Official UK procurement notice
Brand Response Campaign — UK public procurement notice
Authority: Transport for Wales (Public body)
What is being bought
Published requirement descriptionThe 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.
The lotProcurement structure
single lot · no lot value publishedLot #1Awarded
Procedure terms & legal framework
From the official record- Procedure method
- Direct award
- Legal basis
- UKPGA · 2023/54 Procurement Act 2023
- Notice status
- Cancelled
- Procurement threshold
- Unspecified in notice
- Regulatory regime
- Standard
- Commercial structure
- Stand-alone contract (no framework)
- Competition type
- Competitive procedure
- GPA / WTO covered
- Unspecified in notice
- Recurring procurement
- No (one-off requirement)
- First published
- 7 Apr 2025, 15:34 BST
- Last source update
- 7 Apr 2025, 15:34 BST
- Authority reference
C001178.00- FTS notice number
2025/S 000-013452- Latest notice
- Procurement termination notice (UK12)
- Delivery area
- Official registry OCID
ocds-h6vhtk-04fa39Find a Tender
- Why no open competition
- only one supplier could deliver (user choice); Single Suppliers Unique Work Art Performance
- Published justification
- 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.
Commercial outcome & contract awards
Published awards, contracts and bid statistics — not a forecast| Awarded to | Value | Date | Status |
|---|---|---|---|
| Lucky Generals LtdSMEC001178.00 - Brand Response Campaign8 Apr 2025 — 7 Apr 2026 | £1,500,000 | 4 Apr 2025 | CancelledThe notice has been withdrawn. |
Notice history
6 events · 2 releases on Find a Tender · since 28 Mar 2025- Contract signature expected7 Apr 2025, 23:59 BSTscheduled
- Procurement termination notice published7 Apr 2025, 15:34 BSTUK12
- Status changed7 Apr 2025, 15:34 BST
- Procurement method changed7 Apr 2025, 15:34 BST
- Buyer details updated7 Apr 2025, 15:34 BST
- Transparency notice published28 Mar 2025, 15:31 GMTUK5
Contracting authority & participating public bodies
Bidders & participating suppliers
1 commercial party on the notice- Lucky Generals LtdAwarded supplier
Official documents & specifications (3)
Official links; attachments are not copiedTender pack and attachments
- Conflict of interest declarationNot published
Notices published for this procedure
- Procurement termination notice Procurement termination notice on Find a Tender
- Transparency notice Transparency notice on Find a Tender