Contract award notice
Results of the procurement procedure
Section I: Contracting
entity
I.1) Name and addresses
WEST MIDLANDS GROWTH COMPANY LIMITED
01631329
11th Floor,Colmore Building, 20 Colmore Circus Queensway
BIRMINGHAM
B46AT
UK
Contact person: Charlene Joseph
Telephone: +44 7483079297
E-mail: charlene.joseph@wmgrowth.com
NUTS: UKG31
Internet address(es)
Main address: www.wmgrowth.com
I.4) Type of the contracting authority
Body governed by public law
I.5) Main activity
General public services
Section II: Object
II.1) Scope of the procurement
II.1.1) Title
Visit Britain USA Co-op Campaign
Reference number: 2022-WMGC-0483
II.1.2) Main CPV code
79342100
II.1.3) Type of contract
Services
II.1.4) Short description
VisitBritain have launched a new USA Co-op Marketing program to provide a collaborative consumer marketing campaign platform that West Midlands Growth Company can buy in to. Launching March 2023 (phase 1), VisitBritain will deliver value to industry by seeding the program with an initial investment of a £250K media buy to generate awareness and stimulate consideration to visit Britain amongst travel intenders. This is an opportunity for us to capitalise on the initial investment of a £250K (estimated) media buy from Visit Britain to generate awareness and stimulate consideration to visit the West Midlands amongst travel intenders. With an investment of $50k (£38,168) from WMGC, the West Midlands can launch a co-op campaign with VB (after Visit Britain's first phase is complete) that is already talking to an engaged and interested audience in the USA, highlighting our regional strengths, with a CTA to visit.
II.1.6) Information about lots
This contract is divided into lots:
No
II.1.7) Total value of the procurement
Value excluding VAT:
38 168.00
GBP
II.2) Description
II.2.2) Additional CPV code(s)
79342100
II.2.3) Place of performance
NUTS code:
UKI6
Main site or place of performance:
As the crow flies from B4 post code.
II.2.4) Description of the procurement
VisitBritain are working with marketing agency and media buyers MMGY Global as the sole provider for this campaign. An opportunity to be part of VisitBritain's multi-million pound US international campaign (the wider halo campaign is £3M plus) We will showcase our regional products / experiences / destinations to an audience who are engaged with Britain and convert that sale. We will capitalise on the initial investment of a £250K (estimated) media buy from Visit Britain to generate awareness and stimulate consideration to visit Britain and the West Midlands amongst travel intenders.
1. Distribution of ad assets & campaign
management
2. Digital activity using the following channels:
a. Prospecting using a Lightbox Unit
b. Retargeting Activity using Display Ads
3. Management of all campaign engager web
data
4. Ad serving, tracking and optimising
campaign performance based on
click-through and interaction
II.2.5) Award criteria
Price
II.2.11) Information about options
Options:
No
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: protection of exclusive rights, including intellectual property rights
Explanation
MMGY Global are the sole providers of this campaign, due to the nature of the service required and in line with principles set in PPN01/20 where direct award is permissible due absence of competition and protection of exclusive rights under Regulation 32 (2) of the PCR which allows for sole supplier sourcing through use of a negotiated procedure without prior publication to be used.
Furthermore, there is protection of exclusive rights, including intellectual property rights where there is no reasonable alternative or substitutes that exists and the absence of competition is not the result of an artificial narrowing down of the parameters of the procurement.
IV.1.8) Information about Government Procurement Agreement (GPA)
The procurement is covered by the Government Procurement Agreement:
No
Section V: Award of contract
Contract No: 2022-WMGC-0483
Title: Visit Britain USA Co-op Campaign
A contract/lot is awarded:
Yes
V.2 Award of contract
V.2.1) Date of conclusion of the contract
22/02/2023
V.2.2) Information about tenders
Number of tenders received: 1
The contract has been awarded to a group of economic operators:
No
V.2.3) Name and address of the contractor
MMGY Global
05355559
58 Southwark Bridge Road. C/O Accounting
London
SE1 0AS
UK
NUTS: UKI6
Internet address(es)
URL: www.mmgy.com
The contractor is an SME:
Yes
V.2.4) Information on value of the contract/lot (excluding VAT)
Initial estimated total value of the contract/lot:
Total value of the contract/lot:
: 38 168.00
GBP
V.2.5) Information about subcontracting
Section VI: Complementary information
VI.4) Procedures for review
VI.5) Date of dispatch of this notice
06/03/2023