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In deliveryUnited KingdomServicesFramework agreement£100,000,000Add to pipeline

Cymru Wales Brand - Nation Marketing

Awarded to ALAW CYF, ALAW CYF., ATEBOL CYFYNGEDIG +6 more

Llywodraeth Cymru / Welsh Government(buyer)

Published
Published 22 May 2025
Deadline
Closed 12 March 2026
See 6 live opportunitiesHow Skim finds tendersView original notice ↗

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Overview

The Welsh Government has awarded a contract for the Cymru Wales Brand nation marketing programme, which promotes Wales internationally across tourism, trade, investment, creative industries, and education sectors. The award of approximately £98.7 million covers three lots: Brand and Campaign Creative Delivery, Brand Media Production (four suppliers), and Cymru Wales Digital Delivery, with delivery now underway following awards made in June 2026.

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Lots (3)

  • Brand, Campaign Creative Delivery

    Lot 1 is responsible for setting the brand and creative direction for all Cymru Wales campaigns. Acting as the central point for delivery, Lot 1 collaborates closely with Lot 2, Lot 3, in-house teams, and other suppliers to coordinate marketing efforts. This ensures that all activities adhere to established brand guidelines. Full details in the Specification.

    £39,333,333Won by Cowshed Communication Ltd (Consortium bid - Grwp Undod. Cowshed is the lead contractor and W Lotus, Goodstuff and Arena Projects are consortia members)

  • Brand Media Production

    £20,000,000Won by ATEBOL CYFYNGEDIGWon by BOOM CYMRU TV LTDWon by STORM AND SHELTER LTDWon by WORKING WORDWon by ALAW CYF.Won by ATEBOL CYFYNGEDIGWon by BOOM CYMRU TV LTDWon by STORM AND SHELTER LTDWon by ALAW CYF

  • Cymru Wales Digital Delivery

    Lot 3 requires expertise in digital delivery, acting as a strategic checkpoint for monitoring and enhancing digital performance across all Cymru Wales brand activity. This includes planning, purchasing, and optimising digital media campaigns to ensure maximum reach and impact. Lot 3 also offers expert guidance on emerging digital channels, tools, and opportunities, helping the Cymru Wales brand stay ahead in a fast-changing landscape. Working closely with Lot 1 and Lot 2, as well as in-house teams, Lot 3 ensures that digital execution is aligned with creative direction and production quality, driving consistent and effective brand presence across all platforms. Full details in specification.

    £39,333,333Won by Golley Slater Group Ltd - Group Consortium - Golley Slater Group Limited is the lead member. Liberty Marketing Limited is part of the group

Key details

Country
United Kingdom
Status
In delivery
Category
Services
Estimated value
£100,000,000
Procedure
Open
Contract type
Framework agreement
SME suitable
Yes
Published
22 May 2025
Questions by
5 March 2026
Deadline
Closed
Classification (CPV)
Advertising and marketing services

Award outcome

Awarded value
£114,666,666
Award date
21 June 2026
Contract period
31 May 2026 → 1 June 2029
Winners
  • ALAW CYF
  • ALAW CYF.
  • ATEBOL CYFYNGEDIG
  • BOOM CYMRU TV LTD
  • Cowshed Communication Ltd (Consortium bid - Grwp Undod. Cowshed is the lead contractor and W Lotus, Goodstuff and Arena Projects are consortia members)
  • Golley Slater Group Ltd - Group Consortium - Golley Slater Group Limited is the lead member. Liberty Marketing Limited is part of the group
  • STORM AND SHELTER LTD
  • WORKING WORD
  • Working Word

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Notice history

Every published notice in this contracting process, newest first.

  1. Contract

    7 August 2026

  2. Contract

    22 June 2026

  3. Contract

    5 June 2026

  4. Contract Notice

    12 February 2026

  5. Prior Information Notice

    19 August 2025

  6. Prior Information Notice

    22 May 2025

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