Carry out publicity for the project through various forms, with the resulting deliverables mainly including promotional posts, reports, short videos, and featured promotional films

REOI Country: The People's Republic of China Project Name: IBRD Guangdong Agricultural Product Quality Safety Improvement (Demonstration) Project Loan No.: 9213-CN Assignment Name : Project Publicity Contract No.: GDCS-030 Bidding No.: 0733-26083817 The Government of the People's Republic of China has received a loan from the International Bank for Reconstruction and Development to improve food safety management at the national and sub-national levels and to reduce food safety risks in selected value chains. The project is being implemented by the State Administration for Market Regulation, the Ministry of Agriculture and Rural Affairs, Guangdong Province, and Shandong Province (Yantai City). As part of the China Food Safety Project, Guangdong Province is responsible for the implementation of the World Bank-financed Guangdong Agricultural Product Quality Safety Improvement (Demonstration) Project. The project comprises four sub-components: Food Safety Supervision Process, Institution Building and Regulatory Performance, Whole Value Chain Food Safety Control, and Project Implementation Support. This Contract, namely the Project Publicity Contract (Contract No.: GDCS-030), utilizes World Bank loan funds to procure a Project Publicity Consulting Advisor (hereinafter referred to as the 'Consulting Advisor') to carry out promotional activities for the World Bank-financed Guangdong Agricultural Product Quality Safety Improvement (Demonstration) Project. Through a matrix-based publicity strategy across short video platforms, newspapers, official social media accounts, and news media, the project will showcase and promote its implementation outcomes and achievements from multiple perspectives and through diverse channels. The estimated start date for the tasks under this Contract is October 2026, with an anticipated implementation period of 27 months Guangdong Provincial Center of Agro-product Safety and Quality (Guangdong Green Food Development Center) hereby invites eligible and interested consulting advisors to provide publicity services. The main scope of work includes, but is not limited to, the following: 1.Formulate the publicity plan for the World Bank-financed Guangdong Agricultural Product Quality Safety Improvement (Demonstration) Project; 2.Convergent media publicity for the project; 3.Live-streaming promotion; 4.Design and production of promotional materials, such as posters and brochures; 5.Conceptual promotion and branding; 6.Photography and videography for project events; 7.Collect and organize publicity outcomes, draft summary reports, and assist with project acceptance and verification. The detailed scope of services and other requirements are specified in the attached Terms of Reference (TOR) for the Consulting Services on the Project Publicity under the IBRD Guangdong Agricultural Product Quality Safety Improvement (Demonstration) Project I. Selection Criteria for the Consultants' Shortlist: 1.Capability to independently bear civil liability (Must provide a copy of the Business License or the Certificate of Legal Person for Public Institutions); 2.Sound financial accounting system (Must provide audited financial reports for the past 3 years); 3.Possess the professional and technical capabilities necessary to fulfill the Contract (Applicants must provide: A Letter of Commitment demonstrating media publicity capabilities. Format to be determined by the applicant); 4.Good record of tax and social security payment in accordance with the law (Must provide proof of tax payment and social security contribution for the past 3 months); 5.Good business credit and sound business performance (Must provide a statement certifying no major illegal or irregular business activities in the past 3 years, and that the applicant is not listed on the "Credit China" website as a "person subject to enforcement for dishonesty," "major tax violation entity," or "entity with serious illegal acts in government procurement"); 6.Have a minimum of five (5) years of experience in publicity and promotional work related to agriculture, food, and other relevant sectors (Applicants must provide: A Company Profile. The profile must include at least the company's history and experience in publicity, promotion, planning, advertising, and brand building related to agriculture or food. The Company Profile must be stamped with the official company seal); 7.Have successfully completed at least one (1) similar project publicity service contract within the past five (5) years (from January 1, 2021, up to the deadline for submission of the Letter of Intent). The completion date shall be determined based on the contract completion date, the acceptance certificate date, or the completion date specified in the owner's certificate. Similar project publicity service contracts refer to government project publicity, international project publicity, and convergent media publicity projects that are similar in scope of services to this Contract. Applicants must provide: Photocopies of relevant supporting documents, including key pages of the contract that clearly indicate the contract name, scope of services, service period, date