The winning bidder will be responsible for marketing, managing and operating activities for clients within the London Underground network and will have exclusive rights to sell sampling, leaflet distribution, events and exhibition opportunities.
The contract will start on 1 January 2011 and last for for two years, with an option for a year's extension. London Underground is holding the tender because the current contract finishes at the end of December.
London Underground said the successful concessionaire must have a proven track record in delivering experiential marketing within high-footfall controlled environments, such as railway stations and airports.
The contract includes providing a telephone booking system for clients, a promotional website for opportunities across the London Underground estate and project management of the logistical requirements of clients, and to process approvals from London Underground.
Interested parties have until 11 August to submit an outline of their organisation and detailed evidence that they are able to deliver the service.
Outdoor media owner Titan Outdoor retained the experiential contract for London Underground in January 2009, but later hit financial difficulties. The assets of Titan Outdoor were bought by JCDecaux in January this year.
Titan first won the contract in 2006, after pitching against three companies including the incumbent, Carlson Marketing, and Media Initiatives Group.
A spokesman for JCDecaux confirmed it would repitch for the contract.
CBS Outdoor has the contract for advertising on London Underground. The eight-and-a-half-year contract, which is believed to be the largest outdoor contract in the world, began in August 2006.
Picture credit: Ian Bottle