Digital Affiliate Marketing

Location

Wales: Multiple digital platforms

Description

Maintain the current affiliate marketing programme. Manage the affiliate programme through the existing bespoke digital monitoring global affiliate marketing platform that connects advertisers with publishers.

Total Quantity or Scope

Agreement for 12 months for digital affiliate marketing services to ensure business continuity of technical infrastructure across existing partner platform and passenger interfaces.

Award Detail

Renewal Options

Option to extend for a further 12 months to ensure essential business continuity and support transition to potential new partner

Award Criteria

CPV Codes

• 79342000 - Marketing services
• 79340000 - Advertising and marketing services

Indicators

• Options are available.

Legal Justification

TfW is in the process of planning a new procurement to deliver a wider Digital Marketing Agency Procurement. It is anticipated a notice for the new procurement will be placed in August 2025. Attempting to run a competition which could result in a change of provider, at the same time as delivering a wider procurement for a Digital Marketing Agency strategic partner would result in technical and commercial difficulty for TfW Rail Ltd and undermine the delivery of value for money and adversely impact upon business continuity and services to passengers. The current technical infrastructure is deeply embedded and more time is required to ensure the re-establish of technical links, tracking and measurements are maintained within IT systems with minimal risk to network loss and cannot be easily replicated or without considerable investment into deep linking. This interim agreement is required to ensure essential business continuity and will commence 13th June 2025 for a period of 12 months, with the option to extend for a further 12 months, if needed to support the implementation of a new provider.

Other Information

** PREVIEW NOTICE, please check Find a Tender for full details. ** A pre market engagement exercise will be undertaken for the wider digital service either by advertising on Sell2 Wales and the FTS or with framework suppliers if the latter is the agreed strategy. As this procurement commenced prior to PA23, the Authority is applying a 10 calendar standstill period before final execution of the agreement. The standstill period will conclude midnight 23rd June 2025. (WA Ref:149908)