Contract award notice – utilities
Section I: Contracting
entity
I.1) Name and addresses
Transport for Wales Rail Limited (Utility Buyer)
3 Llys Cadwyn, Pontypridd
Rhondda Cynon Taf
CF37 4TH
UK
Telephone: +44 2920720500
E-mail: Procurement.Help@tfwrail.wales
NUTS: UKL
Internet address(es)
Main address: http://www.tfwrail.wales
Address of the buyer profile: https://www.sell2wales.gov.wales/search/Search_AuthProfile.aspx?ID=AA80566
I.6) Main activity
Railway services
Section II: Object
II.1) Scope of the procurement
II.1.1) Title
Digital Affiliate Marketing
Reference number: TFW0867.00
II.1.2) Main CPV code
79342000
II.1.3) Type of contract
Services
II.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.
II.1.6) Information about lots
This contract is divided into lots:
No
II.2) Description
II.2.2) Additional CPV code(s)
79340000
II.2.3) Place of performance
NUTS code:
UKL
Main site or place of performance:
Multiple digital platforms.
II.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.
II.2.5) Award criteria
Cost criterion: Total Tender Price
/ Weighting: 100
II.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
II.2.13) Information about European Union funds
The procurement is related to a project and/or programme financed by European Union funds:
No
Section IV: Procedure
IV.1) Description
IV.1.1) Type of procedure
Award of a contract without prior publication of a call for competition
Justification for selected award procedure:
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.
IV.1.8) Information about Government Procurement Agreement (GPA)
The procurement is covered by the Government Procurement Agreement:
Yes
Section V: Award of contract
A contract/lot is awarded:
Yes
V.2 Award of contract
V.2.1) Date of conclusion of the contract
11/04/2025
V.2.2) Information about tenders
Number of tenders received: 1
Number of tenders received from SMEs: 0
Number of tenders received from tenderers from 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
V.2.3) Name and address of the contractor
N21 LIMITED
166 Brinkburn Street
Newcastle Upon Tyne
NE62AR
UK
NUTS: UK
The contractor is an SME:
No
V.2.5) Information about subcontracting
Section VI: Complementary information
VI.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)
VI.4) Procedures for review
VI.4.1) Review body
High Court
Royal Courts of Justice, The Strand
London
WC2A 2LL
UK
Telephone: +44 2079477501
VI.5) Date of dispatch of this notice
12/06/2025