Section one: Contracting authority
one.1) Name and addresses
WEST MIDLANDS GROWTH COMPANY LIMITED
Baskerville House,2 Centenary Square
BIRMINGHAM
B1 2ND
Contact
Ronny Tigere
Telephone
+44 1212025057
Country
United Kingdom
NUTS code
UKG3 - West Midlands
Internet address(es)
Main address
Buyer's address
https://in-tendhost.co.uk/wmgrowth/aspx/Home
one.3) Communication
The procurement documents are available for unrestricted and full direct access, free of charge, at
https://in-tendhost.co.uk/wmgrowth/aspx/Home
Additional information can be obtained from the above-mentioned address
Tenders or requests to participate must be submitted electronically via
https://in-tendhost.co.uk/wmgrowth/aspx/Home
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
Domestic and International Tourism Marketing Campaigns and Services for the Business and Tourism Programme
Reference number
2021-WMGC-0026
two.1.2) Main CPV code
- 79342000 - Marketing services
two.1.3) Type of contract
Services
two.1.4) Short description
Marketing campaigns on this project will aim to attract domestic overnight / city break / short break leisure visitors pre, during and post the Games using a mixed media approach (online and offline) to target the relevant audiences at different stages in their awareness, consideration and booking journeys.
While this programme is closely aligned to the Commonwealth Games, this project focuses specifically on tourism promotion. Note these campaigns are intended to complement and enhance the Games-focused marketing campaigns. Furthermore, at the heart of the Games will be a cultural programme, a world-class arts festival running March to September 2022, surrounding the sports programme. The power of art and culture to bring people together, celebrate our identities and find common ground will be central to the Games. For this a six-month programme of new work, installations, exhibitions, performances and major events will showcase the artists, creatives and cultural organisations of Birmingham, the West Midlands and the Commonwealth, on a global stage. The cultural programme will be developed and delivered by the Organising Committee of the Birmingham 2022 Commonwealth Games. The winning Tenderer for the Cultural Festival: International Campaign will develop and deliver international marketing campaign activities and assets for the Cultural Festival that will change perceptions of the West Midland's region as a cultural tourism destination and drive visits to the Festival and beyond; they will deliver the digital marketing campaign, content and assets for priority consumer markets in Australia, India, Canada and East Coast USA; they will produce content and assets to support FAM trips and PR events for international media, influencers and travel trade partners; they will repurpose the creative content and assets as a legacy media-bank for the ongoing marketing of the West Midlands as a cultural tourism destination. In delivering the above, they will work with WMCG marketing team and its PR and Media Buying suppliers, setting, tracking and monitoring agreed KPIs. To ensure the success of the Business and Tourism Programme, a number of marketing assets are required to support activities across the leisure tourism and MICE (business tourism) work packages, covering the delivery of sales tools, collateral and campaign material for travel trade (B2B) activities such as creation of an Event Planners Guide covering Birmingham and the West Midlands is required and supporting lead generation activities. Lastly, To ensure the success of the Business and Tourism Programme, a suite of new imagery and videos assets are required to support activities across the leisure tourism and MICE workstreams. The programme will require a bank of new imagery for our travel trade workstream. The new imagery should display diversity and inclusivity and be relatable to our key target travel trade markets: Australia, India and Canada. Further details will be worked through with the winning supplier.
two.1.5) Estimated total value
Value excluding VAT: £612,231
two.1.6) Information about lots
This contract is divided into lots: Yes
Tenders may be submitted for all lots
Maximum number of lots that may be awarded to one tenderer: 2
The contracting authority reserves the right to award contracts combining the following lots or groups of lots:
It is the intention of the BAT programme to award the Lots in any combination as the contracting authority sees fit taking into consideration value for money and capacity technical competencies to deliver the lot. In awarding any of the Lots WMGC Ltd will reserve the right to disqualify any tenderer who provides information or confirmations that later prove to be incorrect. Nothing precludes any Tenderer from applying across all four LOTS within this contract. However, it is a condition that no more than two (2) LOTS will be awarded to any one contractor. Within each lot there may be an uplift in value, depending on the delivery needed by the programme and the strategy and tactical planning outcomes. This will be in accordance with the notification of contracts PCR 2015 regulation 72.
