Section one: Contracting entity
one.1) Name and addresses
Transport for Wales Rail Limited (Utility Buyer)
3 Llys Cadwyn, Pontypridd
Rhondda Cynon Taf
CF37 4TH
Procurement.Help@tfwrail.wales
Telephone
+44 2920720500
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=AA80566
one.6) Main activity
Railway services
Section two: Object
two.1) Scope of the procurement
two.1.1) Title
Digital Affiliate Marketing
Reference number
TFW0867.00
two.1.2) Main CPV code
- 79342000 - Marketing services
two.1.3) Type of contract
Services
two.1.4) Short description
Maintain the current affiliate marketing programme. Manage the affiliate programme through the existing bespoke digital monitoring global affiliate marketing platform that connects advertisers with publishers.
two.1.6) Information about lots
This contract is divided into lots: No
two.2) Description
two.2.2) Additional CPV code(s)
- 79340000 - Advertising and marketing services
two.2.3) Place of performance
NUTS codes
- UKL - Wales
Main site or place of performance
Multiple digital platforms.
two.2.4) Description of the procurement
Agreement for 12 months for digital affiliate marketing services to ensure business continuity of technical infrastructure across existing partner platform and passenger interfaces.
two.2.5) Award criteria
Cost criterion - Name: Total Tender Price / Weighting: 100
two.2.11) Information about options
Options: Yes
Description of options
Option to extend for a further 12 months to ensure essential business continuity and support transition to potential new partner
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
Award of a contract without prior publication of a call for competition in the cases listed below
- The works, supplies or services can be provided only by a particular economic operator for the following reason:
- absence of competition for technical reasons
Explanation:
TfW is in the process of planning a new procurement to deliver a wider Digital Marketing Agency Procurement. It is anticipated a notice for the new procurement will be placed in August 2025.
Attempting to run a competition which could result in a change of provider, at the same time as delivering a wider procurement for a Digital Marketing Agency strategic partner would result in technical and commercial difficulty for TfW Rail Ltd and undermine the delivery of value for money and adversely impact upon business continuity and services to passengers.
The current technical infrastructure is deeply embedded and more time is required to ensure the re-establish of technical links, tracking and measurements are maintained within IT systems with minimal risk to network loss and cannot be easily replicated or without considerable investment into deep linking.
This interim agreement is required to ensure essential business continuity and will commence 13th June 2025 for a period of 12 months, with the option to extend for a further 12 months, if needed to support the implementation of a new provider.
four.1.8) Information about the Government Procurement Agreement (GPA)
The procurement is covered by the Government Procurement Agreement: Yes
Section five. Award of contract
A contract/lot is awarded: Yes
five.2) Award of contract
five.2.1) Date of conclusion of the contract
11 April 2025
five.2.2) Information about tenders
Number of tenders received: 1
Number of tenders received from SMEs: 0
Number of tenders received from tenderers from other EU Member States: 1
Number of tenders received from tenderers from non-EU Member States: 0
Number of tenders received by electronic means: 1
The contract has been awarded to a group of economic operators: No
five.2.3) Name and address of the contractor
N21 LIMITED
166 Brinkburn Street
Newcastle Upon Tyne
NE62AR
Country
United Kingdom
NUTS code
- UK - United Kingdom
The contractor is an SME
No
Section six. Complementary information
six.3) Additional information
A pre market engagement exercise will be undertaken for the wider digital service either by advertising on Sell2 Wales and the FTS or with framework suppliers if the latter is the agreed strategy.
As this procurement commenced prior to PA23, the Authority is applying a 10 calendar standstill period before final execution of the agreement. The standstill period will conclude midnight 23rd June 2025.
(WA Ref:149908)
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