Provision of Transperth Strategic Marketing and Creative Services

1. Background

The PTA is responsible for the operation of all bus, train and ferry public transport services in the greater metropolitan area under the Transperth brand. We operate public transport services in regional centres under the TransRegional brand; road coach and rail passenger service to regional areas under the Transwa brand; and administer and manage School Bus Services.

Tenderers will be supplying services for the Transperth and Transwa brands.

One of the key purposes of PTA communications is to create a deeper understanding of public transport options available and foster better use of those choices. It should provide opportunity to communicate both aspirational and functional messages.

Tenderers must also be committed to assisting Transperth and Transwa in its PTA charter to:

• Provide reliable, attractive, affordable and accessible public transport services. The charter provides guarantees on services, fares, safety, punctuality and other issues of importance to the public. It will deliver a world-class, clean and efficient public transport system to all Western Australians.

Transperth
Transperth is the brand and operating name of the public transport system in the greater Perth metropolitan area.
The Transperth system consists of a bus network, a fully electrified urban train system and a ferry service. It is managed by our Transperth branch and covers key functions such as system planning, bus service delivery, bus service security, passenger information and marketing services, ticketing and bus fleet procurement.
Transwa
The Transwa division operates four rail services (Australind, Prospector, MerredinLink and AvonLink) and a fleet of coaches to regional WA. We service more than 240 locations.
The Transperth and Transwa brands are unique and perceptions of both service and importance vary widely across a range of stakeholders. The Contractors shall provide full integrated, balanced communication strategies designed to stimulate the interest and conscious of these groups.

Scope of Services

The PTA requires a panel of advertising agencies to develop, manage and implement integrated communication campaigns and advertising strategies to achieve corporate and project objectives, on an ‘as required’ non-exclusive basis.

The Panel will consist of three categories:

1. Strategic, Creative and Production Services;
2. Copywriting; and,
3. Social Media Management.

Tenderers will have the option to submit an offer for one or multiple categories. All submissions will be assessed against the nominated categories, and nominating for a single category will not disadvantage a Tenderer when their offer is evaluated.