two.2) Description
two.2.1) Title
Domestic Leisure Tourism Campaign
Lot No
1
two.2.2) Additional CPV code(s)
- 79340000 - Advertising and marketing services
two.2.3) Place of performance
NUTS codes
- UKG3 - West Midlands
Main site or place of performance
The place of performance will be throughout West Midlands as the crow flies from postcode B1
two.2.4) Description of the procurement
The winning Tenderer will be responsible for creating an outline marketing strategy covering the 20 months of the contract, deliverable within six weeks of commencement of the tender. The Work Package Manager will manage the day to day contract for this Leisure Tourism programme. The winning Tenderer will be responsible for creating a costed and timed action plan for each of the three campaign strands, pre, during and post Games. This will inform the delivery of an end to end service including commissioning and producing the required marketing assets for the campaign and evaluating its impacts. The strategy and campaign action plans, initial designs and evaluation metrics will need to be submitted to the Business and Tourism Programme Tourism Working Group for approval and sign off.
It is a requirement of the winning Tenderer to consult with key stakeholders including the Organising Committee of the Commonwealth Games and VisitEngland.
two.2.5) Award criteria
Price is not the only award criterion and all criteria are stated only in the procurement documents
two.2.6) Estimated value
Value excluding VAT: £132,324
two.2.7) Duration of the contract, framework agreement or dynamic purchasing system
Duration in months
20
This contract is subject to renewal
No
two.2.10) Information about variants
Variants will be accepted: No
two.2.11) Information about options
Options: No
two.2.14) Additional information
Lot 1 will comprise campaign strategy and creative, design, artwork and copywriting production of all campaign assets for pre, during and post CWG domestic campaign activity. Unforeseeable activity may be required over the life of the contract to meet the needs of the campaign, depending on external circumstances.
Within this lot there may be an uplift in value, depending on the delivery needed by the programme and the strategy and tactical planning outcomes. This will be in accordance with the notification of contracts PCR 2015 regulation 72.
two.2) Description
two.2.1) Title
Cultural Programme: International Campaign
Lot No
2
two.2.2) Additional CPV code(s)
- 79340000 - Advertising and marketing services
two.2.3) Place of performance
NUTS codes
- UKG3 - West Midlands
Main site or place of performance
The main place of Performance will be throughout the West Midlands as the Crow flies from postcode B1
two.2.4) Description of the procurement
At the heart of the Games will be a cultural programme, a world-class arts festival running March to September 2022, surrounding the sports programme. The power of art and culture to bring people together, celebrate our identities and find common ground will be central to the Games. For this a six-month programme of new work, installations, exhibitions, performances and major events will showcase the artists, creatives and cultural organisations of Birmingham, the West Midlands and the Commonwealth, on a global stage. The cultural programme will be developed and delivered by the Organising Committee of the Birmingham 2022 Commonwealth Games. The combination of Birmingham 2022 Cultural Festival and Coventry UK City of Culture May 2021 - May 2022 provides a remarkable opportunity to help influence perceptions and reputation of Birmingham and the West Midlands region as an international cultural destination.
