--- title: "AEA230108 Marketing: media, digital, and airport; planning and buying" ocid: "ocds-h6vhtk-04168e" canonical_url: "https://d3tenders.com/contract/?ocid=ocds-h6vhtk-04168e" markdown_url: "https://d3tenders.com/contract/ocds-h6vhtk-04168e.md" json_url: "https://d3tenders.com/contract/ocds-h6vhtk-04168e.json" source: "Find A Tender Service" current_stage: "Tender" buyer: "ABELLIO EAST ANGLIA LTD" published: "2023-11-07" --- # AEA230108 Marketing: media, digital, and airport; planning and buying Buyer: ABELLIO EAST ANGLIA LTD Current stage: Tender OCID: ocds-h6vhtk-04168e [View canonical contract page](https://d3tenders.com/contract/?ocid=ocds-h6vhtk-04168e) [Download OCDS JSON](https://d3tenders.com/contract/ocds-h6vhtk-04168e.json) ## Summary Abellio East Anglia (GA) is seeking media planning and buying services for its Greater Anglia and Stansted Express brands. The procurement process covers three media lots, including TV advertising, radio, print, digital displays, and more, with an anticipated annual budget of £2.6m. The procurement stages involve Brand Media Planning and Buying, Digital Performance Media Services, and Airport Media Planning and Buying, each with specific focus areas and end dates in 2026. This tender presents opportunities for media agencies specializing in advertising and marketing services to compete for contracts in strategizing and executing media campaigns. Businesses with expertise in media planning, digital performance marketing, and airport media management are well-suited to cater to the requirements of Abellio East Anglia's brands. The procurement method involves a selective process with negotiated procedures, and the tender period ends on December 7, 2023, allowing interested parties to submit electronic submissions for consideration. ## Notice Abellio East Anglia (GA) intends to commence a procurement process for the provision of media planning and buying services across three differing media lots for its Greater Anglia and Stansted Express brands. This notice intends to alert the market of the upcoming opportunity only. The successful media agency for the brand planning and media buying lot (1) will plan media strategies and buy media inventory and/or advertising space across the following (but not limited to), media channels. TV advertising TV sponsorship Video on demand advertising Broadcast video on demand advertising Radio advertising and sponsorship Print advertising Out of home advertising Digital display advertising Other non-broadcast sponsorships Paid social GA's anticipated annual budget for media spend across both Greater Anglia and Stansted Express is PS2.6m per annum ### Lot Information Brand media planning and buying This lot will be for the procurement of Brand Media Planning and Brand Media Buying. GA is looking for a media agency that can successfully deliver above-the-line (ATL) media, and digital brand awareness channels. GA is looking for an agency of driven, organised individuals that are continually keeping up with the latest success factors and digital landscape, to help plan and deliver against stretching revenue targets. The awarded agency for this Lot will work closely with GA's creative, measurement and digital agencies to ensure a joined-up response to briefs and effective delivery. Reporting on the success of GA's activity is paramount with the Department for Transport (DfT), a key stakeholder to whom plans are presented and learning shared. In addition to weekly and post-campaign reporting, and optimising; the successful agency will work closely with GA's econometrics agency to ensure learnings are captured in a timely way and fed into future plans. GA's focus will be on delivering effective media plans based on insight, predominantly targeting media within the East Anglia region for GA, with some London media promoting journeys out of London into the region. For Stansted Express, the focus for media is on Greater London, given the direct and fast service that is offered. Renewal: Option of further +24months extension Digital performance media services Greater Anglia's main focuses are on; 1. Stimulating leisure travel, 2. Growing the commuter, and business markets, 3. Promoting the Greater Anglia app and website as the best way to buy tickets. There will be a concerted focus on moving customers from offline channels to digital channels during the contract period; the key USPs of these channels will need to be highlighted to demonstrate the website and app are easier to navigate and to help make the experience seamless thus driving conversions. Greater Anglia also wants to position its website and app in the region as the best way to buy train tickets and, where possible, protect and increase market share from our online competitor, Trainline, who are a 3rd party retailer of train tickets nationally. Stansted Express digital marketing is vitally important in all parts of the customer journey. It creates awareness at the top of the funnel, provides certainty to the customer when planning and then drives conversion at the bottom of the funnel. Search marketing has been proven to be highly effective for Stansted Express. Pay Per Click (PPC) - GA is looking for the prospective agency to facilitate the growth of the customer accounts covering always-on activity across multiple routes and campaign activations. Performance reporting is a priority to ensure continual analysis and optimisation of GA's Return on Advertising Spend (ROAS) and Cost per Click (CPC) with clear bidding and targeting strategies based on understanding our market and potential growth. Stansted Express targets both a UK and international audiences, agencies