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Rail Advertising and Ticket Gate Advertising Concession
South Western Railway Ltd intends to procure a commercial advertising concession under which a supplier will market, sell and manage paid advertising across on‑train media and station ticket gate media on behalf of South Western Railway Ltd. The appointed supplier will secure advertisers, manage sales activity, collect advertising revenue and provide management information, sharing revenue with South Western Railway Ltd under an agreed commercial model. The new concession is expected to protect an established revenue baseline while placing greater emphasis on incremental revenue growth, innovation and performance.
South Western Railway Ltd services and stations included in this concession extend widely across South West London, Surrey, Berkshire, Hampshire, Dorset, Wiltshire and Devon including Guildford, Basingstoke, Portsmouth, Southampton, Salisbury, Bournemouth, Weymouth and Exeter.
The anticipated high level supplier requirements are as follows, however are subject to change following premarket engagement:
Estimated 1 July 2027 to 30 June 2031 with option for extension to 30 June 2032 subject to performance and business needs. These dates may be subject to change.
| Lot | Title | Value |
|---|---|---|
| 1 | Lot 1 | — |
Engagement
Engagement Deadline
18 August 2026
Purpose of Engagement
This UK2 preliminary market engagement notice is being issued to:
Format of Engagement
South Western Railway Ltd plans to undertake the following engagement activities:
o Experience of advertising concessions.
o Previous or potential approaches to driving incremental revenue and innovation.
o Views on potential commercial models (e.g. revenue share structures, minimum income guarantees, incentives for).
Market engagement event - 25 August 2026
A subsequent in person presentation and event will take place on 25 August 2026.
Location:
Time: 10:00 to 13:00. One to one sessions to follow from 14:00 to 16:00.
This event will:
South Western Railway Ltd will offer a limited number of one‑to‑one meetings with interested suppliers following the main event.
Suppliers wishing to request a one‑to‑one meeting should indicate this when registering their interest. Allocation of one‑to‑one slots will be at South Western Railway Ltd's discretion, with the aim of ensuring fair and proportionate engagement
Written feedback following the event
Suppliers will be invited to provide written responses to the questionnaire and any follow‑up comments by email after the event.
Timetable and deadlines
The current indicative timetable for preliminary market engagement is:
South Western Railway Ltd currently anticipates publishing the tender notice around September 2026, with contract commencement estimated for July 2027, subject to change. The indicative contract term is 4 years with an option to extend for a further 1 year (4+1 years), subject to performance and business need.
How to register interest and participate
Suppliers interested in participating in this preliminary market engagement should:
Email: ibolya.kormos@swrailway.com and Andrew.Bryant@swrailway.com
Subject line: "Rail Advertising and Ticket Gate Advertising Concession"
In the email, please provide:
South Western Railway Ltd may ask suppliers to sign a confidentiality agreement before issuing any detailed, non‑public information.
Additional information
Participation in this preliminary market engagement is voluntary and at the supplier's own cost. South Western Railway Ltd will not reimburse any associated expenses.
Information provided by suppliers during the engagement may be used to refine the procurement strategy, tender documentation, commercial structure and performance framework. South Western Railway do not make any claim to final content of any tender requirements either now or at the engagement session.
Any information shared that is not commercially sensitive may be summarised and shared more widely with participants to ensure transparency and equal treatment.
This notice is not a tender notice or a call for competition. Publication of this notice does not bind South Western Railway Ltd or subsidiaries to any guarantee, and it is possible that no tender will result from this Pre-Market Engagement exercise. The requirements, contract duration, start and end dates detailed within this notice are subject to amendment following Pre Market Engagement and confirmation of the route to market.