ELi eelarve meediakampaania Eestis

The European Commission Representation in Tallinn (DG COMM) plans a negotiated procedure (EC-COMM/TLL/2026/MVP/0262-EXA) to procure advertising and marketing services to design and implement a nationwide media campaign in Estonia showcasing up to six EU-funded projects and communicating how the EU budget works. The contract includes end-to-end campaign delivery (strategy, creative production, media buying, stakeholder coordination) and communication support for a travelling exhibition scheduled November 2026–March 2027. Expressions of interest open 29 April 2026 and must be submitted electronically via the EU Funding & Tenders Portal by 13 May 2026 23:59 (Europe/Tallinn) using an EU Login account with two-factor authentication. The estimated contract value is not disclosed in the ex ante notice and final tender documents, selection criteria and contract value will be published on the portal when the negotiated procedure is launched.

Mis rahastatakse

Euroopa Komisjoni esindus Tallinnas tellib teenuse, mis hõlmab kogu Eesti ulatuses ELi eelarve tutvustavat meediakampaaniat: strateegia ja projektijuhtimine, loovtootmine (kujundused, videod, fotod jt), kommunikatsiooni- ja meediaplaan, reklaamide paigutus ja ost ning sideteenused. Kampaanias käsitletakse kuni kuut ELi rahastatud Eesti projekti. Lisana korraldatakse rändnäitus (nov 2026 — märts 2027) ning selle kommunikatsioon kogu näituseperioodi jooksul.

Hanke tüüp:Planned negotiated procedure for middle/low value contract (teade tulevasest madala/keskmise väärtusega läbiräägitavast hankest).

Kes saab kandideerida

Teenusepakkujad, kes pakuvad reklaami- ja turundusteenuseid (CPV 79340000) — meediaagentuurid, loovstuudiod ja kommunikatsioonifirmad, kes suudavad katta nii loome- kui meediaplaneerimise ja -ostu. Elektroniline avaldus nõuab EU Login kontot (2026. aastal 2FA kohustuslikuks muutumisel tuleb arvestada autentimismeetoditega).

1. 1Lead contracting authority: Euroopa Komisjon, DG COMM - Communication
2. 2Peamine CPV: 79340000 Advertising and marketing services
3. 3Loodetav menetlus: läbiräägitav protseduur (madal/keskmine väärtus)

Praktilised tähtajad ja esitamine

Avaldus huvist (expression of interest) algab 29/04/2026 ja lõpeb 13/05/2026 kell 23:59 (Europe/Tallinn). Avaldused esitatakse elektrooniliselt läbi EU Login süsteemi. Indikatiivne menetluse käivitamise kuupäev: 13/05/2026.

Eeldatav väärtus:Hanketeade ei märgi konkreetset summat; tegemist on avaldusega kavatsusest algatada madala või keskmise väärtusega läbiräägitav hank.

Lisainfo ja ametlikud dokumendid avaldatakse EU Funding & Tenders Portalis; huvist avaldavad peavad kasutama EU Login kontot ja esitama avalduse ainult elektrooniliselt Hanke lehekülg. ¹

Footnotes

1. 1Teade on ex ante publicity teade kavatsusest käivitada madala/keskmise väärtusega läbiräägitav protseduur; täpsemad hankedokumendid ja tingimused avaldatakse menetluse käivitumisel.

Opportunity summary

The European Commission Representation in Tallinn intends to commission a national media campaign in Estonia to explain how the EU budget works, showcase up to six EU-funded projects across Estonia and demonstrate the benefits that flow from EU funding. The procurement is announced as a planned negotiated procedure for a middle/low value contract (reference EC-COMM/TLL/2026/MVP/0262-EXA). The contract covers end-to-end delivery of the media campaign including project management, creative production (designs, videos, photos, etc.), communication and advertising planning, placement of paid media, management of advertising spaces and stakeholder liaison. The campaign must use multiple channels covering the whole of Estonia, combining editorial content and paid advertising on television, radio, online media, print and social media. In addition to the campaign, the Representation will organise a travelling exhibition from November 2026 to March 2027 presenting EU-funded projects from different sectors; the contractor will also handle exhibition communication for the whole exhibition period.