The winning Tenderer for the Cultural Festival: International Campaign will develop and deliver international marketing campaign activities and assets for the Cultural Festival that will change perceptions of the West Midland's region as a cultural tourism destination and drive visits to the Festival and beyond; they will deliver the digital marketing campaign, content and assets for priority consumer markets in Australia, India, Canada and East Coast USA; they will produce content and assets to support FAM trips and PR events for international media, influencers and travel trade partners; they will repurpose the creative content and assets as a legacy media-bank for the ongoing marketing of the West Midlands as a cultural tourism destination. In delivering the above, they will work with WMCG marketing team and its PR and Media Buying suppliers, setting, tracking and monitoring agreed KPIs.
two.2.5) Award criteria
Price is not the only award criterion and all criteria are stated only in the procurement documents
two.2.6) Estimated value
Value excluding VAT: £243,610
two.2.7) Duration of the contract, framework agreement or dynamic purchasing system
Duration in months
20
This contract is subject to renewal
No
two.2.10) Information about variants
Variants will be accepted: No
two.2.11) Information about options
Options: No
two.2.14) Additional information
All bidders must accept the terms and conditions in the draft contract and by signing form of tender , bidders will be expressing an intention to be bound by the terms of the contract. Failure to accept the terms will result in you bid being rejected outright.
Within this lot there may be an uplift in value, depending on the delivery needed by the programme and the strategy and tactical planning outcomes. This will be in accordance with the notification of contracts PCR 2015 regulation 72.
two.2) Description
two.2.1) Title
Leisure Tourism and MICE Marketing Collateral
Lot No
3
two.2.2) Additional CPV code(s)
- 79340000 - Advertising and marketing services
two.2.3) Place of performance
NUTS codes
- UKG3 - West Midlands
Main site or place of performance
The place of performance will be throughout the West Midlands as the Crow flies from B2
two.2.4) Description of the procurement
To ensure the success of the Business and Tourism Programme, a number of marketing assets are required to support activities across the leisure tourism and MICE (business tourism) work packages, covering travel trade engagement and events. The Lot will require the delivery of sales tools, collateral and campaign material for travel trade (B2B) activities, to include (but not restricted to):
• Promotional copy for destinations
• Copywriting and design for sales brochures and decks
• Updates for digital and print sales guides
• Top level maps (various)
• Lead gen assets and other collateral
• Event planners' Guide
• Mobile visitor pop up stand purchase plus graphic design and wrap
two.2.5) Award criteria
Price is not the only award criterion and all criteria are stated only in the procurement documents
two.2.6) Estimated value
Value excluding VAT: £118,505
two.2.7) Duration of the contract, framework agreement or dynamic purchasing system
Duration in months
20
This contract is subject to renewal
No
two.2.10) Information about variants
Variants will be accepted: No
two.2.11) Information about options
Options: No
two.2.14) Additional information
The contract duration is expected to run between July 2021 to March 2023 and all bidders are required to accept the full terms and conditions without qualification. In signing the Form of Tender it confirms acceptance of the terms without any qualification. Any qualifications raised to the Terms and Conditions may result in your bid being rejected and will not be evaluated any further.
Within this lot there may be an uplift in value, depending on the delivery needed by the programme and the strategy and tactical planning outcomes. This will be in accordance with the notification of contracts PCR 2015 regulation 72.
two.2) Description
two.2.1) Title
Leisure Tourism MICE Imagery and Video
Lot No
4
two.2.2) Additional CPV code(s)
- 79342000 - Marketing services
two.2.3) Place of performance
NUTS codes
- UKG3 - West Midlands
Main site or place of performance
The Place of performance will be across the West Midlands as the Crow Flies from postcode B1
two.2.4) Description of the procurement
To ensure the success of the Business and Tourism Programme, a suite of new imagery and videos assets are required to support activities across the leisure tourism and MICE workstreams, and create a sustainable and searchable asset bank as a legacy for the programme.
The programme requires the successful tenderer on this Lot to deliver:
• asset bank of searchable images
• a bank of new imagery for travel trade workstream.
• new imagery should display diversity and inclusivity and be relatable to our key target travel trade markets: Australia, India and Canada.
