Section one: Contracting entity
one.1) Name and addresses
WEST MIDLANDS TRAINS LIMITED
2nd Floor,St Andrews House, 20 St. Andrew Street
LONDON
EC4A3AG
Contact
Mark Ibbs
Country
United Kingdom
NUTS code
UKG - West Midlands (England)
Internet address(es)
Main address
one.3) Communication
Access to the procurement documents is restricted. Further information can be obtained at
http://redirect.transaxions.com/events/BvffM
Additional information can be obtained from the above-mentioned address
Tenders or requests to participate must be submitted electronically via
http://redirect.transaxions.com/events/BvffM
Tenders or requests to participate must be submitted to the above-mentioned address
one.6) Main activity
Railway services
Section two: Object
two.1) Scope of the procurement
two.1.1) Title
West Midlands Trains Marketing tender
Reference number
WMT 2993
two.1.2) Main CPV code
- 79340000 - Advertising and marketing services
- QA01 - For broadcast advertising
- QA02 - For advertising on radio
- QA03 - For advertising on television
- QA04 - For advertising on the Internet
- QA05 - For advertising in cinemas
- QA06 - For advertising in newspapers
- QA07 - For advertising in magazines
- QA08 - For advertising on posters
- QA09 - For advertising by means of coupons
two.1.3) Type of contract
Services
two.1.4) Short description
West Midlands Trains is a UK rail operator, responsible for two customer-facing brands:
London Northwestern Railway (LNR) - for long distance and London commuter services.
www.londonnorthwesternrailway.co.uk
West Midlands Railway (WMR) - a regional train service for the West Midlands.
This tender is for the following four lots:-
Lot 1 - Advertising - Destination marketing, with the aim of stimulating leisure trips.
Lot 2 - Pay per click - Developing a strategy for an always-on and campaigns approach to facilitate growth.
Lot 3 - Search engine optimization - A strategy is required to increase visibility of the West Midlands Railway and London Northwestern Railway websites.
Lot 4 - Consumer Public Relations and Social Media - West Midlands Trains require a partner that can enhance our presence through consumer public relations and social media all year round.
two.1.5) Estimated total value
Value excluding VAT: £8,000,000
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: 4
two.2) Description
two.2.1) Title
Lot 1 - Advertising
Lot No
1
two.2.2) Additional CPV code(s)
- 79340000 - Advertising and marketing services
two.2.3) Place of performance
NUTS codes
- UKG - West Midlands (England)
two.2.4) Description of the procurement
Destination marketing, with the aim of stimulating leisure trips.
The specific requirement will be:-
1. Media planning (including all traditional & digital media).
2. Strategic planning.
3. Media buying (including all traditional and digital media).
4. Digital Technology / Ad Operations time.
two.2.5) Award criteria
Price is not the only award criterion and all criteria are stated only in the procurement documents
two.2.7) Duration of the contract, framework agreement or dynamic purchasing system
Duration in months
36
This contract is subject to renewal
No
two.2.10) Information about variants
Variants will be accepted: Yes
two.2.11) Information about options
Options: No
two.2) Description
two.2.1) Title
Lot 2 - Pay per click
Lot No
2
two.2.2) Additional CPV code(s)
- 79340000 - Advertising and marketing services
two.2.3) Place of performance
NUTS codes
- UKG - West Midlands (England)
two.2.4) Description of the procurement
1. Manage the ongoing pay per click accounts.
2. Develop and manage biding strategies for Google AdWords and Bing Ads along with campaign strategies.
3. Reporting - produce weekly, monthly, quarterly and annual reports.
two.2.5) Award criteria
Price is not the only award criterion and all criteria are stated only in the procurement documents
two.2.7) Duration of the contract, framework agreement or dynamic purchasing system
Duration in months
36
This contract is subject to renewal
No
two.2.10) Information about variants
Variants will be accepted: Yes
two.2.11) Information about options
Options: No
two.2) Description
two.2.1) Title
Lot 3 - Search Engine Optimization
Lot No
3
two.2.2) Additional CPV code(s)
- 79340000 - Advertising and marketing services
two.2.3) Place of performance
NUTS codes
- UKG - West Midlands (England)
two.2.4) Description of the procurement
1. Facilitate the growth of visits to the West Midlands Trains websites for organic traffic through:-
a) Ongoing search engine optimization management.
