STB launches regional PR pitch spanning six SEA markets

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The Singapore Tourism Board (STB) is seeking to appoint a panel of public relations agencies to support its communications efforts across six Southeast Asian markets under a new three-year regional contract.

According to tender documents seen by MARKETING-INTERACTIVE, the board is inviting agencies to pitch for one or more of six markets: Indonesia, Malaysia, the Philippines, Thailand, Vietnam and Cambodia. Agencies are required to have a physical presence in the markets they are bidding for.

Rather than appointing a single regional agency, STB said it will establish a panel of PR agencies, with agencies awarded work based on the required scope of work and strategic fit. Additional projects and optional work may also be assigned on an ad hoc basis throughout the contract period.

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The contract will run from 1 October 2026 to 30 September 2029 under a 1+1+1 structure, with annual performance reviews determining whether agencies remain on the panel. Agencies that fail to meet performance expectations may be removed before the full three-year term concludes.

Under the tender, appointed agencies will be responsible for providing strategic communications counsel, developing communications plans and executing PR and social media activities. This includes media pitching, managing media and key opinion leader (KOL) familiarisation trips, developing press materials, media monitoring and analysis, and managing paid PR bookings or content partnerships with local media platforms.

Agencies supporting Indonesia and Vietnam will also be responsible for managing STB's local social media accounts and developing market-specific social media strategies.

Beyond ongoing communications support, agencies may also be tasked with developing integrated marketing campaigns, organising media events, providing translation services and collaborating with STB's creative, media, digital and headquarters PR agencies to deliver integrated campaigns.

The appointed agencies will also be expected to work closely with incumbent agencies during a two-to-four-week transition period where required.

According to the tender, the appointment aims to build awareness, consideration and advocacy for Singapore as both a leisure and business destination across Southeast Asia. STB is also looking to strengthen its relationships with traditional media, online publishers, key opinion leaders and digital influencers, while providing strategic market insights to support its regional offices.

The tender documents also outline several challenges facing Singapore's tourism marketing efforts in the region. These include increasing competition from neighbouring destinations, perceptions that Singapore lacks novelty among frequent visitors, limited awareness of the country's tourism offerings among travellers from secondary cities, and its reputation as a relatively expensive destination.

To address these challenges, STB said it is looking for agencies capable of maintaining destination awareness, strengthening media relationships and developing creative storytelling that builds emotional connections with travellers while reinforcing Singapore's value proposition.

MARKETING-INTERACTIVE has reached out for more information.

The regional tender comes months after STB appointed Edelman as its PR agency following a competitive pitch to support its communications and marketing efforts in Singapore.

The mandate, which took effect earlier this year, covers ongoing communications as well as high-profile campaigns, spanning strategic planning, media engagement, issues and crisis counsel, digital amplification, monitoring and measurement. The initial contract runs for two years and two months, with an option to extend for a further three years.

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