Singapore Tourism Board seeks PR agency for HK market

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The Singapore Tourism Board (STB) is on the hunt for a PR agency in Hong Kong.

The appointed agency shall provide public relations and digital/social marketing services in Hong Kong for Singapore Tourism Board for a period of 24 months, with an option to renew for a further 36 months.

In addition, key responsibilities of the chosen agency include building awareness, consideration and advocacy of Singapore as a compelling leisure and BTMICE travel destination utilising the "Passion made possible" brand.

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It must also communicate STB's messages through engagements with key media, key opinion leaders (KOLs), bloggers, digital influencers, and any other relevant channels. It will also be tasked with strengthening Singapore’s destination presence digitally across social networks, and catalysing social conversations by cultivating influencers across all media.

The agency will be required to implement destination marketing campaigns by leading on PR and activations, working closely with STB’s creative and paid media agencies, as well as travel agent partners. It must also enhance and protect STB’s overall corporate image to the public, and assist STB on both leisure travel and BTMICE travel business development and marketing.

The appointed agency will be responsible for the successful implementation of the overall PR workplan, in close consultation with STB. In line with this, the agency is expected to adopt an always-on approach to seeding key messages and stories, and proactively seek out PR opportunities for STB.

According to tender documents seen by MARKETING-INTERACTIVE, tenderers must be based out of Hong Kong.

Tourism is one of Singapore’s key economic sectors, and STB plays a pivotal role in promoting the city-state as an international tourist destination.

Established in 1964, STB's mandate has always been to position Singapore as a leading global tourist hub. Currently, STB operates four offices in mainland China, located in Beijing, Shanghai, Guangzhou, and Chengdu.

STB’s Guangzhou office oversees the markets of Southern China, Hong Kong, Macau, and Taiwan.

The Hong Kong market has been a consistently important source of tourists for Singapore. In 2024, Singapore welcomed 329,343 arrivals from Hong Kong, with Hong Kong currently ranking as the 15th largest visitor source market for the city-state.

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