LTA wraps social media pitch

The Land Transport Authority (LTA) has appointed Joy Communications as its social media agency to steer its digital communications and elevate public engagement across Facebook, Instagram, TikTok, Telegram, WhatsApp, X, and YouTube.

The appointment follows a GEBIZ tender for an agency to support LTA’s social media efforts for 24 months from the contract commencement date, with the possibility of ongoing collaboration. MARKETING-INTERACTIVE first reported on the pitch in November 2025. 

Under the remit, Joy Communications will support LTA’s goals of growing its social media presence, raising awareness of its initiatives and land transport updates, deepening public engagement through creative and relatable content, and building affinity for Singapore’s transport system.

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The agency’s scope spans strategic consultancy, content development and influencer partnerships. This includes providing insights into trends and competitor activity, assessing LTA’s social media effectiveness, and recommending integrated strategies for key campaigns such as the "Public transport reliability and affinity" campaign and the "Travel guardians" campaign.

Joy Communications will also handle content ideation, research, photography, videography, design, editing and copywriting. Deliverables include static visuals, TikTok videos, Instagram Reels and digital engagement activities such as online contests.

In addition, the agency will manage content publisher and influencer partnerships across follower tiers, from nano and micro influencers to macro creators, to produce videos, branded articles and multimedia posts that amplify LTA’s messages.

The remit also includes performance reporting, post-activity analysis, asset archiving, trend monitoring, and recommendations on the use of AI, digital tools and emerging content formats.

Joy Communications is also expected to support crisis response by adapting content quickly during periods of heightened public interest or service disruptions, and to recommend interactive formats and contests that encourage positive online engagement.

Through the appointment, LTA aims to strengthen public understanding of its initiatives, humanise its operations, and foster appreciation for the complexity and sustainability of Singapore’s land transport system.

MARKETING-INTERACTIVE has reached out to Joy Communications and LTA for a statement.

The appointment comes as Singapore’s transport agencies continue to strengthen their digital and social media capabilities.

Earlier in May, the Ministry of Transport (MOT) appointed Bread Butter Bacon as its social media agency for a one-year contract, with the option to extend for up to two additional years.

As the appointed agency, Bread Butter Bacon is tasked with strengthening MOT’s online presence across Facebook, Instagram and TikTok through content-led storytelling, community management, media monitoring, performance reporting, ad-buy planning and potential influencer collaborations. 

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