---
title: "MCard Integrated Campaign 2025"
ocid: "ocds-b5fd17-6ba0b311-174c-402e-b89d-6f8c182169ac"
canonical_url: "https://d3tenders.com/contract/?ocid=ocds-b5fd17-6ba0b311-174c-402e-b89d-6f8c182169ac"
markdown_url: "https://d3tenders.com/contract/ocds-b5fd17-6ba0b311-174c-402e-b89d-6f8c182169ac.md"
json_url: "https://d3tenders.com/contract/ocds-b5fd17-6ba0b311-174c-402e-b89d-6f8c182169ac.json"
source: "Contracts Finder"
current_stage: "Award"
buyer: "WEST YORKSHIRE COMBINED AUTHORITY"
published: "2025-07-28"
---

# MCard Integrated Campaign 2025

Buyer: WEST YORKSHIRE COMBINED AUTHORITY  
Current stage: Award  
OCID: ocds-b5fd17-6ba0b311-174c-402e-b89d-6f8c182169ac

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## Summary

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.

## Notice

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.

## Key Details

| Field | Value |
| --- | --- |
| Publication source | Contracts Finder |
| Latest notice | https://www.contractsfinder.service.gov.uk/Notice/ebf0b8bf-9803-4449-b2c0-ee993ee81641 |
| Notice type | Award Notice |
| Procurement type | Standard |
| Procurement category | Services |
| Procurement method | Selective |
| Procurement method details | Restricted procedure |
| Tender suitability | SME |
| Awardee scale | Large |
| All stages | Award |

## Dates

| Field | Value |
| --- | --- |
| Publication date | 28 Jul 2025 |
| Submission deadline | 11 Jun 2025 |
| Future notice date | Not specified |
| Award date | 21 Jul 2025 |
| Contract period | 21 Jul 2025 - 31 Mar 2027 |
| Recurrence | Not specified |

## Values

| Field | Value |
| --- | --- |
| Tender value | Not specified |
| Lots value | Not specified |
| Awards value | £599,860 |
| Contracts value | Not specified |

## Status

| Field | Value |
| --- | --- |
| Tender status | Complete |
| Lots status | Not specified |
| Awards status | Active |
| Contracts status | Not specified |

## Buyer

| Field | Value |
| --- | --- |
| Main buyer | WEST YORKSHIRE COMBINED AUTHORITY |
| Locality | LEEDS |
| Post town | Leeds |
| Postcode | LS1 2DE |
| Country | England |
| ITL 1 | TLE Yorkshire and The Humber |
| ITL 2 | TLE4 West Yorkshire |
| ITL 3 | TLE42 Leeds |
| Local authority | Leeds |
| Electoral ward | Little London & Woodhouse |
| Westminster constituency | Leeds Central and Headingley |
| Delivery location | Not specified |

## Supplier

| Field | Value |
| --- | --- |
| Number of suppliers | 1 |
| Supplier names | THE ARK MARKETING & MEDIA |

## CPV Codes

### Divisions

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

### 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

## Release History

- 28 Jul 2025 at 11:00 - Award - Award Notice - https://www.contractsfinder.service.gov.uk/Notice/ebf0b8bf-9803-4449-b2c0-ee993ee81641

## Documents

- https://www.contractsfinder.service.gov.uk/Notice/ebf0b8bf-9803-4449-b2c0-ee993ee81641
  28th July 2025 - Awarded contract notice on Contracts Finder
- https://uk.eu-supply.com/app/rfq/rwlentrance_s.asp?PID=94416&B=UK
  Additional data
- https://uk.eu-supply.com/ctm/Company/CompanyInformation/Index/103257
  User / Company

## Notice URLs

- https://www.westyorks-ca.gov.uk

## Provenance

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