---
title: "Domestic and International Tourism Marketing Campaigns and Services for the Business and Tourism Programme"
ocid: "ocds-h6vhtk-02ad05"
canonical_url: "https://d3tenders.com/contract/?ocid=ocds-h6vhtk-02ad05"
markdown_url: "https://d3tenders.com/contract/ocds-h6vhtk-02ad05.md"
json_url: "https://d3tenders.com/contract/ocds-h6vhtk-02ad05.json"
source: "Find A Tender Service"
current_stage: "Award"
buyer: "WEST MIDLANDS GROWTH COMPANY LIMITED"
published: "2022-02-09"
---

# Domestic and International Tourism Marketing Campaigns and Services for the Business and Tourism Programme

Buyer: WEST MIDLANDS GROWTH COMPANY LIMITED  
Current stage: Award  
OCID: ocds-h6vhtk-02ad05

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## Summary

The West Midlands Growth Company Limited is conducting a public procurement process for the "Domestic and International Tourism Marketing Campaigns and Services for the Business and Tourism Programme". This tender is categorised under marketing services within the broader industry of services. The location of the contract execution includes various places throughout the West Midlands, starting from the postcode B1. Currently, the procurement process is at the Tender stage, with a submission deadline set for 4th June 2021, and the contract period anticipated to span 600 days.

This tender presents significant growth opportunities for businesses specialising in marketing and tourism promotion, particularly those focused on domestic leisure and MICE (meetings, incentives, conferences, and exhibitions). Businesses equipped with robust marketing capabilities that can effectively engage various audiences, especially from key markets such as Australia, India, and Canada, would be especially well-suited to compete. The successful supplier will not only contribute to enhancing the visibility of the West Midlands as a cultural tourism destination but also align their strategies with the prominent cultural programme scheduled to coincide with the Commonwealth Games.

## Notice

Marketing campaigns on this project will aim to attract domestic overnight / city break /short break leisure visitors pre, during and post the games using a mixed media approach (online and offline) to target the relevant audiences at different stages in their awareness, consideration and booking journeys. While this programme is closely aligned to the Commonwealth Games, this project focuses specifically on tourism promotion. Note these campaigns are intended to compliment and enhance the games-focused marketing campaigns. Furthermore, at the heart of the games will be a cultural programme, a world-class arts festival running March to September 2022, surrounding the sports programme. The power of art and culture to bring people together, celebrate our identities and find common ground will be central to the games. For this a six month programme of new work, installations, exhibitions, performances and major events will showcase the artists, creatives and cultural organisations of Birmingham, the West Midlands and the Commonwealth, on a global stage. The cultural programme will be developed and delivered by the Organising Committee of the Birmingham 2022 Commonwealth Games. The winning tenderer for the Cultural Festival: International Campaign will develop and deliver international marketing campaign activities and assets for the Cultural Festival that will change perceptions of the West Midland's region as a cultural tourism destination and drive visits to the festival and beyond; they will deliver the digital marketing campaign, content and assets for priority consumer markets in Australia, India, Canada and East Coast USA; they will produce content and assets to support FAM trips and PR events for international media, influencers and travel trade partners; they will repurpose the creative content and assets as a legacy media-bank for the ongoing marketing of the West Midlands as a cultural tourism destination. In delivering the above, they will work with WMGC marketing team and its PR and Media Buying suppliers, setting, tracking and monitoring agreed KPIs. To ensure the success of the Business and Tourism Programme, a number of marketing assets are required to support activities across the Leisure Tourism and MICE (business tourism) work packages, covering the delivery of sales tools, collateral and campaign material for travel trade (B2B) activities such as creation of an Event Planners Guide covering Birmingham and the West Midlands is required and supporting lead generation activities. Lastly, to ensure the success of the Business and Tourism Programme, a suite of new imagery and videos assets are required to support activities across the Leisure Tourism and MICE workstreams. The programme will require a bank of new imagery for our travel trade workstream. The new imagery should display diversity and inclusivity and be relatable to our key target travel trade markets: Australia, India and Canada. Further details will be worked through with the winning supplier.

### Lot Information

Domestic Leisure Tourism Campaign

The winning tenderer will be responsible for creating an outline marketing strategy covering the 20 months of the contract, deliverable within six weeks of commencement of the tender. The Work Package Manager will manage the day to day contract for this Leisure Tourism programme. The winning tenderer will be responsible for creating a costed and timed action plan for each of the three campaign strands, pre, during and post games

Cultural Programme: International Campaign

At the heart of the games will be a cultural programme, a world-class arts festival running March to September 2022, surrounding the sports programme. The power of art and culture to bring people together, celebrate our identities and find common ground will be central to the games. For this a six-month programme of new work, installations, exhibitions, performances and major events will showcase the artists, creatives and cultural organisations of Birmingham, the West Midlands and the Commonwealth, on a global stage. The cultural programme will be developed and delivered by the Organising Committee of the Birmingham 2022 Commonwealth Games. The combination of Birmingham 2022 Cultural Festival and Coventry UK City of Culture May 2021 - May 2022 provides a remarkable opportunity to help influence perceptions and reputation of Birmingham and the West Midlands region as an international cultural destination. The winning tenderer for the Cultural Festival: International Campaign will develop and deliver international marketing campaign activities and assets for the Cultural Festival that will change perceptions of the West Midland's region as a cultural tourism destination and drive visits to the festival and beyond; they will deliver the digital marketing campaign, content and assets for priority consumer markets in Australia, India, Canada and East Coast USA; they will produce content and assets to support FAM trips and PR events for international media, influencers and travel trade partners; they will repurpose the creative content and assets as a legacy media-bank for the ongoing marketing of the West Midlands as a cultural tourism destination. In delivering the above, they will work with WMGC marketing team and its PR and Media Buying suppliers, setting, tracking and monitoring agreed KPIs. Additional information: Any modifications or variation to the Lot value being awarded will be in line with Reg.72 as per principle laid out in initial contract notice

