Creative Agency Services

Award outcome

Description

This is an exciting opportunity to become the creative and strategic agency partner for a trailblazing train operating company with big ambitions to raise the bar in travel marketing, driving powerful revenue impact and brand fame. We want to be the train operator that bucks the trend not only in the world of rail but in the travel category, implementing best-in-class travel marketing communications that excites customers to get on board and experience our world-class network. GWR has received significant peer and industry recognition in recent years for our long-running Famous Five creative strategy, including being named the 'UK's most consistent brand' by System1 as well as our most recent campaign being ranked in the top 3% of all travel ads in the country for distinctiveness, in a recent study done by Kantar. We are looking for a strategic and creative lead agency partner to help to continue this incredible success with the Famous Five campaign that has helped to drive customers' inspiration and excitement to get onboard with GWR for an adventure. This procurement process is being advertised and run by First Greater Western Limited on its own behalf and on behalf of the successor operator of the rail passenger transport services in respect of Great Western Railway. That successor operator will be a public sector company, is expected to be a wholly owned subsidiary of DfT OLR Holdings Limited and will be ultimately owned by the Secretary of State for Transport. The date for transfer of the current operations to the successor operator is not yet confirmed. Where the transfer is completed before contract award under this procurement process, the successor operator may elect (but will not be obliged) to carry on with this procurement process in place of First Greater Western Limited, by taking on the role of contracting entity from the date of completion of the transfer (with this notice and all other procurement documents to be interpreted accordingly). Where the transfer is not yet completed by the time of contract award, contractual rights may be included in the contractual arrangements to enable transfer to the successor operator. Bidders should note that this procurement process (if ongoing), or any awarded contract, may be included in a transfer scheme made by the Secretary of State under section 12 of the Railways Act 2005, or the transfer may be effected outside of, or separate from, such a scheme.

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