Advertising and marketing services

Tender description

Framework Agreement to appoint an provider to provide an agency for brand maintenance, development, print and digital marketing, media planning and media buying for Destination Staffordshire. For information about Destination Staffordshire, please visit http://www.enjoystaffordshire.com/trade/about-us/ Staffordshire County Council is tendering on behalf of Destination Staffordshire members. Destination Staffordshire is a public/ private sector cooperative venture of a type known as a Destination Management Partnership or Organisation (DMP or DMO). Its area of concern and activity is the promotion and coordination of the Staffordshire visitor economy for the benefit of its private sector members, i.e. businesses operating in the various parts of the tourism industry in Staffordshire, e.g. accommodation providers, attractions, food and drink providers. The local authority partners are: Cannock Chase District Council, Lichfield District Council, Staffordshire Moorlands District Council, Stafford Borough Council, Tamworth Borough Council, South Staffordshire District Council, Stoke-on-Trent City Council, East Staffordshire Borough Council, and Staffordshire County Council. Staffordshire County Council is acting as the lead and sole authority for this procurement. The Partnership will provide funding of 200 000 GBP to 480 000 GBP to support its work in developing the Staffordshire visitor economy (leisure and business) over the period 1.8.2018 to 31.7.2022. To deliver marketing support and media buying, the DMP wishes to appoint through competitive tender an external supplier / agency to deliver support to the leisure tourism sector. The value of the leisure tourism economy in Staffordshire was last measured in 2016 at 1 290 000 GBP (direct spend) and 1 775 000 GBP (including indirect and induced spend). It is widely felt that this value does not do justice to the wealth, breadth and variety of the County’s tourism product and compared to other UK destinations can be objectively measured as under-performing. It is felt that the assets of the County are under- appreciated by residents and visitors alike and almost all measurements confirm this under-performance, particularly in the area of overnight stays and provision of a suitable range and depth of accommodation stock. It is this under-performance that the DMP funding is seeking to address and a key element is the perceived weakness of the SMEs comprising the sector, both in terms of their quantity, quality, professionalism and sustainability. The Partnership is looking to recruit the services of an agency with relevant experience and skills to provide marketing support at competitive rates but with a quality and expertise demanded by the membership, providing the maximum consumer exposure for the Destination and for our members. The Partnership uses brand marks and registered trademarks (most notably “Enjoy Staffordshire” “Destination Staffordshire” and “Taste of Staffordshire”) across a range of activities, including a number of e-marketing initiatives, trade publications and consumer publications. In addition the Partnership requires the services of an agency with relevant experience and skills to provide the media buying services at competitive rates but with a quality and expertise demanded by the membership, providing the maximum consumer exposure for the county of Staffordshire and for members. The value of the combined agreement is set in a range of 200 000 GBP — 480 000 GBP, ex. VAT, over the period 1.8.2018- 31.7.2022. This value includes all costs associated with the delivery of the project (including digital and printed materials). In addition, this will provide media buying support. The value of this service has reduced since the previous contracts were procured, due to cost efficiency savings required by the Council. A sole Provider is required for the provision of this service for consistency of marketing support and media buying.