The Singapore Tourism Board (STB) has launched an open Request for Proposal (RFP) for a global media planning and buying agency. The incumbent media agency MEC’s contract will be ending in March 2017.
The selected media agency will be appointed for an initial period of two years, with an option to extend the contract annually for up to two additional years, subject to performance. Independent consultant, The Observatory International, will be assisting STB on the pitch.
“As we enter into a new phase of destination marketing for Singapore, it is crucial for STB to shape our media strategy to one that is innovative, agile and impactful, leveraging real-time and data-driven marketing across our global markets. We look forward to a dynamic client-agency partnership to succeed together in this evolving global media environment,” said Lynette Pang, assistant chief executive, STB in a statement given to Marketing.
In April this year, the Singapore Tourism Board (STB) unveiled a “medium-term marketing strategy”. According to a statement from STB, this is to rally the industry in tackling the increasingly complex tourism landscape. Grounded in insights and research, the marketing strategy was developed through in-depth study, analysis and consultation with local and international experts and industry players across the fields of marketing and travel.
According Pang, this came about due to the “fast-changing tourism and consumer landscape” and due to there being “more competition from the region vying for attention.”
Meanwhile, at the start of the year, the tourism body picked a TBWA as its creative and digital partner.