Singapore Tourism Board concludes PR pitch in Indonesia

The Singapore Tourism Board (STB) has appointed Petrie PR to provide PR consultancy services for STB Indonesia, following a pitch that was held in November last year. According to Gebiz, the account is valued at IDR 6,331,802,400 (SG$599,885) and the appointment will be for a period of two years from 14 January 2022 to 13 January 2024. 

Petrie PR had beat out 15 other agencies vying for the account, including incumbent agency Klareo Communications, who held the account from 1 January 2019 to 31 December 2021.Petrie PR will be required to collaborate with Klareo Communications for a period of two weeks to ensure a smooth handover and transition. 

Other agencies that pitched for the account include Andalan Mitra Komunika (Mediatrust PR), Edelman Indonesia, Prime Pacific Group, Rupa Selaras Sejahtera (Hasta Communications), Indo Cognito, and Publico PR. 

According to the tender seen by MARKETING-INTERACTIVE, Petrie PR will be tasked with assisting STB Indonesia in PR efforts to prepare for tourism recovery, with the objective of maintaining Singapore as the top of mind destination of Indonesian travellers. The appointment will see the agency focus on three main scopes of duties: Planning, strategy and counsel; always-on PR and marketing; and integrated marketing campaigns.

Some of Petrie PR's duties include providing strategic counsel, issues and crisis management, managing STB's social media accounts, KOL management, media relations, media monitoring and analysis, and leading activation events and activities for marketing campaigns. The agency will also be tasked with collaborating with other STB-appointed individuals and agencies for some projects to jointly develop and execute marketing and communications initiatives.

MARKETING-INTERACTIVE has reached out to STB and Petrie PR for comment. 

STB's call for a PR agency in Indonesia last year came less than a week after it called for a global creative and media agency, which closed on 22 November 2021. STB currently has seven agencies vying for its global creative and media accounts. The agencies in the running are BBDO Singapore, BBH Communications, BLKJ Havas, GroupM Singapore, Havas Media APAC, VMLY&R, and incumbent Zenith. Meanwhile, TBWA\, STB's incumbent agency for integrated creative, digital and production services since 2016, did not pitch for the account. Ebiquity is handling the pitch.

Separately, STB appointed global independent marcomm agency FINN Partners in September last year, to provide PR services for the brand in the United Kingdom. According to Gebiz, the account which was first up for grabs in April that year, is valued at GB£521,640 (SG$969,207) and the appointment will be for two years, until August 2023. The agency beat out eight others vying for the account, including White Tiger PR, Black Diamond Agency, Praytell UK and Aviareps UK.

Photo courtesy: 123RF

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