Contracting authority:European Commission, Directorate-General for Communication (DG COMM) — Representation in Tallinn.

Procedure type and classification:Planned negotiated procedure for middle/low value contract (ExA publication). Main CPV classification: 79340000 - Advertising and marketing services. Nature of contract: services.

Key dates and submission method

Expressions of interest open 29/04/2026 (Europe/Brussels) and close 13/05/2026 at 23:59 (Europe/Tallinn). Indicative date of launch of the negotiated procedure is 13/05/2026. Submissions of expression of interest must be made electronically via the EU Funding & Tenders Portal and require a valid EU Login account; as of 30 June 2026 two-factor authentication will be mandatory for EU Login access. This publication is an ex-ante notice announcing intent to launch a negotiated procedure and is not yet a call for tenders EU Funding & Tenders Portal.

1. 1Start date for expression of interest: 29/04/2026 Europe/Brussels.
2. 2Deadline for expression of interest: 13/05/2026 23:59 Europe/Tallinn.
3. 3Indicative launch of negotiated procedure: 13/05/2026 Europe/Tallinn.
4. 4Method of expression of interest: Electronic via EU Login.

Detailed eligibility and procurement requirements

This is a public procurement (tender) opportunity. The selected supplier will be contracted under a negotiated procedure. The procurement documentation and the formal call for tender will set the detailed eligibility, selection and award criteria. The ExA notice provides core scope and milestones but does not contain final tender documents. Applicants must use the EU Funding & Tenders Portal to express interest and later to access tender documents once the negotiated procedure is launched.

Eligible applicant types:Typical eligible applicants for advertising and communications procurements by the Commission include private sector service providers such as advertising and marketing agencies, full-service communications consultancies, media buying agencies, production companies, creative studios, and consortia composed of these entities. Public bodies, NGOs and non-profit communication providers may also be eligible if they meet procurement conditions and can demonstrate the required technical and professional capacity. The ExA notice does not restrict applicant legal forms; exact admissibility will be confirmed in the tender documentation.

Funding type:Procurement contract for services. This is not a grant or subsidy; it is a service purchase paid by the contracting authority under a public procurement contract.

Consortium requirement:The notice does not mandate a consortium; both single economic operators and consortiums can typically bid. For complex deliveries (creative production, audiovisual, media buying, event management) bidders often form consortiums or subcontract frameworks to cover all required capabilities. Final rules will be in the tender specifications.

Beneficiary scope (geographic eligibility):Procurement is managed by the European Commission Representation in Estonia and intended for delivery across Estonia. Procurement participants must comply with EU procurement rules; typically economic operators established in EU Member States are eligible. The ExA notice itself does not restrict bidders by nationality, but the tender documents will detail admissible countries and any legal/financial capacity requirements.

Target sector:Sector: communication, advertising and public information. The campaign relates to public administration / EU policy communication, intersecting with sectors of public interest (multiple sectors illustrated through project examples). Main CPV: advertising and marketing services.

Mentioned countries:Estonia (country of campaign delivery and contracting Representation). Contracting authority: European Commission (EU, DG COMM).

Project stage and expected deliverables:Project maturity: implementation and delivery. The contractor is expected to plan, produce and execute the full media campaign and support the travelling exhibition communication. Deliverables include strategy and communication plan, creative concepts and production (visuals, videos, photography), media buying and placements across TV, radio, online, print and social media, stakeholder liaison, campaign monitoring and reporting, and exhibition communication covering November 2026 to March 2027.

Funding amount (indicative):No estimated total value is provided in the ExA notice. The publication states a planned negotiated procedure for a middle/low value contract but does not disclose monetary thresholds or budgets. The tender documentation will include the contract value or range.

Application type and submission:Initial step: open expression of interest (electronic) via the EU Funding & Tenders Portal (EU Login required). Subsequent formal tender: negotiated procedure to be launched on the portal; access to tender documents and submission of bids will be electronic through EU Login. This is an open ex-ante notice leading to a negotiated call rather than an immediate open public call-for-tenders.