who bid for this Lot will need to be able manage multiple foreign markets and language variations. Search Engine Optimisation/ Conversion Rate Optimisation (SEO / CRO) - Ongoing technical and content SEO management is required to increase visibility of GA's websites for key phrase terms, to drive sales from organic search traffic. GA's content management system (CMS) is Drupal and the e-commerce platform for GA is a white label of Trainline.com. Stansted Express utilises Umbraco as its CMS. Optimisation of the ecommerce platforms comes at a significant cost, so GA largely relies on the front-end brochure site to drive traffic to the sites. Both brands will be looking for a future roadmap of SEO improvements and CRO A/B testing to help deliver the objectives. Display - Using an 'always-on' approach GA wants to ensure a constant presence of the two brands online, through a variety of platforms including social and programmatic to target/ retarget audiences, maximising sales, revenue, and return on investment Renewal: Option of further +24months extension Airport media planning and buying GA is looking for a media planning and buying agency that has the expertise and experience to buy and manage airport media, ensuring a well targeted and strong brand presence in key locations within Stansted Airport. The appointed agency will be required to work closely with the marketing team and other media, creative and measurement agencies to ensure the Stansted Express brand delivers maximum revenue potential in an optimal and efficient way. The objective of a strong airport brand presence for Stansted Express is to provide certainty to arriving passengers to reassure existing customers and acquire new customers that have not yet purchased their onward travel. Successfully achieving these objectives will increase rail mode share, drive additional revenue and ideally shift the purchase to online channels at point of purchase. Being an onward travel provider, the Stansted Express brand is a large and important client to both the airport media concessionaire and Stansted Airport itself. Airport media is primarily targeted to the arriving passenger due to budget considerations and marketing effectiveness research, although GA would like to consider all media options within the airport environment. This may include departures, arrivals, across domestic and international airports and any new digital formats that may be available. During planning and buying of the airport media, consideration is also given to the direct competitor set of other onward travel providers, specifically coach and taxi, as well as their retailing strategy and locations. GA are looking for an agency or poster specialist that can demonstrate significant experience in buying airport media, has strengths in airport media planning and negotiation, can demonstrate transparency in media buying and will be actively involved in managing the airport media throughout the year to identify opportunities. The ability to manage and coordinate production and installation at a competitive rate is also highly valued. Other outdoor media opportunities, non-airport, sits within 'Lot 1 - Brand media planning and buying ' Examples of this non-airport media would be potential advertising at London Liverpool Street and other rail station environments, London Underground and roadside advertising. On-train advertising and Stansted Airport Rail Station is managed as owned media internally. Renewal: Option of further +24months extension ## Key Details | Field | Value | | --- | --- | | Publication source | Find A Tender Service | | Latest notice | https://www.find-tender.service.gov.uk/Notice/032970-2023 | | Notice type | Tender Notice | | Procurement type | Standard | | Procurement category | Services | | Procurement method | Selective | | Procurement method details | Negotiated procedure with prior call for competition | | Tender suitability | Not specified | | Awardee scale | Not specified | | All stages | Tender | ## Dates | Field | Value | | --- | --- | | Publication date | 7 Nov 2023 | | Submission deadline | 7 Dec 2023 | | Future notice date | Not specified | | Award date | Not specified | | Contract period | Not specified | | Recurrence | Not specified | ## Values | Field | Value | | --- | --- | | Tender value | £5,000,000 | | Lots value | £4,900,000 | | Awards value | Not specified | | Contracts value | Not specified | ## Status | Field | Value | | --- | --- | | Tender status | Active | | Lots status | Active | | Awards status | Not specified | | Contracts status | Not specified | ## Buyer | Field | Value | | --- | --- | | Main buyer | ABELLIO EAST ANGLIA LTD | | Locality | LONDON | | Post town | Central London | | Postcode | EC4A 3AG | | Country | England | | ITL 1 | TLI London | | ITL 2 | TLI3 Inner London - West | | ITL 3 | TLI35 Westminster and City of London | | Local authority | City of London | | Electoral ward | Castle Baynard | | Westminster constituency | Cities of London and Westminster | | Delivery location | Not specified | ## CPV Codes ### Divisions - 79 - Business services: law, marketing, consulting, recruitment, printing and security ### Codes - 79340000 - Advertising and marketing services ## Release History - 7 Nov 2023 at 16:47 - Tender - Tender Notice - https://www.find-tender.service.gov.uk/Notice/032970-2023 ## Notice URLs - http://redirect.transaxions.com/events/Einiv - http://redirect.transaxions.com/events/NS6q1 - http://www.greateranglia.co.uk ## 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-04168e. The underlying structured data is available as OCDS JSON at https://d3tenders.com/contract/ocds-h6vhtk-04168e.json.