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About the West Midlands
The West Midlands region encompasses the geography of the West Midlands Combined Authority (WMCA), including Birmingham, Coventry, Wolverhampton, and the boroughs of Dudley, Sandwell, Solihull, and Walsall. Strategically located at the heart of the UK, 90% of the population is within a four-hour drive or train journey.
The region is home to one of the youngest and most diverse populations in Europe, with a growing demographic that is expected to drive future economic growth. It hosts nine universities and produces over 72,000 graduates annually, contributing to a vibrant talent pool.
The West Midlands economy is valued at £77 billion, larger than that of several European countries, and is recognised for its strengths in advanced manufacturing, clean tech, health tech, digital and creative industries, and next-generation services. It is also England’s only EU-recognised Regional Innovation Valley and consistently ranks among the top UK regions for foreign direct investment (FDI).
It Starts Here
The West Midlands Growth Company (WMGC) launched It Starts Here (ISH) – a bold new destination promotion campaign designed to transform perceptions of the West Midlands on the global stage.
Developed in collaboration with organisations across the region, It Starts Here seeks to reinforce and reinvigorate the region’s brand as dynamic, progressive and confident within a fiercely competitive international marketplace. The core essence is that this region is where ideas are created, culture builds, innovation is generated and incredible experiences take place.
The campaign has been well received so far with a focus on international corporate sectors. Phase Two is underway, translating to a wider consumer audience through a place and tourism narrative/campaign, and localised deployment through local authorities, universities, and the region’s private sector.
WMGC require a marketing campaign that promotes the West Midlands as the destination to visit, study, and do business, leveraging the core ethos of It Starts Here.
| Supplier | Identifier | Award Value | Lots Won | Cross-References |
|---|---|---|---|---|
| BBC GLOBAL NEWS LIMITED | 04514407 | £150,000 | 1 lot International Marketing Campaign | - |
| Travelscape LLC dba Expedia Group Advertising | Procurement ID: PPZD-8427-TMDW | £30,000 | 1 lot Domestic Marketing Campaign | - |
Taken from this notice, not from Companies House. Check the original notice — details change and are not updated here.
This procurement was divided into 2 lots, each awarded separately. 13 bids were received in total.
| Lot | Value | Bids Received | Awarded To | Status |
|---|---|---|---|---|
| Lot 1 Domestic Marketing Campaign Nov 2025 – Mar 2026 | £30,000 | 7 | Travelscape LLC dba Expedia Group Advertising | active |
| Lot 2 International Marketing Campaign Nov 2025 – Mar 2026 | £150,000 | 6 | BBC GLOBAL NEWS LIMITED | active |
Weightings from the notice, applied to every lot.
Government spending data: These suppliers have received £295,200 in 4 payments (over £25k) from Cabinet Office (2022-02-16 to 2022-03-24).