b) Developing action plans grounded in insights.
c) Activation / implementation through in-house team and cross-agency co-ordination.
d) Reporting & analysis including helping to set realistic KPIs and showing trends with volume and quality of traffic generated.
two.2.5) Award criteria
Price is not the only award criterion and all criteria are stated only in the procurement documents
two.2.7) Duration of the contract, framework agreement or dynamic purchasing system
Duration in months
36
This contract is subject to renewal
No
two.2.10) Information about variants
Variants will be accepted: Yes
two.2.11) Information about options
Options: No
two.2) Description
two.2.1) Title
Lot 4 - Consumer Public Relations and Social Media
Lot No
4
two.2.2) Additional CPV code(s)
- 79340000 - Advertising and marketing services
two.2.3) Place of performance
NUTS codes
- UKG - West Midlands (England)
two.2.4) Description of the procurement
1. Consumer Public Relations strategy & implementation.
2. Social media - community management of West Midlands Trains Facebook and Twitter channels via Orlo.
3. Reporting & Insights.
two.2.5) Award criteria
Price is not the only award criterion and all criteria are stated only in the procurement documents
two.2.7) Duration of the contract, framework agreement or dynamic purchasing system
Duration in months
36
This contract is subject to renewal
No
two.2.10) Information about variants
Variants will be accepted: Yes
two.2.11) Information about options
Options: No
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
The Utilities Contracts Regulations 2016 ("Regulations") do not apply to us, between us or to this project. Neither the issue of an Invitation to Negotiate ("ITN") nor the selection of any bidder, nor any other document, contact or conduct in connection with this ITN constitutes any acceptance by us that the Regulations apply to the project covered by this ITN, create any liability, assumption of liability or legal relationship under the Regulations, or an agreement by us to abide by those Regulations. The ITN procurement process and any subsequent contract awarded will be subject to English law and the exclusive jurisdiction of the English courts. By participating in the any ITN process a Bidder agrees to be bound by the above conditions and limitations. This notice must be read in conjunction with the all instructions to Bidders contained within this document.
three.1.2) Economic and financial standing
Selection criteria as stated in the procurement documents
three.2) Conditions related to the contract
three.2.3) Information about staff responsible for the performance of the contract
Obligation to indicate the names and professional qualifications of the staff assigned to performing the contract
Section four. Procedure
four.1) Description
four.1.1) Type of procedure
Negotiated procedure with prior call for competition
four.1.8) Information about the Government Procurement Agreement (GPA)
The procurement is covered by the Government Procurement Agreement: No
four.2) Administrative information
four.2.2) Time limit for receipt of tenders or requests to participate
Date
20 June 2022
Local time
5:00pm
four.2.3) Estimated date of dispatch of invitations to tender or to participate to selected candidates
18 July 2022
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: 6 (from the date stated for receipt of tender)
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.4) Procedures for review
six.4.1) Review body
Department for Transport
London
Country
United Kingdom
six.4.3) Review procedure
Precise information on deadline(s) for review procedures
West Midland Trains Ltd will incorporate a standstill period, following award of the contract. The period shall commence on the day following award notification, and shall be in accordance with the Utilities Contracts Regulations 2016, and all subsequent amendments and directives. At present, this standstill period shall be no less than 10 calendar days. This period allows unsuccessful tenders to seek further debriefing from West Midland Trains Ltd the Contract is entered into.
The Utilities Contracts Regulations 2016 provide for aggrieved parties who have been harmed, or at risk of harm by a breach of the rules, to take action. Any such action must be brought within 30 day (or the first working day thereafter) of the date when the aggrieved party knew or ought reasonably have known about the alleged breach. Where a contract has not been entered into, the Court may order the setting aside of the award decision, or order the authority to amend any document and may award damages. If the Contract has been entered into, the Court may only award damages.