The Singapore Tourism Board (STB) is looking for public relations consultancy services for its office in Korea. According to Gebiz, the appointment is for a period of two years, with an option to extend for another year.
In a tender document seen by Marketing, interested agencies will have to develop a 12 months marketing communications strategy to better engage with the target audience in Korea, as well as to create awareness in the market. The agencies will also be given a creative challenge by STB Korea, to ultimately measure the agency's capabilities and understanding of STB Korea's business.
The appointed agency will be tasked to build awareness, consideration and advocacy of Singapore as a compelling travel destination in Korea. Some of the responsibilities will also include strengthening STB Korea's influence with key media (both traditional and online) as well as key opinion leaders, bloggers and digital influencers. STB Korea also aims to strengthen Singapore's destination presence digitally on social networks, and requires the PR agency to work closely with respective creative and digital agencies to further amplify messages through marketing campaigns.
According to STB, Korea is consistently one of Singapore's top 10 source markets in terms of visitor arrivals and tourism receipts. STB also looks to change its approach in promoting Singapore to Koreans. STB aims to showcase Singapore as a destination with a distinctive local identity, and more than "just a modern city, known for its urban planning and infrastructure".
STB also notes that there are certain challenges that have to be addressed at the same time. According to STB's Brand Health study from 2018, these challenges include perception that Singapore does not have natural attractions compared to its competitors Bangkok, Sydney and Taipei, and perception that Singapore does not have a strong local identity.
To stamp a new seal for the nation, STB and the Singapore Economic Development Board (EDB) created a new unified brand logo and tagline “Passion Made Possible” in 2017 to market Singapore internationally for both tourism and business purposes. The new tagline was created to communicate Singapore’s value proposition in addressing the needs of travellers and companies, and aiding Singapore in standing out on the international stage. The global campaign has since been running through 2019, and STB worked with TBWA for creative, while Zenith handled the media duties.