The Asia Foundation Timor-Leste

Improving Lives, Expanding Opportunities






Timor-Leste is an emerging nation located just 640km north of Darwin. Since the nation gained formal independence in 2002, the government has promoted tourism as a means to create jobs, improve regional economic imbalances and diversify the nation’s economy, which is heavily reliant on the oil industry.

The development of a tourism marketing strategy and destination brand are outlined as a priority in the nation’s main policy document, the Strategic Development Plan 2011-2030. However, destination marketing to date has been limited. The slogan ‘Land of Discovery’ was launched in 2002, and was

subsequently replaced by the ‘Turismo Timor-Leste’ logo, developed by a Portuguese agency, in 2005, and has been infrequently utilized since. The absence of an official tourism brand and a targeted marketing strategy for tourism has resulted in 3 out of 4 travelers to Timor-Leste relying on word-of-

mouth information to inform them of their travel1, and only 4% of surveyed Australians stating that they had seen marketing for Timor-Leste as a destination.2


Expanding on a growing evidence base, Timor-Leste’s Ministry of Tourism has worked with The Asia Foundation Timor-Leste in 2016 to develop a vision for a holistic and uniform tourism brand that may be marketed to source markets in the region.

Drawing on an organic and locally led visions for tourism branding, together with a substantial body of research, Timor-Leste’s Ministry of Tourism has chosen to request assistance from a creative brand agency to assist in finalizing the country’s tourism brand concept.

Such assistance is aimed at strengthening the brand’s final design elements – namely the logo, slogan and graphic language – to ensure that Timor-Leste’s first research-based official destination brand makes a strong impact in the marketplace.


1 Rajalingam, G, ‘2014 Survey of travelers to Timor-Leste,’ The Asia Foundation (2014)

2 Currie, Sara, Survey of ‘non-visitors’: Swinburne University, 2015


Scope of Work

Pro Bono tenders are invited from marketing and brand agencies to become part of this one-of-a-kind destination branding project, which will be conducted in- country in May 2016. While travel costs will be covered, it is expected that the winning tender will provide their services on a pro bono basis to be a part of helping Timor-Leste develop.

The chosen agency will be required to use existing research and a draft brand concept as a basis to provide guidance towards finalizing a tourism slogan, logo and brand design.

In doing so, a representative from the agency will be invited to participate in a series of stakeholder workshops with Timor-Leste’s Ministry of Tourism and tourism stakeholders over the course of a one-week period in May 2016.


The initial scope of work, requires the chosen applicant to assist in the development of a:

  • Destination logo
  • Destination slogan
  • Associated ‘graphic language’
  • Short brand style guide
  • Up to three rounds of minor changes (following stakeholder consultation); and
  • Liaison with a web developer to ensure chosen graphic language can be applied to Timor-Leste’s new destination website, which is being developed concurrently.


In the first instance, the target market for the brand is an Australian audience, of any age and part of a niche market that seeks travel ‘experiences’ as opposed to a holiday.

Further photography is not required at this stage, as the chosen agency will be given access to all photo files currently held by the Ministry of Tourism.

For the tasks outlined above, the successful applicant will be provided with return flights from their country of origin to Dili, Timor-Leste. A stipend will be provided for the duration of their trip and the applicant will be credited for the development of aforementioned tourism marketing products.

The development of these products support a larger anticipated project of brand roll-out across advertising and media channels in Australia, slated to commence in late 2016.



Tender submissions are invited no later than Friday 22 April. Submissions are to include a brief agency background, information and graphics developed for relevant projects, overview of response to this project including understanding

of project requirements, initial ideas alongside proposed timeframes and budget.

An agency representative will be required to travel to and participate in stakeholder workshops in Dili, the week commencing either Monday 2 May,

2016 or Monday 9 May, 2016.

A brand slogan, logo and visual communication to be presented to The Asia

Foundation and Ministry of Tourism by Wednesday 18 May.


Following stakeholder workshops, the brand concept to be finalized by Tuesday

31 May.


Application Procedures

Using the subject line “Tourism Brand Development”, please send detailed

proposals to by Friday 22 April, 2016

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