Section one: Contracting authority
one.1) Name and addresses
WEST MIDLANDS GROWTH COMPANY LIMITED
11th Floor,Colmore Building, 20 Colmore Circus Queensway
BIRMINGHAM
B46AT
Contact
Charlene Joseph
Telephone
+44 7483079297
Country
United Kingdom
Region code
UKG31 - Birmingham
Companies House
01631329
Internet address(es)
Main address
one.4) Type of the contracting authority
Body governed by public law
one.5) Main activity
General public services
Section two: Object
two.1) Scope of the procurement
two.1.1) Title
Visit Britain USA Co-op Campaign
Reference number
2022-WMGC-0483
two.1.2) Main CPV code
- 79342100 - Direct marketing services
two.1.3) Type of contract
Services
two.1.4) Short description
VisitBritain have launched a new USA Co-op Marketing program to provide a collaborative consumer marketing campaign platform that West Midlands Growth Company can buy in to. Launching March 2023 (phase 1), VisitBritain will deliver value to industry by seeding the program with an initial investment of a £250K media buy to generate awareness and stimulate consideration to visit Britain amongst travel intenders. This is an opportunity for us to capitalise on the initial investment of a £250K (estimated) media buy from Visit Britain to generate awareness and stimulate consideration to visit the West Midlands amongst travel intenders. With an investment of $50k (£38,168) from WMGC, the West Midlands can launch a co-op campaign with VB (after Visit Britain's first phase is complete) that is already talking to an engaged and interested audience in the USA, highlighting our regional strengths, with a CTA to visit.
two.1.6) Information about lots
This contract is divided into lots: No
two.1.7) Total value of the procurement (excluding VAT)
Value excluding VAT: £38,168
two.2) Description
two.2.2) Additional CPV code(s)
- 79342100 - Direct marketing services
two.2.3) Place of performance
NUTS codes
- UKI6 - Outer London – South
Main site or place of performance
As the crow flies from B4 post code.
two.2.4) Description of the procurement
VisitBritain are working with marketing agency and media buyers MMGY Global as the sole provider for this campaign. An opportunity to be part of VisitBritain's multi-million pound US international campaign (the wider halo campaign is £3M plus) We will showcase our regional products / experiences / destinations to an audience who are engaged with Britain and convert that sale. We will capitalise on the initial investment of a £250K (estimated) media buy from Visit Britain to generate awareness and stimulate consideration to visit Britain and the West Midlands amongst travel intenders.
1. Distribution of ad assets & campaign
management
2. Digital activity using the following channels:
a. Prospecting using a Lightbox Unit
b. Retargeting Activity using Display Ads
3. Management of all campaign engager web
data
4. Ad serving, tracking and optimising
campaign performance based on
click-through and interaction
two.2.5) Award criteria
Price
two.2.11) Information about options
Options: No
Section four. Procedure
four.1) Description
four.1.1) Type of procedure
Award of a contract without prior publication of a call for competition in the cases listed below
- The services can be provided only by a particular economic operator for the following reason:
- protection of exclusive rights, including intellectual property rights
Explanation:
MMGY Global are the sole providers of this campaign, due to the nature of the service required and in line with principles set in PPN01/20 where direct award is permissible due absence of competition and protection of exclusive rights under Regulation 32 (2) of the PCR which allows for sole supplier sourcing through use of a negotiated procedure without prior publication to be used.
Furthermore, there is protection of exclusive rights, including intellectual property rights where there is no reasonable alternative or substitutes that exists and the absence of competition is not the result of an artificial narrowing down of the parameters of the procurement.
four.1.8) Information about the Government Procurement Agreement (GPA)
The procurement is covered by the Government Procurement Agreement: No
Section five. Award of contract
Contract No
2022-WMGC-0483
Title
Visit Britain USA Co-op Campaign
A contract/lot is awarded: Yes
five.2) Award of contract
five.2.1) Date of conclusion of the contract
22 February 2023
five.2.2) Information about tenders
Number of tenders received: 1
The contract has been awarded to a group of economic operators: No
five.2.3) Name and address of the contractor
MMGY Global
58 Southwark Bridge Road. C/O Accounting
London
SE1 0AS
Country
United Kingdom
NUTS code
- UKI6 - Outer London – South
Companies House
05355559
Internet address
The contractor is an SME
Yes
five.2.4) Information on value of contract/lot (excluding VAT)
Initial estimated total value of the contract/lot: £38,168
Total value of the contract/lot: £38,168
Section six. Complementary information
six.4) Procedures for review
six.4.1) Review body
WMCA
West Midlands
Country
United Kingdom