LNER Marketing Communications Tender

LNER Marketing Communications Tender

We are looking to procure a supplier or suppliers who will drive our business into the future, building our new brand and delivering powerful, effective and efficient communications.

United Kingdom-York: Marketing services

2019/S 058-135154

Contract notice – utilities

Services

Legal Basis:

Directive 2014/25/EU

Section I: Contracting entity

I.1)Name and addresses

London North Eastern Railway Limited
04659712
East Coast House, 25 Skeldergate, York
York
YO1 6DH
United Kingdom
Contact person: Bianca Loftus
Telephone: +44 1163663185
E-mail: tenders@LNER.co.uk
NUTS code: UK

Internet address(es):Main address: www.lner.co.uk

I.2)Information about joint procurement

I.3)Communication

The procurement documents are available for unrestricted and full direct access, free of charge, at: www.LNER.co.uk
Additional information can be obtained from the abovementioned address
Tenders or requests to participate must be submitted to the abovementioned address

I.6)Main activity

Railway services

Section II: Object

II.1)Scope of the procurement

II.1.1)Title:

Lead Marketing Communications — Strategic and Creative; Digital Marketing Communications and Direct Customer Experience Marketing

Reference number: LNER/CDCRM/BL/2019

II.1.2)Main CPV code

79342000

II.1.3)Type of contract

Services

II.1.4)Short description:

LNER — the new brand operating long-distance train services from London to Yorkshire, the north-east of England and Scotland — is reviewing its marketing agency setup. In a 3-lot tender covering creative communications across offline, online and Direct Customer Experience Marketing, we are looking to procure a supplier or suppliers who will drive our business into the future, building our new brand and delivering powerful, effective and efficient communications across all marketing channels. We have data, insight, technology, budget, drive, creativity, product and expertise on our side. What we need from our partner(s) is truly cross-channel strategic thinking; joined up planning; an efficient and dynamic approach to production and a smart approach to content. We want to be relevant to our consumers’ lives; a part of the conversation; timely in our communications; a meaningful brand in our regions and communities.

II.1.5)Estimated total value

Value excluding VAT: 5 000 000.00 GBP

II.1.6)Information about lots

This contract is divided into lots: yes
Tenders may be submitted for all lots
The contracting authority reserves the right to award contracts combining the following lots or groups of lots:

Any combination of the lots 1, 2, or 3.

II.2)Description

II.2.1)Title:

Lead Marketing Communications — Strategic and Creative

Lot No: 1

II.2.2)Additional CPV code(s)

79342100
79342000

II.2.3)Place of performance

NUTS code: UK
Main site or place of performance:

UNITED KINGDOM.

II.2.4)Description of the procurement:

The LNER business is going through a period of huge transition and has big ambitions to maintain a leading status in the railway industry, with significant investment being made to transform the route for the future. The launch of our brand new fleet of Japanese-designed Azuma trains later this year, replacing our 40-year old fleet, will be the biggest transformation to the east coast in over 30 years. Combined with revolutionary changes to our timetable, customer experience will be vastly improved overall, with reduced journey times, better on board experience, and 26 % more seat capacity. Add to this a digital transformation to tackle customer pain points, and a drive to lead the change in shaking up the outdated railway fares and ticketing model, and it adds up to a tremendously exciting time for LNER.

As such, this marketing agency review comes at a pivotal moment.

Considerable work has been done since LNER took over the East Coast Mainline in June 2018 to establish the building blocks of this new brand, including our values, personality, positioning, look and feel and tone. The challenge now is to hone and refine our communications approach to deliver impactful, relevant and timely messages to the right person, at the right time, in the right place — across the board.

We are looking for a partner or partners who will become an extension of our teams, who will get under the skin of our business, and drive us forward to deliver the highest possible return during this exciting period of change.

In this process we want to be challenged in our thinking, ways of working, approach to channels, and our production and content strategies, to really do things differently, for the better.

We are looking, and are open to any makeup of agencies across the 3 lots:

— Lot 1: Lead marketing communications — strategic and creative,

— Lot 2: Digital marketing communications,

— Lot 3: Direct customer experience marketing.

We are looking for proposals across any combination of lots — from solus 1-lot applications to proposals which combine all 3 lots. We are looking for applications which challenge our ways of thinking and working; make the most of our insight, data and technical capabilities; are forward-thinking in their understanding of the customer, marketplace and industry; drive real measurable efficiencies for our business and — most importantly — are grounded in delivering measurable results. Ultimately, our communications seek to drive mass reappraisal of train travel, making LNER the go-to long distance travel choice for more journeys, more often.

We value: dynamism, creativity, customer-centricity; a profoundly strategic and results-oriented approach; different thinking; propositions that are future-proofed; evidence of taking data and insights into action; deep digital and tech knowledge, and understanding of the communications and customer landscape and trends. We are also looking for second-to-none account management, and a collaborative and open relationship with a strong cultural fit.

Lot 1: Lead marketing communications — strategic and creative.

