According to the tender document, the authorities are seeking to maximise its online resources to engage and influence its target audience.
The revamped portal will aim to communicate the capabilities of the defence force and its technological advances. The portal will serve to promote careers in the Army and as well as National Service in the city-state.
The revamped portal will aim to communicate the capabilities of the defence force and its technological advances. The portal will serve to promote careers in the Army and as well as National Service in the city-state.
The appointed agency for the portal will also launch publicity and promotional drives to update National Servicemen of the Army’s activities.
Mindef currently works with local shop Mandate Advertising for its estimated US$3 million advertising account in Singapore. The incumbent is believed to have held the account for over a decade.
Concurrently, the defence force is also conducting separate pitches to appoint a creative and media agency to manage its ‘Total defence 2010’ campaign.
Introduced in 1984, ‘Total defence’ draws on the different strengths and abilities of the local community to augment the country’s defence capability.
The five aspects of the campaign - military defence, civil defence, economic defence, social defence and psychological defence – aim to help Singaporeans understand how they can be involved.