Brand Guardianship

Tender description

Transport for Wales has procured suitable providers to assist in implementing our ambitious plans to transform transport in Wales and our brand is playing and will play an increasingly key role. TfW’s aim is to build a confident, fully bilingual, customer-focused, and multi-modal brand that is trusted and respected by our key audiences and becomes a key part of the fabric of Welsh life. Lot 1: TfW has appointed a provider to help us build our brand and undertake future strategic brand development. We require assistance in the following areas: -Strategic brand development and creative direction -Brand management and guardianship -Creative development and execution -Strategic campaign and communications -Expertise and experience Our brand will need to engage a range of key audiences, each with specific needs, including: - Leisure travellers - Commuters - Potential travellers - Stakeholders The main objectives for this contract: - To build our brand on firm foundations and develop, evolve, refine our brand strategy - Our brand is to embrace and drive forward TfW’s commitment to equality, diversity and inclusion. - For TfW to establish and maintain strategic control of our brand - To ensure the decisions we make about our brand are insight-driven and drive our engagement - To embrace communication channels to our audiences and users of our brand, including licenced and other brand users and their creative/marketing agencies