STB reappoints Synergy Hill+Knowlton Strategies for South Korea PR duties

Singapore Tourism Board (STB) has reappointed agency Synergy Hill+Knowlton Strategies (H+K) for public relations duties for the seventh consecutive year in Seoul, South Korea. The appointment is for an additional two years starting in May, and followed a competitive multi-agency pitch. Marketing has reached out for additional information. 

STB Korea and Synergy H+K will continue their strategic communications partnership in Korea through a range of activities including media strategy, external communications, content creation, PR event coordination, as well as reinforcing online and social media communications.

Serene Woon, STB's area director for Korea said: “Through our continued partnership with Synergy Hill+Knowlton Strategies, we are confident and look forward to bringing more innovative and engaging programmes to our Korean audiences in these times of unprecedented change.”

HS Chung, Hill+Knowlton Strategies' president of Asia, said the agency had great success over the past six years, and is honoured to be extend the partnership. "We are well-equipped to provide direction to help our clients navigate this new and complex business environment through highly specialised communications strategies and maximise their business recovery performance," she added.

This comes after STB called for a pitch in January this year. In a tender document seen by Marketing, interested agencies will have to develop a 12-month marketing communications strategy to better engage with the target audience in Korea, as well as to create awareness in the market. The agencies will also be given a creative challenge by STB Korea, to ultimately measure the agency's capabilities and understanding of STB Korea's business.

The appointed agency was said to be tasked to build awareness, consideration and advocacy of Singapore as a compelling travel destination in Korea. Some of the responsibilities will also include strengthening STB Korea's influence with key media (both traditional and online) as well as key opinion leaders, bloggers and digital influencers. STB Korea also aims to strengthen Singapore's destination presence digitally on social networks, and requires the PR agency to work closely with respective creative and digital agencies to further amplify messages through marketing campaigns.

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