Cymru Wales Brand - Nation Marketing

{
  "buyer": {
    "id": "GB-PPON-PQYQ-3841-BHTP",
    "name": "Llywodraeth Cymru / Welsh Government"
  },
  "date": "2026-02-12T15:12:28Z",
  "id": "013021-2026",
  "initiationType": "tender",
  "language": "en",
  "ocid": "ocds-h6vhtk-051dd6",
  "parties": [
    {
      "address": {
        "country": "GB",
        "countryName": "United Kingdom",
        "locality": "Cardiff",
        "postalCode": "CF10 3NQ",
        "region": "UKL22",
        "streetAddress": "Gwasanaethau Caffael Corfforaethol / Corporate Procurement Services"
      },
      "contactPoint": {
        "email": "Craig.Goodwin@gov.wales"
      },
      "details": {
        "classifications": [
          {
            "description": "Public authority - central government",
            "id": "publicAuthorityCentralGovernment",
            "scheme": "UK_CA_TYPE"
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          {
            "description": "Welsh devolved regulations apply",
            "id": "GB-WLS",
            "scheme": "UK_CA_DEVOLVED_REGULATIONS"
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        "url": "http://gov.wales"
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      "identifier": {
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      "name": "Llywodraeth Cymru / Welsh Government",
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  "tender": {
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      "endDate": "2026-05-12T23:59:59+01:00"
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    "contractTerms": {
      "financialTerms": "To be outlined in the specification"
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    "coveredBy": [
      "GPA"
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    "description": "The Cymru Wales brand launched in 2016 delivers Welsh Government actions through our nation identity for the country, bringing together key pillars of marketing for nation awareness, tourism, trade and invest, creative industries, food and drink and studying in Wales under a unified brand identity. The brand has championed the T\u00eem Cymru delivery approach where wider Welsh partner organisations are integrated into the nation delivery to maximise our impact globally.\nThe Cymru Wales brand is the bedrock of Welsh Government\u0027s international marketing programme having won multiple global awards, the support of organisations across Wales and generated multi millions for the Welsh economy. Promoting Wales to the world, across all sectors and markets, as a creative, contemporary and high-quality country, proud of who we are and evolving for the future, working with business and organisations across Wales and internationally. \nThe Cymru Wales brand\u2019s success is built on world class creative ideas and making them a reality, showcasing Wales on an international stage in new and exciting ways. It isn\u2019t all about landscapes and heritage, we are a thriving nation of talent that can be seen from our high-quality TV, Film and Gaming productions through to innovation in the worlds of compound semiconductors and renewables.\nCymru Wales delivery is the responsibility of the Marketing team of the Welsh Government, responsible for building Wales\u2019 profile and performance as a destination. \nOur in-house team strive to be innovative, collaborative, and creative and is looking to work with the very best talent from Wales and beyond, to build Wales\u2019 profile and performance as a place to visit, work, study, invest \u2013 and more \u2013 over the duration of the contract.  \nWe are looking to appoint outstanding suppliers to provide us with support in the following areas:\n\u2022\tLot 1 \u2013 Brand, Campaign Creative Delivery (1 supplier)\n\u2022\tLot 2 \u2013 Brand Media Production (4 suppliers)\n\u2022\tLot 3 \u2013 Cymru Wales Digital Delivery (1 supplier)\nThese services will be supported by existing contract arrangements that include the following services:\n\u2022\tCymru Wales brand websites \n\u2022\tMarketing data, research and insights\nIt is intended that KPIs will be collected as follows:\n1. Timely submission of specific campaign performance Indicators \n2. Quality of Goods/Services Delivered (Quality Performance KPI)\n3. Timely Submission of Social Value reporting",
    "documents": [
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        "documentType": "conflictOfInterest",
        "id": "conflictOfInterest"
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      {
        "datePublished": "2026-02-12T15:12:28Z",
        "description": "Tender notice on Find a Tender",
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        "format": "text/html",
        "id": "013021-2026",
        "noticeType": "UK4",
        "url": "https://www.find-tender.service.gov.uk/Notice/013021-2026"
      }
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    "enquiryPeriod": {
      "endDate": "2026-03-05T12:00:00+00:00"
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    "id": "C100/2025/2026",
    "items": [
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            "description": "Advertising and marketing services",
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        "deliveryAddresses": [
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            "countryName": "United Kingdom",
            "region": "UKL"
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        "id": "1",
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            "description": "Advertising and marketing services",
            "id": "79340000",
            "scheme": "CPV"
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            "countryName": "United Kingdom",
            "region": "UKL"
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        "id": "2",
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            "countryName": "United Kingdom",
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        "id": "3",
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    "legalBasis": {
      "id": "2023/54",
      "scheme": "UKPGA",
      "uri": "https://www.legislation.gov.uk/ukpga/2023/54/contents"
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    "lotDetails": {
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              "numbers": [
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                  "weight": "percentageExact"
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              "type": "quality"
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            {
              "name": "Social Value",
              "numbers": [
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                  "number": 10.0,
                  "weight": "percentageExact"
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              "type": "quality"
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          "maxExtentDate": "2030-06-01T23:59:59+01:00",
          "startDate": "2026-06-01T00:00:00+01:00"
        },
        "description": "Lot 1 is responsible for setting the brand and creative direction for all Cymru Wales campaigns. Acting as the central point for delivery, Lot 1 collaborates closely with Lot 2, Lot 3, in-house teams, and other suppliers to coordinate marketing efforts. This ensures that all activities adhere to established brand guidelines. Full details in the Specification.",
        "hasRenewal": true,
        "id": "1",
        "renewal": {
          "description": "The Contract can only be extended in accordance with Condition 3 (Commencement and Duration) of the Welsh Government\u2019s Standard Conditions of Contract for Services.\nAny variation to these dates must be agreed in writing by the Client and the successful Bidder in accordance with the Welsh Government\u2019s Standard Conditions of Contract for Services."
        },
        "selectionCriteria": {
          "criteria": [
            {
              "description": "As detailed in the qualification envelope",
              "type": "economic"
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            {
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          ]
        },
        "status": "active",
        "suitability": {
          "sme": true
        },
        "title": "Brand, Campaign Creative Delivery ",
        "value": {
          "amount": 40000000,
          "amountGross": 48000000,
          "currency": "GBP"
        }
      },
      {
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        },
        "contractPeriod": {
          "endDate": "2029-06-01T23:59:59+01:00",
          "maxExtentDate": "2030-06-01T23:59:59+01:00",
          "startDate": "2026-06-01T00:00:00+01:00"
        },
        "description": "Lot 2 provides production expertise, ensuring the creation of high-quality assets that fully realise the creative vision established in Lot 1. This includes translating strategic and conceptual ideas into compelling visual and multimedia content that aligns with the Cymru Wales brand. Lot 2 also plays a key supporting role for Lot 3, contributing to the development and delivery of digital campaign assets. Close collaboration with in-house production team and other agency partners is essential to maintain consistency, elevate production standards, and ensure all outputs reflect the brand\u2019s ambition and identity. Full details in Specification. ",
        "hasRenewal": true,
        "id": "2",
        "renewal": {
          "description": "The Contract can only be extended in accordance with Condition 3 (Commencement and Duration) of the Welsh Government\u2019s Standard Conditions of Contract for Services.\nAny variation to these dates must be agreed in writing by the Client and the successful Bidder in accordance with the Welsh Government\u2019s Standard Conditions of Contract for Services."
        },
        "selectionCriteria": {
          "criteria": [
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              "description": "Detailed in qualification envelope",
              "type": "economic"
            },
            {
              "description": "Detailed in specification.",
              "type": "technical"
            }
          ]
        },
        "status": "active",
        "suitability": {
          "sme": true
        },
        "title": "Brand Media Production",
        "value": {
          "amount": 20000000,
          "amountGross": 24000000,
          "currency": "GBP"
        }
      },
      {
        "awardCriteria": {
          "criteria": [
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              "name": "Technical ",
              "numbers": [
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                  "weight": "percentageExact"
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              "type": "quality"
            },
            {
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              "numbers": [
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                  "number": 10.0,
                  "weight": "percentageExact"
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              ],
              "type": "quality"
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                  "number": 30.0,
                  "weight": "percentageExact"
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              ],
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          ]
        },
        "contractPeriod": {
          "endDate": "2029-06-01T23:59:59+01:00",
          "maxExtentDate": "2030-06-01T23:59:59+01:00",
          "startDate": "2026-06-01T00:00:00+01:00"
        },
        "description": "Lot 3 requires expertise in digital delivery, acting as a strategic checkpoint for monitoring and enhancing digital performance across all Cymru Wales brand activity. \nThis includes planning, purchasing, and optimising digital media campaigns to ensure maximum reach and impact. Lot 3 also offers expert guidance on emerging digital channels, tools, and opportunities, helping the Cymru Wales brand stay ahead in a fast-changing landscape. Working closely with Lot 1 and Lot 2, as well as in-house teams, Lot 3 ensures that digital execution is aligned with creative direction and production quality, driving consistent and effective brand presence across all platforms.\nFull details in specification.",
        "hasRenewal": true,
        "id": "3",
        "renewal": {
          "description": "The Contract can only be extended in accordance with Condition 3 (Commencement and Duration) of the Welsh Government\u2019s Standard Conditions of Contract for Services.\nAny variation to these dates must be agreed in writing by the Client and the successful Bidder in accordance with the Welsh Government\u2019s Standard Conditions of Contract for Services."
        },
        "selectionCriteria": {
          "criteria": [
            {
              "description": "details in qualification envelope",
              "type": "economic"
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              "description": "details in specification ",
              "type": "technical"
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        "status": "active",
        "suitability": {
          "sme": true
        },
        "title": "Cymru Wales Digital Delivery",
        "value": {
          "amount": 40000000,
          "amountGross": 48000000,
          "currency": "GBP"
        }
      }
    ],
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    "procedure": {
      "features": "Tender Stage 1 will include completion of a qualification, technical, social value and commercial response\nThose suppliers invited to Tender Stage 2 will participate in an additional presentation stage.\nFull details can be found in the ITT."
    },
    "procurementMethod": "open",
    "procurementMethodDetails": "Competitive flexible procedure",
    "recurrence": {
      "dates": [
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          "startDate": "2029-01-01T23:59:59+00:00"
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      ]
    },
    "riskDetails": "To be outlined in the specification",
    "status": "active",
    "submissionMethodDetails": "https://etenderwales.bravosolution.co.uk- The authority is using eTenderwales to carry out this procurement process. The first person from your Organisation to use the Platform will be required to register on behalf of the Organisation.Registration involves accepting a User Agreement, and providing basic information about your Organisation and about the User performing the Registration.The User who performs the Registration becomes the Super User for the Organisation. On registering on the Platform the Super User will select a Username and will receive a password.The Password will be sent by e-mail to the email address that was specified in the User Details section of the Registration page.In order to log-in to the Platform please enter your Username and Password.If you forget your Password then visit the homepage and click \u201cForgot your password?\u201d Registration should only be performed once for each Organisation.If you think that someone in your Organisation may have already registered on this Platform then you must not register again.Please contact the person who Registered (i.e. the Super User) in order to arrange access to the Platform.Contact the Helpdesk immediately if you are unable to contact the Super User (for example if they have left your Organisation).If your Organisation is already registered on the Platform then you must not make any additional registration. ITT responses must be uploaded to the BravoSolution portal by the deadline as instructed in the ITT.\nHow To Find The ITT:- Once logged in you must click on \u2018PQQs/ITT\u2019s Open to all Suppliers\u2019The e-tender references for this contract are: project_62003, itt_122864. Click on the title to access summary details of the contract. If you are still interested in submitting a tender, click the \u2018Express an Interest button\u2019. This will move the PQQ/ITT from the \u2018Open to all Suppliers\u2019 area to the \u2018My PQQ/ITT\u2019s\u2019 on the home page. You will then see the full details of the Tender in the qualification and technical envelopes along with any relevant documents in the \u2018Attachments\u2019 area.Should you have any questions on the Tender, please use the \u2018Messages\u2019 area to contact the buyer directly \u2013 Please do not contact the named person at the top of this notice.",
    "submissionTerms": {
      "electronicSubmissionPolicy": "allowed",
      "languages": [
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    "techniques": {
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        "description": "Lot 1: Single supplier, direct award\nLot 2: 4 suppliers, direct award or further competition\nLot 3: Single supplier, direct award",
        "maximumParticipants": 6,
        "method": "withAndWithoutReopeningCompetition",
        "periodRationale": "N/A",
        "type": "closed"
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    "tenderPeriod": {
      "endDate": "2026-03-12T12:00:00+00:00"
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    "title": "Cymru Wales Brand - Nation Marketing ",
    "value": {
      "amount": 100000000,
      "amountGross": 120000000,
      "currency": "GBP"
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}