Singapore Tourism Board calls PR pitch

The 24-month contract requires the appointed agency to plan, propose and execute a comprehensive corporate and public communications strategy and plan for STB (with an option for renewal for another 12 months), and to instil civic pride and foster local advocacy in the country’s evolved tourism landscape.

The chosen agency will develop PR strategies and plans to support STB’s overall business objectives and those of its business units; providing counsel on STB’s key PR initiatives such as local engagement and public communications plans; providing advice on managing sensitive issues; as well as providing counsel on STB’s existing crisis communications plan.

The appointed agency should also conduct media training programmes to equip STB’s key spokespeople with skills to handle various forms of media interviews, and to train officers from the communications division on strategic and public communications.

Burson-Marsteller is the incumbent for STB since 2003. The closing date of the tender is 8 April.

STB launched a full-service pitch in November to appoint creative, media, digital and digital production agencies, and it drew up the shortlist early this year.

Ogilvy & Mather, JWT, BBH and TBWA are shortlisted for the creative account, with MEC and PHD shortlisted for the media account. On the digital side, Ogilvy, XM Asia, BBH and TBWA Digital Arts Networks made the cut.