Singapore Tourism Board on the search for PR agency

The Singapore Tourism Board (STB) is seeking a PR agency to support its communications and marketing efforts, covering both ongoing initiatives and high-profile campaigns.

When MARKETING-INTERACTIVE reached out, an STB spokesperson said that the contract period will run from 1 February 2026 to 31 March 3031. 

"We are looking for a collaborative partner who can support our Tourism 2040 roadmap by enhancing our storytelling capabilities, managing media relations, developing compelling narratives, increasing online visibility for better discovery, and measuring communications effectiveness to further elevate Singapore’s profile as a premier tourist destination," added the spokesperson. 

Don’t miss: STB seeks creative production team for digital content push 

According to tender documents on GeBIZ seen by MARKETING-INTERACTIVE, the scope of work spans two levels of PR support. Core PR support will see the appointed agency assist STB’s communications division in Singapore to raise awareness and advocacy of the board’s work through media engagement.

Meanwhile, project-specific support will involve driving earned media strategies for key marketing campaigns, such as Culinary Capital, Singapore Food Festival, Grand Prix Season Singapore, as well as MICE marketing communications.

The appointed agency will also be expected to provide strategic counsel, including developing annual PR plans, advising on sensitive issues, crisis communications, and identifying new platforms and soft power initiatives.

In addition, the agency will conduct media monitoring and competitor research to guide strategy.

On the execution side, the agency will develop communication strategies for tourism sectors such as attractions, F&B, retail, arts, entertainment, hotels, and MICE, including content planning, third-party media partner management, and the creation of press materials, presentations, and story banks. MICE marketing support, advocacy strategy, and success metrics will also form part of the mandate.

In tandem, STB is seeking support for media relations, events, pitching, influencer and KOL management, and digital engagement, as well as monitoring and reporting on campaign effectiveness.

The chosen agency will also need to manage third-party contracts, collaborate with other appointed agencies, and provide account management including liaison and reporting functions.

We. Communications is the incumbent agency.

On the creative front, STB is on the lookout for an outsourced creative production team to handle its digital content needs, with an initial contract spanning February 2026 to February 2028 and an option to extend for another year.

The board is inviting agencies to pitch teams capable of producing social, graphic, video, and digital assets for platforms including Instagram, TikTok, Facebook, LinkedIn, YouTube, Google, VisitSingapore.com, as well as print. The team will work closely with STB’s marketing activation unit.

According to tender documents seen by MARKETING-INTERACTIVE earlier this month, the appointed contractor will act as the employer of the creative team, taking full responsibility for manpower management, recruitment, and compliance with employment laws.

Related articles:   
Singapore Tourism Board picks PR agency for UK and Europe push  
Singapore Tourism Board names new PR and digital marketing agency for HK
STB taps Ebiquity to power up global agency strategy