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| Source: | Find a Tender Service (FTS) |
| Notice Type: | Tender notice |
| Buyer: | Llywodraeth Cymru / Welsh Government |
| Main Category: | Services |
| Procurement Method: | Competitive flexible procedure |
| Tender Status: | Closed |
| Estimated Value (ex. VAT): | £100,000,000 |
| Estimated Value (inc. VAT): | £120,000,000 |
| Release Date: | 12 February 2026 |
| Application Deadline: | 12 March 2026 |
| Enquiry Deadline: | 5 March 2026 |
| Procurement ID (OCID): | ocds-h6vhtk-051dd6 |
| Notice Reference: | 013021-2026 |
All 6 notices for this procurement, oldest first.
Cymru Wales Marketing and Digital Marketing
Welsh Government Cymru Wales Brand Marketing
Cymru Wales Brand - Nation Marketing
Cymru Wales Brand - Nation Marketing
Cymru Wales Brand - Nation Marketing
Cymru Wales Brand - Nation Marketing
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Awarded to (7 suppliers)
| Call-off method: | Both: direct call-off and mini-competition |
| Maximum operators: | 6 |
| Period rationale: | N/A |
The Cymru Wales brand launched in 2016 delivers Welsh Government actions through our nation identity for the country, bringing together key pillars of marketing for nation awareness, tourism, trade and invest, creative industries, food and drink and studying in Wales under a unified brand identity. The brand has championed the Tîm Cymru delivery approach where wider Welsh partner organisations are integrated into the nation delivery to maximise our impact globally. The Cymru Wales brand is the bedrock of Welsh Government's international marketing programme having won multiple global awards, the support of organisations across Wales and generated multi millions for the Welsh economy. Promoting Wales to the world, across all sectors and markets, as a creative, contemporary and high-quality country, proud of who we are and evolving for the future, working with business and organisations across Wales and internationally. The Cymru Wales brand’s success is built on world class creative ideas and making them a reality, showcasing Wales on an international stage in new and exciting ways. It isn’t all about landscapes and heritage, we are a thriving nation of talent that can be seen from our high-quality TV, Film and Gaming productions through to innovation in the worlds of compound semiconductors and renewables. Cymru Wales delivery is the responsibility of the Marketing team of the Welsh Government, responsible for building Wales’ profile and performance as a destination. Our in-house team strive to be innovative, collaborative, and creative and is looking to work with the very best talent from Wales and beyond, to build Wales’ profile and performance as a place to visit, work, study, invest – and more – over the duration of the contract. We are looking to appoint outstanding suppliers to provide us with support in the following areas: • Lot 1 – Brand, Campaign Creative Delivery (1 supplier) • Lot 2 – Brand Media Production (4 suppliers) • Lot 3 – Cymru Wales Digital Delivery (1 supplier) These services will be supported by existing contract arrangements that include the following services: • Cymru Wales brand websites • Marketing data, research and insights It is intended that KPIs will be collected as follows: 1. Timely submission of specific campaign performance Indicators 2. Quality of Goods/Services Delivered (Quality Performance KPI) 3. Timely Submission of Social Value reporting
Lot 1 is responsible for setting the brand and creative direction for all Cymru Wales campaigns. Acting as the central point for delivery, Lot 1 collaborates closely with Lot 2, Lot 3, in-house teams, and other suppliers to coordinate marketing efforts. This ensures that all activities adhere to established brand guidelines. Full details in the Specification.
Lot 2 provides production expertise, ensuring the creation of high-quality assets that fully realise the creative vision established in Lot 1. This includes translating strategic and conceptual ideas into compelling visual and multimedia content that aligns with the Cymru Wales brand. Lot 2 also plays a key supporting role for Lot 3, contributing to the development and delivery of digital campaign assets. Close collaboration with in-house production team and other agency partners is essential to maintain consistency, elevate production standards, and ensure all outputs reflect the brand’s ambition and identity. Full details in Specification.
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Pipeline status
Not addedImports the contract into your BidWriter pipeline · Qualify before you commit to bid
Application Deadline
12 March 2026
Closed
Estimated Value
£100,000,000
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Lot 3 requires expertise in digital delivery, acting as a strategic checkpoint for monitoring and enhancing digital performance across all Cymru Wales brand activity. This includes planning, purchasing, and optimising digital media campaigns to ensure maximum reach and impact. Lot 3 also offers expert guidance on emerging digital channels, tools, and opportunities, helping the Cymru Wales brand stay ahead in a fast-changing landscape. Working closely with Lot 1 and Lot 2, as well as in-house teams, Lot 3 ensures that digital execution is aligned with creative direction and production quality, driving consistent and effective brand presence across all platforms. Full details in specification.
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