Marketing & Communications UKAHT Strategy & 2020 Campaign Delivery

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Marketing & Communications
UKAHT Strategy & 2020 Campaign Delivery
Invitation to Tender (ITT) & Statement of Requirement
1      Introduction
The UK Antarctic Heritage Trust (UKAHT) invites proposals from integrated marketing and
communications agencies or joint ventures/ collaborations between agencies and consultants to
develop a coherent marketing and communications strategy for UKAHT – and lead on the delivery of a
UK wide campaign to support a new public programme which commences with a national series of
events and activities to mark the 200th anniversary of the discovery of Antarctica in 2020 (‘the Project’).

2     UK Antarctic Heritage Trust
We are the UK Antarctic Heritage Trust and we connect the past 250 years of human endeavour in
Antarctica with the future of this unique continent.

We take a lead in connecting people with the wonder of Antarctica and its human stories to promote a
greater understanding of this extraordinary place and how we all have a role in protecting it.

We conserve heritage in Antarctica, deliver a vibrant and creative public programme and we have an
ongoing role in advocating for heritage with Antarctic policy makers.

We look after six historic sites on the Antarctic Peninsula which are of international importance and we
are the principal organisation in the UK dedicated to the advancement of conservation, culture and
education for heritage in Antarctica. Heritage is a key component of the Antarctic story but is perhaps
less well understood or celebrated generally than its natural and environmental equivalents. We use
the layers of human history in Antarctica as a prism through which to explore Antarctica and why it
matters to us all. By doing this we aim to equip current and future generations to understand, value and
protect this precious wilderness.

2020 presents us with an opportunity to enhance and develop our programme of public and
educational events to engage new audiences with Antarctica. Whilst this is a year-long festival
approach, the aim is that the legacy will be for an ongoing programme of engagement for people of all
ages.

3      Background
Antarctica is Earth's southernmost continent - the last region on Earth in recorded history to be
discovered. In the early 1800s, the possibility that there might be a great southern continent had
fascinated explorers and seafarers for centuries. During the last week of January 1820 Edward
Bransfield with William Smith sighted the Antarctic Peninsula coast, calling it Trinity Land, and
Thaddeus von Bellingshausen commanding a Russian Expedition discovered ‘an ice shore of extreme
height’ at latitude 69 degrees 25’ S and longitude 2 degrees 10’ W. This was the moment that

      info@ukaht.org |www.ukaht.org | 01223 355 049 | Registered Office: High Cross, Madingley Road, Cambridge CB3 0ET
Charity registered in England & Wales No. 1160847. Charitable company limited by guarantee, registered in England No. 05450602

Antarctica was finally sighted, some five decades after Captain Cook’s pioneering circumnavigation,
which never sighted land.

What followed was a story largely of devastation of the continent’s biodiversity, however in the
twentieth century efforts to explore and understand this vast wilderness prevailed and in 1959, twelve
countries signed the Antarctic Treaty. The Treaty supports and promotes scientific research, and
protects the continent's ecozone whilst prohibiting military activities and mineral mining, nuclear
explosions and nuclear waste disposal,. Since 1959 thirty-eight more have signed it upholding laws to
protect rather than exploit Antarctica.

We now understand that Antarctica is a pivotal part of the Earth’s climate system and a sensitive
barometer of environmental change. In the past 50 years the west coast of the Antarctic Peninsula has
been one of the most rapidly warming parts of the planet - causing fundamental changes to the physical
and living environment. Ongoing international science programmes provide us all with the evidence of
Antarctica’s fundamental role in the Earths climate and its acute sensitivity to our actions thousands of
miles away.

Antarctica is a remarkable continent. It is key to understanding how our planet works. In the last two
hundred years it has shifted from being the greatest challenge in exploration to our current greatest
challenge, climate change.

4 UKAHT Strategy
A new strategy for UKAHT has now been developed - which builds on the role and track record of our
activities to engage more people more widely with both the work we do, but also more broadly our
collective understanding of Antarctica in our world. The strategy is formed of 4 main tenets:

Discover
We want to increase the diversity of engagement with Antarctica and expose a larger audience to this
remarkable place. We especially want the stories of the heritage in our care, like Operation Tabarin, to
become as well-known as those of the heroic era. We want to engage that broad audience of people of
all ages who may have heard of Scott and Shackleton or the hole in the ozone layer, whose interest we
can capture and develop to broaden their knowledge and inspire them to develop their interest.

Understand
We want to use Antarctic heritage as a lens through which to explore the past, the present and the
future of Antarctica, to take audiences with us on a journey of discovery and engagement so that they
might purse a lifelong interest in this continent. We are especially focussed on young people and using
our Antarctic story to inspire this new generation with the global significance of Antarctica, using our
unique perspective to develop that engagement. We will embrace debate, challenge ideas and explore
new perspectives, giving voice to the personal response, to inspire people to express their own
perspectives and emotional engagement with Antarctica; including artists in all art forms, campaigners,
scientists, historians, experts and visitors.

