A. Task Title: Installation of Seoul Promotion Booths at Overseas Travel Fairs to Be Held

July 2012

A. Task title: Installation of Seoul promotion booths at overseas travel fairs to be held in 2012

B. Background and purpose of task

○Seoul Tourism Organization aims to participate and operate Seoul promotion booths in the Taipei Int'l Travel Fair (Oct.26~29, 2012) in Taipei, Taiwan and the China Int'l Travel Mart (Nov.15~18, 2012) in China, to promote Seoul as an attractive travel destination through various promotional activities including introduction of Seoul's new tourist attractions and direct sales of tourism products from Seoul.

○ In relation to this, the city proposes to select the service provider that will install the independent promotion booths at these major overseas travel fairs through open tender.

C. Scope of service

○Service period: Day of contract ~ Nov.30, 2012

○ Service task

- Exhibition titles and scope of participation by Seoul

- Key areas of service task

• Design and floor plan of Seoul promotion booths

• Production and construction of Seoul promotion booths

• Operation of on-site events at Seoul promotion booths and support for local press campaign

• Follow-up service including removal and shipping of exhibits

• Other matters related to management and operation of the exhibition booths

D. Details of service task

1) Guidelines on the design concept of Seoul promotion booths

- Suggestion of design identity that represents the unique attraction of Seoul as a global tourist city where tradition and modernity coexist

- Suggestion of creative design ideas suitable to the characteristics and concept of each travel fair

- Inclusion of a structure created with design based on a key tourist attraction or landmark of Seoul (N Seoul Tower, royal palaces, Sungnyemun Gate, Gwanghwamun Gate, Cheonggyecheon Stream, Hangang River, etc.)

- Design for easy flow of human traffic and practical structure that enables visitors (consumers) to consult with representatives conveniently

2) Basic specifications for Seoul promotion booths

- Information desk, theme wall with images, PDP video zone, event zone, tables for consultation, electrical and sound facilities, warehouse for storage of promotion materials, etc.

a. Design and creation of a main structure representing a symbolic tourist attraction or landmark in Seoul to differentiate Seoul promotion booths from others

b. Attachment of images that can promote Seoul's various tourism resources and the 2012 Seoul Lantern Festival, one of the major festivals of the city, on the theme wall (any format and size allowed)

c. The information desk should be made to display various kinds of promotion materials, and a notebook computer should be installed to help visitors get information on websites that promote Seoul tourism.

d. Placement of tables where consultation between travel agents and visitors can be made smoothly without any interference (around 6 travel agencies from Taipei and 2 to 3 travel agencies from Shanghai are scheduled to participate in respective events.)

▶Placement of consultation space for travel agencies near the hallway, where a lot of people pass by to attract more visitors for consultation and promote sales of tourism products

▶Placement of signs for participating travel agencies and installation of electricity/ wireless Internet for the usage of notebook computer

e. Placement of separate tables for business meetings for booth visitors (around 2)

f. Storage space for promotion materials, souvenirs, etc.

g. Placement of event zone at a location that may attract visitors' attention and induce their participation naturally

h. Production of the main signboard (SEOUL) referring to last year's Seoul promotion booths at overseas travel fairs and using similar fonts to promote visibility

i. Effective illumination of the spotlights in the promotion booths suitable for exhibition

j. Selection of materials with texture and color appropriate for product exhibition and consultation for booth walls, and usage flame-retardant carpeting for the floor

k. Preparation of at least two catalog stands for introduction of products by participating companies and placement of other necessities including waste basket, water purifier and refrigerator

3) Operation of Seoul promotion booths and local press campaign

- Placement and training of professional staff including a local MC, interpreter and event guides for effective operation of events

▶Efficient and safe operation of events that can promote Seoul's appeals as a tourist destination and attract visitors' attention (training of local staff for effective implementation of event items chosen by the ordering organization)

- Suggestion of various plans and ideas related to booth design, showing of promotion materials using PDP, roll screen, etc. and utilization of other installations

- Local media campaign for wider exposure of events at Seoul promotion booths on major local on- and off-line media through distribution of press release, inducement of feature articles, report coverage, interviews, etc.