of signature, and the signatures and seals of both contracting parties. If the contract does not specify a service period, an acceptance certificate or a Client's Certificate may be provided. The Client's Certificate must explicitly state that the project has been completed in accordance with the contract and specify the date of completion, and it must be stamped with the official seal of the client. Please note that the Consultant must provide all the supporting materials stipulated in the above "Selection Criteria for the Consultants' Shortlist," along with detailed contact information (including contact person, address, telephone number, email address, etc.). The Consultant shall solely bear the relevant responsibilities and consequences for any issues arising from incomplete submission or failure to meet the requirements. II.Interested Consultants are advised to refer to the provisions regarding Conflict of Interest policy in Sections 3.14, 3.16, and 3.17, and the provisions regarding Eligibility in Sections 3.21, 3.22, 3.23, and 3.24 of the "World Bank Procurement Regulations for IPF Borrowers" (November 2020). The Consulting Advisor shall proactively disclose whether it has any affiliation with the following entities. If such an affiliation exists, the Consulting Advisor must provide a statement explaining the relationship (format to be determined by the applicant, including but not limited to the shareholding structure and shareholding ratio). If no such affiliation exists, the Consulting Advisor must provide a Letter of Commitment (format to be determined by the applicant): Client: Guangdong Agricultural Product Quality and Safety Center (Guangdong Green Food Development Center) Procurement Agent: CITIC International Tendering Co., Ltd. Feasibility Study Report Preparation Unit: Institute of Agricultural Economics and Information, Guangdong Academy of Agricultural Sciences Preliminary Design Unit: Guangzhou Urban Planning and Surveying Research Institute III.Consulting firms may form an association with other firms, but it must be clearly indicated whether the arrangement is in the form of a Joint Venture or Subcontracting. If the Joint Venture form is chosen, each member of the Joint Venture shall be jointly and severally liable for the entire Contract. Please note that every member of the Joint Venture must meet the requirements of the above "Selection Criteria for the Consultants' Shortlist". IV.The Consultant will be selected through the Consultant Qualification Selection (CQS) method as specified in the Procurement Regulations. V.This Request for Expressions of Interest (REOI) is published on the "World Bank Section of China Tendering and Bidding Public Service Platform" (https://bulletin.cebpubservice.com/bank/index.html) and "China Tendering and Bidding Network" (https://www.chinabidding.cn/). VI.For further information, please contact the Procurement Agent during working hours from September 7, 2026, to September 20, 2026, between 9:00-11:30 AM and 1:00-5:00 PM (Beijing Time). VII.The number of hard copies of the Expression of Interest (including: specified supporting materials, a brief introduction of the company's basic information and business scope, and any other materials the Consultant deems necessary) shall be: one original and four copies in Chinese. Each copy must be perfect bound. In addition, the Consultant shall submit an electronic version separately on a USB flash drive at the same time as the submission of the Expression of Interest. The USB flash drive must be labeled with the Contract Number and the full name of the Consultant. The USB flash drive shall be sealed together with the original Expression of Interest. VIII.Deadline and Address for Submission of Expressions of Interest: Deadline for submission: 10:00 AM (Beijing Time) on September 21, 2026; Address: Bid Opening Room, 6th Floor, Guangren Building, No. 1 Guangren Road, Yuexiu District, Guangzhou, Guangdong Province. Client: Guangdong Provincial Center of Agro-product Safety and Quality (Guangdong Green Food Development Center) Contact Person: Ms. Wu Address: No. 135, Xianlie East Road, Tianhe District, Guangzhou, Guangdong Province Postal Code: 510230 Tel: +86-20-87590235 E-mail: mailto:nynct_ncpzx_zhangsh@gd.gov.cn Procurement Agent: CITIC International Tendering Co., Ltd. Contact Person: Ms. Guo, Mr. Zhang Address: Room 1811, 18/F, Tower 59, No. 59 Dongsanhuan Middle Road, Chaoyang District, Beijing Postal Code: 100022 Tel: +86-10-87945198-503/504 E-mail: mailto:guoying@ck.citic.com; mailto:zhangfan@ck.citic.com Attachment: Terms of Reference (TOR) for the Consulting Services on the Project Publicity under the IBRD Guangdong Agricultural Product Quality Safety Improvement (Demonstration) Project Terms of Reference (TOR) for the Consulting Services on the Project Publicity under the IBRD Guangdong Agricultural Product Quality Safety Improvement (Demonstration) Project To promote the IBRD Guangdong Agricultural Product Quality Safety Improvement (Demonstration) Project and showcase its implementation outcomes, the Guangdong Center for Agricultural Product Quality and Safety (Guangdong Green Food Development Center) intends to engage a Project Publicity Consulting Advisor to provide professional publicity services for the project I. Project Background Agricultural product quality