Scope
Description
This contract is a concession agreement for the management and promotion of on-train advertising. The appointed supplier will have exclusive rights to manage, market, and exploit advertising spaces, screens, and frames within trains and associated infrastructure. The scope includes soliciting advertisers, entering direct agreements, installing and maintaining advertising assets in compliance with rail safety regulations and ASA advertising standards, and ensuring operational efficiency with minimal disruption to train services. The supplier is responsible for maximizing advertising revenue, maintaining safety and quality standards, and enhancing passenger experience through appropriate and visually appealing content. Regular performance reviews and compliance monitoring will form part of the contract management process.
Contract 1
Supplier
Contract value
- £1,349,615 excluding VAT
- £1,619,538 including VAT
Above the relevant threshold
Earliest date the contract will be signed
30 April 2026
Contract dates (estimated)
- 1 May 2026 to 30 April 2029
- Possible extension to 30 April 2031
- 5 years
Description of possible extension:
3 year contract with an option to extend for 1+1
Main procurement category
Services
CPV classifications
- 79340000 - Advertising and marketing services
Contract locations
- UKC - North East (England)
- UKD - North West (England)
- UKE - Yorkshire and the Humber
- UKF - East Midlands (England)
- UKG - West Midlands (England)
- UKH - East of England
- UKI - London
- UKJ - South East (England)
- UKK - South West (England)
Participation
Particular suitability
Small and medium-sized enterprises (SME)
Other information
Conflicts assessment prepared/revised
Yes
Procedure
Procedure type
Direct award
Special regime
- Concession
- Utilities
Direct award justification
Single supplier - intellectual property or exclusive rights
The contract is being awarded to KBH by direct award due to exclusive intellectual property rights. KBH holds the exclusive rights to provide on‑train carriage advertising and, as a result, no reasonable alternative supplier is able to provide the required services. The conditions for direct award on the basis of intellectual property rights are therefore met.
Supplier
KBH ON-TRAIN MEDIA LTD
- Companies House: 03532474
- Public Procurement Organisation Number: PYDC-3676-BHLD
The Nest, 1st Floor, 18-22 Disney Place
London
SE1 1HJ
United Kingdom
Email: stephen.atkinson@kbhgroup.co.uk
Website: https://www.kbhgroup.co.uk/
Region: UKI44 - Lewisham and Southwark
Small or medium-sized enterprise (SME): Yes
Voluntary, community or social enterprise (VCSE): No
Contract 1
Contracting authority
THE CHILTERN RAILWAY COMPANY LIMITED
- Companies House: 03007939
- Public Procurement Organisation Number: PNPV-7838-DRMN
1 Admiral Way
Sunderland
SR3 3XP
United Kingdom
Region: UKC23 - Sunderland
Organisation type: Private utility