Developing our strategy to build, promote and land the benefits of the LNER brand, driving awareness, consideration and purchase, delivering best-in-class communications across the offline channel mix.

II.2.5)Award criteria

Price is not the only award criterion and all criteria are stated only in the procurement documents

II.2.6)Estimated value

Value excluding VAT: 2 700 000.00 GBP

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

Duration in months: 36
This contract is subject to renewal: no

II.2.9)Information about the limits on the number of candidates to be invited

Envisaged minimum number: 3
Maximum number: 5
Objective criteria for choosing the limited number of candidates:

Detailed in the Pre Qualification Questionnaire and contract documentation.

II.2.10)Information about variants

Variants will be accepted: no

II.2.11)Information about options

Options: no
II.2.12)Information about electronic catalogues

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

We are looking for proposals across any combination of lots – from solus 1-lot applications to proposals which combine all 3 lots. We are looking for applications which challenge our ways of thinking and working; make the most of our insight, data and technical capabilities; are forward-thinking in their understanding of the customer, marketplace and industry; drive real measurable efficiencies for our business.

II.2)Description

II.2.1)Title:

Digital Marketing Communications

Lot No: 2

II.2.2)Additional CPV code(s)

79342000
79342100

II.2.3)Place of performance

NUTS code: UK
Main site or place of performance:

UNITED KINGDOM.

II.2.4)Description of the procurement:

The LNER business is going through a period of huge transition and has big ambitions to maintain a leading status in the railway industry, with significant investment being made to transform the route for the future.

The launch of our brand new fleet of Japanese-designed Azuma trains later this year, replacing our 40-year old fleet, will be the biggest transformation to the east coast in over 30 years.

Combined with revolutionary changes to our timetable, customer experience will be vastly improved overall, with reduced journey times, better on board experience, and 26 % more seat capacity.

Add to this a digital transformation to tackle customer pain points, and a drive to lead the change in shaking up the outdated railway fares and ticketing model, and it adds up to a tremendously exciting time for LNER.

As such, this marketing agency review comes at a pivotal moment.

Considerable work has been done since LNER took over the East Coast Mainline in June 2018 to establish the building blocks of this new brand, including our values, personality, positioning, look and feel and tone. The challenge now is to hone and refine our communications approach to deliver impactful, relevant and timely messages to the right person, at the right time, in the right place — across the board.

We are looking for a partner or partners who will become an extension of our teams, who will get under the skin of our business, and drive us forward to deliver the highest possible return during this exciting period of change.

In this process we want to be challenged in our thinking, ways of working, approach to channels, and our production and content strategies, to really do things differently, for the better.

We are looking, and are open to any makeup of agencies across the 3 lots:

— Lot 1: Lead marketing communications — strategic and creative,

— Lot 2: Digital marketing communications,

— Lot 3: Direct customer experience marketing.

We are looking for proposals across any combination of lots — from solus 1-lot applications to proposals which combine all 3 lots. We are looking for applications which challenge our ways of thinking and working; make the most of our insight, data and technical capabilities; are forward-thinking in their understanding of the customer, marketplace and industry; drive real measurable efficiencies for our business and — most importantly — are grounded in delivering measurable results. Ultimately, our communications seek to drive mass reappraisal of train travel, making LNER the go-to long distance travel choice for more journeys, more often.

We value: dynamism, creativity, customer-centricity; a profoundly strategic and results-oriented approach; different thinking; propositions that are future-proofed; evidence of taking data and insights into action; deep digital and tech knowledge, and understanding of the communications and customer landscape and trends. We are also looking for second-to-none account management, and a collaborative and open relationship with a strong cultural fit.

Lot 2: Digital marketing communications.

Leading our digital advertising strategy and delivery, creating market-leading communications which allow for relevant, timely and optimised messaging, driving LNER to the forefront of digital communications.

II.2.5)Award criteria

Price is not the only award criterion and all criteria are stated only in the procurement documents

II.2.6)Estimated value

Value excluding VAT: 770 000.00 GBP

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

Duration in months: 36
This contract is subject to renewal: no

II.2.9)Information about the limits on the number of candidates to be invited

Envisaged minimum number: 3
Maximum number: 5
Objective criteria for choosing the limited number of candidates:

Details in the Pre Qualification Questionnaire and contract documentation.

II.2.10)Information about variants

Variants will be accepted: no

II.2.11)Information about options

Options: no
II.2.12)Information about electronic catalogues

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
II.2)Description

II.2.1)Title:

Personalised Direct Customer Experience Marketing

Lot No: 3

II.2.2)Additional CPV code(s)

79342000
79342100

II.2.3)Place of performance

NUTS code: UK
Main site or place of performance:

UNITED KINGDOM.

II.2.4)Description of the procurement:

The LNER business is going through a period of huge transition and has big ambitions to maintain a leading status in the railway industry, with significant investment being made to transform the route for the future.