• a collection of short travel trade promotional videos/vignettes
• BRoll footage for a variety of marketing assets and media use
• Production of cultural performances (filming) events, vox pops and interviews
• Production of venue-based imagery and video assets
• MICE ambassador programme film
• Business tourism promotional film
• MICE photography
Some assets will be produced as a combination of existing footage, still imagery and new footage. Further details are in the ITT document.
two.2.5) Award criteria
Price is not the only award criterion and all criteria are stated only in the procurement documents
two.2.6) Estimated value
Value excluding VAT: £117,792
two.2.7) Duration of the contract, framework agreement or dynamic purchasing system
Duration in months
20
This contract is subject to renewal
No
two.2.10) Information about variants
Variants will be accepted: No
two.2.11) Information about options
Options: No
two.2.14) Additional information
The successful bidder on this Lot will be expected to accept all Terms and Conditions without qualification. Any qualification to the draft contract issued as a result of this procurement may result in your bid being rejected. By completing the form of Tender bidders are demonstrating acceptance of all Terms and Conditions without qualification.
Within this lot there may be an uplift in value, depending on the delivery needed by the programme and the strategy and tactical planning outcomes. This will be in accordance with the notification of contracts PCR 2015 regulation 72.
Section three. Legal, economic, financial and technical information
three.1) Conditions for participation
three.1.1) Suitability to pursue the professional activity, including requirements relating to enrolment on professional or trade registers
List and brief description of conditions
As per tender documents
three.1.2) Economic and financial standing
List and brief description of selection criteria
As per Tender documents
three.1.3) Technical and professional ability
List and brief description of selection criteria
As per Tender documents
Minimum level(s) of standards possibly required
As per tender documents
three.2) Conditions related to the contract
three.2.2) Contract performance conditions
As per tender documents
Section four. Procedure
four.1) Description
four.1.1) Type of procedure
Open procedure
four.1.8) Information about the Government Procurement Agreement (GPA)
The procurement is covered by the Government Procurement Agreement: Yes
four.2) Administrative information
four.2.2) Time limit for receipt of tenders or requests to participate
Date
4 June 2021
Local time
12:00pm
four.2.4) Languages in which tenders or requests to participate may be submitted
English
four.2.6) Minimum time frame during which the tenderer must maintain the tender
Duration in months: 3 (from the date stated for receipt of tender)
four.2.7) Conditions for opening of tenders
Date
4 June 2021
Local time
1:00pm
Place
In-Tend Portal
Information about authorised persons and opening procedure
Procurement Lead or Finance Manager
Section six. Complementary information
six.1) Information about recurrence
This is a recurrent procurement: No
six.2) Information about electronic workflows
Electronic ordering will be used
Electronic invoicing will be accepted
Electronic payment will be used
six.3) Additional information
This procurement exercise is being conducted using In-Tend (e-tendering platform . All tenderers wishing to participate in this tender process are required to register on this link https://in-tendhost.co.uk/wmgrowth/aspx/Registration and use the Register / Sign In button which is located on the left hand side of the page and complete the registration forms. Following registration, an e-mail will be sent to you advising of your user ID along with a reminder of your e-mail address and password. Details of the project are located under the current tenders link which is also where you can express an interest and receive the documentation. Once you have done this you must log back into the website using the details provided following registration and locate the contract document under Tenders, My Tenders on the menu. The Tender should be received no later than Friday 4th June 2021
six.4) Procedures for review
six.4.1) Review body
Commercial Working Group
Baskerville House 2 Centenary Square Birmingham United Kingdom
Birmingham
B1 2ND
Telephone
+44 1212025115
Country
United Kingdom
Internet address
six.4.3) Review procedure
Precise information on deadline(s) for review procedures
WMGC Ltd will incorporate a minimum of 10 calendar day standstill period at the point information on the award of the contract is communicated to tenderers. This period allows unsuccessful tenderers to seek further debriefing from the contracting Authority before the contract is entered into. The further clarification request of the intention to award must be sought within 10 days of issuing the intention to award letters.