Strategic Media Buying Services

Invitation to tender published on Public Contracts Scotland (PCS): March 16th, 2026

All questions to be submitted via PCS by: March 30th, 2026

Answers to questions returned to all tenderers by: April 2nd, 2026

Tender submission deadline: April 20th, 2026

Decision by The Inverness Castle Experience: April 29th, 2026

Contract commencement: May 2026

The organization seeks a vendor to provide comprehensive strategic media buying services, encompassing support and expert advice on campaign planning and execution. This scope includes day-to-day analytics to measure ROI, ongoing management of all traditional, digital, out-of-home, and broadcast advertising to support a range of campaign objectives, such as digital always-on campaigns, seasonal promotions (including start of season, Christmas, and off-peak periods), the Highlander Pass campaign, Tier 1 events, and other specific initiatives.

The selected firm will be responsible for keyword targeting, prioritization, messaging and ad structure to enhance CTR and conversions, as well as campaign management, planning, reporting, forecasting, and efficient budget allocation. Responsibilities further include implementing remarketing strategies, audience identification and targeting, and delivering integrated paid campaigns for The Inverness Castle Experience through multi-channel approaches. The vendor is also expected to handle the planning and purchase of radio, digital audio, and television advertising; identify relevant media partners and platforms to reach target demographics; and manage the creative process including scripting, scheduling, and trafficking broadcast advertisements in collaboration with internal teams.

Ongoing management, timely reporting, and optimization to maximize budget and results are essential. Vendors interested in submitting questions must do so no later than March 30, 2026.