Edelman has won the Singapore Tourism Board (STB) PR consultancy account following a competitive pitch. Campaign Asia-Pacific understands the review began in October 2025.
Incumbent WE Communications held the business since 2022. Edelman previously managed the account for nine years and guided the tourism body through the Covid crisis.
Campaign understands AKA Asia, Ogilvy and WE Communications participated in the pitch.
Edelman’s remit covers two tiers of support. Core PR responsibilities include strategic planning, media relations, issue and crisis counsel, digital amplification, as well as monitoring and measurement. The agency will also provide project-based support, leading earned media strategies for priority campaigns and platforms, including Culinary Capital, Singapore Food Festival, Grand Prix Season Singapore, and MICE marketing communications.
The appointment includes Edelman’s proprietary GEOsight AI solution, launched in May 2025, which helps brands manage visibility across AI-generated search results.
Edelman said the partnership aligns with STB’s Tourism 2040 roadmap and will strengthen storytelling, enhance media engagement, develop distinctive narratives, and improve Singapore’s online visibility as a global destination.
Delicia Tan, Edelman’s CEO for Singapore, Hong Kong and Taiwan, said: “Singapore is one of the world’s most dynamic and forward-looking destinations. We are proud to partner with the Singapore Tourism Board and look forward to applying our integrated communications expertise to help tell Singapore’s story in a way that is relevant, compelling and culturally resonant.”
Beyond Singapore, Edelman continues to build its destination marketing credentials across the region. The firm handles communications for Hong Kong’s West Kowloon Cultural District and previously sharpened its destination marketing chops with work on the ‘Go Mongolia’ campaign—a three-minute cinematic push that invited global audiences to elevate Mongolia’s global profile and rethink it as a market to explore, invest in and engage with.
