LTA seeks social media agency

The Land Transport Authority (LTA) is looking for a social media agency to steer its digital communications and elevate public engagement across its platforms, including Facebook, Instagram, TikTok, Telegram, WhatsApp, Twitter, and YouTube.

According to GEBIZ tender documents seen by MARKETING-INTERACTIVE, the appointment will run for 24 months from the contract commencement date, with the possibility of ongoing collaboration.

The agency will play a pivotal role in supporting LTA’s strategic objectives: growing and enhancing its social media presence, raising awareness of its initiatives and land transport updates, deepening engagement through creative, relatable content, and building public affinity for Singapore’s transport system.

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Scope of work covers three broad areas. First, the agency will provide strategic social media consultancy, offering insights into trends and competitor activity, assessing LTA’s current social media effectiveness, and recommending integrated strategies to execute key campaigns such as the Public Transport Reliability and Affinity campaign and the Travel Guardians campaign. It will also provide performance reports, fine-tune strategies, and suggest innovative ways to leverage AI, digital tools, and emerging content formats.

Second, the agency will handle content development and production, from ideation and research to photography, videography, design, editing, and copywriting. Content deliverables include static visuals, TikTok and Instagram Reels of varying lengths, and digital engagement activities like online contests. The agency will ensure all content meets platform specifications, secure necessary approvals and licenses, and provide post-activity analysis on engagement metrics.

Finally, the agency will manage content publisher and influencer partnerships, identifying suitable content partners and overseeing the end-to-end production process. This includes collaborating with content publishers and influencers across follower tiers—from nano and micro influencers to macro creators—producing videos, branded articles, and multimedia posts designed to amplify LTA’s messages. Performance reporting, asset archiving, and ongoing trend monitoring are also expected.

The role also requires agility in crisis response, adapting content quickly during periods of heightened public interest or service disruptions. Agencies are expected to actively recommend digital engagement initiatives, interactive formats, and contests that encourage positive online engagement, as well as procure subscriptions to tools and platforms such as Canva Pro, Shutterstock, Envato Elements, and ChatGPT Business to support content creation and analytics.

Through this 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. 

Wild Advertising is the incumbent agency, first appointed in 2022. Over its two-year tenure, the agency was tasked with monitoring and reviewing the performance of LTA’s social media content, as well as conceptualising and producing creative, engaging multimedia content for all platforms.

In a separate move, LTA recently consolidated its bus advertising operations under a single operator, awarding Moove Media Pte. Ltd. a seven-year contract, starting 1 November 2025 with an option to extend for two more years. The deal covers advertising spaces on all public buses and at bus interchanges, which were previously managed by individual public transport operators.

Moove Media, a subsidiary of ComfortDelGro Corporation Limited, offered around SG$150 million in concession fees and plans to deploy dynamic displays on buses, 3D concept buses, and high-impact digital screens at interchanges. The consolidation aims to maximise reach and efficiency across LTA’s bus network while maintaining strong collaboration with stakeholders.

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