Scope
Reference
C001301.00
Description
TfW is looking to procure a Marketing Services Multi Lot Framework that will enable us to continue building and establishing our accessible, bilingual, distinctive and multimodal brand at a pivotal point in our development.
The future procurement is expected to be structured into four distinct lots, each covering a specialist area of marketing delivery:
Lot 1. Digital and Performance Marketing
Provide expert digital and performance marketing across all digital channels (owned, earned and paid) to drive customer acquisition and retention, enhance customer experience and drive modal shift. Optimise targeting and analytics to drive measurable ROI.
Lot 2. Marketing Effectiveness and Evaluation
Measure and evaluate campaign and brand performance through advanced econometrics, attribution modelling, and ongoing insights. This includes ROI analysis, revenue attribution, assessing media impact, investment allocation, and providing strategic recommendations.
Lot 3. Creative and Advertising Campaigns
Provide creative expertise to design, deliver and manage impactful advertising campaigns (content production and asset delivery) across paid, owned, and earned channels to maximise growth and commercial revenues. Harness insight-driven strategies and ideas to shape our brand and marketing direction, backed by solid research, testing, and ongoing optimisation for agile, tactical, and behavioural campaigns.
Lot 4. Events and Brand Activation
Plan, manage, and deliver on-brand experiential and consumer events aligned with marketing strategies and campaigns, conferences and exhibitions. Provide end-to-end services such as staffing, AV, talent booking, brand activations, and full logistics for all experiential activities.
Commercial tool
Establishes a framework
Total value (estimated)
- £36,999,999 excluding VAT
- £44,400,000 including VAT
Above the relevant threshold
Contract dates (estimated)
- 6 July 2026 to 31 October 2030
- 4 years, 3 months, 26 days
Main procurement category
Services
CPV classifications
- 79342000 - Marketing services
- 79952000 - Event services
- 79340000 - Advertising and marketing services
Contract locations
- UKL - Wales
Engagement
Engagement deadline
12 February 2026
Engagement process description
Transport for Wales (TfW) will host a Supplier Engagement Event on:
Date: Wednesday 11 February 2026
Time: 2:00pm - 4:00pm
Location: Details will be provided after registration.
All suppliers wishing to attend must complete the registration form (link below) to secure a place.
Event Agenda
Welcome and introductions
Housekeeping
Background
Procurement strategy
Lotting structure
Tender process
Timeline
Questions and answers
If you would like to take part but cannot attend in person, please still complete the registration form and select the option to receive the Supplier Engagement presentation pack.
Please use this link to register. https://forms.office.com/e/M4vV0HTVxX
If you have issues with the link, please copy and paste the following into your browser.
Participation
Particular suitability
Small and medium-sized enterprises (SME)
Submission
Publication date of tender notice (estimated)
2 March 2026
Contracting authority
Transport for Wales
- Companies House: 09476013
3 Llys Cadwyn
Pontypridd
CF37 4TH
United Kingdom
Region: UKL15 - Central Valleys
Organisation type: Public authority - sub-central government
Devolved regulations that apply: Wales