Singapore Tourism Board makes it official

The Singapore Tourism Board (STB) has officially launched a pitch to appoint creative, media, digital and digital production agencies. The chosen agency will be tasked to handle STB's destination brand building efforts for a two year contract with a contract beginning April 2013.

The contract also has an option to extend the contract for a further two years subject to satisfactory performance.

STB said it has made a deliberate shift towards consumer-centric marketing in the past year and developing market-specific strategies and campaigns to address the evolving needs of consumers from Singapore's key tourism markets.

"We have deepened our understanding of consumers in our key markets, allowing us to develop relevant and appealing campaigns according to the needs of our visitors. Partnering strong creative, media, digital and digital production agencies will thus enable us to continue this emphasis on visitor-centricity in our marketing efforts," Sophia Ng (pictured), assistant chief executive, Marketing Group of the Singapore Tourism Board said.

She added that STB aims to work with agencies "in building a strong Singapore destination brand."

Earlier Ng also told Marketing that what will be different this year is that agencies will come together to form a roster of core agencies for the STB and will have to display their track record and experience in the pitch.

STB said it is looking for an agency that can deliver solutions based on in-depth market knowledge and consumer understanding and the agency needs to have a proven track records in building global brands, possess a strong network and presence in STB's key markets.

STB last called for a tender in 2009 when Bartle Bogle Hegarty (BBH), Mediaedge:cia (MEC) and XM Asia emerged triumphant as its creative, media and digital agencies respectively.