The agency will provide PR support to the Singapore Southeast Asian Games Organizing Committee (SINGSOC), Singapore ASEAN Para Games Organizing Committee (SAPGOC) and Team Singapore for both sporting events.
The SEA Games take place over 5-16 June 2015, with Singapore Sports Hub as the main venue, hosting more than 7,000 athletes and officials from 36 sports. The Para Games takes place in December.
In terms of strategy to build anticipation for the events, Weber Shandwick said it would use storytelling, with a focus on the games itself, the technology behind them and experiences from the perspective of fans and participants. Raising the profile of the athletes and officials, both in and out of the sports pages, is another tactic the agency will employ.
The agency already spearheaded communications for a count-down event, along with SINGSOC, which it said brought 40,000 people out to the city’s grandest shopping street, Orchard Road, to celebrate the coming of the Games. Engineering community engagement initiatives in the build up, the agency emphasized, is a key part of drumming up excitement for both sets of games.
Weber Shandwick will also lead the training program for more than 300 SEA Games media-relations volunteers.
"We are honored to have been selected as a key partner of the Games," said Vanessa Ho-Nikolovski, managing director, Weber Shandwick Singapore, "especially since this year also marks Singapore’s Golden Jubilee".
Ho-Nikolovski also remarked at Singapore’s rising reputation as Asia’s new sports hub, citing high profile events such as Formula 1 and the Women's Tennis Association (WTA) Finals.
Toh Boon Yi, chief of community and corporate outreach at SINGSOC also commented in the agency’s release that "Weber Shandwick has a strong global heritage of sporting expertise and an outstanding track record in sports public relations; and this makes them an ideal partner to work with on raising awareness and excitement of the Games in Singapore, and the region."
Weber Shandwick also had partnerships with Olympic bid successes including Tokyo 2020, Turin 2006, Beijing 2008 and Sochi 2014. The agency was the lead international public relations firm for the Sochi 2014 Organizing Committee.