Singapore Tourism Board picks PR agency

The Singapore Tourism Board (STB) has appointed Edelman as its PR agency following a competitive pitch, tasking the firm with supporting its communications and marketing efforts across ongoing initiatives and high-profile campaigns.

In a statement to MARKETING-INTERACTIVE, Edelman said the mandate is effective immediately for an initial two years and two months, with an option to extend for a further three years.

According to tender documents on GeBIZ seen by MARKETING-INTERACTIVE, the scope spans two tiers of PR support. Core PR support will see the agency work with STB’s communications division in Singapore on always-on activity, including strategic planning, media engagement, issues and crisis counsel, digital amplification, monitoring and measurement.

Project-specific support will focus on earned-led communications for priority marketing initiatives spanning leisure travel, business travel and meetings, incentives, conferences and exhibitions (MICE). Key campaigns include Culinary Capital, Singapore Food Festival and Grand Prix Season Singapore.

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Edelman said the appointment aligns with STB’s Tourism 2040 roadmap, with an emphasis on strengthening storytelling capabilities, enhancing media relations, developing compelling narratives and improving online visibility to elevate Singapore’s profile as a global destination.

On the execution front, Edelman will develop communications strategies across tourism sectors including attractions, F&B, retail, arts, entertainment, hotels and MICE. Deliverables include content planning, third-party media partner management, press materials, presentations and story banks.

The agency will also support media relations, events, pitching, influencer and key opinion leader (KOL) engagement, as well as campaign reporting and performance tracking. In addition, Edelman will manage third-party contracts, collaborate with other appointed agencies and handle account management and reporting functions.

“Singapore is one of the world’s most dynamic and forward‑looking destinations. We are proud to partner with STB and look forward to applying our integrated communications expertise to help tell Singapore’s story in a way that is relevant, compelling and culturally resonant," said Delicia Tan, CEO for Edelman Singapore, Hong Kong and Taiwan. 

While the PR pitch has concluded, STB’s broader creative pitch is still ongoing.

As of November 2025, four agencies have been shortlisted: TBWA\Singapore, BLKJ Havas, Publicis Singapore, and Ogilvy Singapore. The initial lineup had also included Forsman & Bodenfors, McCann Worldgroup Singapore, Toaster, and TSLA, according to GeBIZ. The process is being overseen by marketing consultancy Ebiquity.

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