---
title: "Brand Response Campaign"
ocid: "ocds-h6vhtk-04fa39"
canonical_url: "https://d3tenders.com/contract/?ocid=ocds-h6vhtk-04fa39"
markdown_url: "https://d3tenders.com/contract/ocds-h6vhtk-04fa39.md"
json_url: "https://d3tenders.com/contract/ocds-h6vhtk-04fa39.json"
source: "Find A Tender Service"
current_stage: "Award"
buyer: "TRANSPORT FOR WALES"
published: "2025-04-07"
---

# Brand Response Campaign

Buyer: TRANSPORT FOR WALES  
Current stage: Award  
OCID: ocds-h6vhtk-04fa39

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## Summary

Transport for Wales has awarded a contract for the 'Brand Response Campaign' to Lucky Generals Ltd, signalling the completion of this procurement process. The campaign aims to develop a new brand response strategy to shift perceptions and build revenue, running from 8 April 2025 to 7 April 2026. The direct award process aligns with Welsh Government strategic directives and aims to ensure seamless delivery of high-profile marketing efforts. The contract is primarily focused within the business services sector, covering areas like law, marketing, consulting, recruitment, printing, and security. 

This tender offers significant opportunities for businesses, particularly small and medium-sized enterprises (SMEs), specializing in strategic and creative services, account management, media production, and campaign development. Companies with a proven track record in behavioural change and working with large brands can leverage this opportunity to forge strong partnerships and contribute to a high-impact campaign that supports regional growth and market share expansion for Transport for Wales.

## Notice

The provision of a new agency partner to support with Transport for Wales' (TfW) Brand Response Campaign. Develop a new, long-term brand response campaign for TfW that will strongly resonate with and shift perception of our key target audiences to build revenue and market share, and excite and motivate our internal teams and key stakeholders. Key deliverables: - Brand response creative platform and concept development - strategic and creative services. - Activation campaign concepts and development - strategic and creative services. - Account Management and reporting against deliverables and budget. - Development of always-on messaging matrix. - Production of media assets in line with media plan delivery - including TV and radio. - Creation of campaign guidelines and supply of raw asset files to TfW and partner agencies.

### Procurement Information

With growing marketing contribution revenue targets to deliver in 25/26 and beyond, a new agency partner, with a proven track record in working with large brands, expertise and capability in behavioural change, was required to develop a creative platform and campaign that will drive behavioural change and modal shift to grow our long-term market share and enable us to reinvest profits into the transport network. The appointment will provide best value by aligning directly with the delivery of our revenue targets and Welsh Government strategic directives, ensuring seamless delivery of the brand response campaign through a specialised agency with expertise in similar high-profile campaigns.

## Key Details

| Field | Value |
| --- | --- |
| Publication source | Find A Tender Service |
| Latest notice | https://www.find-tender.service.gov.uk/Notice/013452-2025 |
| Notice type | UK5 - Transparency Notice |
| Procurement type | Standard |
| Procurement category | Services |
| Procurement method | Direct |
| Procurement method details | Direct award |
| Tender suitability | SME |
| Awardee scale | SME |
| All stages | Tender, Award |

## Dates

| Field | Value |
| --- | --- |
| Publication date | 7 Apr 2025 |
| Submission deadline | Not specified |
| Future notice date | Not specified |
| Award date | 28 Mar 2025 |
| Contract period | 7 Apr 2025 - 7 Apr 2026 |
| Recurrence | Not specified |

## Values

| Field | Value |
| --- | --- |
| Tender value | Not specified |
| Lots value | Not specified |
| Awards value | £1,500,000 |
| Contracts value | Not specified |

## Status

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

## Buyer

| Field | Value |
| --- | --- |
| Main buyer | TRANSPORT FOR WALES |
| Additional buyers | Missing |
| Locality | PONTYPRIDD |
| Post town | Cardiff |
| Postcode | CF37 4TH |
| Country | Wales |
| ITL 1 | TLL Wales |
| ITL 2 | TLL5 South East Wales |
| ITL 3 | TLL51 Central Valleys and Bridgend |
| Local authority | Rhondda Cynon Taf |
| Electoral ward | Pontypridd Town |
| Westminster constituency | Pontypridd |
| Delivery location | Not specified |

## Supplier

| Field | Value |
| --- | --- |
| Number of suppliers | 1 |
| Supplier names | LUCKY GENERALS |

## CPV Codes

### Divisions

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

### Codes

- 79000000 - Business services: law, marketing, consulting, recruitment, printing and security

## Release History

- 7 Apr 2025 at 14:34 - TenderCancellation - UK12 - Procurement Termination Notice - https://www.find-tender.service.gov.uk/Notice/013452-2025
- 28 Mar 2025 at 15:31 - Award - UK5 - Transparency Notice - https://www.find-tender.service.gov.uk/Notice/011835-2025

## Documents

- https://www.find-tender.service.gov.uk/Notice/013452-2025
  7th April 2025 - Procurement termination notice on Find a Tender
- https://www.find-tender.service.gov.uk/Notice/011835-2025
  28th March 2025 - Transparency notice on Find a Tender

## Notice URLs

- https://luckygenerals.com/
- https://tfw.wales/
- https://www.legislation.gov.uk/ukpga/2023/54/contents

## 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-04fa39. The underlying structured data is available as OCDS JSON at https://d3tenders.com/contract/ocds-h6vhtk-04fa39.json.