STB's Lynette Pang joins National Arts Council, hands marketing reins to Chang Chee Pey

Singapore Tourism Board (STB) marketer Lynette Pang will step down from her role as assistant chief executive, marketing group of the organisation. Succeeding her to helm the marketing of STB, will be Chang Chee Pey, assistant chief executive, International Group.

Pang (pictured) will take on a new role at the National Arts Council (NAC) as deputy chief executive from 1 of December 2021. She will be responsible for developing arts and culture policies to nurture Singapore’s creative ecosystem, and positioning Singapore arts globally through international collaborations and partnerships. Her departure announcement comes shortly after STB's launch of a global creative and media pitch. The appointed agencies will be tasked to help shape and execute its marketing strategy for a period of two years and three months, with the option to be renewed thereafter on an annual basis for three years. 

As a veteran marketer, and in her 18 years at STB, Pang has contributed to "destination Singapore" across numerous fronts. As STB’s marketing chief, she was responsible for building the Singapore destination brand globally, and ran both B2C (leisure) and B2B (MICE) campaigns across 20 markets.

In 2017, Pang led the team that launched "Passion Made Possible" - Singapore’s first unified country brand which signaled a shift towards an authentic view of Singapore through the voices of local craftsmen, artistes and personalities. In her earlier years at STB, Pang took on business development roles at the experience development group, partnering the industry to create tourism concepts and experiences in entertainment, arts and sports, where she helmed the Formula One portfolio.

Most recently, she launched SingapoRediscovers, STB’s largest-ever domestic tourism campaign to support lifestyle and tourism businesses during the pandemic, as well as “Made with Passion”, a national marketing movement celebrating local lifestyle brands and their unique stories. Following her move, Pang will retain a role as strategic advisor to STB’s Marketing College, which runs learning and development programmes to raise marketing capabilities for STB officers and tourism stakeholders.

Pang said,

I’ve had the best time in STB, in the company of talented global and local colleagues who are constantly pushing the boundaries in their respective fields and inspiring me with their innovation, drive and passion.

“Marketing and tourism will always hold a special place in my heart. I am excited to be given an opportunity to pursue my love for the arts, and to continue to work with the dynamic creative sector in a different capacity at the National Arts Council. I am delighted to hand over the baton to my valued colleague, Chang, whose deep tourism experience in the international arena will bring new insights and fresh perspectives to market Singapore to the world,” she added.

Chang is also a veteran who has been with the board for 24 years. As assistant chief executive, International Group, he oversees an integrated network of 22 regional offices located around the world. Together, they actively promote Singapore as a compelling leisure and business events destination.

Chang has held a number of senior appointments in STB since 2004, spanning marketing and tourism product development. He was previously based in Mumbai, Kuala Lumpur and London, handling STB’s international marketing and business development efforts in the key markets of India, Southeast Asia and Europe. He was also the executive director of brand management and destination marketing from 2010 to 2012.

On 29 November 2021, Chang will hand over the reins of the International Group to Juliana Kua, who is currently STB’s executive director for Greater China. Kua has been with STB for more than 17 years and has spearheaded the strong growth in visitor arrivals and tourism receipts from our top source market since 2018. Prior to her work in Greater China, she led STB’s strategic planning and incentive policy division, after delving into a range of different portfolios within STB, as well as stints at the World Bank Group and CapitaLand. In her new role, she will strengthen Singapore’s presence in STB’s key markets, and expand partnerships with STB’s stakeholders around the world.

Chang added: “With Kua at the helm, I am confident that our international portfolio will continue to grow and recover strongly. I am also incredibly excited and honoured to return to STB’s marketing team during this pivotal period, as we work closely with our tourism industry to build both domestic and global demand. I thank Pang for her tenacity and passion, and I look forward to building on her good work to show our partners and fans around the world how Singapore is reimagining the future of travel.”

Meanwhile, NAC recently partnered with STB to launch Be Drawn In, a new film flaunting the vibrancy and colour that live within the walls of Singapore while showcasing the city's diverse precincts. The film is part of the SingapoReimagine and #SGCultureAnywhere campaigns, which aims to excite and invite international audiences to connect with the different sides of Singapore and uncover new possibilities. The campaign also aims to encourage the discovery of Singapore through its arts and heritage - this time showcasing the multiculturalism and diversity that Singapore has to offer.

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