Section one: Contracting authority
one.1) Name and addresses
Transport for Wales
3 Llys Cadwyn, Taff Street
Pontypridd
CF37 4TH
Telephone
+44 2921673434
Country
United Kingdom
NUTS code
UKL - Wales
Internet address(es)
Main address
Buyer's address
https://www.sell2wales.gov.wales/search/Search_AuthProfile.aspx?ID=AA50685
one.2) Information about joint procurement
The contract is awarded by a central purchasing body
one.4) Type of the contracting authority
Ministry or any other national or federal authority
one.5) Main activity
Other activity
Transport
Section two: Object
two.1) Scope of the procurement
two.1.1) Title
Strategic Brand Development and Guardianship
Reference number
C000713.00
two.1.2) Main CPV code
- 79342000 - Marketing services
two.1.3) Type of contract
Services
two.1.4) Short description
The Welsh Government has declared a climate change emergency and we’re here to change the way Wales travels. We want to inspire people to think differently about the way they travel and for walking, wheeling, cycling, and travelling by public transport to be their preferred choice. We have already made a big impact on many people’s lives, and this will continue as we develop a sustainable, integrated transport network across Wales.
Our aim is to increase the number of journeys by active travel or public transport by 40% by 2040. This is the target set in the Welsh Government’s strategy for the future of transport in Wales - Llwybr Newydd: the Wales Transport Strategy 2021.
We know what we need to achieve, and we have a clear mission, vision, and values. We also know that changing the way we travel isn’t about one big statement. It’s about us all making changes, big and small, in the coming years.
Our brand helps us to bring our ambitions to life. We aim to encourage people to trust and believe in us and to commit to changing their behaviour, travelling more sustainably, and doing their bit for all our futures. We’re implementing our ambitious plans to transform transport in Wales and our brand is playing and will play an increasingly key role as the transformation grows.
We’re building a bilingual, customer-focused, and multimodal brand that’s trusted and respected by our key audiences and becomes a key part of the fabric of Welsh life. We also want our brand to continue to be a respected member of the Cymru Wales nation brand family.
This contract will help us develop and deliver our brand strategy and build our brand over the long-term to elevate our brand’s status and increase engagement with our key audiences.
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: £600,000
two.2) Description
two.2.2) Additional CPV code(s)
- 79342000 - Marketing services
- 79413000 - Marketing management consultancy services
two.2.3) Place of performance
NUTS codes
- UK - United Kingdom
two.2.4) Description of the procurement
Our brand helps us to bring our ambitions to life. We aim to encourage people to trust and believe in us and to commit to changing their behaviour, travelling more sustainably, and doing their bit for all our futures. We’re implementing our ambitious plans to transform transport in Wales and our brand is playing and will play an increasingly key role as the transformation grows.
We’re building a bilingual, customer-focused, and multimodal brand that’s trusted and respected by our key audiences and becomes a key part of the fabric of Welsh life. We also want our brand to continue to be a respected member of the Cymru Wales nation brand family.
This contract will help us develop and deliver our brand strategy and build our brand over the long-term to elevate our brand’s status and increase engagement with our key audiences.
We are looking to appoint a partner to help us build our brand and deliver the requirements of this contract with the following key areas of focus, but not limited to:
Strategic brand development and creative direction
Brand management and guardianship
Brand identity and standards
Research and insight
Specialist expertise
two.2.5) Award criteria
Quality criterion - Name: Understanding of our requirements / Weighting: 10
Quality criterion - Name: Proposed strategic approach / Weighting: 15
Quality criterion - Name: Effectiveness of the proposed approach / Weighting: 10
Quality criterion - Name: Understanding us and our strategic ambitions / Weighting: 15
Quality criterion - Name: Understanding of TfW's target audiences / Weighting: 10
Quality criterion - Name: Proposed team / Weighting: 10
Price - Weighting: 30
two.2.11) Information about options
Options: Yes
Description of options
Option to extend for up to two periods of 12 months each.
two.2.13) Information about European Union Funds
The procurement is related to a project and/or programme financed by European Union funds: No
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.2.1) Previous publication concerning this procedure
Notice number: 2022/S 000-033868
Section five. Award of contract
Contract No
C000713.00
A contract/lot is awarded: Yes
five.2) Award of contract
five.2.1) Date of conclusion of the contract
23 March 2023
five.2.2) Information about tenders
Number of tenders received: 6
Number of tenders received from SMEs: 5
Number of tenders received from tenderers from other EU Member States: 0
Number of tenders received from tenderers from non-EU Member States: 0
Number of tenders received by electronic means: 6
The contract has been awarded to a group of economic operators: No
five.2.3) Name and address of the contractor
uned studio
96 Lavernock Road
Penarth
CF643QF
Telephone
+44 7813330606
Country
United Kingdom
NUTS code
- UK - United Kingdom
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: £600,000
Total value of the contract/lot: £600,000
Section six. Complementary information
six.3) Additional information
Tender documents will be available via eTenderWales at:
https://etenderwales.bravosolution.co.uk/
Please refer to project_51862 and ITT_99369 - Strategic Brand Development and Guardianship to obtain the tender documentation.
Any tenderer queries and responses and any circulars that may be issued during the tender period are to be communicated exclusively via the eTenderWales portal only. All responses will be shared with all tenderers unless the query is deemed confidential or commercially sensitive.
(WA Ref:130970)
six.4) Procedures for review
six.4.1) Review body
High Court
Royal Courts of Justice, The Strand
London
WC2A 2LL
Telephone
+44 2079477501
Country
United Kingdom