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PROCUREMENT OPPORTUNITY

Brand Response Campaign

Transport for Wales · Procurement termination notice on Find a Tender

Tender information last checkedLast checked 29 Sept 2026, 23:11.

Opportunity overview

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.

Awarded to

Amounts belong to published awards or contracts. Where several suppliers share one value, it is labelled as shared and is not a supplier-specific allocation.

Lucky Generals Ltd

Match pending…
Published award value
£1.5m
Awarded
Not supplied
Award ID
1
Status
cancelled
Identifier
GB-PPON PHCB-9989-JMLR
Location
London, UKI44, SE1 0SW, United Kingdom

Classification

No classification was supplied.

Lots

  • Lot 1Value not stated

Documents and notices

Published notice details

Additional information from the published procurement release. Fields appear only when supplied by the source; check the original notice and tender documents before acting.

Scope, procedure and submissions

Id
C001178.00
Status
complete
Procurement Method
direct
Procurement Method Details
Direct award
Why this procedure was chosen
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.

Legal basis

Id
2023/54
Scheme
UKPGA

Procedure reasons

Entry 1
Id
userChoice
Entry 2
Id
singleSuppliersUniqueWorkArtPerformance

Lots and requirements

Entry 1
Id
1
Status
complete

Suitability

Sme
Yes

Published documents

Entry 1
Id
conflictOfInterest
Description
Not published
Document Type
conflictOfInterest
Entry 2
Id
013452-2025
Format
text/html
Notice Type
UK12
Description
Procurement termination notice on Find a Tender
Document Type
tenderCancellationNotice
Published
7 Apr 2025, 15:34

Buyer, suppliers and contacts

Organisation 1
Id
GB-PPON-PPHD-4211-XYXJ
Name
Transport for Wales

Roles

buyer

Address

Region
UKL15
Country
GB
Locality
Pontypridd
Postal Code
CF37 4TH
Country Name
United Kingdom
Street Address
3 Llys Cadwyn

Details

Classifications

Entry 1
Id
publicAuthoritySubCentralGovernment
Scheme
UK_CA_TYPE
Description
Public authority - sub-central government
Entry 2
Id
GB-WLS
Scheme
UK_CA_DEVOLVED_REGULATIONS
Description
Welsh devolved regulations apply

Identifier

Id
PPHD-4211-XYXJ
Scheme
GB-PPON

Contact

Name
TfW Procurement
Telephone
02921673434
Organisation 2
Id
GB-PPON-PHCB-9989-JMLR
Name
Lucky Generals Ltd

Roles

supplier

Address

Region
UKI44
Country
GB
Locality
London
Postal Code
SE1 0SW
Country Name
United Kingdom
Street Address
Bankside 3, 90 - 100 Southwark Street

Details

Vcse
No
Scale
sme

Identifier

Id
PHCB-9989-JMLR
Scheme
GB-PPON

Contact

Telephone
0203 371 6360

Award information

Award 1
Id
1
Title
C001178.00 - Brand Response Campaign
Status
cancelled
Status Details
The notice has been withdrawn.
Above Threshold
Yes
Final Status Date
4 Apr 2025, 00:00
Main Procurement Category
services

Items

Item 1
Id
1
Related Lot
1

Delivery locations

Entry 1
Region
UKL
Country
GB
Country Name
United Kingdom

Additional Classifications

Entry 1
Id
79000000
Scheme
CPV
Description
Business services: law, marketing, consulting, recruitment, printing and security

Value

Amount
1,500,000
Currency
GBP
Including VAT
1,800,000

Documents

Entry 1
Id
011835-2025
Format
text/html
Notice Type
UK5
Description
Transparency notice on Find a Tender
Document Type
awardNotice
Published
28 Mar 2025, 15:31

Suppliers

Supplier 1
Id
GB-PPON-PHCB-9989-JMLR
Name
Lucky Generals Ltd

Milestones

Entry 1
Id
1
Type
futureSignatureDate
Status
scheduled
Due
7 Apr 2025, 23:59

Related lots

1

Contract period

Ends
7 Apr 2026, 23:59
Starts
8 Apr 2025, 00:00

Recorded locations

  • Buyer location · Pontypridd · UKL15 · CF37 4TH · United Kingdom

Notice and amendment history

1 published notice version reviewed by ProcuraAxis.

1 VERSION
  1. ocds-h6vhtk-04fa39-2025-04-07T15:34:40+01:00Procurement termination notice on Find a Tender ·