Digital Affiliate Marketing · UK public procurement notice

Official notice

Authority: Transport for Wales Rail Limited (Utility Buyer) (Public body)

ServicesAward procedure without prior publication of a call for competition

Sectors: Business Services & Consultancy (79) Delivery: Wales (UKL)

Budget not disclosedValue not published

Awarded 11 Apr 2025no call for competition

Awarded to N21 LIMITED

What is being bought

Published requirement 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.

CPV: Advertising and marketing services · Marketing services

The lotProcurement structure

single lot · no lot value published

Lot #1Agreement for 12 months for digital affiliate marketing services to ensure business…Awarded

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

Delivery: Wales · Multiple digital platforms.

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

79340000 Advertising and marketing services

Procedure terms & legal framework

From the official record · publisher note attached

Procedure method: Award procedure without prior publication of a call for competition
Legal basis: CELEX · 32014L0025 Utilities Contracts Regulations 2016 (Directive 2014/25/EU)
Procurement category: Services
Notice status: Awarded without competition
Procurement threshold: Unspecified in notice
Regulatory regime: Standard
Commercial structure: Stand-alone contract (no framework)
Competition type: Direct award (no call for competition)
GPA / WTO covered: Yes (GPA)
Recurring procurement: Unspecified in notice
First published: 12 Jun 2025, 15:00 BST
Last source update: 12 Jun 2025, 15:00 BST
Authority reference: TFW0867.00
FTS notice number: 2025/S 000-031998
Classification (CPV): Advertising and marketing servicesMarketing services
Delivery area: Wales (UKL)
Official registry OCID: ocds-h6vhtk-0547d4 Find a Tender

Why no open competition: The works, supplies or services can be provided only by a particular economic operator due to absence of competition for technical reasons
Published 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.

Publisher note: 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)

Commercial outcome & contract awards

Published awards, contracts and bid statistics, not a forecast

Awards 1

Bids received 1

Contracts signed 1latest 11 Apr 2025

Awarded to	Value	Date	Status
N21 LIMITED	—	—	Awarded

Contracts

Contract 031998-2025-1 · N21 LIMITED
Signed
11 Apr 2025
Value
—
Status
active

Bid statistics published by the authority

Bids	SME	VCSE	Valid bid range
1bids · 1 electronic · 1 from abroad	0	—	—

Contracting authority & participating public bodies

Transport for Wales Rail Limited (Utility Buyer)

Contracting authorityPublic bodyRailway services 3 Llys Cadwyn, Pontypridd, Rhondda Cynon Taf, Wales, CF37 4THContact email, phone

Dispute resolution & review bodies

High CourtReview body LondonContact phone

Bidders & participating suppliers

1 commercial party on the notice

N21 LIMITEDAwarded supplier 166 Brinkburn Street, Newcastle Upon Tyne, UK, NE62AR

Official documents & specifications

Official links; attachments are not copied

No document links were published on the notice.