We’re Reimagining Papua New Guinea’s Destination Brand

Are you a Branding & Marketing Agency?

The Papua New Guinea Tourism Promotion Authority (PNGTPA) is undertaking a major national initiative to strengthen the global positioning and reputation of Papua New Guinea as a tourism destination.

Through the Rebranding and Image Improvement Program, PNGTPA is seeking to develop a refreshed destination brand supported by a comprehensive brand strategy and global communications framework.

PNGTPA is seeking a Branding / Marketing Agency to deliver an evidence-based and consultative brand redevelopment process that strengthens Papua New Guinea’s global destination positioning and supports long-term reputation management.

📌 Project Overview

The successful Agency will deliver:

Phase 1 – Destination Brand Positioning & Strategy

Comprehensive Destination Brand Audit
Public sentiment and perception analysis (domestic and international where feasible)
Stakeholder and industry consultations across Papua New Guinea
Competitor benchmarking
Review of previous PNG destination brands and implementation barriers
Development of a refreshed Destination Brand Strategy and Identity System
Brand Guidelines and Adoption Roadmap

The key outcome of this phase is a defensible, evidence-based Brand Audit Report suitable for executive and NEC-level review.

Phase 2 – Global Communications & PR Strategy

Development of a Global Communications and Public Relations Strategy
Reputation management framework
Priority-market messaging guidance
Strategic narrative themes aligned to the destination brand
Market-facing messaging toolkit

🎯 Purpose of the Engagement

The engagement seeks to deliver:

A refreshed and internationally competitive Papua New Guinea Destination Brand
A coherent brand architecture framework defining the relationship between the national destination brand and PNGTPA’s corporate identity
A strategic Global Communications and PR Framework to guide brand rollout and reputation positioning

👥 Who Should Apply

PNGTPA welcomes submissions from agencies demonstrating:

Destination or national branding expertise
Strong research and brand audit capability
Stakeholder consultation experience
Ability to deliver executive-level strategic reports
Tourism marketing and international positioning experience
Papua New Guinea contextual understanding (preferred)

📅 Project Timeline

Phase 1 delivery is expected within 8–12 weeks, subject to confirmation in the Agency’s workplan. Phase 2 may proceed upon PNGTPA endorsement.

📄 Download the Terms of Reference (TOR)

The full Terms of Reference (TOR) outlines the complete scope, deliverables, methodology requirements, and reporting framework.

📧 Request for Proposal (RFP)

To obtain the official Request for Proposal (RFP) documentation, please email:

Mr. Joel Keimelo
Executive Manager – Marketing & Promotions
📧 marketing@papuanewguinea.travel

⏰ Submission Deadline

Proposal submission Deadline: Tuesday 17th March, 2026 | 11:59 PM

⚠ Important Information

Proposals must be submitted electronically in accordance with the RFP instructions.
PNGTPA reserves the right to accept or reject any proposal and is not bound to accept the lowest submission.
All deliverables produced under this engagement remain the property of PNGTPA.