Updated: STB sticks with B-M

Singapore - The Singapore Tourism Board (STB) has retained Burson-Marsteller (B-M) Singapore as its public relations AOR for the next 18.5 months with the potential to extend for another two years.

As reported by Marketing, the news follows a competitive pitch where STB received as many as 10 proposals for the business, while the actual pitch involved just six agencies. B-M will now provide strategic counsel to the company's various business units, such as Leisure Group, BTMICE Group, Education Services Division, Healthcare Services Division, as well as the Uniquely Singapore brand and sub-brands.

"Through the pitch process, the B-M team showcased an acute understanding of our business and the diverse environments we operate in. [The] team's strategic approach and fervour mirrored our passion to strengthen Singapore's position as a vibrant, exciting and compelling tourism destination, and enhance the Board's corporate image as a leading economic development agency in tourism," Ken Low, assistant chief executive of brand and communications for STB said.

As part of the review, STB has also handed the task of monitoring the Board's local and pan-regional media output to InsightMatrix, a local PR firm specialising in media monitoring and media analysis services.