Nature of support:Financial: payment for services under a public procurement contract (monetary). The contracting authority will remunerate the selected contractor according to contractual terms; this is not a grant. Non-monetary support: access to stakeholder contacts and Commission channels as agreed in contract (operational coordination), but primary support is contractual payment.

Application stages:From the ExA notice the process includes at least two stages: 1) expression of interest submission (to allow the authority to identify interested operators) and 2) launch of the negotiated procedure with restricted negotiation and award. The negotiated tender may involve further evaluation stages (selection, award, possible negotiation meetings, final award). Exact number of stages will be specified in tender documentation.

Success rates:The ExA notice does not provide historical success rates. Success probability depends on number and quality of bidders in the negotiated procedure; typical public procurement for communications has competitive tendering with a small number of awards (usually a single contract awarded).

Co-funding requirement:No co-funding by the bidder is required as this is a purchase of services. Bidders must price their services competitively and meet any financial and performance guarantees stipulated by the contracting authority in the tender documents.

Expected technical and content requirements (detailed)

The ExA notice defines the scope and expected technical capabilities required from the contractor. Bidders should be prepared to demonstrate the following capabilities and deliverables in their bids:

1. 1Strategic communications and campaign planning across multiple channels with audience segmentation covering all regions of Estonia.
2. 2Creative concept development and production: graphic design, motion graphics, spot production for television and radio, online video production, still photography, copywriting and layout for print and digital formats.
3. 3Media buying and placement expertise across television, radio, web publishers, programmatic channels, social media platforms and outdoor/print placements with measurable reach/impact.
4. 4Project management and stakeholder liaison: coordination with the Representation, project owners (EU-funded projects featured) and third-party vendors, including scheduling and approvals.
5. 5Production of up to six project case studies or examples highlighting EU-funded projects across Estonia (storytelling, interviews, filming on location).
6. 6Development and execution of communication plan for a travelling exhibition running November 2026 to March 2027, including promotion, on-site materials and event support.
7. 7Monitoring, performance measurement and reporting: KPIs, media spend reconciliation, audience metrics, final campaign report and recommendations.
8. 8Compliance with European Commission visibility rules for EU-funded projects and legal/regulatory requirements for advertising and public information.

Bidders should prepare to show prior experience in national campaigns, audiovisual production, handling of multi-channel media buys, and event/exhibition communication. Proof of capacity (team CVs, financial statements, past references) will likely be requested in the tender.

Tender application templates and structure (what to prepare)

The ExA notice does not include formal application templates. However, bidders should prepare standard procurement submission documents commonly requested in European Commission tenders and communications contracts. Prepare the following structured materials to speed up response when the negotiated procedure is published:

1. 1Administrative and legal forms: company registration, legal entity form, proof of powers to sign, EU Login access details for electronic submission, and any declarations required by the Commission.
2. 2Selection documents: evidence of financial and economic standing, statement of turnover, balance sheet or equivalent financial statements for the last 2–3 years, proof of professional indemnity or other insurance if requested.
3. 3Technical capacity documents: portfolio of relevant past projects (national media campaigns, audiovisual productions, exhibitions), CVs of key staff (project manager, creative director, production lead, media buyer), list of subcontractors and suppliers with roles.
4. 4Methodological offer: proposed approach and methodology including campaign concept outline, target audiences, channel mix rationale, proposed KPI framework, production workflow, stakeholder engagement plan and risk mitigation.
5. 5Workplan and timetable: Gantt or detailed timeline covering planning, production, media buying, campaign roll-out and exhibition communication (noting exhibition period Nov 2026–Mar 2027).
6. 6Detailed financial offer: breakdown of costs (creative production, media buying, production fees, travel, subcontracting, VAT treatment if applicable), pricing schedule and payment milestones.
7. 7Legal and compliance: confirmation of compliance with EU visibility rules for EU-funded projects, data protection measures for filming/interviews, rights and licensing for produced materials, and confidentiality safeguards.
8. 8References and performance evidence: client references, measurable results from previous campaigns, sample media plans and reach/impact summaries.

