STB wraps up social media pitch, retains agency partner

Singapore Tourism Board (STB) has renewed its partnership with Maker Lab, appointing the inhousing agency as its outsourced creative team for social media for a further two years.

Under the renewed contract, Maker Lab will continue to deliver end-to-end social media services for Visit Singapore, spanning content creation, community management and social performance analysis. The work will be handled by an embedded social team supported by Maker Lab’s proprietary AI tools and workflows, aimed at accelerating delivery and improving creative output. 

STB first called for a pitch in August 2025, which led to the agency securing the renewal. 

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The renewal follows a period of strong performance across Visit Singapore’s digital channels, including TikTok, Instagram and YouTube. According to STB, Maker Lab’s “Where chefs eat” series generated 27 times more engagement than the average Visit Singapore Instagram reel and contributed to a 21.6% month-on-month increase in new followers during the campaign period.

Since the partnership began in 2024, Maker Lab’s remit has expanded from creative production to full-scale social content operations, anchored by an in-house team of creators. STB said the shift has strengthened community engagement, improved responsiveness to content trends and enabled deeper audience insights to inform social strategy.

“Social is where destination brands are discovered, debated and desired, and partnering with ambitious brands like STB to create this kind of impact is what we love doing,” said Intan Mokhnar, managing director at Maker Lab.

“We’re thrilled to build on the momentum we’ve started together and bring Singapore’s story to the world in ways that feel authentic, culturally fluent and unmistakably global," she added. 

The two-year renewal cements Maker Lab’s role in shaping Visit Singapore’s social presence, as STB looks to maintain an agile, insight-led approach to engaging travellers across the journey, from inspiration to consideration. it also adds to the agency's growing list of clients, having recently won KFC's integrated creative and social pitch.

While the social media 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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