The Singapore Tourism Board has called a PR pitch to enhance its overall destination brand and corporate image as a leading economic development organization in tourism.
The 24-month contract requires the appointed agency to plan, propose, and execute a comprehensive corporate and public communications strategy and plan for the board, and to instill civic pride and foster local advocacy in the country's evolved tourism landscape. The account has a renewal option for another 12 months.
The chosen agency will develop PR strategies and plans to support the organization's overall business objectives and those of its business units. It will counsel the board's key PR initiatives, such as local engagement and public communications plans; provide advice on managing sensitive issues; and provide counsel on the board's existing communications plans.
The winning firm will also be required to conduct media training programs to equip key spokespeople with skills to handle various kinds of media interviews and to train officers from the communications division on strategic and public communications.
Burson-Marsteller is STB's incumbent since 2003. The closing date of the search is April 8.
STB launched a full-service pitch last November to find creative, media, digital, and digital production agencies. It drew up a shortlist earlier this year.
Ogilvy & Mather, JWT, BBH, and TBWA are shortlisted for the creative account, with MEC and PHD shortlisted for the media work. On the digital side, Ogilvy, XM Asia, BBH, and TBWA Digital Arts Network made the cut.
This story originally appeared on the site of Campaign Asia-Pacific, the sister magazine of PRWeek at Haymarket Media.