National Day Parade 2026 calls creative pitch

Singapore’s National Day Parade (NDP) 2026 organising committee is looking to appoint a creative agency to lead its nationwide branding and publicity campaign.

According to tender documents released on GeBIZ, the selected agency will oversee the strategic development, creative execution and publicity management for NDP 2026, with the contract running until 31 August 2026.

The appointment aims to ensure coherent messaging across multiple platforms while translating NDP 2026’s theme into a unified brand identity and integrated communications campaign.

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The scope of work is split into two key components covering branding and publicity.

Under the branding component, the agency will be responsible for developing an integrated branding and publicity campaign strategy, including providing strategic direction and coordinating campaign execution across partners, production houses, media agencies and government stakeholders. The agency will also develop public engagement campaigns and ensure alignment with NDP 2026’s communications objectives.

In addition, the agency will be tasked with creating the parade’s brand identity. This includes developing the brand concept and narrative, tone of voice, taglines and slogans, as well as integrating NDP’s mascot, August, into campaign executions.

For the publicity component, the agency will handle the design and production of branded collaterals across digital and physical touchpoints. These include corporate identity materials, merchandise, event assets, signage, transport wraps and out-of-home advertisements. The agency will also develop the official NDP 2026 logo and brand guide, ensuring consistent visual standards across platforms.

Additionally, the agency will lead public relations and media outreach efforts, including developing a media engagement roadmap, securing partnerships with media owners and key opinion leaders, and producing publicity materials such as media kits and event backdrops.

Content production will form a major part of the remit, with the agency expected to produce up to 40 videos across multiple formats for social media, livestreams and promotional campaigns. The agency will also be required to develop and manage NDP’s digital platforms, including social media channels, website assets and mobile applications.

Furthermore, the appointed agency will be responsible for monitoring social media engagement, responding to public queries and coordinating content releases across paid and owned media channels.

The agency must also provide design services for event infrastructure and venue decorations around the Kallang area, including spectator gate façades, large-scale installations, photo booths, directional signage, stage visuals and digital display content.

Beyond creative production, the agency will be required to attend strategic communications meetings, media events and coordination sessions with various committees involved in the parade. It must also remain flexible to adjust campaign plans based on evolving requirements from the organising authority.

Agencies submitting proposals must demonstrate experience managing nationwide branding and publicity campaigns and show a strong track record of award-winning or recognised creative work.

A tender briefing will be held across two sessions on 10 February 2026 from 10.30am to 12pm and 11 February 2026 from 2.30pm to 4pm. Queries can be submitted to marcus_chia_yi_wei@defence.gov.sg and adriel_terenzio_wee_jie@defence.gov.sg. 

Last year, integrated creative agency DSTNCT was named the leading branding and publicity agency for Singapore's National Day Parade 2025. The agency led the creative direction, branding and publicity efforts for NDP 2025, which included crafting the SG60 brand identity and theme, campaigns across various platforms, publicity for the National Day theme song and driving engagement across social media and on-ground activation. 

Photo courtesy of Mediacorp, YouTube. 

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