Scope
Reference
C001300.00
Description
Transport for Wales (TfW) is seeking to appoint a strategic Brand Guardianship agency to support the continued development, evolution, activation and governance of its multimodal, bilingual and distinctive brand.
The successful supplier will provide expert insight and strategic leadership to help TfW strengthen and elevate its brand at a pivotal stage in its development, ensuring consistency, creativity and measurable impact across all physical and digital touchpoints. Services will support the delivery of TfW's long‑term brand strategy and contribute to the organisation's vision of becoming Wales' favourite way to travel.
Core services include (but not limited to):
- Strategic brand direction, evolution and innovation
- Branded customer experience development
- Brand guardianship, governance and standards
- Creative development and brand activation
- Strategic expertise, insight and cross‑agency collaboration
Total value (estimated)
- £6,000,000 excluding VAT
- £7,200,000 including VAT
Above the relevant threshold
Contract dates (estimated)
- 31 May 2026 to 31 May 2030
- 4 years, 1 day
Main procurement category
Services
CPV classifications
- 79000000 - Business services: law, marketing, consulting, recruitment, printing and security
Contract locations
- UK - United Kingdom
Participation
Particular suitability
- Small and medium-sized enterprises (SME)
- Voluntary, community and social enterprises (VCSE)
Submission
Enquiry deadline
3 February 2026, 12:00pm
Submission type
Tenders
Tender submission deadline
23 February 2026, 12:00pm
Submission address and any special instructions
Tenders may be submitted electronically
Yes
Languages that may be used for submission
- Welsh
- English
Award decision date (estimated)
17 April 2026
Recurring procurement
Publication date of next tender notice (estimated): 1 February 2030
Award criteria
| Name | Type | Weighting |
|---|---|---|
| Quality | Quality | 70.00% |
| Price | Price | 30.00% |
Other information
Conflicts assessment prepared/revised
Yes
Procedure
Procedure type
Competitive flexible procedure
Competitive flexible procedure description
Transport for Wales (TfW) is conducting a procurement for the provision of Brand Guardianship services using the Competitive Flexible Procedure under the Procurement Act 2023. This route allows TfW to design a tailored, multi‑stage process that enables meaningful engagement with the market, supports clarification and refinement of proposals, and ensures the most advantageous tender is selected.
Suppliers must submit a full Quality and Commercial response in accordance with the ITT documentation. Following evaluation, the highest‑scoring suppliers will be invited to participate in a second‑stage presentation to validate their proposals and demonstrate their capability, approach, and team structure.
Documents
Associated tender documents
https://etenderwales.ukp.app.jaggaer.com/go/05074672019BEB778246
Link to tender documentation
Contracting authority
Transport for Wales
- Public Procurement Organisation Number: PPHD-4211-XYXJ
3 Llys Cadwyn
Pontypridd
CF37 4TH
United Kingdom
Region: UKL15 - Central Valleys
Organisation type: Public authority - sub-central government