and safety are critical issues of national importance that directly affect people's livelihoods. In recent years, national authorities have successively introduced policy documents such as the Regulations for the Implementation of the Food Safety Law of the People's Republic of China and the 14th Five-Year Plan for National Agricultural Green Development, explicitly proposing the establishment of a comprehensive quality and safety management system spanning the entire supply chain 'from farm to table'. As part of the China Food Safety Project, Guangdong Province is responsible for the implementation of the World Bank-financed Guangdong Agricultural Product Quality Safety Improvement (Demonstration) Project. The project comprises four sub-components: Food Safety Supervision Process, Institution Building and Regulatory Performance, Whole Value Chain Food Safety Control, and Project Implementation Support. II.Objectives of the Consulting Services By engaging a Consulting Advisor, this project aims to carry out comprehensive publicity activities for the World Bank-financed Guangdong Agricultural Product Quality Safety Improvement (Demonstration) Project, showcase its implementation outcomes, and enhance the project's visibility and public awareness. III.Scope of Services The Consulting Advisor shall provide end-to-end services for this project. The main scope of services includes: (I) Formulate the Publicity Plan Develop a comprehensive publicity plan for the World Bank-financed Guangdong Agricultural Product Quality Safety Improvement (Demonstration) Project. (II) Convergent Media Publicity 1.Provincial-level Media Coverage: Conduct regular publicity on provincial-level media platforms covering specific project activities, events, and outcomes. A minimum of ten (10) news reports shall be published. 2.New Media Campaigns: Launch a series of promotional campaigns on new media platforms. Produce and publish a minimum of fifty (50) short videos on platforms such as Douyin and WeChat Channels (Shipinhao). Content Requirement: At least five (5) of these videos must focus on food safety risk communication. Duration Requirement: Each video must be no less than forty (40) seconds in length. Performance KPIs: Each published video must achieve a minimum of two thousand (2,000) views and five hundred (500) likes. 3.Promotional Videos: Shoot, produce, and edit high-definition (HD) promotional videos for the project to introduce its activities and showcase its outcomes. A minimum of five (5) videos shall be produced, with each video being no less than two (2) minutes in duration. 4.Graphic and Text Promotional Articles: Write a minimum of twenty (20) graphic and text articles related to project activities. At least five (5) of these articles must focus on food safety risk communication. The articles shall be reposted on a minimum of three (3) official social media accounts (WeChat Official Accounts), and each published article must achieve a minimum of one thousand (1,000) views. (III) Live-streaming Promotion: Conduct live-streaming coverage of project trainings and events (including both photo live-streaming and video live-streaming). Video Live-streaming: A minimum of three (3) sessions shall be conducted, with each lasting no less than one (1) hour. At least one (1) of these sessions must be dedicated to an event focusing on food safety risk communication. Photo Live-streaming: A minimum of two (2) sessions shall be conducted, providing no less than one hundred (100) high-definition (HD) photos per session. (IV) Posters, Brochures, and Other Promotional Materials: Design, produce, print, and distribute promotional materials such as posters and brochures related to project activities. Posters: A minimum of thirty (30) promotional posters shall be designed. Brochures: Brochures may be revised based on existing project brochures, newly designed, or printed according to specific requirements. (V) Conceptual Promotion: Conduct conceptual promotion at designated venues of the Guangdong Agricultural Product Quality and Safety Center (Guangdong Green Food Development Center). Regularly update the content of visual and text display boards at these venues. (VI) Event Photography and Videography: Provide photography, videography, and photo collection and processing services for at least five (5) important events, including visits and supervision missions by World Bank experts, as well as project field research. (VII) Publicity Outcomes Collection, Summary Report Drafting, and Project Acceptance Assistance: Be responsible for organizing and compiling data, including collecting publicity outcomes across various platforms and compiling statistical data such as views and watch counts. Draft activity summaries and publicity outcome reports, and assist the Client with project acceptance and verification. .Deliverables The estimated start date for the tasks under this Contract is October 2026, with an anticipated implementation period of twenty-seven (27) months. The Consulting Advisor shall provide the Guangdong Agricultural Product Quality and Safety Center (Guangdong Green Food Development Center) with all materials generated from the publicity activities and summary reports, including the following deliverables: No. Content of Deliverables Timeline / Frequency 1 Project Publicity Campaign