Section one: Contracting entity
one.1) Name and addresses
WEST MIDLANDS TRAINS LIMITED
2nd Floor,St Andrews House, 20 St. Andrew Street
LONDON
EC4A3AG
Country
United Kingdom
Region code
UKG - West Midlands (England)
Companies House
09860466
Internet address(es)
Main address
one.6) Main activity
Railway services
Section two: Object
two.1) Scope of the procurement
two.1.1) Title
West Midlands Trains Marketing tender
two.1.2) Main CPV code
- 79340000 - Advertising and marketing services
two.1.3) Type of contract
Services
two.1.4) Short description
West Midlands Trains is a UK rail operator, responsible for two customer-facing brands: London Northwestern Railway (LNR) - for long distance and London commuter services.
www.londonnorthwesternrailway.co.uk
West Midlands Railway (WMR) - a regional train service for the
West Midlands.
This tender is for the following four lots:-
Lot 1 - Advertising - Destination marketing, with the aim of stimulating leisure trips.
Lot 2 - Pay per click - Developing a strategy for an always-on and campaigns approach to facilitate growth.
Lot 3 - Search engine optimization - A strategy is required to increase visibility of the West Midlands Railway and London Northwestern Railway websites.
Lot 4 - Consumer Public Relations and Social Media - West Midlands Trains require a partner that can enhance our presence through consumer public relations and social media all year round.
two.1.6) Information about lots
This contract is divided into lots: Yes
two.2) Description
two.2.1) Title
Lot 1 - Advertising
Lot No
1
two.2.2) Additional CPV code(s)
- 79340000 - Advertising and marketing services
two.2.3) Place of performance
NUTS codes
- UKG - West Midlands (England)
two.2.4) Description of the procurement
Destination marketing, with the aim of stimulating leisure trips. The specific requirement will be:-
1. Media planning (including all traditional & digital media).
2. Strategic planning.
3. Media buying (including all traditional and digital media).
4. Digital Technology / Ad Operations time.
two.2.11) Information about options
Options: No
two.2) Description
two.2.1) Title
Lot 2 - Pay per click
Lot No
2
two.2.2) Additional CPV code(s)
- 79340000 - Advertising and marketing services
two.2.3) Place of performance
NUTS codes
- UKG - West Midlands (England)
two.2.4) Description of the procurement
1. Manage the ongoing pay per click accounts.
2. Develop and manage biding strategies for Google AdWords and Bing Ads along with campaign strategies.
3. Reporting - produce weekly, monthly, quarterly and annual reports.
two.2.11) Information about options
Options: No
two.2) Description
two.2.1) Title
Lot 3 - Search Engine Optimization
Lot No
3
two.2.2) Additional CPV code(s)
- 79340000 - Advertising and marketing services
two.2.3) Place of performance
NUTS codes
- UKG - West Midlands (England)
two.2.4) Description of the procurement
1. Facilitate the growth of visits to the West Midlands Trains websites for organic traffic through:-
a) Ongoing search engine optimization management.
b) Developing action plans grounded in insights.
c) Activation / implementation through in-house team and cross-agency co-ordination.
d) Reporting & analysis including helping to set realistic KPIs and showing trends with volume and quality of traffic generated.
two.2.11) Information about options
Options: No
two.2) Description
two.2.1) Title
Lot 4 - Consumer Public Relations and Social Media
Lot No
4
two.2.2) Additional CPV code(s)
- 79340000 - Advertising and marketing services
two.2.3) Place of performance
NUTS codes
- UKG - West Midlands (England)
two.2.4) Description of the procurement
1. Consumer Public Relations strategy & implementation.
2. Social media - community management of West Midlands Trains Facebook and Twitter channels via Orlo.
3. Reporting & Insights.
two.2.11) Information about options
Options: No
Section four. Procedure
four.1) Description
four.1.1) Type of procedure
Restricted procedure
four.1.8) Information about the Government Procurement Agreement (GPA)
The procurement is covered by the Government Procurement Agreement: No
four.2) Administrative information
four.2.1) Previous publication concerning this procedure
Notice number: 2022/S 000-012746
Section five. Award of contract
A contract/lot is awarded: Yes
five.2) Award of contract
five.2.1) Date of conclusion of the contract
17 January 2023
Section five. Award of contract
A contract/lot is awarded: Yes
five.2) Award of contract
five.2.1) Date of conclusion of the contract
17 January 2023
Section six. Complementary information
six.4) Procedures for review
six.4.1) Review body
Department for Transport
London
Country
United Kingdom