CAAS hands Hashtag Interactive social duties for training academy

Singapore Aviation Academy, the training arm of Civil Aviation Authority of Singapore (CAAS), has appointed Hashtag Interactive for social media duties for a year. Hashtag beat out 10 other agencies vying for the account, including Tickled Media, iClick Media, Wildtype Media Group, and Curate Digital. The pitch was first called in January this year.

According to the Gebiz tender, Hashtag will be responsible for developing strategy and execution plans for the academy's Facebook and LinkedIn; content management, development, and production; community management and engagement; channel and campaign reporting; digital media planning and buying; as well as online advertising and promotion. According to the tender, the Singapore Aviation Academy will provide a fixed provisional sum of up to SG$18,000 per year for online advertising and promotion.

The Singapore Aviation Academy offers a range of training programmes in various disciplines including aviation professional training, professional diplomas, and graduate programmes. Hashtag currently works with CAAS for the organisation's overall social media management and was reappointed last year following its appointment in 2020. Two years ago, Hashtag edged out then-incumbent one9ninety, which was one of the 13 agencies competing for the account. The agency was also appointed in 2018 to handle social media duties for two years.

Hashtag's managing partner Mina Sunico-Chin told MARKETING-INTERACTIVE that the latest appointment is the first for the agency for this particular scope of work. "We have been working on the CAAS account for many years and are very familiar with their content and social media needs," she added.

"The aviation industry, in general, is going through a transition now and the Singapore Aviation Academy is also evolving to keep pace with the changes. We hope to support the academy to the best we can in communicating these new developments by designing a strategic content strategy with their team that suits their needs, as well as, experimenting with new content types that they haven't tried before," she explained.

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