---
title: "Visit Britain USA Co-op Campaign"
ocid: "ocds-h6vhtk-03ae4a"
canonical_url: "https://d3tenders.com/contract/?ocid=ocds-h6vhtk-03ae4a"
markdown_url: "https://d3tenders.com/contract/ocds-h6vhtk-03ae4a.md"
json_url: "https://d3tenders.com/contract/ocds-h6vhtk-03ae4a.json"
source: "Find A Tender Service"
current_stage: "Award"
buyer: "WEST MIDLANDS GROWTH COMPANY LIMITED"
published: "2023-03-06"
---

# Visit Britain USA Co-op Campaign

Buyer: WEST MIDLANDS GROWTH COMPANY LIMITED  
Current stage: Award  
OCID: ocds-h6vhtk-03ae4a

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## Summary

The West Midlands Growth Company Limited has completed the tender process for the "Visit Britain USA Co-op Campaign" procurement opportunity in the services industry. This campaign aims to collaborate with VisitBritain to launch a marketing program targeting the USA market, with planned launch in March 2023. The campaign offers businesses the chance to participate in a co-op marketing effort with VisitBritain and WMGC after VisitBritain's initial phase, focusing on generating awareness and encouraging travel to the West Midlands. The procurement method was a limited award procedure without prior publication of a call for competition, with MMGY Global being the sole provider for the campaign.

This tender presents an opportunity for businesses in the marketing and advertising sectors looking to expand their reach in the USA market. Companies with expertise in direct marketing services and experience in collaborating on large-scale international campaigns would be well-suited to compete for this contract. The strategic focus of the campaign on highlighting regional products and destinations creates an opening for businesses to showcase their capabilities to an engaged audience, potentially leading to business growth through increased brand visibility and market exposure.

## Notice

VisitBritain have launched a new USA Co-op Marketing program to provide a collaborative consumer marketing campaign platform that West Midlands Growth Company can buy in to. Launching March 2023 (phase 1), VisitBritain will deliver value to industry by seeding the program with an initial investment of a PS250K media buy to generate awareness and stimulate consideration to visit Britain amongst travel intenders. This is an opportunity for us to capitalise on the initial investment of a PS250K (estimated) media buy from Visit Britain to generate awareness and stimulate consideration to visit the West Midlands amongst travel intenders. With an investment of $50k (PS38,168) from WMGC, the West Midlands can launch a co-op campaign with VB (after Visit Britain's first phase is complete) that is already talking to an engaged and interested audience in the USA, highlighting our regional strengths, with a CTA to visit.

### Lot Information

Lot 1

VisitBritain are working with marketing agency and media buyers MMGY Global as the sole provider for this campaign. An opportunity to be part of VisitBritain's multi-million pound US international campaign (the wider halo campaign is PS3M plus) We will showcase our regional products / experiences / destinations to an audience who are engaged with Britain and convert that sale. We will capitalise on the initial investment of a PS250K (estimated) media buy from Visit Britain to generate awareness and stimulate consideration to visit Britain and the West Midlands amongst travel intenders. 1. Distribution of ad assets & campaign management 2. Digital activity using the following channels: a. Prospecting using a Lightbox Unit b. Retargeting Activity using Display Ads 3. Management of all campaign engager web data 4. Ad serving, tracking and optimising campaign performance based on click-through and interaction

### Procurement Information

MMGY Global are the sole providers of this campaign, due to the nature of the service required and in line with principles set in PPN01/20 where direct award is permissible due absence of competition and protection of exclusive rights under Regulation 32 (2) of the PCR which allows for sole supplier sourcing through use of a negotiated procedure without prior publication to be used. Furthermore, there is protection of exclusive rights, including intellectual property rights where there is no reasonable alternative or substitutes that exists and the absence of competition is not the result of an artificial narrowing down of the parameters of the procurement.

## Key Details

| Field | Value |
| --- | --- |
| Publication source | Find A Tender Service |
| Latest notice | https://www.find-tender.service.gov.uk/Notice/006415-2023 |
| Notice type | Award Notice |
| Procurement type | Standard |
| Procurement category | Services |
| Procurement method | Limited |
| Procurement method details | Award procedure without prior publication of a call for competition |
| Tender suitability | Not specified |
| Awardee scale | SME |
| All stages | Award |

## Dates

| Field | Value |
| --- | --- |
| Publication date | 6 Mar 2023 |
| Submission deadline | Not specified |
| Future notice date | Not specified |
| Award date | 22 Feb 2023 |
| Contract period | Not specified |
| Recurrence | Not specified |

## Values

| Field | Value |
| --- | --- |
| Tender value | Not specified |
| Lots value | Not specified |
| Awards value | Not specified |
| Contracts value | £38,168 |

## 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 | B4 6AT |
| Country | England |
| ITL 1 | TLG West Midlands (England) |
| ITL 2 | TLG3 West Midlands |
| ITL 3 | TLG31 Birmingham |
| Local authority | Birmingham |
| Electoral ward | Ladywood |
| Westminster constituency | Birmingham Ladywood |
| Delivery location | TLI6 Outer London - South |

## Supplier

| Field | Value |
| --- | --- |
| Number of suppliers | 1 |
| Supplier names | MMGY GLOBAL |

## CPV Codes

### Divisions

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

### Codes

- 79342100 - Direct marketing services

## Release History

- 6 Mar 2023 at 11:31 - Award - Award Notice - https://www.find-tender.service.gov.uk/Notice/006415-2023

## Notice URLs

- http://www.mmgy.com
- http://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-03ae4a. The underlying structured data is available as OCDS JSON at https://d3tenders.com/contract/ocds-h6vhtk-03ae4a.json.