---
title: "Brand Transformation Platform Strategy"
ocid: "ocds-r6ebe6-0000633968"
canonical_url: "https://d3tenders.com/contract/?ocid=ocds-r6ebe6-0000633968"
markdown_url: "https://d3tenders.com/contract/ocds-r6ebe6-0000633968.md"
json_url: "https://d3tenders.com/contract/ocds-r6ebe6-0000633968.json"
source: "Public Contracts Scotland"
current_stage: "Award"
buyer: "CALMAC FERRIES LIMITED"
published: "2021-04-06"
---

# Brand Transformation Platform Strategy

Buyer: CALMAC FERRIES LIMITED  
Current stage: Award  
OCID: ocds-r6ebe6-0000633968

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[Download OCDS JSON](https://d3tenders.com/contract/ocds-r6ebe6-0000633968.json)

## Summary

CalMac Ferries Limited is seeking to appoint an advertising agency for their "Brand Transformation Platform Strategy" tender, which is currently in the Award stage. This initiative, focusing on the services sector, is taking place in Gourock, UK, with a contract value of £100,000. The tender's award date was February 1, 2021, and it follows an open procurement method, allowing for wider participation. CalMac seeks a partner with demonstrated experience in both tourism and transport to deliver a strategic creative vision across various media platforms.

This tender presents significant opportunities for growth, particularly for small to medium-sized enterprises in the advertising and marketing sector. Businesses with expertise in developing brand strategies and digital campaigns, especially those familiar with the tourism and transport industries, would be well-positioned to compete. By engaging in this contract, successful bidders can boost their portfolios and potentially establish long-term partnerships with CalMac, as future extensions may be available based on satisfactory performance.

## Notice

It is a mandatory requirement that the tenderer must have previous experience in both the tourism and transport business. CalMac is looking to appoint an advertising agency and strategic partner to translate our brand story into a creative strategy. This should align with the work being undertaken on Brand Transformation and Alignment Project with the assets and outputs on key external facing platforms. This includes: - Advertising - concepts for collateral to fit with brand advertising and promotions across a number of assets including, but not exclusively programmatic, print, radio, OOH, etc. This will include both promotional and brand campaigns. - Social - concepts to translate across social media activities across all relevant platforms including but not exclusively blogs, film, posts, etc. - Owned platform content - concepts for activity across newsletters, poster sites, ticket-backs, email promos. - Supporting collateral - concepts which carry through in supporting assets including event materials, leave-behinds, etc.

### Lot Information

Lot 1

It is a mandatory requirement that the tenderer must have previous experience in both the tourism and transport business. CalMac is looking to appoint an advertising agency and strategic partner to translate our brand story into a creative strategy. This should align with the work being undertaken on Brand Transformation and Alignment Project with the assets and outputs on key external facing platforms. This includes: - Advertising - concepts for collateral to fit with brand advertising and promotions across a number of assets including, but not exclusively programmatic, print, radio, OOH, etc. This will include both promotional and brand campaigns. - Social - concepts to translate across social media activities across all relevant platforms including but not exclusively blogs, film, posts, etc. - Owned platform content - concepts for activity across newsletters, poster sites, ticket-backs, email promos. - Supporting collateral - concepts which carry through in supporting assets including event materials, leave-behinds, etc. Proposals for the strategic direction of these activities, along with examples will be put into a Marketing Strategy Playbook for each year (Spring 2021-Winter 2022). If execution is successful then the incumbent will be reappointed to produce another three annual Playbooks by means of three 12-month extension.

Renewal: A further optional 3 x 12 month periods have been allowed for in this Procurement.

## Key Details

| Field | Value |
| --- | --- |
| Publication source | Public Contracts Scotland |
| Latest notice | https://www.publiccontractsscotland.gov.uk/search/show/search_view.aspx?ID=APR411380 |
| Notice type | PCS Notice - Website Contract Award 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 | 6 Apr 2021 |
| Submission deadline | 19 Nov 2020 |
| Future notice date | Not specified |
| Award date | 1 Feb 2021 |
| Contract period | Not specified |
| Recurrence | Not specified |

## Values

| Field | Value |
| --- | --- |
| Tender value | £30,000 |
| Lots value | Not specified |
| Awards value | Not specified |
| Contracts value | £100,000 |