The launch of our brand new fleet of Japanese-designed Azuma trains later this year, replacing our 40-year old fleet, will be the biggest transformation to the east coast in over 30 years.

Combined with revolutionary changes to our timetable, customer experience will be vastly improved overall, with reduced journey times, better on board experience, and 26 % more seat capacity.

Add to this a digital transformation to tackle customer pain points, and a drive to lead the change in shaking up the outdated railway fares and ticketing model, and it adds up to a tremendously exciting time for LNER.

As such, this marketing agency review comes at a pivotal moment.

Considerable work has been done since LNER took over the East Coast Mainline in June 2018 to establish the building blocks of this new brand, including our values, personality, positioning, look and feel and tone. The challenge now is to hone and refine our communications approach to deliver impactful, relevant and timely messages to the right person, at the right time, in the right place — across the board.

We are looking for a partner or partners who will become an extension of our teams, who will get under the skin of our business, and drive us forward to deliver the highest possible return during this exciting period of change.

In this process we want to be challenged in our thinking, ways of working, approach to channels, and our production and content strategies, to really do things differently, for the better.

We are looking, and are open to any makeup of agencies across the 3 lots:

— Lot 1: Lead marketing communications — strategic and creative,

— Lot 2: Digital marketing communications,

— Lot 3: Direct customer experience marketing.

We are looking for proposals across any combination of lots — from solus 1-lot applications to proposals which combine all 3 lots. We are looking for applications which challenge our ways of thinking and working; make the most of our insight, data and technical capabilities; are forward-thinking in their understanding of the customer, marketplace and industry; drive real measurable efficiencies for our business and — most importantly — are grounded in delivering measurable results. Ultimately, our communications seek to drive mass reappraisal of train travel, making LNER the go-to long distance travel choice for more journeys, more often.

We value: dynamism, creativity, customer-centricity; a profoundly strategic and results-oriented approach; different thinking; propositions that are future-proofed; evidence of taking data and insights into action; deep digital and tech knowledge, and understanding of the communications and customer landscape and trends. We are also looking for second-to-none account management, and a collaborative and open relationship with a strong cultural fit.

Lot 3: Direct customer experience marketing.

Delivering outstanding creative execution for an integrated communications experience, tailored to the customer lifecycle, bespoke to every journey a customer takes with us. Channel mix includes, but is not limited to, email, SMS, push notifications, web and a loyalty and rewards-based staff app.

II.2.5)Award criteria

Price is not the only award criterion and all criteria are stated only in the procurement documents

II.2.6)Estimated value

Value excluding VAT: 1 300 000.00 GBP

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

Duration in months: 36
This contract is subject to renewal: no

II.2.9)Information about the limits on the number of candidates to be invited

Envisaged minimum number: 3
Maximum number: 5
Objective criteria for choosing the limited number of candidates:

Detailed in the Pre Qualification Questionnaire and contract documentation.

II.2.10)Information about variants

Variants will be accepted: no

II.2.11)Information about options

Options: no
II.2.12)Information about electronic catalogues

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.1.1)Suitability to pursue the professional activity, including requirements relating to enrolment on professional or trade registers

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
III.1.4)Objective rules and criteria for participation
III.1.5)Information about reserved contracts
III.1.6)Deposits and guarantees required:
III.1.7)Main financing conditions and payment arrangements and/or reference to the relevant provisions governing them:
III.1.8)Legal form to be taken by the group of economic operators to whom the contract is to be awarded:
III.2)Conditions related to the contract
III.2.1)Information about a particular profession
III.2.2)Contract performance conditions:
III.2.3)Information about staff responsible for the performance of the contract

Section IV: Procedure

IV.1)Description

IV.1.1)Type of procedure

Negotiated procedure with prior call for competition
IV.1.3)Information about a framework agreement or a dynamic purchasing system
IV.1.4)Information about reduction of the number of solutions or tenders during negotiation or dialogue
IV.1.6)Information about electronic auction

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

The procurement is covered by the Government Procurement Agreement: no
IV.2)Administrative information
IV.2.1)Previous publication concerning this procedure

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

Date: 17/04/2019
Local time: 17:00

IV.2.3)Estimated date of dispatch of invitations to tender or to participate to selected candidates

Date: 05/06/2019

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

English

IV.2.6)Minimum time frame during which the tenderer must maintain the tender

Duration in months: 6 (from the date stated for receipt of tender)
IV.2.7)Conditions for opening of tenders

Section VI: Complementary information

VI.1)Information about recurrence

This is a recurrent procurement: no
VI.2)Information about electronic workflows
VI.3)Additional information:
VI.4)Procedures for review

VI.4.1)Review body

London North Eastern Railway Limited
East Coast House, 25 Skeldergate, York
York
YO23 2QW
United Kingdom
VI.4.2)Body responsible for mediation procedures
VI.4.3)Review procedure
VI.4.4)Service from which information about the review procedure may be obtained

VI.5)Date of dispatch of this notice:

18/03/2019