▶Local distribution of press release: 1 time each per fair

※Content of the press release shall be prepared under consultation with the ordering organization.

▶Target number of coverage (on- and off-line newspapers, magazines, broadcasts): Over 10 times respectively in Shanghai and Taipei

▶Feature articles (major daily newspapers): At least once per fair

4) Onsite construction, removal, and other requests

- Compliance with safety guidelines and design instructions presented by fair organizers

- Construction using quality materials and equipment at par with international standard specifications

- Compliance with requests from fair organizers in relation to the payment of electricity bills and installation and operation of booths

- Repair and maintenance of Seoul promotion booths

▶During the fair period, one expert technician should be present full time at the event site for repair and maintenance to deal with defects or other troubles of the booths as well as requests for technical assistance from participating companies.

- Removal of booths after the fair period within the period set by the fair organizers

- Research on the status of booth operation by participating companies (organizations) in each fair and submission of a report

▶Status of operation of each fair (design, details of events, etc.)

※Above details of service task are subject to change after future consultation depending on the progress of the matter.

A. General instructions

○Implementation of the task should begin according to the notified schedule set based on the event schedule after signing of the contract, and the notification of work commencement should be submitted before starting the task implementation.

○ The contractor should sufficiently understand the purpose, background and characteristics of the project, and thereby plan and produce Seoul promotion booths to suit the purpose and direction intended by the ordering organization.

○ If there is additional or complementary work required for faithful implementation of the project and achievement of its purpose, the contractor should comply even if it is not stated in the task order.

○ If the contractor causes damage to a third party in relation to the project, the contractor should take responsibility.

○ The production team for the project cannot be reduced or altered arbitrarily, and if such a change is required due to unavoidable reasons, the contractor should get a prior consent from the ordering organization.

○ The contractor should not use materials or information illegally in relation to the implementation of the project, and all responsibilities regarding legal rights including portrait rights, publication rights of production outcomes, intellectual property rights, etc. involving a third party shall be covered by the contractor.

○ The contractor should consult with the ordering organization regarding all issues that occur in the implementation of the project, and if there is any mutual disagreement, the opinion of the ordering organization should be preferentially reflected.

○ All legal rights related to outcomes produced as a result of the project, including proprietary rights, copyrights and publication rights, shall be held by the Seoul Metropolitan Government and the Seoul Tourism Organization.

B. Instructions on cancellation and delay of contract

○ If there is any concern over the possibility of impediment to the implementation of the project due to unavoidable reasons, the project may be suspended or extended after consultation with the ordering organization.

○ The contract may be cancelled under the following circumstances:

- If the main content of the task is altered without due notice and prior consultation

- If the quality of the promotion booths - regarding planning, composition and construction - falls short of expectation significantly

- If the production outcomes do not match the purpose, background and production direction of the project

- If the constructor fails to implement reasonable requests from the ordering organization

- If the project continues to be delayed due to the contractor's fault, delay penalty should be paid. Meanwhile, the amount of delay penalty shall be based on relevant laws and regulations.

C. Security instructions

○ Information obtained in relation to the service should not be disclosed to a third party, and the contractor should thoroughly abide by all security conditions demanded by the ordering organization.

○ All civil and criminal responsibilities for any security incident arising from failure to comply with security conditions shall be covered by the contractor.

○ All materials and outcomes produced in relation to the project cannot be taken by the contractor without the ordering organization's approval and cannot be arbitrarily copied or discharged externally. If, for unavoidable reasons, the contractor needs to replace a participant in the project, it is necessary to obtain the ordering organization's approval.

○Time of submission: Within 10 days after the end of the relevant fair

○Reports

- 2 copies of the report on the result of each fair and a digital file

- 2 copies of the statement of accounts for each fair and a digital file

- Photographs of Seoul promotion booths and other booths of each fair and videos of events (2 CDs containing image files)

- Press release and a report on press coverage of each fair (including summary translation of articles, etc. in Korean) and digital files

- Status of operation of other booths (promoting other cities) in each fair (including a file)

- Other documents requested by the Seoul Tourism Organization