Brand Transformation Platform Strategy

Tender description

It is a mandatory requirement that the tenderer must have previous experience in both the tourism and transport business. CalMac is looking to appoint an advertising agency and strategic partner to translate our brand story into a creative strategy. This should align with the work being undertaken on Brand Transformation and Alignment Project with the assets and outputs on key external facing platforms. This includes: - Advertising – concepts for collateral to fit with brand advertising and promotions across a number of assets including, but not exclusively programmatic, print, radio, OOH, etc. This will include both promotional and brand campaigns. - Social – concepts to translate across social media activities across all relevant platforms including but not exclusively blogs, film, posts, etc. - Owned platform content – concepts for activity across newsletters, poster sites, ticket-backs, email promos. - Supporting collateral – concepts which carry through in supporting assets including event materials, leave-behinds, etc. It is a mandatory requirement that the tenderer must have previous experience in both the tourism and transport business. CalMac is looking to appoint an advertising agency and strategic partner to translate our brand story into a creative strategy. This should align with the work being undertaken on Brand Transformation and Alignment Project with the assets and outputs on key external facing platforms. This includes: - Advertising – concepts for collateral to fit with brand advertising and promotions across a number of assets including, but not exclusively programmatic, print, radio, OOH, etc. This will include both promotional and brand campaigns. - Social – concepts to translate across social media activities across all relevant platforms including but not exclusively blogs, film, posts, etc. - Owned platform content – concepts for activity across newsletters, poster sites, ticket-backs, email promos. - Supporting collateral – concepts which carry through in supporting assets including event materials, leave-behinds, etc. Proposals for the strategic direction of these activities, along with examples will be put into a Marketing Strategy Playbook for each year (Spring 2021-Winter 2022). If execution is successful then the incumbent will be reappointed to produce another three annual Playbooks by means of three 12-month extension.