The tourist board has released a tender for an initial 12-month contract, which could be extended to two years, kicking off in January 2011.
The PR brief is the second largest currently up for grabs with the city. Last month, Singapore's Ministry of Information, Communication and Arts kicked off a pitch process for an agency to handle its global reputation, particularly among businesses, investors and media.
Both briefs are asking agencies to help present Singapore as vibrant and exciting city.
The most recent brief, issued by the Singapore Tourist Board, is frank about the country's reputational challenges in the UK. An RFP document sent to agencies reads: 'The current media perception of Singapore in the UK is that of a sterile business city that is most famous for Raffles, and the country's national airline. The colourful, vibrant, modern and progressive country is rarely focused on.'
To change this perception, the tourist board is asking the chosen agency to promote the city's fashion, food, architecture and urban greenery. It also wants to highlight Singapore's major developments including new casino-based resorts such as the £4bn Marina Bay Sands.
The tourist board is particularly keen to target leisure and business travellers aged 35 to 54 with a high disposable household income.
It wants to increase visitor numbers by focusing on the luxury lifestyle market and encourage transit and stopover traffic to stay longer in the city.
The city recently launched a new brand, 'Your Singapore', in April to replace the previous 'Uniquely Singapore' destination brand.
As PRWeek went to press, the deadline for expressions of interest was looming, with agencies required to submit by 25 November. Pitching will take place in early December.