Singapore Tourism Board concludes PR pitch in Singapore

Singapore Tourism Board (STB) has appointed WE Communications to provide PR consultancy services for STB in Singapore, following a pitch that was held in April this year. The appointment will be for a period of one year and 10 months, with the option to extend on an annual basis for up to two years. WE Communications beat out incumbent Edelman, MSL Group Singapore, and Redhill Communications for the account.

According to the tender previously seen by MARKETING-INTERACTIVE, the appointed agency will work alongside the STB marketing group in Singapore in developing and executing its PR and media communications strategy. The agency will also provide support in developing and growing Singapore's tourism sector, enhance and protect STB's overall corporate image to the public and relevant business stakeholders, as well as provide strategic discretion to guide STB's regional offices in their PR implementation.

Additionally, WE Communications will be tasked with collaborating with other appointed individuals and agencies, appointed by STB, to jointly develop and execute marketing and communications initiatives for some projects. Other duties include building awareness, consideration and advocacy of Singapore as a compelling leisure and business destination and strengthening STB's influence with key traditional and online media, as well as with KOLs and digital influencers in Singapore.

STB's spokesperson said WE Communications will play an important role in recapturing travel demand for Singapore, including strategies and initiatives to leverage key media, opinion leaders and influencers. It will also support efforts to enhance STB’s destination brand and STB's corporate image.

Meanwhile, Daryl Ho, MD, Singapore, WE Communications said that it is humbled by the opportunity to help chart the next season of Singapore’s growth and strongly believe that our dynamic teams and expertise in data-led strategic and integrated communications will be integral to this partnership. "As travel and tourism resumes at greater speed, we are excited to embark on this journey with STB to future-proof the industry and bring to life Singapore’s vision of becoming a sustainable destination and wellness haven. In light of the sector’s recovery, and evolving consumer needs, it is critical for us to respond with agility and fresh perspectives," he added. 

Following the RFP published on 11 April 2022, STB received a total of four submissions. They were then evaluated based on strength of proposal, agency and team, as well as pricing. “WE Communications impressed us with their overall proposal, which contained strong strategies, insights and creative ideas,” said Chang Chee Pey, assistant chief executive of STB’s Marketing Group. “As travel recovery picks up pace, we look forward to working with them to execute the next phase of our communications strategy and ensure that Singapore remains a compelling destination," he added.

“We are also deeply appreciative of Edelman Singapore, our incumbent PR agency which has been a valued and trusted partner for nine years. We thank them for their dedication and contributions, especially over the past two years as we navigated the impact of COVID-19 together," Chang said.

STB and incumbent Edelman have worked together for nine years. Edelman's spokesperson told MARKETING-INTERACTIVE that during this period, the agency has been on an exciting journey with STB, building a trusted partnership that has enabled Edelman to challenge the traditional ideals of earned engagement to really bring the "Passion Made Possible" brand to life.

"In the face of the challenges presented over the last two years, we are proud to have worked hand-in-hand with STB to bring earned-centric, award-winning ideas to life in support of the travel and tourism industry," the spokesperson said.

"As we come to the end of our current contract and hand over to the next agency partner, we thank STB for their trust in us since 2013. We look forward to taking the valuable lessons we have learned together over the course of this partnership – and continue to bring the best of our people, thinking and tools to the table – in order to create real value and impact for all our clients," the spokesperson added.

MARKETING-INTERACTIVE has reached out to STB and WE Communications for comment. 

Currently, The Shophouse @ Publicis - a consortium comprising BBH, Zenith, Digitas and Prodigious - handles STB's creative, media, digital and production services in Singapore and globally. This followed a pitch for global creative and media agency last year. TBWA\ Singapore was the creative incumbent.

Separately, STB is on the hunt for a public relations and marketing agency for consultancy in Hong Kong. The agency will be tasked to help STB boost the local market's travel confidence to Singapore as measures ease post-pandemic. The agency will also be tasked to build awareness and advocacy of Singapore in Hong Kong. 

In January, STB appointed Petrie PR to provide PR consultancy services for Indonesia, following a pitch that was held in November last year. The appointment is for a period of two years until 13 January 2024. Klareco Communications was the incumbent for the account. 

It also appointed global independent marcomm agency FINN Partners in September last year, to provide PR services in the UK. The appointment is 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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