Singapore Tourism Board hunts for PR agency in Singapore

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The Singapore Tourism Board (STB) is on the hunt for a PR agency in Singapore. According to the tender on Gebiz seen by MARKETING-INTERACTIVE, 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. Edelman is the incumbent.

The appointed agency will work alongside the STB marketing group in Singapore in developing and executing its PR and media communications strategy. The agency should also build awareness, consideration and advocacy of Singapore as a compelling leisure and business destination and strengthen STB's influence with key traditional and online media, as well as with KOLs and digital influencers in Singapore.

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, the appointed agency will be expected to collaborate with other appointed individuals and agencies, appointed by STB, to jointly develop and execute marketing and communications initiatives for some projects.

Interested agencies are required to submit their responses to two briefs provided by STB, on domestic tourism and advocacy and tourism recovery, with a proposed communications strategy and 24-month plan for each brief. Additionally, the agency's proposed team should possess relevant experiences in the PR industry and travel and tourism industry. The agency's senior management wil also be expected to be actively involved in the account and have strong relationships with local and international media.

The tender closes on 5 May. Shortlisted agencies will be notified for a pitch presentation on 12 and 13 May.

Currently, Edelman handles PR duties for STB in Singapore, while 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 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.

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