Cymru Wales Brand - Nation Marketing

This Notice is informing of the proposed award for Lot 2, to ensure delivery was mobilised on-time lots 1 and 3 were published under a linked UK6 on June 5 2026 .

The Cymru Wales brand launched in 2016 delivers Welsh Government actions through our nation identity for the country, bringing together key pillars of marketing for nation awareness, tourism, trade and invest, creative industries, food and drink and studying in Wales under a unified brand identity. The brand has championed the Tîm Cymru delivery approach where wider Welsh partner organisations are integrated into the nation delivery to maximise our impact globally.

The Cymru Wales brand is the bedrock of Welsh Government's international marketing programme having won multiple global awards, the support of organisations across Wales and generated multi millions for the Welsh economy. Promoting Wales to the world, across all sectors and markets, as a creative, contemporary and high-quality country, proud of who we are and evolving for the future, working with business and organisations across Wales and internationally.

The Cymru Wales brand's success is built on world class creative ideas and making them a reality, showcasing Wales on an international stage in new and exciting ways. It isn't all about landscapes and heritage, we are a thriving nation of talent that can be seen from our high-quality TV, Film and Gaming productions through to innovation in the worlds of compound semiconductors and renewables.

Cymru Wales delivery is the responsibility of the Marketing team of the Welsh Government, responsible for building Wales' profile and performance as a destination.

Our in-house team strive to be innovative, collaborative, and creative and is looking to work with the very best talent from Wales and beyond, to build Wales' profile and performance as a place to visit, work, study, invest - and more - over the duration of the contract.

We are looking to appoint outstanding suppliers to provide us with support in the following areas:

• Lot 1 - Brand, Campaign Creative Delivery (1 supplier) - Being awarded under this notice dated 05.06.26
• Lot 2 - Brand Media Production (4 suppliers plus any ties) - The Authority will be awarding this lot, however, due to the number of tenders received for this lot the award will follow week commencing June 15th 2026
• Lot 3 - Cymru Wales Digital Delivery (1 supplier) Being awarded under this notice dated 05.06.26

These services will be supported by existing contract arrangements that include the following services:

• Cymru Wales brand websites
• Marketing data, research and insights

It is intended that KPIs will be collected as follows:

1. Timely submission of specific campaign performance Indicators
2. Quality of Goods/Services Delivered (Quality Performance KPI)
3. Timely Submission of Social Value reporting