Scope
Reference
C001178.00
Description
The provision of a new agency partner to support with Transport for Wales' (TfW) Brand Response Campaign.
Develop a new, long-term brand response campaign for TfW that will strongly resonate with and shift perception of our key target audiences to build revenue and market share, and excite and motivate our internal teams and key stakeholders.
Key deliverables:
- Brand response creative platform and concept development - strategic and creative services.
- Activation campaign concepts and development - strategic and creative services.
- Account Management and reporting against deliverables and budget.
- Development of always-on messaging matrix.
- Production of media assets in line with media plan delivery - including TV and radio.
- Creation of campaign guidelines and supply of raw asset files to TfW and partner agencies.
Contract 1. C001178.00 - Brand Response Campaign
Supplier
Contract value
- £1,500,000 excluding VAT
- £1,800,000 including VAT
Above the relevant threshold
Earliest date the contract will be signed
7 April 2025
Contract dates (estimated)
- 8 April 2025 to 7 April 2026
- 1 year
Main procurement category
Services
CPV classifications
- 79000000 - Business services: law, marketing, consulting, recruitment, printing and security
Contract locations
- UKL - Wales
Participation
Particular suitability
Small and medium-sized enterprises (SME)
Other information
Conflicts assessment prepared/revised
Yes
Procedure
Procedure type
Direct award
Direct award justification
- User choice contract
- Single supplier - unique work of art or performance
With growing marketing contribution revenue targets to deliver in 25/26 and beyond, a new agency partner, with a proven track record in working with large brands, expertise and capability in behavioural change, was required to develop a creative platform and campaign that will drive behavioural change and modal shift to grow our long-term market share and enable us to reinvest profits into the transport network.
The appointment will provide best value by aligning directly with the delivery of our revenue targets and Welsh Government strategic directives, ensuring seamless delivery of the brand response campaign through a specialised agency with expertise in similar high-profile campaigns.
Supplier
Lucky Generals Ltd
- Public Procurement Organisation Number: PHCB-9989-JMLR
Bankside 3, 90 - 100 Southwark Street
London
SE1 0SW
United Kingdom
Region: UKI44 - Lewisham and Southwark
Small or medium-sized enterprise (SME): Yes
Voluntary, community or social enterprise (VCSE): No
Contract 1. C001178.00 - Brand Response Campaign
Contracting authority
Transport for Wales
- Public Procurement Organisation Number: PPHD-4211-XYXJ
3 Llys Cadwyn
Pontypridd
CF37 4TH
United Kingdom
Contact name: TfW Procurement
Telephone: 02921673434
Email: Procurement@tfw.wales
Website: https://tfw.wales/
Region: UKL15 - Central Valleys
Organisation type: Public authority - sub-central government
Devolved regulations that apply: Wales