STB on the lookout for integrated agency to aid recruitment

Singapore Tourism Board (STB) is on the lookout for an integrated agency partner for a three-year hotel career perception and recruitment campaign. This will include creative, digital and production duties.

The winning agency will be appointed for a length of three years. The tender is set to close on 30 November. STB declined to comment on the value of the account.

The objective of the campaign is to change the perception of hotel careers. It is part of an ongoing initiative alongside others for the Hotel Sectoral Manpower plan which was launched in October last year.

Marketing confirmed that the tender is separate from ongoing duties from the incumbent agency TBWA which is its agency of record. TBWA was appointed in December last year as STB’s global agency partner for integrated creative, digital and production services.

The move follows a recent tender calling for global media planning and buying. 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.

Early in October, STB launched a several marketing initiatives to attract travellers from Myanmar to Singapore. It organised its first “Singapore Festival” to also mark the 50-year diplomatic relations between both countries.

In September, it roped in Jordan Watson, known for his “How to” videos with his toddler to produce a video in a bid to lure more visitors from New Zealand.

(Photo courtesy: 123RF)

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