STB appoints MEC and Edelman for global campaign

Media agency MEC Singapore has been appointed to manage the Singapore Tourism Board’s Singapore: Inside Out international programme that celebrates Singapore’s 50th year of independence in 2015.

Singapore: Inside Out presents an invitation to rediscover Singapore as reimagined by some of the talents shaping Singapore’s contemporary creative culture, giving rise to content for a digital campaign on both paid and earned platforms to further fuel the celebrations. It will be a travelling showcase presenting local talents across such creative industries and disciplines as architecture, design, fashion, film, food & beverage, music, and literary, performing and visual arts.

Scheduled to debut in Beijing (April 2015) before heading to London (June 2015) and New York (September 2015) for a five-day event across each city, the finale will culminate in Singapore (November 2015) as an extended 10-day event. Edelman will partner MEC on public engagement initiatives for these events.

“We are extremely proud to have been selected to bring this campaign to life,” said Connie Chan, managing director of MEC Global Solutions in Singapore. “MEC has a proven track record in delivering integrated solutions, and we are confident that this will prove us a genuinely valued partner to the Singapore Tourism Board. On top of that, we will be making Singaporean history.”

Amanda Goh, managing director of Edelman Singapore, said, “As Singapore Tourism Board’s agency of record, we are thrilled to represent them for “Singapore: Inside Out”, extending our relationship to Beijing, London and New York. 2015 is a very significant year for Singapore, and we will leverage our sector expertise and global footprint to deliver a memorable experience for all.”

Oliver Chong, executive director of communications and industry marketing, Singapore Tourism Board, said, “Singapore: Inside Out is an important initiative for the Board as part of SG 50 celebrations. We are confident of MEC and Edelman as partners to support us in establishing Singapore as a vibrant and creative city-state with an appeal that extends beyond that of a business hub.”