Domestic and International Tourism Marketing Campaigns and Services for the Business and Tourism Programme

The winning tenderer will be responsible for creating an outline marketing strategy covering the 20 months of the contract, deliverable within six weeks of commencement of the tender. The Work Package Manager will manage the day to day contract for this Leisure Tourism programme. The winning tenderer will be responsible for creating a costed and timed action plan for each of the three campaign strands, pre, during and post games. This will inform the delivery of an end to end service including commissioning and producing the required marketing assets for the campaign and evaluating its impacts. The strategy and campaign action plans, initial designs and evaluation metrics will need to be submitted to the Business and Tourism Programme and Tourism Working Group for approval and sign off. It is a requirement of the winning tenderer to consult with key stakeholders including the Organising Committee of the Commonwealth Games and Visit England. Additional information: Any modification and variation to contract awarded for this Lot will be in line with Reg.72 as per principles laid down in the contract notice

At the heart of the games will be a cultural programme, a world-class arts festival running March to September 2022, surrounding the sports programme. … For this a six-month programme of new work, installations, exhibitions, performances and major events will showcase the artists, creatives and cultural organisations of Birmingham, the West Midlands and the Commonwealth, on a global stage. … The combination of Birmingham 2022 Cultural Festival and Coventry UK City of Culture May 2021 - May 2022 provides a remarkable opportunity to help influence perceptions and reputation of Birmingham and the West Midlands region as an international cultural destination. … In delivering the above, they will work with WMGC marketing team and its PR and Media Buying suppliers, setting, tracking and monitoring agreed KPIs. Additional information: Any modifications or variation to the Lot value being awarded will be in line with Reg.72 as per principle laid out in initial contract notice

To ensure the success of the Business and Tourism Programme, a number of marketing assets are required to support activities across the Leisure Tourism and MICE (business tourism) work packages, covering travel trade engagement and events. Lot 3 will require the delivery of sales tools, collateral and campaign material for travel trade (B2B) activities, to include (but not restricted to: • Promotional copy for destinations • Copywriting and design for sales brochures and decks • Updates for digital and print sales guides • Top level maps (various) • Lead gen assets and other collateral • Event planners' Guide • Mobile visitor pop up stand purchase plus graphic design and wrap. Additional information: Any modifications or variation to the Lot value being awarded will be in line with Reg.72 as per principle laid out in initial contract notice

To ensure the success of the Business and Tourism Programme, a suite of new imagery and videos assets are required to support activities across the leisure tourism and MICE workstreams, and create a sustainable and searchable asset bank as a legacy for the programme. The programme requires the successful tenderer on this Lot to deliver: • asset bank of searchable images • a bank of new imagery for travel trade workstream. • new imagery should display diversity and inclusivity and be relatable to our key target travel trade markets: Australia, India and Canada. • a collection of short travel trade promotional videos/vignettes • BRoll footage for a variety of marketing assets and media use • Production of cultural performances (filming) events, vox pops and interviews. Additional information: Any contract modification or variation to the awarded Lot value will be in line with principles in Regulation 72 as per initial contract notice issued to the market percussing this award notice.

• Domestic Leisure Tourism Campaign
• Reference: 029994-2021-2021-wmgc-0026-1
• Value: £128,600

• Cultural Programme : International Campaign
• Reference: 029994-2021-2021-wmgc-0026-2
• Value: £212,800

• Leisure Tourism and MICE Marketing Collateral
• Reference: 029994-2021-2021-wmgc-0026-3
• Value: £115,900

• Leisure Tourism and MICE - Imagery and Video
• Reference: 029994-2021-2021-wmgc-0026-4
• Value: £114,595