Leisure Tourism and MICE Marketing Collateral

To ensure the success of the Business and Tourism Programme, a number of marketing assets are required to support activities across the Leisure Tourism and MICE (business tourism) work packages, covering travel trade engagement and events. Lot 3 will require the delivery of sales tools, collateral and campaign material for travel trade (B2B) activities, to include (but not restricted to: * Promotional copy for destinations * Copywriting and design for sales brochures and decks * Updates for digital and print sales guides * Top level maps (various) * Lead gen assets and other collateral * Event planners' Guide * Mobile visitor pop up stand purchase plus graphic design and wrap. Additional information: Any modifications or variation to the Lot value being awarded will be in line with Reg.72 as per principle laid out in initial contract notice

Leisure Tourism MICE Imagery and Video

To ensure the success of the Business and Tourism Programme, a suite of new imagery and videos assets are required to support activities across the leisure tourism and MICE workstreams, and create a sustainable and searchable asset bank as a legacy for the programme. The programme requires the successful tenderer on this Lot to deliver: * asset bank of searchable images * a bank of new imagery for travel trade workstream. * new imagery should display diversity and inclusivity and be relatable to our key target travel trade markets: Australia, India and Canada. * a collection of short travel trade promotional videos/vignettes * BRoll footage for a variety of marketing assets and media use * Production of cultural performances (filming) events, vox pops and interviews Additional information: Any contract modification or variation to the awarded Lot value will be in line with principles in Regulation 72 as per initial contract notice issued to the market percussing this award notice.

## Key Details

| Field | Value |
| --- | --- |
| Publication source | Find A Tender Service |
| Latest notice | https://www.find-tender.service.gov.uk/Notice/003694-2022 |
| Notice type | Tender Notice |
| Procurement type | Standard |
| Procurement category | Services |
| Procurement method | Open |
| Procurement method details | Open procedure |
| Tender suitability | Not specified |
| Awardee scale | SME |
| All stages | Tender, Award |

## Dates

| Field | Value |
| --- | --- |
| Publication date | 9 Feb 2022 |
| Submission deadline | 4 Jun 2021 |
| Future notice date | Not specified |
| Award date | 2 Dec 2021 |
| Contract period | Not specified |
| Recurrence | Not specified |

## Values

| Field | Value |
| --- | --- |
| Tender value | £612,231 |
| Lots value | £612,231 |
| Awards value | Not specified |
| Contracts value | £764,449 |

## Status

| Field | Value |
| --- | --- |
| Tender status | Complete |
| Lots status | Cancelled |
| Awards status | Active |
| Contracts status | Active |

## Buyer

| Field | Value |
| --- | --- |
| Main buyer | WEST MIDLANDS GROWTH COMPANY LIMITED |
| Locality | BIRMINGHAM |
| Post town | Birmingham |
| Postcode | B1 2ND |
| Country | England |
| ITL 1 | TLG West Midlands (England) |
| ITL 2 | TLG3 West Midlands |
| ITL 3 | TLG31 Birmingham |
| Local authority | Birmingham |
| Electoral ward | Newtown |
| Westminster constituency | Birmingham Ladywood |
| Delivery location | TLG3 West Midlands |

## Supplier

| Field | Value |
| --- | --- |
| Number of suppliers | 4 |
| Supplier names | DRPG; EPIGRAM COMMUNICATIONS AND DESIGN; REBECCA BATEMAN; REBECCA BATTMAN |

## CPV Codes

### Divisions

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

### Codes

- 79340000 - Advertising and marketing services
- 79342000 - Marketing services

## Release History

- 9 Feb 2022 at 11:03 - AwardUpdate - Award Notice - https://www.find-tender.service.gov.uk/Notice/003694-2022
- 2 Dec 2021 at 16:45 - Award - Award Notice - https://www.find-tender.service.gov.uk/Notice/029994-2021
- 4 May 2021 at 16:58 - Tender - Tender Notice - https://www.find-tender.service.gov.uk/Notice/009620-2021

## Notice URLs

- http://www.epigram.co.uk
- http://www.wmgrowth.com
- https://in-tendhost.co.uk/wmgrowth/aspx/Home
- https://www.wmgrowth.com

## Provenance

This Markdown file is an alternate public rendering of the D3 Tenders contract record. The canonical page is https://d3tenders.com/contract/?ocid=ocds-h6vhtk-02ad05. The underlying structured data is available as OCDS JSON at https://d3tenders.com/contract/ocds-h6vhtk-02ad05.json.