Plan Within one (1) month after signing the Contract 2 A minimum of ten (10) original news reports During the implementation period 3 Fifty (50) short videos During the implementation period 4 five (5) promotional videos During the implementation period 5 twenty (20) original graphic and text articles During the implementation period 6 three (3) video live-streaming sessions, two (2) photo live-streaming sessions During the implementation period 7 thirty (30) original design posters During the implementation period 8 Other creative publicity deliverables During the implementation period 9 two (2) updates for conceptual promotion During the implementation period 10 photography, videography, and processing for important events such as World Bank supervision missions (a minimum of five (5) video productions) During the implementation period 11 Interim Publicity Summary Report Within twelve (12) months after signing the Contract 12 Final Publicity Summary Report Within one (1) week after the expiration of the Contract service period The Interim Report shall be submitted within twelve (12) months after signing the Contract, and the Final Summary Report shall be submitted within one (1) week after the expiration of the Contract service period. The Guangdong Agricultural Product Quality and Safety Center (Guangdong Green Food Development Center) shall organize an acceptance panel to review and verify the submitted plans, deliverables, and reports. The exact submission dates shall be determined based on the project progress and the requirements of the Guangdong Agricultural Product Quality and Safety Center (Guangdong Green Food Development Center). Two (2) hard copies of the final version of each report, printed, bound, and stamped with the official seal, shall be submitted to the Guangdong Agricultural Product Quality and Safety Center (Guangdong Green Food Development Center). All rights, including but not limited to intellectual property rights, to the data, reports, convergent media products, and research outcomes generated in the performance of this consulting assignment shall be owned by the Guangdong Agricultural Product Quality and Safety Center (Guangdong Green Food Development Center). V. Qualification Requirements for the Consultant 1.Capability to independently bear civil liability (Must provide a copy of the Business License or the Certificate of Legal Person for Public Institutions); 2.Sound financial accounting system (Must provide audited financial reports for the past 3 years); 3.Possess the professional and technical capabilities necessary to fulfill the Contract (Applicants must provide: A Letter of Commitment demonstrating media publicity capabilities. Format to be determined by the applicant); 4.Good record of tax and social security payment in accordance with the law (Must provide proof of tax payment and social security contribution for the past 3 months); 5.Good business credit and sound business performance (Must provide a statement certifying no major illegal or irregular business activities in the past 3 years, and that the applicant is not listed on the "Credit China" website as a "person subject to enforcement for dishonesty," "major tax violation entity," or "entity with serious illegal acts in government procurement"). 6.Have a minimum of five (5) years of experience in publicity and promotional work related to agriculture, food, and other relevant sectors (Applicants must provide: A Company Profile. The profile must include at least the company's history and experience in publicity, promotion, planning, advertising, and brand building related to agriculture or food. The Company Profile must be stamped with the official company seal); 7.Have successfully completed at least one (1) similar project publicity service contract within the past five (5) years (from January 1, 2021, up to the deadline for submission of the Letter of Intent). The completion date shall be determined based on the contract completion date, the acceptance certificate date, or the completion date specified in the owner's certificate. Similar project publicity service contracts refer to government project publicity, international project publicity, and convergent media publicity projects that are similar in scope of services to this Contract. Applicants must provide: Photocopies of relevant supporting documents, including key pages of the contract that clearly indicate the contract name, scope of services, service period, date of signature, and the signatures and seals of both contracting parties. If the contract does not specify a service period, an acceptance certificate or a Client's Certificate may be provided. The Client's Certificate must explicitly state that the project has been completed in accordance with the contract and specify the date of completion, and it must be stamped with the official seal of the client. V I .Staffing Requirements The key expert input for this project is twenty-five (25) person-months. The specific qualification requirements for key experts and non-key experts are as follows: Staff/Working Group Eligibility Criteria Key Experts Project Manager (1 person) 1.Hold a bachelor's degree or above, or possess a senior professional title or above (Associate Senior level); 2.Have ten (10) years or more of experience in publicity and promotion; 