Scope
Reference
FX1332
Description
This is an exciting opportunity to become the creative and strategic agency partner for a trailblazing train operating company with big ambitions to raise the bar in travel marketing, driving powerful revenue impact and brand fame. We want to be the train operator that bucks the trend not only in the world of rail but in the travel category, implementing best-in-class travel marketing communications that excites customers to get on board and experience our world-class network.
GWR has received significant peer and industry recognition in recent years for our long-running Famous Five creative strategy, including being named the 'UK's most consistent brand' by System1 as well as our most recent campaign being ranked in the top 3% of all travel ads in the country for distinctiveness, in a recent study done by Kantar.
We are looking for a strategic and creative lead agency partner to help to continue this incredible success with the Famous Five campaign that has helped to drive customers' inspiration and excitement to get onboard with GWR for an adventure.
This procurement process is being advertised and run by First Greater Western Limited on its own behalf and on behalf of the successor operator of the rail passenger transport services in respect of Great Western Railway. That successor operator will be a public sector company, is expected to be a wholly owned subsidiary of DfT OLR Holdings Limited and will be ultimately owned by the Secretary of State for Transport. The date for transfer of the current operations to the successor operator is not yet confirmed. Where the transfer is completed before contract award under this procurement process, the successor operator may elect (but will not be obliged) to carry on with this procurement process in place of First Greater Western Limited, by taking on the role of contracting entity from the date of completion of the transfer (with this notice and all other procurement documents to be interpreted accordingly). Where the transfer is not yet completed by the time of contract award, contractual rights may be included in the contractual arrangements to enable transfer to the successor operator. Bidders should note that this procurement process (if ongoing), or any awarded contract, may be included in a transfer scheme made by the Secretary of State under section 12 of the Railways Act 2005, or the transfer may be effected outside of, or separate from, such a scheme.
Total value (estimated)
- £8,000,000 including VAT
Above the relevant threshold
Contract dates (estimated)
- 1 July 2026 to 30 June 2029
- Possible extension to 30 June 2031
- 5 years
Description of possible extension:
An initial 3 year contract followed by 2 x 12 months optional extensions. Contract term 5 years if fully extended. Estimated contract value is based on full 5-year term.
Main procurement category
Services
CPV classifications
- 79340000 - Advertising and marketing services
Contract locations
- UKC - North East (England)
- UKD - North West (England)
- UKE - Yorkshire and the Humber
- UKF - East Midlands (England)
- UKG - West Midlands (England)
- UKH - East of England
- UKI - London
- UKJ - South East (England)
- UKK - South West (England)
Participation
Particular suitability
Small and medium-sized enterprises (SME)
Submission
Submission type
Requests to participate
Deadline for requests to participate
9 January 2026, 12:00pm
Submission address and any special instructions
Interested suppliers to visit the below link to express an interest in the opportunity:
Suppliers should note that a Non-Disclosure Agreement (NDA) will need to be signed in order to access to the Tender briefing document. More instructions will be provided following expression of interest
Tenders may be submitted electronically
Yes
Languages that may be used for submission
English
Award decision date (estimated)
8 May 2026
Award criteria
| Name | Type | Weighting |
|---|---|---|
| Delivery of Creative Strategy | Quality | 50% |
| Whole life cost/Value for money | Cost | 40% |
| ESG/Sustainability | Quality | 5% |
| Commercials/Contract | Quality | 5% |
Other information
Conflicts assessment prepared/revised
Yes
Procedure
Procedure type
Competitive flexible procedure
Special regime
Utilities
Competitive flexible procedure description
Stage 1 - Conditions of Participation
Stage 2 - Initial ITT
Stage 3 - Negotiation and Final ITT
Contracting authority
FIRST GREATER WESTERN LIMITED
- Companies House: 05113733
- Public Procurement Organisation Number: PXVG-2764-GZCQ
Milford House 1 Milford Street
Wiltshire
SN1 1HL
United Kingdom
Email: procurement@gwr.com
Region: UKK14 - Swindon
Organisation type: Private utility