Milestones and exhibition period

Exact contract timetable, award date and start of campaign will be published in the tender documentation. Contractors should be ready to mobilise quickly to meet production and booking lead times ahead of the exhibition period.

How to prepare and next actions

Immediate recommended actions for potential bidders:

1. 1Create or ensure access to an EU Login account and set up two-factor authentication as required by the Portal (mandatory from 30/06/2026).
2. 2Submit an electronic expression of interest via the EU Funding & Tenders Portal before 13/05/2026 23:59 Europe/Tallinn to receive updates and access the negotiated procedure when launched.
3. 3Gather and prepare administrative, financial and technical documents listed above so you can respond promptly once the negotiated tender is launched.
4. 4Prepare a rapid mobilisation plan and tentative budget scenarios for different media spend levels (the contracting authority will publish contract value in tender documents).
5. 5Ensure competence in EU visibility rules and data protection when producing content involving EU-funded project beneficiaries and citizens.

The Funding & Tenders Portal contains guidance on EU Login and two-factor authentication; bidders must consult the portal and the tender notice page for final tender documents and Q&A once the negotiated procedure is published EU Funding & Tenders Portal. ¹

Comprehensive summary

This planned negotiated procurement is an upcoming public tender by the European Commission Representation in Tallinn to contract a communications and advertising services provider to design, produce and run a nationwide campaign in Estonia explaining the EU budget and showcasing up to six EU-funded projects. The supplier will deliver creative production, media planning and buying, stakeholder coordination and monitoring. The campaign must span multiple channels (TV, radio, online, print, social media) and include the communication for a travelling exhibition scheduled November 2026 to March 2027. Expressions of interest must be submitted electronically via the EU Funding & Tenders Portal by 13 May 2026. The procurement is classified under CPV 79340000 and follows a negotiated procedure for a middle/low value service contract. Bidders should prepare full administrative, technical and financial documentation and ensure EU Login access with two-factor authentication. Final tender documents, selection and award criteria, contractual value and detailed requirements will be published on the portal when the negotiated procedure is launched.

Footnotes

1. 1Procurement reference EC-COMM/TLL/2026/MVP/0262-EXA and Ex ante publication available on the EU Funding & Tenders Portal. Interested operators must use EU Login to submit expressions of interest and to access tender documentation when published.

Opportunity Overview

This is a planned negotiated procedure for a medium or low value service contract issued by the European Commission Directorate-General for Communication (DG COMM). The European Commission Representation in Tallinn is seeking a service provider to design and execute a comprehensive media campaign showcasing EU-funded projects across Estonia. The campaign aims to educate the public about how EU budget funding operates by highlighting concrete examples of EU-financed projects and demonstrating their benefits to Estonian communities.

Procurement Details

Procedure Identifier:EC-COMM/TLL/2026/MVP/0262-EXA

Contracting Authority:European Commission, Directorate-General for Communication (DG COMM)

Procedure Type:Planned negotiated procedure for middle or low value contract

Contract Nature:Services

CPV Classification:79340000 - Advertising and marketing services

Estimated Total Value:Not disclosed in the procurement notice

Campaign Scope and Deliverables

The selected service provider will be responsible for planning and executing the entire media campaign, which encompasses the following key elements:

• Project management of the entire campaign
• Content creation including designs, videos, and photographs
• Development of communication and advertising strategy
• Placement of advertisements and advertising spaces
• Stakeholder coordination and liaison with all parties
• Multi-channel distribution across Estonia using both organic and paid media
• Campaign execution across television, radio, online media, print media, and social media platforms

The campaign will feature up to six examples of EU-funded projects from across Estonia, selected to represent diverse sectors and demonstrate the breadth of EU investment in the country.

Travelling Exhibition Component

In addition to the media campaign, the contract includes organization of a travelling exhibition running from November 2026 through March 2027. This exhibition will showcase EU-funded projects across different sectors. The media campaign will provide communication support for the entire duration of the exhibition period, ensuring integrated promotion of both the campaign and the exhibition.

