$7 players vie for STB's global creative and media account, incumbent TBWA\ bows out$

7 players vie for STB's global creative and media account, incumbent TBWA\ bows out

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The Singapore Tourism Board (STB) has seven agencies vying for its global creative and media accounts. The agencies in the running are BBDO Singapore, BBH Communications, BLKJ Havas, GroupM Singapore, Havas Media APAC, VMLY&R, and incumbent Zenith. Meanwhile, TBWA\, STB's incumbent agency for integrated creative, digital and production services since 2016, did not pitch for the account.

The agency has worked with STB for many notable creative executions over the years. At the start of the year with domestic tourism still being the driver of campaigns for STB, the two launched a new film to inspire a spirit of exploration and curiosity among audiences, and encourage the rediscovery of a new side of Singapore. Titled "A girl with her magic binoculars", the film uses visual effects to communicate a magical, whimsical version of Singapore through the eyes of a little girl.

Through her home-made binoculars, the little girl sees a whole new universe coming to life, including floating super trees at Gardens by the Bay, dancing murals at Kampong Gelam, Tetris blocks floating in Chinatown, and bobbing cable-cars lining the skies of Sentosa. The film is made available on STB's Facebook, Instagram, and YouTube channels. It was part of the SingapoRediscovers domestic campaign which launched in July 2020.

Not long after, with borders still largely closed across the globe, STB partnered with TBWA\’s US arm TBWA\Chiat\Day NY in March, to virtually open its doors for Americans to explore the country via livestream taxi tours on Twitch: Singapore by Stream. Spanning across four live streams and two hours in length, each day and night tour was created as an immersive experience, allowing the streamer to truly experience the landmarks and hidden gems of Singapore – all under the authentic guide of a taxi driver. The taxi driver and host will provide an insider’s guide to Singapore, sharing tips on where to find the best chicken satay and kaya toast and making stops along the way to show the best of Singapore while travel is still limited.

In a statement to MARKETING-INTERACTIVE, Ara Hampartsoumian, chief executive officer, TBWA\Singapore said, "We’re incredibly proud of what we have created with the Singapore Tourism Board during our six years as its agency partner, and especially our work over the last 24 months as we’ve reshaped the meaning of being a tourist in one’s home country. It’s been a tremendous partnership. We thank STB for the trust and for doing the brave thing with us. As we wrap up our rotation, we look forward to seeing how STB and its next agency partner write the next chapter of Passion Made Possible."

He added, “We remain committed as ever to ensuring Singapore Tourism Board meets its on-going global ambition and we will continue to completely support STB during the agency’s transition period, and beyond.”

Lynette Pang, assistant chief executive, marketing group, Singapore Tourism Board said, “TBWA\ has been a trusted, innovative and valuable partner for STB. Over the past six years, we have, as a team, launched the Passion Made Possible brand and a multitude of global campaigns that have strengthened Singapore’s appeal as one of the world’s most vibrant destinations.”

She added that when borders were closed, TBWA\ rose to the challenge with STB and pivoted quickly to support domestic marketing efforts – while ensuring that Singapore remained top of mind for future travellers.

“We thank TBWA\ for walking this journey with us, and we wish the teams nothing but the very best in all their future endeavours.”

Meanwhile, according to the Gebiz tender seen by MARKETING-INTERACTIVE, the agencies have been shortlisted based on their industry standing, experience and expertise and case studies. Among the shortlist, creative agencies will pitch on 3 December while media agencies will pitch on 7 December. Ebiquity is handling the pitch.

The final selection round will require respondents to take into consideration shifts in macro environment, STB's tourism and marketing visions, as well as how STB can re-capture mindshare and market share with the progressive re-opening of borders. In this round, agencies will be evaluated based on the strength of proposal, impact of execution plan, strength of proposed working model and team, and the remuneration model and pricing. Agencies should ensure that key members of the proposed working team are involved in the pitch presentation.

STB first called for a pitch last month, for a global creative and media agency, either as a single agency or as a consortium or holding group. The appointed agency will help shape and execute STB's marketing strategy for a period of two years and three months, with the option to be renewed thereafter on an annual basis for three years. The key areas of creative services include account management, strategic communications planning, communication plan execution and evaluation, influencer management and marketing, marketing innovation, digital production services, and training. Meanwhile, the key areas for media services include account management, media planning and buying, content services, media campaign reporting, and governance and transparency.

The pitch comes amidst long-time marketer for STB Lynette Pang stepping down from her role as assistant chief executive, marketing group of the organisation. Succeeding her to helm the marketing of STB, will be Chang Chee Pey, assistant chief executive, International Group. Pang will take on a new role at the National Arts Council (NAC) as deputy chief executive from 1 of December 2021. In an earlier interview with MARKETING-INTERACTIVE, Pang said in 2022, STB will launch localised, market-specific SingapoReimagine campaigns to better cater to market nuances highlighting reimagined offerings in the areas of safety, technology, experiences and sustainability. The campaigns will be done in collaboration with key in-market media and trade partners, as well as prominent and popular influencers, to drive anticipation for travel to Singapore.

STB will also work with influencers and partner with international media titles - such as the Financial Times, VICE and BuzzFeed - to roll out a series of stories and content to drive awareness of Singapore in global markets; leveraging its partners’ networks for more reach and their network of key influencers for authentic storytelling.

This is a continuation of STB’s current efforts to increase Singapore’s mindshare despite restrictions in international travel. The efforts included sharing authentic stories and reimagined experiences through specially-mounted campaigns, STB’s owned channels as well as through innovative marketing partnerships to retain destination recall and shape and influence travel to Singapore when travel resumes.

Separately, STB appointed global independent marcomm agency FINN Partners in September this year, to provide PR services for the brand in the United Kingdom. According to Gebiz, the account which was first up for grabs in April, is valued at GB£521,640 (SG$969,207) and the appointment will be for two years, until August 2023. The agency beat out eight others vying for the account, including White Tiger PR, Black Diamond Agency, Praytell UK and Aviareps UK.

Power up your PR and communications efforts today with MARKETING-INTERACTIVE's PR Asia Week on 1 and 2 December. Learn ways to build an evidence-based practice, up the ante on your strategies, and be head and shouldersabove your competition. Click here to register today!

Photo courtesy: 123RF

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