Value
We want people to care about Antarctica and to use their energies to help protect this precious
wilderness and all that is in it. We will use our own expertise, influence and network to take a lead in
matters surrounding heritage in Antarctica. We work in partnership with like-minded organisations to
advocate for Antarctica and its heritage to secure the future for this unique heritage. We want to
encourage dialogue and empower people to explore why Antarctica matters. Together we might cherish

info@ukaht.org |www.ukaht.org | 01223 355 049 | Registered Office: High Cross, Madingley Road, Cambridge CB3 0ET
Charity registered in England & Wales No. 1160847. Charitable company limited by guarantee, registered in England No. 05450602

the legacy of those who have gone before us, to acknowledge their contribution, examine the impact of
their actions and to learn from them. We want everyone to value the physical evidence of the past and
the importance of heritage in our cultural life.

Protect
Securing the future of the physical heritage on the Peninsula underpins everything we do. We take
seriously our responsibility for the custodianship of this heritage on behalf of future generations. This
heritage encapsulates the stories and the legacy of those pioneers of Antarctic science and exploration
and helps us to understand what went before and how we have got to where we are. Managing this
heritage in Antarctic conditions is perhaps our greatest challenge and our greatest responsibility. We
cannot separate it, however, from the environment. We are redoubling our efforts to lead by example
with regard to our environmental responsibility; to be meticulous in our own Antarctic operations, to
do everything we can to inspire change, to motivate the current and future generations to value
Antarctica and understand its vital role in our planet’s future and create a sustainable future for us all.
After all, we have a role in what sort of Antarctica the next generation will inherit.

5 Public Programme Vision

2020 will be the start of a new and ongoing programme of public engagement for UKAHT. Connecting
with the principles of this new strategy UKAHT are developing an ambitious programme of events and
projects which will be delivered across the UK through 2020 and beyond.

In 2020 UKAHT will present the start of the programme with new cultural events, commissions and
artworks presented across the UK. The first year of this programme coincide with and mark 200 years
since Antarctica was first sighted. Arts programmes which connect with heritage can demonstrate how
the power of imagination can help us to remember and learn, to build connections across time and
cultures and to see things with new eyes. Our projects will range from newly commissioned work by
leading UK artists to large-scale exhibitions in major national cultural institutions and inspirational
talks by global figures from the cultural and scientific world.

The programme will seek to reflect on how the world sees and understands Antarctica today. We want
to inspire artists and audiences to think differently about Antarctica – and to see how human
interactions with this continent have shifted from one of discovery, expedition and exploitation to one
of preservation, scientific advancement and hope for a future.

The programme will be led by UKAHT in partnership with a range of partners, including: the British
Science Association, the Royal Geographical Society, British Antarctic Survey and the UK Polar Network,
and with the support from the Foreign & Commonwealth Office (Polar Regions Department).

6 Public Programme Components
This programme will provide new opportunities for audiences across the UK to engage with projects of
a mixed scale and across real and digital platforms. It will have broad appeal with projects taking place
across the year and exploring a variety of themes. The programme will be supported by a marketing,
communications and social media campaign.

The types of project fall into 4 main categories.

 A small set of artist-led, large-scale or touring projects which are developed in partnership with
leading cultural institutions - and engage media and audiences on a national level.

 A wider set of small-mid scale projects that reflect on a particular locally resonant aspect of
Antarctic heritage. This may include theatre or dance performances, publications, musical
responses, films or digital activity, exhibitions, publications or visual arts.

 A targeted talks programme that is developed with leading festivals, events and organisations, to
encourage new audiences to engage with the legacy of Antarctic heritage.

 A learning programme – connecting with schools and educational establishments, but also
informal learning means – to help connect and share understanding of Antarctic Heritage more
broadly and accurately to young people.

7 Timetable
Deadline for submissions: 12th September
Interviews: 18th September
Commencement of contract: End September
Conclusion of contract: Ongoing

The issue of this Invitation to Tender (ITT) and Statement of Requirements marks the commencement
of the ITT stage of the procurement process.

UKAHT reserves the right to extend the Deadline. Any extension granted will apply to all tendering
organisations. UKAHT reserves the right to reject any responses received after the Deadline.

On receipt of the responses, UKAHT will perform an evaluation of responses, with a view to selecting a
tendering organisation to perform the Services.

UKAHT may, in its absolute discretion, require that you attend a meeting to discuss any aspect of your
response, or any other matter related to this ITT and Statement of Requirements.

8 Scope of Services
UKAHT is seeking 3 core elements from an agency or consultants:

 To lead on the development of a strategy for UKAHT to support our public engagement plans
which will commence in 2020.