Key Dates and Timeline

This is a planned call for tenders announcement, not an active call. Interested parties should note that this publication announces the contracting authority's intention to launch a future negotiated procedure. The actual call for tenders will be issued at a later date following the expression of interest phase.

Expression of Interest Process

Potential bidders must submit expressions of interest electronically through the EU Funding and Tenders Portal. An EU Login account is required for electronic submission. Submissions must be sent exclusively through the designated submission address on the portal.

Submission Method:Electronic submission via EU Funding and Tenders Portal

Account Requirements:EU Login account is mandatory for all electronic submissions

Important Information for Applicants

As of 30 June 2026, two-factor authentication will be required to access EU Login accounts on the Funding and Tenders Portal. Interested parties should set up their two-factor authentication in advance to avoid delays in submitting expressions of interest or future tender documents ¹.

The portal provides multiple two-factor authentication options including mobile devices with the EU Login app, security keys, trusted platform modules, passkeys on mobile devices, and national eID cards where available.

Questions and Support

A public questions and answers section is available on the EU Funding and Tenders Portal. Interested parties can log in to submit questions about the procurement. Currently, no public questions and answers have been posted for this opportunity.

For technical assistance with the portal or EU Login account issues, support is available through the portal's helpdesk.

Eligibility and Selection Considerations

While specific eligibility criteria are not detailed in the planned call announcement, potential bidders should possess the following capabilities:

• Proven experience in designing and executing large-scale media campaigns
• Expertise in multi-channel advertising across television, radio, online, print, and social media
• Project management capabilities for complex, coordinated campaigns
• Content creation skills including video production, graphic design, and photography
• Experience working with public institutions and EU bodies
• Knowledge of the Estonian media landscape and audience
• Ability to manage stakeholder relationships and coordinate with multiple parties

Procurement Framework and Procedure

This procurement follows the European Commission's rules for negotiated procedures for middle and low value contracts. The negotiated procedure allows the Commission to select and negotiate directly with chosen bidders rather than conducting an open competitive tender. This approach is typically used for specialized services or when market conditions warrant direct negotiation ².

The expression of interest phase allows the Commission to identify qualified potential contractors before launching formal negotiations. Selected bidders will be invited to participate in the negotiated procedure phase.

Campaign Objectives and Context

The primary objective of this campaign is to enhance public understanding of how the EU budget functions and the tangible benefits of EU funding to Estonian citizens and communities. By showcasing real projects funded through EU programmes, the campaign aims to increase transparency and demonstrate the EU's commitment to supporting development across Estonia's regions and sectors.

The campaign is managed by the European Commission Representation in Tallinn, which serves as the liaison between the European Commission and Estonia, promoting dialogue on EU policies and initiatives.

Next Steps for Interested Parties

1. 1Create or verify your EU Login account on the Funding and Tenders Portal
2. 2Set up two-factor authentication on your EU Login account before 30 June 2026
3. 3Monitor the portal for the official call for tenders announcement expected around 13 May 2026
4. 4Prepare your expression of interest addressing the campaign requirements and your organization's relevant experience
5. 5Submit your expression of interest by the deadline of 13 May 2026 at 23:59 Tallinn time
6. 6Await notification regarding selection for the negotiated procedure phase

Bidders are encouraged to review the full procurement documentation once it becomes available on the portal and to submit any clarifying questions through the public Q&A section.

Footnotes

1. 1Two-factor authentication options include EU Login mobile app, security keys compliant with FIDO2 standards, trusted platform modules on PCs, passkeys on mobile devices, and national eID cards where available. Setup can be completed in the Security Settings section of the EU Login account.
2. 2Negotiated procedures for middle and low value contracts are governed by European Commission procurement rules. These procedures allow direct negotiation with selected bidders and are used when open procedures are not appropriate or when specialized expertise is required. Further information on EC procurement procedures is available in the Information ex ante publicity for planned negotiated low and middle value contracts document.