MCCY hunts for an integrated agency for 2022 event positioning SG inter-faith dialogue hub

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The Ministry of Culture, Community and Youth (MCCY) is on the hunt for an integrated marketing or PR agency to provide public relations consultancy and media communication services for an international conference that will be held in the second half of 2022. The appointed agency is required to produce work on activities leading up to, during, and after the event, according to a Gebiz document. A compulsory tender briefing will be held virtually on 20 October 2021, and the tender will close at on 15 November 2021.

According to Gebiz, the appointed agency should have an established proven track record working with local and overseas academic institutions, government agencies, and multilateral organisations. The conference will be targeted towards policymakers, practitioners, academia, and youth in the area of inter-faith.

Awareness

The appointed agency will need to help MCCY generate local and international awareness of the conference. It will need to position MCCY and Singapore as a hub of inter-faith dialogue where global thought leaders converge, and raise awareness and commitment to enhancing inter-faith and inter-racial harmony and social cohesion internationally. According to the tender document seen by MARKETING-INTERACTIVE, the appointed agency will also develop a strategic communications plan jointly with MCCY's communications team, and provide strategic counsel to MCCY on all matters that will influence stakeholders’ perception of the event.

Branding work

For branding, the appointed agency will be tasked with drafting visual identity and brandmark guidelines surrounding the event - including an electronic newsletter template. It will also coordinate with relevant contractors to ensure the creatives for publicity materials are produced correctly.

Content creation

Content-wise, the agency will develop original content that promote social cohesion, and put the focus on inter-faith and inter-racial harmony. It will plan, identify and execute media buys on key target platforms.

The agency will also be tasked with creating content for traditional media and conference materials, and leverage on multiple platforms including print, broadcast, digital, social media, public campaigns, international partnerships, and influencer engagement. Additional content-related tasks include creating video content related to the theme of the conference, designing and creating monthly electronic newsletters, and creating publicity and promotional campaign for a webinar series pre and post-conference.

Media and stakeholder engagement

The appointed agency will identify editorial and media opportunities and carry out engagement activities targeted at media and stakeholders - including regular media pitching and publicity through suitable advocates/influencers who can enhance the messaging. It will also establish ongoing relationships with targeted media and stakeholders and secure interviews and speaking opportunities for key spokespersons.

The team will have to prepare, coordinate and issue communications materials, with the aim of seeking maximum positive coverage; and set up a media centre for on-site media support, and provide media liaison officers. The agency will also work with the MCCY communications team to propose content and manage the social media platforms before and during the conference, including wrap-up publicity post-conference.

Media monitoring

Lastly, the appointed agency will be tasked with monitoring and analysing local, regional and international media coverage. It will also provide a detailed report on the outcomes of the conference, including measurement metrics and KPIs to measure the effectiveness of the communications actions.

The international conference will bring together about 700 scholars, practitioners, and thought leaders - 250 of whom will attend virtually - to explore and understand the issues as well as governmental and community leaders, policymakers, religious and interfaith leaders to share best practices and build common bridges and networks to further the cause of inter-faith and inter-racial harmony.

The conference will also provide a platform for high-level international dialogue focused on building inter-faith and inter-racial harmony to enhance and strengthen social cohesion in Singapore and the world.

In 2019, MCCY appointed Ogilvy Singapore for the integrated marketing and communication services tender. According to Gebiz, Ogilvy Singapore was among the four agencies vying for the account, including Pico Art International, Singapore Press Holdings and Beknown. The appointment period was for a year, with an option to extend another. According to the tender document at the time, the chosen agency was tasked with developing digital engagement strategies and social media activations as well as managing various social media platforms.

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