Cymru Wales Brand - Nation Marketing

Procurement reference

C100/2025/2026

Procurement description

The Cymru Wales brand launched in 2016 delivers Welsh Government actions through our nation identity for the country, bringing together key pillars of marketing for nation awareness, tourism, trade and invest, creative industries, food and drink and studying in Wales under a unified brand identity. The brand has championed the Tîm Cymru delivery approach where wider Welsh partner organisations are integrated into the nation delivery to maximise our impact globally.

The Cymru Wales brand is the bedrock of Welsh Government's international marketing programme having won multiple global awards, the support of organisations across Wales and generated multi millions for the Welsh economy. Promoting Wales to the world, across all sectors and markets, as a creative, contemporary and high-quality country, proud of who we are and evolving for the future, working with business and organisations across Wales and internationally.

The Cymru Wales brand’s success is built on world class creative ideas and making them a reality, showcasing Wales on an international stage in new and exciting ways. It isn’t all about landscapes and heritage, we are a thriving nation of talent that can be seen from our high-quality TV, Film and Gaming productions through to innovation in the worlds of compound semiconductors and renewables.

Cymru Wales delivery is the responsibility of the Marketing team of the Welsh Government, responsible for building Wales’ profile and performance as a destination.

Our in-house team strive to be innovative, collaborative, and creative and is looking to work with the very best talent from Wales and beyond, to build Wales’ profile and performance as a place to visit, work, study, invest – and more – over the duration of the contract.

We are looking to appoint outstanding suppliers to provide us with support in the following areas:

• Lot 1 – Brand, Campaign Creative Delivery (1 supplier)

• Lot 2 – Brand Media Production (4 suppliers)

• Lot 3 – Cymru Wales Digital Delivery (1 supplier)

These services will be supported by existing contract arrangements that include the following services:

• Cymru Wales brand websites

• Marketing data, research and insights

It is intended that KPIs will be collected as follows:

1. Timely submission of specific campaign performance Indicators

2. Quality of Goods/Services Delivered (Quality Performance KPI)

3. Timely Submission of Social Value reporting

Main category

Services

Delivery regions

• UKL - Wales

Total value (estimated, excluding VAT)

100000000 GBP to 100000000GBP

Contract dates (estimated)

01 June 2026, 00:00AM to 01 June 2029, 23:59PM

Extension end date (if all the extensions are used): 01 June 2030

Is a framework being established?

Yes

Llywodraeth Cymru / Welsh Government

Procedure type

Competitive flexible procedure

Is the total value above threshold?

Above threshold

Trade agreements

Government Procurement Agreement (GPA)

Further information about fees

N/A

Percentage fee charged to suppliers

0%

Maximum number of suppliers

6

Award method when using the framework

With and without reopening competition

Justification for framework term

N/A

Framework operation description

Lot 1: Single supplier, direct award

Lot 2: 4 suppliers, direct award or further competition

Lot 3: Single supplier, direct award

Description

Lot 1 is responsible for setting the brand and creative direction for all Cymru Wales campaigns. Acting as the central point for delivery, Lot 1 collaborates closely with Lot 2, Lot 3, in-house teams, and other suppliers to coordinate marketing efforts. This ensures that all activities adhere to established brand guidelines. Full details in the Specification.

CPV classifications

• 79340000 - Advertising and marketing services

Delivery regions

• UKL - Wales

Lot value (estimated)

40000000 GBP Excluding VAT

48000000 GBP Including VAT

Sustainability

Small and medium-sized enterprises (SME)

Contract start date (estimated)

01 June 2026, 00:00AM

Contract end date (estimated)

01 June 2029, 23:59PM

Extension end date (estimated)

01 June 2030, 23:59PM

Can the contract be extended?

Yes

Description of extensions

The Contract can only be extended in accordance with Condition 3 (Commencement and Duration) of the Welsh Government’s Standard Conditions of Contract for Services.

Any variation to these dates must be agreed in writing by the Client and the successful Bidder in accordance with the Welsh Government’s Standard Conditions of Contract for Services.

Maximum number of lots a supplier can bid for

2

Maximum number of lots a supplier can be awarded

2

Description of how multiple lots may be awarded

Lot 1: 1 supplier

Lot 2: 4 suppliers

Lot 3: 1 supplier

Participation

Award criteria

Description

Lot 2 provides production expertise, ensuring the creation of high-quality assets that fully realise the creative vision established in Lot 1. This includes translating strategic and conceptual ideas into compelling visual and multimedia content that aligns with the Cymru Wales brand. Lot 2 also plays a key supporting role for Lot 3, contributing to the development and delivery of digital campaign assets. Close collaboration with in-house production team and other agency partners is essential to maintain consistency, elevate production standards, and ensure all outputs reflect the brand’s ambition and identity. Full details in Specification.

