Brand Response Campaign

Procurement reference

C001178.00

Procurement description

The provision of a new agency partner to support with Transport for Wales' (TfW) Brand Response Campaign.

Develop a new, long-term brand response campaign for TfW that will strongly resonate with and shift perception of our key target audiences to build revenue and market share, and excite and motivate our internal teams and key stakeholders.

Key deliverables:

- Brand response creative platform and concept development - strategic and creative services.

- Activation campaign concepts and development - strategic and creative services.

- Account Management and reporting against deliverables and budget.

- Development of always-on messaging matrix.

- Production of media assets in line with media plan delivery - including TV and radio.

- Creation of campaign guidelines and supply of raw asset files to TfW and partner agencies.

Transport for Wales

Lucky Generals Ltd

Procedure type

Direct award

Description of how these justifications apply

With growing marketing contribution revenue targets to deliver in 25/26 and beyond, a new agency partner, with a proven track record in working with large brands, expertise and capability in behavioural change, was required to develop a creative platform and campaign that will drive behavioural change and modal shift to grow our long-term market share and enable us to reinvest profits into the transport network.

The appointment will provide best value by aligning directly with the delivery of our revenue targets and Welsh Government strategic directives, ensuring seamless delivery of the brand response campaign through a specialised agency with expertise in similar high-profile campaigns.

Direct award justification

User choice

Sustainability

Small and medium-sized enterprises (SME)