Scope
Reference
2025-WMGC-0614
Description
About the West Midlands
The West Midlands region encompasses the geography of the West Midlands Combined Authority (WMCA), including Birmingham, Coventry, Wolverhampton, and the boroughs of Dudley, Sandwell, Solihull, and Walsall. Strategically located at the heart of the UK, 90% of the population is within a four-hour drive or train journey.
The region is home to one of the youngest and most diverse populations in Europe, with a growing demographic that is expected to drive future economic growth. It hosts nine universities and produces over 72,000 graduates annually, contributing to a vibrant talent pool.
The West Midlands economy is valued at £77 billion, larger than that of several European countries, and is recognised for its strengths in advanced manufacturing, clean tech, health tech, digital and creative industries, and next-generation services. It is also England’s only EU-recognised Regional Innovation Valley and consistently ranks among the top UK regions for foreign direct investment (FDI).
It Starts Here
The West Midlands Growth Company (WMGC) launched It Starts Here (ISH) – a bold new destination promotion campaign designed to transform perceptions of the West Midlands on the global stage.
Developed in collaboration with organisations across the region, It Starts Here seeks to reinforce and reinvigorate the region’s brand as dynamic, progressive and confident within a fiercely competitive international marketplace. The core essence is that this region is where ideas are created, culture builds, innovation is generated and incredible experiences take place.
The campaign has been well received so far with a focus on international corporate sectors. Phase Two is underway, translating to a wider consumer audience through a place and tourism narrative/campaign, and localised deployment through local authorities, universities, and the region’s private sector.
WMGC require a marketing campaign that promotes the West Midlands as the destination to visit, study, and do business, leveraging the core ethos of It Starts Here.
Lot 1. Domestic Marketing Campaign
Description
Domestic Marketing Campaign - WMGC aims to increase awareness of the West Midlands tourism offer to UK audiences and boost the number of overnight visitors.
Lot 2. International Marketing Campaign
Description
International Marketing Campaign - We are seeking to partner with an online publisher that is perceived by our audiences as an authority in travel, tourism, business, and culture, to enhance the credibility of our key messaging and accelerate perceptions, while facilitating more detailed and complex storytelling.
Contract 1. International & Domestic Marketing Campaigns - Lot 1 Domestic
Lots
Lot 1. Domestic Marketing Campaign
Supplier
Contract value
- £30,000 excluding VAT
- £36,000 including VAT
Above the relevant threshold
Date signed
15 January 2026
Contract dates
- 22 January 2026 to 31 March 2026
- 2 months, 10 days
Main procurement category
Services
CPV classifications
- 79342000 - Marketing services
Contract 2. International & Domestic Marketing Campaigns - Lot 2 International
Lots
Lot 2. International Marketing Campaign
Supplier
Contract value
- £150,000 excluding VAT
- £180,000 including VAT
Above the relevant threshold
Date signed
4 December 2025
Contract dates
- 4 December 2025 to 31 March 2026
- 3 months, 28 days
Main procurement category
Services
CPV classifications
- 79342000 - Marketing services
Other information
Conflicts assessment prepared/revised
Yes
Procedure
Procedure type
Open procedure
Suppliers
BBC GLOBAL NEWS LIMITED
- Public Procurement Organisation Number: PCLN-8892-HNZD
1 Television Centre, 101 Wood Lane
London
W12 7FA
United Kingdom
Email: samantha.adams@bbc.com
Region: UKI33 - Kensington & Chelsea and Hammersmith & Fulham
Small or medium-sized enterprise (SME): No
Voluntary, community or social enterprise (VCSE): No
Supported employment provider: No
Public service mutual: No
Contract 2. International & Domestic Marketing Campaigns - Lot 2 International
Travelscape LLC dba Expedia Group Advertising
- Public Procurement Organisation Number: PPZD-8427-TMDW
5000 W Kearney Street
Springfield
MO 65803
United States
Small or medium-sized enterprise (SME): No
Voluntary, community or social enterprise (VCSE): No
Supported employment provider: No
Public service mutual: No
Contract 1. International & Domestic Marketing Campaigns - Lot 1 Domestic
Contracting authority
WEST MIDLANDS GROWTH COMPANY LIMITED
- Companies House: 01631329
11th Floor The Colmore Building
Birmingham
B4 6AT
United Kingdom
Email: procurement@wmgrowth.com
Website: https://wmgrowth.com/
Region: UKG31 - Birmingham
Organisation type: Public undertaking (commercial organisation subject to public authority oversight)