Civil Aviation Authority of Singapore takes flight with new social media agency

The Civil Aviation Authority of Singapore (CAAS) has appointed Havas Play to provide social media management services for CAAS and the Singapore Aviation Academy (SAA), following a public tender issued earlier this year.

The appointment will see Havas Play support the organisations across social media strategy, content development and production, community management, digital media planning and buying, as well as content creator and publisher engagements.

The tender, issued in March 2026, sought an agency to provide the services for an initial 12-month period, with an option to extend for another 12 months.

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When MARKETING-INTERACTIVE reached out, Teresa Goh, general manager, Havas Play Singapore said "Winning the CAAS & SAA mandate is a significant milestone for Havas Play, and we are honoured to have earned their trust."

"As audiences increasingly seek authentic and engaging experiences, brands have a unique opportunity to connect through culture, passion and purpose. At Havas Play, we combine creativity, experiences and partnerships to drive meaningful engagement, and we look forward to bringing this thinking to CAAS & SAA," she added. 

For CAAS, the remit covers its Facebook, LinkedIn, Instagram, X and YouTube accounts, while SAA's scope covers Facebook and LinkedIn. According to tender documents seen by MARKETING-INTERACTIVE, the agency is expected to conduct brand and social channel audits before developing channel-specific strategies, including content and campaign strategies, storytelling approaches, and reach and engagement plans.

The scope also includes planning and executing content across the organisations' editorial calendars, with the appointed agency responsible for proposing ideas, creating, designing, copywriting and producing social media content.

Community management will form another part of the remit, alongside performance reporting covering areas such as community growth, engagement, organic and paid reach, audience demographics, content performance and sentiment. The agency will also provide recommendations based on social media trends and case studies.

For CAAS, the appointment also covers digital media planning and buying, including developing advertising plans, identifying content to boost and coordinating advertising purchases across platforms such as Meta, LinkedIn, Google Ads and TikTok. The tender sets aside a provisional sum of SG$80,000 per year for CAAS' online advertising and promotion, excluding agency commission.

Havas Play will also be tasked to support CAAS with content creator and publisher engagements, including identifying and managing partners, recommending suitable formats and overseeing production. A provisional sum of SG$50,000 is allocated for such engagements.

The remit extends to new platforms and formats, with the appointed agency expected to support the launch of channels such as podcasts or TikTok where required, including account setup, branding, platform strategy and content development.

CAAS is working with aviation partners to build a safe and sustainable air hub, transform airport operations, drive innovation and develop a future-ready and resilient workforce. SAA, meanwhile, serves as CAAS' training arm and aims to develop Singapore as a centre of excellence for aviation knowledge and human capital development.

The appointment adds to Havas Play's work across brand, content and audience engagement, while giving the agency a mandate to support the aviation authority and its academy across their social and digital communications.

It also comes as Havas Play Singapore strengthens its leadership, with Teresa Goh appointed general manager earlier this year. Goh leads the agency’s strategic direction and growth, overseeing client partnerships, integrated campaign development and business expansion across social, content, influencer and performance marketing. She joined Havas Play from MOI Global, where she was general manager, APAC, and previously served as country head of Social Makers at The Smart Local Media Group.

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