Brand Development Tender – Transport for Wales

Brand Development Tender – Transport for Wales

Strategic brand development and creative direction.

United Kingdom-Cardiff: Business services: law, marketing, consulting, recruitment, printing and security

2020/S 199-483836

Contract notice


Legal Basis:

Directive 2014/24/EU

Section I: Contracting authority

I.1)Name and addresses

Official name: Transport for Wales
Postal address: Southgate House, Wood Street
Town: Cardiff
Postal code: CF10 1EW
Country: United Kingdom
Telephone: +44 2921673434
Internet address(es):
Main address:
Address of the buyer profile:

I.2)Information about joint procurement

The contract is awarded by a central purchasing body


The procurement documents are available for unrestricted and full direct access, free of charge, at:
Additional information can be obtained from the abovementioned address
Tenders or requests to participate must be submitted electronically via:
Electronic communication requires the use of tools and devices that are not generally available. Unrestricted and full direct access to these tools and devices is possible, free of charge, at:

I.4)Type of the contracting authority

Body governed by public law

I.5)Main activity

Other activity: Transport Related Services

Section II: Object

II.1)Scope of the procurement


Brand Guardianship


Reference number: TfW320

II.1.2)Main CPV code

79000000 Business services: law, marketing, consulting, recruitment, printing and security

II.1.3)Type of contract


II.1.4)Short description:


Transport for Wales are looking for suitable providers to assist in implementing our ambitious plans to transform transport in Wales and our brand is playing and will play an increasingly key role. TfW’s aim is to build a confident, fully bilingual, customer-focused, and multi-modal brand that is trusted and respected by our key audiences and becomes a key part of the fabric of Welsh life.

Futher information can be found within the ITT documents via


II.1.5)Estimated total value

Value excluding VAT: 500 000.00 GBP

II.1.6)Information about lots

This contract is divided into lots: no

II.2.2)Additional CPV code(s)

79413000 Marketing management consultancy services
79000000 Business services: law, marketing, consulting, recruitment, printing and security
79342000 Marketing services
79416000 Public relations services
79416100 Public relations management services
79416200 Public relations consultancy services
73300000 Design and execution of research and development
79415200 Design consultancy services
72224000 Project management consultancy services

II.2.3)Place of performance

Main site or place of performance:

TfW offices located in Cardiff, moving to Pontypridd in Nov, 2020


II.2.4)Description of the procurement:


TfW wishes to appoint a provider to help us build our brand and undertake future strategic brand development we require assistance in the following areas:

— strategic brand development and creative direction

— brand management and guardianship

— creative development and execution

— strategic campaign and communications

— expertise and experience.

Our brand will need to engage a range of key audiences, each with specific needs, including:

— leisure travellers

— commuters

— potential travellers

— stakeholders.

The main objectives for this contract:

— to build our brand on firm foundations and develop, evolve, refine our brand strategy

— our brand is to embrace and drive forward TfW’s commitment to equality, diversity and inclusion,

— for TfW to establish and maintain strategic control of our brand

— to ensure the decisions we make about our brand are insight-driven and drive our engagement

— to embrace communication channels to our audiences and users of our brand, including licenced and other brand users and their creative/marketing agencies.

Further information can be found in ITT V1 via the Etender Wales portal.


II.2.5)Award criteria

Criteria below
Quality criterion – Name: Technical / Weighting: 70
Price – Weighting: 30
II.2.6)Estimated value

II.2.7)Duration of the contract, framework agreement or dynamic purchasing system

Duration in months: 36
This contract is subject to renewal: yes
Description of renewals:

Extension of up to an additional 24 months.


II.2.10)Information about variants

Variants will be accepted: no

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
II.2.14)Additional information

Section III: Legal, economic, financial and technical information

III.1)Conditions for participation

III.1.2)Economic and financial standing

Selection criteria as stated in the procurement documents

III.1.3)Technical and professional ability

Selection criteria as stated in the procurement documents

Section IV: Procedure


IV.1.1)Type of procedure

Open procedure
IV.1.3)Information about a framework agreement or a dynamic purchasing system

IV.1.8)Information about the Government Procurement Agreement (GPA)

The procurement is covered by the Government Procurement Agreement: yes
IV.2)Administrative information

IV.2.2)Time limit for receipt of tenders or requests to participate

Date: 20/11/2020
Local time: 12:00
IV.2.3)Estimated date of dispatch of invitations to tender or to participate to selected candidates

IV.2.4)Languages in which tenders or requests to participate may be submitted:


IV.2.7)Conditions for opening of tenders

Date: 20/11/2020
Local time: 12:30

Section VI: Complementary information

VI.1)Information about recurrence

This is a recurrent procurement: no

VI.2)Information about electronic workflows

Electronic ordering will be used
Electronic invoicing will be accepted
Electronic payment will be used

VI.3)Additional information:


The ITT Documents can be found via etender Wales portal:

Project: ITT_83793 — Brand Guardianship

The documents that are included are as follows:

ITT Volume 1 — Instructions and Requirements

ITT Volume 2 — Proposed terms and Conditions

ITT Volume 3 — Tender Questionnaire

ITT Volume 4 — Pricing Schedule

Suppliers are advised to allow adequate time for uploading documents and to dispatch the electronic response well in advance of the closing time to avoid any last minute problems.

Note: the authority is using eTenderwales to carry out this procurement process. To obtain further information record your interest on Sell2Wales at

(WA Ref:104606)


VI.4)Procedures for review

VI.4.1)Review body

Official name: High Court
Postal address: Royal Courts of Justice, The Strand
Town: London
Postal code: WC2A 2LL
Country: United Kingdom
Telephone: +44 2079477501

VI.5)Date of dispatch of this notice: