Award

MCard Integrated Campaign 2025

WEST YORKSHIRE COMBINED AUTHORITY

This public procurement record has 1 release in its history.

Award

28 Jul 2025 at 11:00

Award Notice
Summary of the contracting process

The procurement process for the "MCard Integrated Campaign 2025" has been completed by the West Yorkshire Combined Authority, appointing The Ark Marketing & Media Ltd as the supplier. This contract, classified under advertising and marketing services, began on 22nd July 2025 and will run until 31st March 2026, with a possible extension until 31st March 2027. The campaign aims to enhance brand and app awareness, transition young people across ticket ranges, and grow the commuter market. The procurement was conducted through a selective method under a restricted procedure. The tender, focused on services within the Leeds area and potentially worldwide, reached its award stage with an award value of £599,860. The procurement was carefully planned, with the tender period concluding by 11th June 2025.

This tender presents significant opportunities for businesses involved in marketing and communications, particularly those with expertise in integrated campaigns and stakeholder engagement. Small and medium enterprises (SMEs) skilled in advertising, marketing strategy, or consultancy services would have been well-suited to compete for this contract, leveraging the opportunity to work with a major regional authority like West Yorkshire Combined Authority. The structured nature of the restricted procedure also indicates a focused selection criterion, favouring businesses that can demonstrate robust marketing solutions and strategic vision for enhancing public transport ticketing uptake and brand visibility. This engagement not only offers a lucrative contract but also allows the supplier to build a relationship with an influential public body which could be advantageous for future procurements.

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Notice Information

Notice Title

MCard Integrated Campaign 2025

Notice Description

The West Yorkshire Ticketing Company Ltd. (MCard), in collaboration with the West Yorkshire Combined Authority has appointed The Ark Marketing & Media Ltd to develop and deliver a marketing and communications strategy. The strategy, running initially from 22nd July 2025 to 31 March 2026 with a possible extension to 31 March 2027, should build on current initiatives and focus on three workstreams: MCard USPs - Brand/App awareness of multi-operator/modal tickets, Transitioning young people through each ticket range - Under 19s to 19-25s and 19-25s to adults and engaging key stakeholders to amplify our message and Growing the commuter market once a review of the existing ticket range has taken place. These campaign workstreams will serve as the foundation for marketing activities over the forthcoming year.

Notice Details

Publication & Lifecycle

Open Contracting ID
ocds-b5fd17-6ba0b311-174c-402e-b89d-6f8c182169ac
Publication Source
Contracts Finder
Latest Notice
https://www.contractsfinder.service.gov.uk/Notice/ebf0b8bf-9803-4449-b2c0-ee993ee81641
Current Stage
Award
All Stages
Award

Procurement Classification

Notice Type
Award Notice
Procurement Type
Standard
Procurement Category
Services
Procurement Method
Selective
Procurement Method Details
Restricted procedure
Tender Suitability
SME
Awardee Scale
Large

Common Procurement Vocabulary (CPV)

CPV Divisions

79 - Business services: law, marketing, consulting, recruitment, printing and security

CPV Codes

79340000 - Advertising and marketing services

79341000 - Advertising services

79341100 - Advertising consultancy services

79341200 - Advertising management services

79341400 - Advertising campaign services

79342000 - Marketing services

79413000 - Marketing management consultancy services

Notice Value(s)

Tender Value
Not specified
Lots Value
Not specified
Awards Value
£599,860 £500K-£1M
Contracts Value
Not specified

Notice Dates

Publication Date
28 Jul 20257 months ago
Submission Deadline
11 Jun 2025Expired
Future Notice Date
Not specified
Award Date
21 Jul 20257 months ago
Contract Period
21 Jul 2025 - 31 Mar 2027 1-2 years
Recurrence
Not specified

Notice Status

Tender Status
Complete
Lots Status
Not Specified
Awards Status
Active
Contracts Status
Not Specified

Buyer & Supplier

Contracting Authority (Buyer)

Main Buyer
WEST YORKSHIRE COMBINED AUTHORITY
Contact Name
Available with D3 Tenders Premium →
Contact Email
Available with D3 Tenders Premium →
Contact Phone
Available with D3 Tenders Premium →

Buyer Location

Locality
LEEDS
Postcode
LS1 2DE
Post Town
Leeds
Country
England
Major Region (ITL 1)
TLE Yorkshire and The Humber
Basic Region (ITL 2)
TLE4 West Yorkshire
Small Region (ITL 3)
TLE42 Leeds
Delivery Location
Not specified
Local Authority
Leeds
Electoral Ward
Little London & Woodhouse
Westminster Constituency
Leeds Central and Headingley

Supplier Information

Number of Suppliers
1
Supplier Name

THE ARK MARKETING & MEDIA

Further Information

Open Contracting Data Standard (OCDS)

View full OCDS Record for this contracting process

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The Open Contracting Data Standard (OCDS) is a framework designed to increase transparency and access to public procurement data in the public sector. It is widely used by governments and organisations worldwide to report on procurement processes and contracts. 

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