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STB looks to push brand Singapore in the Americas

Singapore Tourism Board Americas (STB Americas) has called for a public relations(PR) pitch.

In a brief seen by Marketing, STB Americas is looking to appoint an agency to provide public relations consultancy services for a period of two years, plus a one year renewal option totaling to  a period of three years from 1 October 2015 to 30 September 2018.

The account value was not disclosed.

The appointed PR agency will be tasked to elevate Singapore’s global destination brand; reinforce Singapore as a choice leisure and business destination; and, reinforce Singapore’s reputation as a compelling Meetings, Incentives, Conventions and Exhibitions (MICE) destination.

The appointed agency will also be responsible for the successful development and implementation of an effective PR and communications strategy and will be required to work in close consultation with STB Americas’ appointed digital agency to ensure a cohesive overall marketing and communications strategy for STB Americas.

According to the brief, STB Americas aims to sharpen its PR efforts in order to adopt a more sophisticated strategy that includes the following approaches: Ability to meaningfully inject the Singapore destination brand into current trending topics, where relevant and appropriate; Ability to effectively engage industry tastemakers as authentic advocates for the destination brand; and, ability to offer truly unique and creative story angles that go beyond the usual destination pitch.

STB Americas highlighted: “The appointed agency is expected to not only be able to provide baseline PR support, but to be bold, responsive and intuitive in their thinking and approaches, whilst possessing an in-depth knowledge of Singapore as a destination.”

The tender closes on 14 August 2015.

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