Singapore Tourism Board picks PR agency for UK and Europe push

The Singapore Tourism Board (STB) has appointed Splendid Communications as its integrated marketing and communications (IMC) partner to raise Singapore’s profile across the UK and Europe, with a focus on leisure travel, MICE, digital engagement, and influencer-led content.

The contract is for a year with the option to extend annually for up to two more years. As the appointed agency, Splendid Communications will support STB’s London office, which oversees Northern and Southwestern Europe, with the UK as the key market.

The agency’s remit covers strategy, creative development, and execution of omnichannel campaigns that position Singapore as a must-visit destination, according to tender documents seen by MARKETING-INTERACTIVE.

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

The agency will also be tasked to produce at least one integrated campaign annually, supported by always-on activity across digital, social, and earned channels, with a focus on data-led, ROI-driven storytelling.

In addition, it will manage media and influencer familiarisation trips as well provide crisis support with daily monitoring of traditional and social media, tracking campaign results, flagging sentiment shifts, and alerting STB to negative coverage in line with its crisis playbook.

This appointment comes after the tourism board appointed a PR and digital marketing agency for Hong Kong.

Following a pitch in May, Plug will manage STB’s media and influencer relations, digital and social marketing services, plus crisis and issue management. Plug will also work on enhancing Singapore’s status as a global hub for meetings, incentives, conferences and exhibitions. 

Currently, 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.

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