Marketing Services

Procurement reference

C0187 / C001314

Procurement description

Transport for Wales (TfW) is looking to procure a Marketing Services Multi Lot Framework that will enable us to continue building and establishing our accessible, bilingual, distinctive and multimodal brand at a pivotal point in our development.

The procurement is structured into four distinct lots, each covering a specialist area of marketing delivery

- Lot 1 Digital and Performance Marketing

- Lot 2 Marketing Effectiveness and Evaluation

- Lot 3 Creative and Advertising Campaigns

- Lot 4 Events, Experimental and Brand Activation

Main category

Services

Delivery regions

• UKL - Wales

Total value (estimated, excluding VAT)

26600000.00 GBP to 26600000.00GBP

Contract dates (estimated)

30 September 2026, 00:00AM to 29 September 2028, 23:59PM

Extension end date (if all the extensions are used): 29 September 2030

Is a framework being established?

Yes

Transport for Wales

Procedure type

Competitive flexible procedure

Reduced Tendering Period

State of urgency

Is the total value above threshold?

Above threshold

Percentage fee charged to suppliers

0%

Maximum number of suppliers

9

Award method when using the framework

With and without reopening competition

Framework operation description

Lot 1 and 3 - Under these lots, TfW reserve the right to

- Request both Suppliers compete in a mini competition for any value

- Direct Award a project up to the value of £207,000

Lot 2 and 4 - The successful Supplier will be the sole supplier within this lot and will be allocated all relevant work

Description

TFW requires specialist digital marketing supplier(s) to deliver targeted, measurable, and cost-effective marketing activity across our digital channels. The successful supplier(s) will work to enhance our online presence, drive traffic, increase conversions in order to maximise sales and ensure we meet our targets for return on our digital marketing investments for our suite of digital platforms. They will feed into the creation of a comprehensive digital marketing strategy aligned with helping us to achieve our vision of being Wales’ favourite way to travel. 

CPV classifications

• 79342000 - Marketing services

Delivery regions

• UKL - Wales

Lot value (estimated)

12000000.00 GBP Excluding VAT

14400000.00 GBP Including VAT

Sustainability

Small and medium-sized enterprises (SME)

Voluntary, community and social enterprises (VCSE)

Contract start date (estimated)

30 September 2026, 00:00AM

Contract end date (estimated)

29 September 2028, 23:59PM

Extension end date (estimated)

29 September 2030, 23:59PM

Can the contract be extended?

Yes

Description of extensions

2+1+1

Award criteria

Description

TfW requires a specialist supplier to provide econometric modelling, using Marketing Mix Modelling (MMM) alongside media auditing and compliance services, to support the measurement and evaluation of the impact of TfW’s collective brand and marketing activity.

CPV classifications

• 79342000 - Marketing services

Delivery regions

• UKL - Wales

Lot value (estimated)

600000.00 GBP Excluding VAT

720000.00 GBP Including VAT

Sustainability

Small and medium-sized enterprises (SME)

Voluntary, community and social enterprises (VCSE)

Contract start date (estimated)

30 September 2026, 00:00AM

Contract end date (estimated)

29 September 2028, 23:59PM

Extension end date (estimated)

29 September 2030, 23:59PM

Can the contract be extended?

Yes

Description of extensions

2+1+1

Award criteria

Description

TfW requires specialist suppliers to provide strategic and tactical marketing campaigns through creative development and end-to-end production across paid, owned and earned channels. These advertising campaigns will leverage the equity of our brand to meet our commercial, growth and customer-focused KPI objectives, to maximise strategic impact and value for money.

CPV classifications

• 79342000 - Marketing services

Delivery regions

• UKL - Wales

Lot value (estimated)

12000000.00 GBP Excluding VAT

14400000.00 GBP Including VAT

Sustainability

Small and medium-sized enterprises (SME)

Voluntary, community and social enterprises (VCSE)

Contract start date (estimated)

30 September 2026, 00:00AM

Contract end date (estimated)

29 September 2028, 23:59PM

Extension end date (estimated)

29 September 2030, 23:59PM

Can the contract be extended?

Yes

Description of extensions

2+1+1

Award criteria

Description

TfW require an events supplier to plan, produce and deliver high-quality experiential/brand activations to drive awareness, consideration and conversions across Wales and key feeder markets. Activity must be on-brand bilingual (Welsh/English) where required, safe, accessible and sustainable. We require a supplier who is able to integrate tightly with other marketing and creative services agencies employed by TfW, particularly with our Creative and Advertising agency and Brand Guardianship agency. 

CPV classifications

• 79952000 - Event services

Delivery regions

• UKL - Wales

Lot value (estimated)

2000000.00 GBP Excluding VAT

2400000.00 GBP Including VAT

Sustainability

Small and medium-sized enterprises (SME)

Voluntary, community and social enterprises (VCSE)

Contract start date (estimated)

30 September 2026, 00:00AM

Contract end date (estimated)

29 September 2028, 23:59PM

Extension end date (estimated)

29 September 2030, 23:59PM

Can the contract be extended?

Yes

Description of extensions

2+1+1

Award criteria

Tender submission deadline

22 June 2026, 12:00PM

Enquiry deadline

15 June 2026, 00:00AM

Date of award of contract

15 September 2026, 23:59PM

Submission address and any special instructions

Yn ddiweddar, mae Trafnidiaeth Cymru (TrC) wedi lansio platfform caffael newydd gan ddefnyddio meddalwedd Atamis. Bydd yr holl gyfleoedd tendro gan TrC yn y dyfodol yn cael eu rheoli drwy'r system hon, felly rydym yn eich gwahodd i gofrestru ymlaen llaw i sicrhau eich bod yn gallu gweld ac ymateb i gyfleoedd sydd ar ddod a allai fod o ddiddordeb i'ch sefydliad.Mae creu proffil yn cymryd ychydig funudau yn unig ac mae'n caniatáu ichi gael mynediad at dendrau TfW o'r eiliad y maent yn mynd yn fyw.Transport for Wales (TfW) has recently launched a new procurement platform using Atamis software. All future tender opportunities from TfW will be managed through this system, so we are inviting you to register in advance to ensure you can view and respond to upcoming opportunities that may be of interest to your organisation.Creating a profile takes only a few minutes and allows you to access TfW tenders from the moment they go live.https://tfw.my.site.com

May tenders be submitted electronically?

Yes

Languages that may be used for submission

• English
• Welsh

Document type

Yn ddiweddar, mae Trafnidiaeth Cymru (TrC) wedi lansio platfform caffael newydd gan ddefnyddio meddalwedd Atamis. Bydd yr holl gyfleoedd tendro gan TrC yn y dyfodol yn cael eu rheoli drwy'r system hon, felly rydym yn eich gwahodd i gofrestru ymlaen llaw i sicrhau eich bod yn gallu gweld ac ymateb i gyfleoedd sydd ar ddod a allai fod o ddiddordeb i'ch sefydliad.

Mae creu proffil yn cymryd ychydig funudau yn unig ac mae'n caniatáu ichi gael mynediad at dendrau TfW o'r eiliad y maent yn mynd yn fyw.

Transport for Wales (TfW) has recently launched a new procurement platform using Atamis software. All future tender opportunities from TfW will be managed through this system, so we are inviting you to register in advance to ensure you can view and respond to upcoming opportunities that may be of interest to your organisation.

Creating a profile takes only a few minutes and allows you to access TfW tenders from the moment they go live.

Dolen i gofrestru / Link to register https://tfw.my.site.com/s/Welcome