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Closed tender

Media Buying Services

Details

Buyer
Caledonian Sleeper Limited
Value
£300,000
Topic
Advertising and marketing services
Published
6 December 2023
Submission
10 January 2024
Source
uk:public_contracts_scotland

Tender description

Caledonian Sleeper (CSL) has historically managed its media buying externally via an agency. This tender looks to identify an agency who will be awarded the media buying services for a two year period. CSL has a relatively modest marketing budget and as such has historically focused on digital display, programmatic and paid social adverts for its campaigns. As a brand we do not for example bid on our own key words in Google ads etc in part due to budgets but also given the strong prominence of the website in SEO and the large volume of direct web traffic we have. The campaigns that have ran previously have been a mix of tactical (eg winter sale) and brand led (turn of year campaign), but generally more biased towards the brand and product awareness side.

Timeline

  1. Tender published6 December 2023
    Current notice
  2. Submission date10 January 2024

About the buyer

Caledonian Sleeper Limited runs the overnight sleeper trains between London and Scotland, and buys as a public sector rail operator. Scottish Rail Holdings owns the company. The Scottish Government owns Scottish Rail Holdings. Public ownership began on 25 June 2023. A locomotive and driver contract for the London to Scotland services went to tender in 2025. Past tenders have covered laundry, toiletries and revenue management software.

Over the past 5 years, most of Caledonian Sleeper Limited's contract awards have been in furniture and furnishings, IT services and food and drink.

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Decision makers

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