Advertising services

Tender description

The Rail Delivery Group (RDG) brings together the owners of Britain's passenger and freight operating companies and Network Rail to provide leadership for the rail industry. As part of an agreed, overarching communications strategy, the RDG is developing a nation-wide campaign to showcase GB rail's successful revival and future ambition, and highlight how the railway benefits the country's economy. This campaign, the first significant national activity since the 1980s, will also explain how investment is improving services and how rail users and taxpayers are funding these improvements. The initiative will complement and reflect current and planned improvements in the customer experience through the investment of GBP 38 billion in new capacity, stations, technology and electrification from now to 2019. Target audiences will include commuter, business and leisure users of the railways, as well as non-rail users. The campaign will employ an integrated mix of media including paid for advertising, earned and owned, including train operator and Network Rail channels. The RDG now wishes to engage an agency to support the development, implementation and measurement of this programme. Agencies will be requested to develop detailed creative and targeted, efficient media strategies, and robust measurement criteria including all associated costings. The strategy should be supported by appropriate evidence and case studies to illustrate its merit.