## Status

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

## Buyer

| Field | Value |
| --- | --- |
| Main buyer | CALMAC FERRIES LIMITED |
| Locality | GOUROCK |
| Post town | Paisley |
| Postcode | PA19 1QP |
| Country | Scotland |
| ITL 1 | TLM Scotland |
| ITL 2 | TLM3 West Central Scotland |
| ITL 3 | TLM33 Inverclyde, East Renfrewshire, and Renfrewshire |
| Local authority | Inverclyde |
| Electoral ward | Inverclyde West |
| Westminster constituency | Inverclyde and Renfrewshire West |
| Delivery location | TLM8 West Central Scotland |

## Supplier

| Field | Value |
| --- | --- |
| Number of suppliers | 1 |
| Supplier names | THE LANE AGENCY |

## CPV Codes

### Divisions

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

### Codes

- 79342000 - Marketing services

## Release History

- 6 Apr 2021 at 00:00 - Award - PCS Notice - Website Contract Award Notice - https://www.publiccontractsscotland.gov.uk/search/show/search_view.aspx?ID=APR411380
- 26 Oct 2020 at 00:00 - Tender - PCS Notice - Website Contract Notice - https://www.publiccontractsscotland.gov.uk/search/show/search_view.aspx?ID=OCT397869

## Documents

- https://www.publiccontractsscotland.gov.uk/NoticeDownload/DownloadDocument.aspx?id=OCT397869&idx=1
  26th October 2020 - Invitation to Tender
- https://www.publiccontractsscotland.gov.uk/NoticeDownload/DownloadDocument.aspx?id=OCT397869&idx=2
  26th October 2020 - Form of Tender
- https://www.publiccontractsscotland.gov.uk/NoticeDownload/DownloadDocument.aspx?id=OCT397869&idx=3
  26th October 2020 - Authorised Ammendments
- https://www.publiccontractsscotland.gov.uk/NoticeDownload/DownloadDocument.aspx?id=OCT397869&idx=4
  26th October 2020 - Departures
- https://www.publiccontractsscotland.gov.uk/NoticeDownload/DownloadDocument.aspx?id=OCT397869&idx=5
  26th October 2020 - Terms & Conditions
- https://www.publiccontractsscotland.gov.uk/search/show/search_view.aspx?ID=OCT397869
  Brand Transformation Platform Strategy - It is a mandatory requirement that the tenderer must have previous experience in both the tourism and transport business. CalMac is looking to appoint an advertising agency and strategic partner to translate our brand story into a creative strategy. This should align with the work being undertaken on Brand Transformation and Alignment Project with the assets and outputs on key external facing platforms. This includes: - Advertising - concepts for collateral to fit with brand advertising and promotions across a number of assets including, but not exclusively programmatic, print, radio, OOH, etc. This will include both promotional and brand campaigns. - Social - concepts to translate across social media activities across all relevant platforms including but not exclusively blogs, film, posts, etc. - Owned platform content - concepts for activity across newsletters, poster sites, ticket-backs, email promos. - Supporting collateral - concepts which carry through in supporting assets including event materials, leave-behinds, etc.
- https://www.publiccontractsscotland.gov.uk/search/show/search_view.aspx?ID=APR411380
  Brand Transformation Platform Strategy - It is a mandatory requirement that the tenderer must have previous experience in both the tourism and transport business. CalMac is looking to appoint an advertising agency and strategic partner to translate our brand story into a creative strategy. This should align with the work being undertaken on Brand Transformation and Alignment Project with the assets and outputs on key external facing platforms. This includes: - Advertising - concepts for collateral to fit with brand advertising and promotions across a number of assets including, but not exclusively programmatic, print, radio, OOH, etc. This will include both promotional and brand campaigns. - Social - concepts to translate across social media activities across all relevant platforms including but not exclusively blogs, film, posts, etc. - Owned platform content - concepts for activity across newsletters, poster sites, ticket-backs, email promos. - Supporting collateral - concepts which carry through in supporting assets including event materials, leave-behinds, etc.

## Notice URLs

- http://
- http://www.calmac.co.uk
- http://www.publiccontractsscotland.gov.uk
- https://api.publiccontractsscotland.gov.uk/v1/Notice?id=ocds-r6ebe6-0000633968

## 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-r6ebe6-0000633968. The underlying structured data is available as OCDS JSON at https://d3tenders.com/contract/ocds-r6ebe6-0000633968.json.