NParks looks for PR consultancy to drive buzz for branded events in 2020 and 2021

The National Parks Board (NParks) is looking for a PR consultancy to provide integrated services for Singapore Garden Festival (SGF) branded events in 2020 and 2021. According to Gebiz, the tender closes on 19 November and the shortlisting will commence in early December 2019.

In a document seen by Marketing, besides media monitoring and reporting, the appointed agency will be tasked to create buzz and top-of-mind brand recall locally and internationally for SGF. The media plan should achieve advertising value of at least SG$3.5 million, approximately 60:40 ratio of local and international media outreach programmes. Priority international markets are Malaysia, Indonesia, China, Korea, India, Japan, New Zealand, Australia, US, and UK.

According to NParks, the SGF main show will be held in July 2020, while the SGF Orchid Show and SGF Horticulture Show will be held in 2021.

The appointed agency will be required to attend work-in-progress meetings as well as to station at least one personnel onsite during the main show two days before the event starts and during the first three days of the show. It will also be required to work closely with the SGF team and NParks’ communications and community engagement team.

The contracted agency is expected to take over the management and asset creation of social media channels starting early March 2020. Along with weekly social media posts, the agency will be tasked to build up exposure two months prior to the festival, while increasing the frequency to at least three to five social media posts a week. The agency will also be responsible for producing at least two original video content, and run at least three engagement activities such as contests. Other responsibilities include engagement and outreach plan for digital influencers and relevant bloggers. The aim for SGF Facebook and Instagram is approximately 4,000 and 1,000 increase in fans respectively.

SGF 2018 visitorship was around 700,000 over 14 days, with a tourists-residents ratio of 30:70, according to tender documents. Selling points of the SGF include the fact that it is the first internationally calendared garden show to be staged in the tropics, and the first garden show in the world to gather top international and local garden and floral designers to showcase their creations under one roof.

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