Singapore Tourism Board is now seeking to find new creative, media, digital and digital production agencies as partners as the country will look at relaunchign its brand during the first months of 2013.
SINGAPORE- The Singapore Tourism Board (STB) launched an open tender exercise to appoint creative, media, digital and digital production agencies as partners in STB’s destination brand building efforts for a two year contract beginning April 2013, with an option to extend the contract for a further two years subject to satisfactory performance.
In the past year, STB has made a deliberate shift towards consumer-centric marketing, developing market-specific strategies and campaigns to address the evolving needs of consumers from Singapore’s key tourism markets. STB aims to attract agencies who, in their respective fields, can deliver solutions based on in-depth market knowledge and consumer understanding, have proven track records in building global brands, possess a strong network and presence in STB’s key markets, and have the commitment to develop a mutually beneficial long-term partnership with STB.
“We have deepened our understanding of consumers in our key markets, allowing us to develop relevant and appealing campaigns according to the needs of our visitors. Partnering strong creative, media, digital and digital production agencies will thus enable us to continue this emphasis on visitor-centricity in our marketing efforts,” said Ms Sophia Ng, Assistant Chief Executive, Marketing Group of the Singapore Tourism Board. “We see this as a partnership; beyond planning and executing campaigns, we want to work with agencies in building a strong Singapore destination brand.”
STB’s incumbent agencies are: creative agency Bartle Bogle Hegarty (BBH), digital agency XM Asia (XM), and media agency Mediaedge: cia (MEC). They were all appointed on a two + two basis with contracts that end in March 2013. They are also welcome to participate in the tender exercise.
Luc Citrinot a French national is a freelance journalist and consultant in tourism and air transport with over 20 years experience. Based in Paris and Bangkok, he works for various travel and air transport trade publications in Europe and Asia.
