NEW YORK: The Singapore Tourism Board has selected FleishmanHillard as its AOR for the Americas following a competitive review that began in February.
The agency, which began working on the account on July 1, participated in the organization's RFI in February, followed by the RFP in March and presentation in April, said Della Sweetman, GM of Southern California and brand marketing lead for the Americas at the firm. The initial contract is for 24 months.
Before bringing on Fleishman for the Americas region, Singapore worked with H&S, a partnership between Hillman PR and M. Silver Associates, since 2008.
Edelman handles headquarters PR work for the Singapore Tourism Board, which was previously managed by Burson-Marsteller.
“We are proud of the association we have had with Singapore Tourism Board, and we will do everything possible to ensure a smooth and productive transition,” a Burson representative said in a statement.
The Singapore Tourism Board reported that its international visitor arrivals in the third quarter of last year were up 5% year-on-year to 3.6 million. However, tourism receipts in the period declined 7% to $5.6 billion.
For the two-year contract, Fleishman will provide marketing communications support for the country's most popular sectors, such as hospitality, attractions, dining, cruises, entertainment, and MICE (meetings, incentives, conventions, and exhibitions).
The agency will also work on brand and destination marketing, entertainment and integration efforts, strategic partnerships, traditional media, and social media, explained Sweetman.
“Work in the US is mostly focused on brand-building of the destination,” she added. “The Americas and the US in particular are interesting because of their influence in building the destination brand for other English-speaking markets.”
To change pre-conceived ideas about Singapore for those who have not visited the destination, Sweetman said the firm will focus on educating people about how the country has a “diverse and sophisticated tourism product.”
She added that the target demographic includes business travelers and senior management staffers, particularly those in the C-suite. The firm's goal is to entice them to experience the leisure aspects of the destination following their business obligations.
Sweetman is leading a team of seven staffers from the firm's New York and Southern California operations on the account. Budget information on the contract was not disclosed.
This story was updated on July 26 to correct the Singapore Tourism Board's previous relationships with PR agencies.