Outcry following Merseytravel appointment from 'shortlist' of 29
Merseytravel has appointed Manchester-based Vivid and Liverpool-based Kenyon Fraser after a tender process that outraged many in the marketing and media process.
Vivid has been awarded a £1.1m tourism brief while Kenyon Fraser picked up a £700k travel marketing business.
Controversy was ignited when it emerged that the organisation has ‘shortlisted’ 13 companies for one brief and 16 for the other.
Said one marketing services company chief executive, “It was an absolute disgrace, this company clearly had no idea of what it was looking for or how to run a review process. They have probably collectively caused the industry more money than the value of the jobs themselves. Since clients generally get the marketing they deserve you have got to be concerned whether the ultimate output will do the job this organisation needs done.”
Another described the process as a ‘complete lottery.’
In a statement the company said: “Following the a six month tender and selection process, Merseytravel has appointed Vivid and Kenyon Fraser to support the marketing of travel services and key visitor attractions over the next four years.
“Vivid will lead on the development of a range of new marketing initiatives for the organisation's attractions portfolio that includes the world famous Mersey Ferries brand.
“Liverpool based Kenyon Fraser will support a range of new marketing initiatives to increase the visibility and awareness of the organisation's travel products and services. This will include brand development for Merseytravel's programme of smart and integrated tickets as well as activity geared towards encouraging behavioural change among non users of public transport.”