 To develop and oversee the implementation of a central marketing and communications
campaign plan for 2020 to engage the UK public prompting reflection and debate on the history,
contemporary relevance and importance of Antarctica through a programme of projects.

 Ongoing support towards Marketing and Communications.

Strategy
The communications strategy for our public engagement programme should take a longer view beyond
the programme for 2020 in order to grow our reach and effectiveness and should consider both
promotional and narrative-driven campaigns. Agencies / consultants will be required to consult with
the team, and work together with the CEO to form a working strategy that can be adopted as part of the
wider business plan for the organisation. The strategy should set out recommendations towards
ongoing support needed by UKAHT which could be delivered by the agency or consultant.

2020 Plans
For 2020, the agency or consultant will be required to develop a comprehensive campaign plan to
support the engagement of a public programme, which is envisaged as comprising around 3-5 key
projects taking place in specified cities plus approximately 10 -20 smaller events and activities taking
place across the UK, a talks programme and a learning programme. The campaign plan will support
partner-led marketing and communications campaigns for each of the project – and ensure the visibility
of the 2020 programme (and UKAHT’s and funder/sponsor roles within that). The public launch of the
programme will take place in early December. The agency or consultants will work together with
partners, co-commissioners and stakeholder teams to raise public awareness of the programme and
encourage discussion. Identity, messaging and tone will be of the highest importance.

Ongoing Marketing and Communications support
Beyond 2020, the agency or consultant will be required to support the core UKAHT team to support
ongoing aspects of the core business. The approach to this will be finalised by the strategy.

The agency or consultant will be required to develop a proposal based on 4 elements:

 A core budget to develop a strategy for UKAHT

 A core budget to develop and implement a coherent marketing and communications campaign
plan for the 2020 Programme

 An enhanced budget to develop further elements to support the plans for the 2020

 A indicative retainer fee – to support ongoing work for the Trust beyond 2020

Outcomes
Given the overall theme of the programme, all the campaign elements should be where possible mindful
of the environment.

Title & Brand – by October 2019
Title and brand creation, guidelines and artwork to be produced. The programme brand will be shared
and used by co-commissioning organisations and stakeholders so a set of appropriate and easy to use
brand guidelines will need to be developed. The title will need to consider other programmes both in
the UK and Internationally. It will also need to consider The brand will need to be simple yet effective
and retain a connection with the existing UKAHT approach – and embody values that connect with the
programme as a whole. An experienced designer or agency will be required to be engaged by the
marketing consultant to produce the brand mark, artwork and guidelines.

Website approach – by October 2019
Web presence to be developed connected to the existing UKAHT site – www.ukaht.org. Design and
framework to be provided and advised by the agency/consultant; the majority of content of which will
be provided by UKAHT – and where possible updated by the core team.

Launch – by October 2019 and ongoing
A formal launch of the 2020 programme will take place at an appropriate, where the programme (or the
confirmed parts) will be announced. The agency or consultant will be required to support the launch

event, advise on a format and any live components – as well as drafting any materials required to
engage press and media in the event and programme.

Media Campaign – Ongoing
The communications consultant will be required to hold effective relationships with the media in
connection with the programme. Whilst each project will deliver its own campaign, the communications
consultant will be required to engage and encourage national press and media involvement. The
visibility of UKAHT in leading the programme will be key to the success - and the agency/consultant
will be required to find opportunities across the season for the profile of UKAHT to be significant. The
consultant will also be required to develop ideas which could be adopted by press and media to support
the themes of the programme – and build wider public interest and enthusiasm for the projects and
programme as a whole.

Social Media – by October 2019 and ongoing
Campaign to be developed by the agency or consultant including suggested use of particular platforms
and engagement by influencers etc. Agency/consultant to suggest most effective campaign management
utilising its own resources as well as UKAHT staff and partner expertise.

Engagement – Ongoing to Dec 2020
The agency or consultant will be required to engage with partners and stakeholders to ensure the
campaign is widely understood and aligns with existing project approaches. This may include liaising
directly with project teams, attending project meetings, or liaising with the UKAHT or stakeholder
teams. The agency/consultants will be required to develop an approach towards the provision of brand,
guidelines and a suitable sign off mechanic for all assets being produced (either by the consultant – or
by project partners)

Other Assets – Ongoing to December 2020
Noting the budget constraints, the agency or consultant will be required to suggest additional assets
and spend on assets to maximise the visibility of the programme as a whole.

9 Budget
Proposals should reflect the following budget levels – which reflect the funds that are currently
available (Core Budget) and a further level based on potential fundraising income (Enhanced Budget)
will be inclusive of all and any fees as wells as costs to develop and deliver the work. Budget levels will
include VAT.

