The Birmingham Organising Committee for the 2022 Commonwealth Games is seeking agencies to handle its marketing remit, with a budget of £3m.
The new framework will be broken into seven lots; design services, creative services, PR, events, mascot design, consumer insights and research, customer relationship management
Lot One will see Birmingham 2022 appoint one agency to handle the design and production of the Queen’s Baton Relay logo and visual identity, cultural programme logo and visual identity, volunteer programme logo, education programme logo and games pictograms.
The successful shop will also be tasked with the design and production of partnership collateral, document templates, publications, event collateral, posters and banner design and production, city dressing design, venue look, digital design, print production, translation, photography and videography.
Those pitching are expected to have ‘good local knowledge’ around the challenges and opportunities represented by the Games to the West Midlands region.
Lot two will see three suppliers tasked with the delivery of a series of large scale strategic integrated marketing campaigns to help deliver its strategic Games time and legacy objectives.
Included in these will be the promotion of the countdown to launch, the games mascot launch, volunteer recruitment of 12,500 individuals, the sale of over 1m tickets and participation by the pubic in the Queen’s Baton Relay. The campaign is expected to include paid, earned and own media across TV commercials, outdoor advertising, digital content, radio commercials, print design and production, translation and direct mail.
The PR lot will include the delivery of local, regional, national and international public relations both proactively on a campaign basis and reactively throughout the period of the build-up to the Games.
The successful agency will be expected to demonstrate capabilities in areas including media strategy development, corporate communications and influencer engagement.
Other elements will include the design of the mascot which will include character development, character training, costume production and staffing while CRM management and research will factor within remaining lots too.
The tender will close for application on 16 September.