Provision of Digital and non-digital Media Buying Services

Rail Delivery Group (RDG) is a membership body representing the interests of train operating companies in the United Kingdom. RDG is seeking to procure a full service media agency to work with RDG on optimising the marketing and sale of National Railcards and rail travel throughout the UK in conjunction with train operating companies and the Great British Rail Transition Team.

The agency will be required to advise and ensure RDG is working with the most effective media platforms to ultimately drive and optimize the sales of Railcards and rail travel for our customers.

Currently, all paid advertising and marketing activity is developed and delivered by an agency who undertake all media planning, coordination and buying.

RDG requires a cost effective, professional agency, that will provide:

• Media planning will include the use of all media vehicles as needed based on strategic direction (channels include: i) digital: social, display etc. ii) ATL Channels: TV, radio and outdoor)
• Develop and execute comprehensive media strategies to maximize ROI against all offline promotional, continuity and activity
• Proactively and collaboratively work with RDG's creative agency to plan and deliver RDG advertising and marketing campaigns
• Create holistic media plan recommendations reflective of the key metrics.
• Pro-actively identify and assess new opportunities and developments in media consumption and viewpoints that may impact RDG in the short and long term
• Planning of other free or owned media that RDG or its subsidiaries may access over time.
• As appropriate or requested, evaluate and present media opportunities for RDG consideration throughout the contract period.
• Creating mobilisation plans in preparation to respond urgently to high priority / high profile briefs following an unexpected event
• Brand safety: regularly reviewing the requirements and ensuring brand safety guidelines are adhered to
• Emergency processes: the ability to pause all communications based on agreed criteria and timelines.