Core Strategy Budget
£10,000

Core - Total Budget – Marketing & Communications Plan for 2020
£50,000

Enhanced Total Budget - Marketing & Communications Plan for 2020
£100,000

Retainer Fee
To be advised by supplier

10 Information Required in Responses to Tender
Responses should be submitted via email to jobs@ukaht.org.

Responses should include:

a) a biography of the consultant/organisation including information on the key member(s) of staff
who would manage the programme;

b) details of at least three programmes managed in the arts and heritage sector including case
studies with visuals of assets created or publications produced;

c) proposal of approach and method of developing the strategy and including your initial outline of
what a successful campaign for 2020 would look like based on a review of the suggested core
components outlined above and budget levels;

d) estimated fees and all costs for developing and implementing the marketing strategy and
campaign. Fees should be broken down line by line detailing the elements you would expect to
have to cover to successfully manage a marketing campaign;

e) references/referees details from two current/former clients in a similar field.
You may submit, by no later than Monday 9th September, any queries that you have relating to this ITT.
Please submit such queries by email to sud@ukaht.org. Any queries should clearly reference any
appropriate paragraph in the documentation and, to the extent possible, should be aggregated rather
than sent individually. As far as is reasonably possible, UKAHT will respond to all reasonable requests
for clarification of any aspect of this ITT, if made before the above deadline. UKAHT will aim to provide
responses within two days from receipt.

You must state if you will be using any third party contractors to deliver the services and ensure that all
relevant terms and conditions are applied within any relevant sub-contract. You will be fully
responsible as the prime contractor for all third party sub-contractors.

11 Responses to Tenders
On receipt of the email copies of your tender, an acknowledgement email will be sent to the tendering
organisation.
Tenders will be assessed on the following criteria:

a) Experience in the arts and heritage sector, and of developing campaigns within a complex
framework of other related campaigns;

b) Case studies, and success of previous campaigns relative to budget;

c) Understanding of the brief and proposed approach, including appreciation of the tone and
messaging of the campaign;

d) As a publicly funded programme value for money is paramount to UKAHT the outlined estimated
fees will be judged against the experience and credibility of the consultant/organisation as part of
the assessment.

UKAHT will invite at least two tendering consultants/organisations to an interview.

12 Preparation and format of Responses
Responses, all documents and all correspondence relating to the tender must be written in English.
You should consider only the information contained within this ITT and supporting documents, or
otherwise formally communicated to you in writing when making your offer.

13 Conditions of Tender
In submitting a response to this ITT it will be implied that you accept all the provisions of this ITT
including these conditions.

UKAHT reserves the right to issue the response to any clarification request made by you to all
Tendering Organisations unless you expressly require it to be kept confidential at the time the request
is made. If UKAHT considers the contents of the request not to be confidential, it will inform you and
you will have the opportunity to withdraw the request.

The information contained in this ITT and the supporting documents and in any related written or oral
communication is believed to be correct at the time of issue but UKAHT will not accept any liability for
its accuracy, adequacy or completeness and no warranty is given as such. This exclusion does not
extend to any fraudulent misrepresentation made by or on behalf of UKAHT.

By issuing this ITT, UKAHT is not bound in any way to enter into any contractual or other arrangement
with you or any other party.

It is intended that the remainder of this procurement will take place in accordance with the provisions
of this ITT but UKAHT reserves the right to terminate, amend or vary the procurement process by
notice in writing to all tendering organisations of which it is aware. UKAHT will accept no liability for
any losses caused to you as a result of this.

You will not be entitled to claim from UKAHT any cost or expenses that you may incur in preparing your
response irrespective of whether or not your tender is successful.

All information supplied to you by UKAHT either in writing or orally, must be treated in confidence and
not disclosed to any third party (save to your professional advisers) unless the information is already in
the public domain.

There must be no publicity by you regarding the Project or the future award of any contract unless
UKAHT has given express written consent to the relevant communication.

Any attempt by you or your appointed advisers to inappropriately influence the contract award process
in any way will result in your response being disqualified. Any direct or indirect canvassing by you or
your appointed advisers in relation to this procurement or any attempt to obtain information from any
of the employees or agents of UKAHT concerning another tendering organisation may result in
disqualification at the discretion of UKAHT.

UKAHT reserves the right to disqualify you if you do not submit your response in a manner consistent
with the provisions set out in Invitation to Tenders and Statement of Requirements.

It is your responsibility to ensure that any consortium member, sub-contractor and adviser abides by
the conditions contained within this ITT and Statement of Requirement. .

Your Response should remain valid for acceptance for a minimum of 90 days from the date it is
submitted.

      info@ukaht.org |www.ukaht.org | 01223 355 049 | Registered Office: High Cross, Madingley Road, Cambridge CB3 0ET
Charity registered in England & Wales No. 1160847. Charitable company limited by guarantee, registered in England No. 05450602

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