 – Fixture Announcement
Announcement of ticket prices and sales process
Q1 2019 – Women’s WT20 tickets on sale:
• Venue members – pre-sales prior to 21st Feb
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DATE ACTIVITY
• Priority groups (eg. Australian Cricket Family / WT20 Database) – pre-
sales prior to 21st Feb
• General public on sale Feb 21st
International Travel Packages and Hospitality on sale (Women’s and Men’s)
Q1 2019 – Week of International Women’s Day
• Activities to promote the Women’s tournament and specifically the
attempt to break the World Record for attendance at a Women’s
sporting event on International Women’s Day @ the MCG in 2020
Q3 2019 Men’s WT20 tickets on sale:
• Venue members - pre-sales prior to 18th Oct
• Priority groups (eg. Australian Cricket Family) - pre-sales prior to 18th Oct
• General public – 18th October 2019
Q4 2019 100 Days to go
• Launch of ATL Campaign
Q4 2019 – Q1 2020 Women’s WT20
• Sale of remaining tickets – retail focused & match specific
• Ticket orders dispatched
Q2 2020 Momentum Seizing Campaign
• Celebrate the success of the Women’s tournament to encourage sales
for the Men’s tournament
Q4 2020 50 Days to go
• Launch of ATL Campaign (depending on commercial requirement to do
so)
Q2 2020 – Q4 2020 Men’s WT20
• Sale of remaining tickets
• Ticket orders dispatched
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3. EOI Response
Respondents are requested to complete each Schedule (1 and 2) in this section.
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SCHEDULE 1: RESPONDENT DETAILS
NAME OF RESPONDENT:
AUSTRALIAN BUSINESS NUMBER (ABN):
(If applicable)
DATE AND PLACE OF INCORPORATION:
REGISTERED COMPANY ADDRESS:
OFFICE PHONE
MOBILE:
Respondent Details
Date Business Commenced: Total Employees:
Key Personnel
Function Name Position Competency Estimated time
commitment*
Eg. Executive John Smith Managing Director (insert relevant skills) 10%
Partner
*Estimated time commitment to be contributed by the key personnel to this project of their total time.
Note - Additional personnel can be added on a separate sheet
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Shareholders
Provide names of shareholders holding 20% or more of any issued capital in the company registering the
interest.
Consortia
For consortia, please list details for all consortium members.
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SCHEDULE 2: DESCRIPTION OF REQUIREMENTS
Respondents are required to incorporate the following in their responses to this EOI:
1. Previous Experience – Provide an outline of delivering world class work within the sport category or
including for major sporting events and or major ticketing campaigns within or outside of Australia.
2. Project Delivery – Provide a brief overview of how the respective element(s) of the Services would be
planned, managed and delivered across Australia.
3. Resources – Provide an outline of the management model and key personnel proposed, together with
details of experience and capabilities across Australia.
4. Client Referees – Provide at least three (3) referees which are relevant to the services proposed for
this EOI.
5. Company Background – Provide appropriate financial details outlining years of operation, annual
turnover, list of Directors or Partners, ownership structure, staff numbers (full time and part time) and
financial stabilitity. Brief details of all key personnel experience and capability are also to be submitted.
Responses to Schedule 2 of this EOI should be concise and limited to not more than five (5) A4 pages. Brochures
and similar documentation supporting this EOI response may be submitted but must be no more than five (5)
A4 pages.
Key criteria for the EOI
• Previous experience of successfully providing marketing services within the sport category or for major
global sporting events and or major ticketing campaigns that have generated widespread awareness
across multiple event audiences and resulted in commercial success as measured by the sales of tickets
to the event(s);
• Proven capability of delivering an innovative, multi-market, multi-channel marketing strategy within the
sport category or in the build up to and throughout a major sporting event and or major ticketing
campaigns preferably in Australia, from awareness building through to retail / ticket sales;
• Demonstration of exceptional client service including client references.
Process following submission EOI responses
It is anticipated that unsuccessful Respondents to this EOI will be notified and successful Respondents issued
with a Request for Proposal (RFP) in the week commencing Monday 9th July 2018.
It is anticipated that responses to the RFP for those shortlisted will be required by Friday 3rd August 2018.
RFP Respondents may be required to present their proposals to LOC management or the Board. LOC will
advise RFP Respondents of the requirement to make any presentation or clarifications in relation to their
proposals following submission of their proposals. LOC reserves the right to amend these dates at its sole
discretion.
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