Singapore Tourism Board looks for PR agency in Malaysia

Singapore Tourism Board (STB) Malaysia and Brunei is on the hunt for a PR agency to provide PR and digital consultancy services. The appointment will be for a period of two years with an option to extend for one year, according to Gebiz.

In a tender document seen by A+M, the appointed agency or agency consortiums will be required to develop and present a recommended 12-month PR and marketing communications plan for STB Malaysia on the MICE segment. Some of the other tasks are to develop and present a digital marketing activation to drive awareness and conversion to the International Champions Cup that takes place in Singapore.

The appointed PR Agency must also have a strong relationship with traditional and new media in the country, to ensure that the agency has the ability to provide holistic and focused media support for STB’s initiatives, and work with STB's other agencies to jointly develop and execute the marketing and communications initiatives that corresponds with STB’s overall marketing approach.

The objectives of engaging an agency and the subsequent marketing communications strategy and plan are to build awareness, consideration and advocacy of Singapore as a compelling travel destination. It will also be to strengthen STB Malaysia’s influence with key media (both traditional and online) as well as key opinion leaders (KOLs)/bloggers and digital influencers.

STB Malaysia also aims to strengthen Singapore’s destination presence digitally in social networks, catalyse social conversations through the cultivation of influencers across all media with a strong focus on the digital sphere. It also looks to be involved in the sustenance of a destination marketing campaign.

Interested agencies or agency consortiums are invited for a RFP briefing scheduled for 10 April 2019 at 10.00am (local time) at The Boardroom, Common Ground Bukit Bintang Sdn Bhd, Level 25, 198 Menara Worldwide, Jalan Bukit Bintang, 55100, Kuala Lumpur.

The call for a PR agency comes as STB sees a growth potential in Malaysia. Additionally, the document highlighted that the growth of Malaysia’s low-cost airlines industry and increased direct connectivity to Singapore will continue to encourage competition and increase both outbound and domestic tourism. Maintaining and enhancing the share of voice in-market is especially essential in Malaysia and Brunei, where the media environment is highly influential, the statement said.

STB's approach in Malaysia and Brunei include growing the Malaysian visitor arrivals and spend by focusing on growing affinity with the Families with Young Children, and Early Careers by diving deeper to showcase meaningful stories through the PMP brand and other key initiatives such as Cruise and Muslim Travel. It also aims to continue building MICE mindshare and growing the Meetings and Incentives segment and diversify and increase the marketing efforts in secondary cities – East Malaysia, Penang and Perak.

The Brunei market scope of work requires base line media monitoring, public relations support and international relations which requires the agency to work closely with Singapore High Commission to Brunei and STB Malaysia’s stakeholders in Brunei.

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