3.Have served as a Project Manager, Deputy Project Manager, or Project Director in at least two (2) similar projects within the past five (5) years (from January 1, 2021, up to the deadline for submission of the Letter of Intent, with the contract signing date as the benchmark). Similar project publicity service contracts refer to government project publicity, international project publicity, and convergent media publicity projects that are similar in scope of services to this project. Applicants must provide photocopies of relevant supporting documents, stamped with the official company seal, including degree certificates or professional title certificates, as well as proof of work experience and performance (such as key pages of the contract indicating the contract name, personnel position, scope of services, date of signature, and the signatures and seals of both contracting parties. If the contract does not specify the personnel position, an acceptance certificate or a Client's Certificate may be provided as proof). The original documents shall be kept on hand for verification. Deputy Project Manager (1 person) 1.Hold a bachelor's degree or above, or possess a senior professional title or above (Associate Senior level); 2.Have ten (10) years or more of experience in publicity and promotion; 3.Have served as a Project Manager, Deputy Project Manager, or Project Director in at least one (1) similar project within the past five (5) years (from January 1, 2021, up to the deadline for submission of the Letter of Intent, with the contract signing date as the benchmark). Applicants must provide photocopies of relevant supporting documents, stamped with the official company seal, including degree certificates or professional title certificates, as well as proof of work experience and performance (such as key pages of the contract indicating the contract name, personnel position, scope of services, date of signature, and the signatures and seals of both contracting parties. If the contract does not specify the personnel position, an acceptance certificate or a Client's Certificate may be provided as proof). The original documents shall be kept on hand for verification. Photographer and Videographer (1 person) 1.Have five (5) years or more of experience in photography, videography, video editing, and video production; 2.Be familiar with the laws, regulations, mandatory standards, and relevant industry management provisions related to the services of this project. Applicants must provide photocopies of relevant supporting documents, such as proof of work experience and performance, or a detailed resume, stamped with the official company seal. The original documents shall be kept on hand for verification Graphic Designer (1 person) 1.Have five (5) years or more of experience in graphic design and poster design; 2.Be familiar with the laws, regulations, mandatory standards, and relevant industry management provisions related to the services of this project. Applicants must provide photocopies of relevant supporting documents, such as proof of work experience and performance, or a detailed resume, stamped with the official company seal. The original documents shall be kept on hand for verification. Copywriter (1 person) 1.Have five (5) years or more of experience in writing press releases and social media articles; 2.Be familiar with the laws, regulations, mandatory standards, and relevant industry management provisions related to the services of this project. Applicants must provide photocopies of relevant supporting documents, such as proof of work experience and performance, or a detailed resume, stamped with the official company seal. The original documents shall be kept on hand for verification. Non-Key Expert Project Team Members (6 positions) 1.The team must be staffed with news editors, photographers and videographers, video editors, and graphic designers; 2.All project team members must possess at least three (3) years of relevant work experience. Applicants must provide photocopies of relevant supporting documents, such as proof of work experience and performance, or a detailed resume, stamped with the official company seal. The original documents shall be kept on hand for verification. VII. Support Provided by the PPMO 1.The PPMO and project implementation units at all levels will work closely with the consultant, designate dedicated liaison personnel, and provide necessary support, including relevant materials; 2.The consultant is expected to collaborate closely with other relevant stakeholders involved in this project. VIII. Performance Evaluation and Acceptance Criteria 1.Successfully complete all the aforementioned scope of services; 2.Submit the deliverables on time and in full; 3.Achieve the following core performance indicators (KPIs): (1) Complete the deliverables for each publicity campaign on time and in full; (2) Achieve a cumulative total of no less than one million (1,000,000) online views. IX. Applicable Laws and Regulations 1.Advertising Law of the People's Republic of China 2.Administrative Measures on Internet Information Services 3.Provisions on the Administration of Internet News Information Services 4.Code of Conduct for Fair Competition in the Advertising Industry 5.Interim Measures for the Promotion and Administration of Public Service Advertising