--- title: "AEA230151 Marketing: Strategic and Creative Services" ocid: "ocds-h6vhtk-0419c4" canonical_url: "https://d3tenders.com/contract/?ocid=ocds-h6vhtk-0419c4" markdown_url: "https://d3tenders.com/contract/ocds-h6vhtk-0419c4.md" json_url: "https://d3tenders.com/contract/ocds-h6vhtk-0419c4.json" source: "Find A Tender Service" current_stage: "Tender" buyer: "ABELLIO EAST ANGLIA LTD" published: "2023-11-14" --- # AEA230151 Marketing: Strategic and Creative Services Buyer: ABELLIO EAST ANGLIA LTD Current stage: Tender OCID: ocds-h6vhtk-0419c4 [View canonical contract page](https://d3tenders.com/contract/?ocid=ocds-h6vhtk-0419c4) [Download OCDS JSON](https://d3tenders.com/contract/ocds-h6vhtk-0419c4.json) ## Summary Abellio East Anglia Ltd, part of Transport UK, is looking to award a 2-year 6-month contract for creative advertising services to promote Greater Anglia and Stansted Express brands. The contract period runs from 01/04/24 to 20/10/26, with a possible extension for another 2.5 years. The procurement process is currently in the active stage, with a tender deadline set for 15th December 2023. The total value of the contract is £3.6 million (GBP). The organization is seeking a creative media agency to drive revenue and increase rail modal share to and from Stansted Airport, targeting both leisure, business, and commuting segments. Businesses in the advertising and marketing services industry would find this tender opportunity well-suited for growth. Companies with experience in through-the-line advertising and creative campaigns, particularly in transportation and travel sectors, are encouraged to participate. The procurement method identified is a selective, negotiated procedure with prior call for competition. The buying organization, Abellio East Anglia Ltd, aims to enhance the effectiveness of its marketing campaigns through innovative strategies to attract new customers and expand market share by offering unique advertising solutions that align with the brand values and objectives of Greater Anglia and Stansted Express. ## Notice Greater Anglia (Abellio Greater Anglia Ltd), part of Transport UK, is seeking to award a 2-year 6-month contract (01/04/24 to 20/10/26, with an option to extend to a further 2.5 years) to a creative advertising agency to manage the through the line advertising for both the Greater Anglia and Stansted Express brands. ### Lot Information Lot 1 This procurement is to award to a sole creative media agency. This will be a contract to the end of Greater Anglia's extended NRC term (20/09/2026) with the option to extend a further 2.5 years Greater Anglia (GA) provides intercity, commuter and rural train services throughout Essex, Suffolk, Norfolk, Cambridgeshire and Hertfordshire, including the Stansted Express service. Rail travel in the East of England has been transformed by a PS1.4b investment in new trains which has seen GA replace every single train on the network. This has helped GA to become the most punctual and reliable train operator in the whole of the UK and significantly improved customer satisfaction. The Stansted Express is a direct train service that connects London Liverpool Street to Stansted Airport and is operated by Greater Anglia. Currently marketed as 'the fastest way to central London' the journey time from London Liverpool Street to Stansted Airport is 50 minutes and is also operated by a fleet of the recently introduced trains. From December 2023 the Stansted Express will return to a 15-minute frequency, bringing back a core USP that was lost since the beginning of the Covid pandemic. GA is looking for a creative agency that can continuously improve the marketing effectiveness of both the Greater Anglia and Stansted Express brands. Working closely with GA's marketing team the creative agency will cooperate with other marketing services resources to develop and execute advertising campaigns for GA and Stansted Express brands. For GA, the primary objective is driving revenue, through the acquisition of new customers and new journeys across the leisure, business, and commuting segments with the private car being the main competitor. GA launched the Red Hare as a distinctive brand asset in early 2019 to coincide with the transformation of new trains, and the marketing campaign has performed well with strong brand health metrics and excellent ROI results being seen. GA invests in marketing effectiveness research, ranging from six monthly brand tracking and econometric modelling to creative advertising and brand asset testing. The more recent System1 creative and brand testing in 2022 and 2023 indicates the Red Hare is becoming a very ownable brand asset, should be retained and could be developed to the next stage. For Stansted Express, the objective is to increase rail modal share to and from Stansted Airport competing with the Coach, Private Car and Taxis. Stansted Express is marketed as a separate brand to GA, and in June 2023 launched a new marketing campaign that was designed to coincide with improvements to the Stansted Express timetable and the recovery of the airport passenger numbers at Stansted Airport. A new brand character, Stan, was introduced to ensure airport travellers felt certain that Stansted Express is the obvious choice. The campaign combines the emotional benefits of reassurance and peace of mind and the rational benefit of speed. The brand character of Stan is likely to be retained until at least summer 2025, coinciding with expiry of the existing illustration rights, although GA will continually monitor the marketing effectiveness of the campaign and the market with this in mind. The GA marketing mix operates across a range of paid, owned and earned media channels. Paid channels are primarily seen in the East of England, with some activity trialled in the London market. Examples of paid media for GA are audio visual (AV), radio, sponsorships, outdoor and digital. A mix of campaign and 'always on' activity occurs. Owned media is used to compliment the paid media and also target existing customers with customer information and marketing messages. For Stansted Express, the marketing mix typically comprises of the proven channels of airport posters, digital marketing and media targeting the London outbound audience. This is largely 'always on', and less campaign based. GA and Stansted Express marketing also needs to align to activity of the recently introduced national marketing campaigns (NMC). The NMC is largely brand led with a national focus, with train operating companies focusing on brand and activation within their local markets. Options: Option to extend by 2.5 years Renewal: Option to extend by 2.5 years ## Key Details | Field | Value | | --- | --- | | Publication source | Find A Tender Service | | Latest notice | https://www.find-tender.service.gov.uk/Notice/033676-2023 | | 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 | 14 Nov 2023 | | Submission deadline | 15 Dec 2023 | | Future notice date | Not specified | | Award date | Not specified | | Contract period | Not specified | | Recurrence | Not specified | ## Values | Field | Value | | --- | --- | | Tender value | £3,600,000 | | Lots value | Not specified | | 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 - 14 Nov 2023 at 16:01 - Tender - Tender Notice - https://www.find-tender.service.gov.uk/Notice/033676-2023 ## Notice URLs - http://redirect.transaxions.com/events/uLKr4 - 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-0419c4. The underlying structured data is available as OCDS JSON at https://d3tenders.com/contract/ocds-h6vhtk-0419c4.json.