CPV classifications

• 79340000 - Advertising and marketing services

Delivery regions

• UKL - Wales

Lot value (estimated)

20000000 GBP Excluding VAT

24000000 GBP Including VAT

Sustainability

Small and medium-sized enterprises (SME)

Contract start date (estimated)

01 June 2026, 00:00AM

Contract end date (estimated)

01 June 2029, 23:59PM

Extension end date (estimated)

01 June 2030, 23:59PM

Can the contract be extended?

Yes

Description of extensions

The Contract can only be extended in accordance with Condition 3 (Commencement and Duration) of the Welsh Government’s Standard Conditions of Contract for Services.

Any variation to these dates must be agreed in writing by the Client and the successful Bidder in accordance with the Welsh Government’s Standard Conditions of Contract for Services.

Maximum number of lots a supplier can bid for

2

Maximum number of lots a supplier can be awarded

2

Description of how multiple lots may be awarded

Lot 1: 1 supplier

Lot 2: 4 suppliers

Lot 3: 1 supplier

Participation

Award criteria

Description

Lot 3 requires expertise in digital delivery, acting as a strategic checkpoint for monitoring and enhancing digital performance across all Cymru Wales brand activity.

This includes planning, purchasing, and optimising digital media campaigns to ensure maximum reach and impact. Lot 3 also offers expert guidance on emerging digital channels, tools, and opportunities, helping the Cymru Wales brand stay ahead in a fast-changing landscape. Working closely with Lot 1 and Lot 2, as well as in-house teams, Lot 3 ensures that digital execution is aligned with creative direction and production quality, driving consistent and effective brand presence across all platforms.

Full details in specification.

CPV classifications

• 79340000 - Advertising and marketing services

Delivery regions

• UKL - Wales

Lot value (estimated)

40000000 GBP Excluding VAT

48000000 GBP Including VAT

Sustainability

Small and medium-sized enterprises (SME)

Contract start date (estimated)

01 June 2026, 00:00AM

Contract end date (estimated)

01 June 2029, 23:59PM

Extension end date (estimated)

01 June 2030, 23:59PM

Can the contract be extended?

Yes

Description of extensions

The Contract can only be extended in accordance with Condition 3 (Commencement and Duration) of the Welsh Government’s Standard Conditions of Contract for Services.

Any variation to these dates must be agreed in writing by the Client and the successful Bidder in accordance with the Welsh Government’s Standard Conditions of Contract for Services.

Maximum number of lots a supplier can bid for

2

Maximum number of lots a supplier can be awarded

2

Description of how multiple lots may be awarded

Lot 1: 1 supplier

Lot 2: 4 suppliers

Lot 3: 1 supplier

Participation

Award criteria

Award criteria

Payment terms

To be outlined in the specification

Description of risks to contract performance

To be outlined in the specification

Tender submission deadline

12 March 2026, 12:00PM

Enquiry deadline

05 March 2026, 12:00PM

Date of award of contract

12 May 2026, 23:59PM

Submission address and any special instructions

https://etenderwales.bravosolution.co.uk- The authority is using eTenderwales to carry out this procurement process. The first person from your Organisation to use the Platform will be required to register on behalf of the Organisation.Registration involves accepting a User Agreement, and providing basic information about your Organisation and about the User performing the Registration.The User who performs the Registration becomes the Super User for the Organisation. On registering on the Platform the Super User will select a Username and will receive a password.The Password will be sent by e-mail to the email address that was specified in the User Details section of the Registration page.In order to log-in to the Platform please enter your Username and Password.If you forget your Password then visit the homepage and click “Forgot your password?” Registration should only be performed once for each Organisation.If you think that someone in your Organisation may have already registered on this Platform then you must not register again.Please contact the person who Registered (i.e. the Super User) in order to arrange access to the Platform.Contact the Helpdesk immediately if you are unable to contact the Super User (for example if they have left your Organisation).If your Organisation is already registered on the Platform then you must not make any additional registration. ITT responses must be uploaded to the BravoSolution portal by the deadline as instructed in the ITT.How To Find The ITT:- Once logged in you must click on ‘PQQs/ITT’s Open to all Suppliers’The e-tender references for this contract are: project_62003, itt_122864. Click on the title to access summary details of the contract. If you are still interested in submitting a tender, click the ‘Express an Interest button’. This will move the PQQ/ITT from the ‘Open to all Suppliers’ area to the ‘My PQQ/ITT’s’ on the home page. You will then see the full details of the Tender in the qualification and technical envelopes along with any relevant documents in the ‘Attachments’ area.Should you have any questions on the Tender, please use the ‘Messages’ area to contact the buyer directly – Please do not contact the named person at the top of this notice.

May tenders be submitted electronically?

Yes

Is this a recurring procurement?

No

Publication date of next tender notice (estimated)

01 January 2029, 23:59PM

Languages that may be used for submission

• English
• Welsh