Edelman wins Singapore Tourism Board public relations mandate
The Singapore Tourism Board (STB) has appointed Edelman as its public relations agency, following a competitive pitch. The mandate is effective immediately and in place for two years and two months, with the option to extend for an additional period of three years upon completion.
The appointment comes as STB looks to partner with a collaborative communications agency that can support its Tourism 2040 roadmap, with a strong emphasis on enhancing storytelling capabilities, strengthening media relations, developing compelling narratives, increasing online visibility for better discovery, and measuring communications effectiveness to further elevate Singapore’s profile as a premier global destination.
Under the appointment, Edelman will work closely with STB to support core, always on PR activity, in the areas of strategic planning, media engagement, issue and crisis counsel, digital amplification, monitoring and measurement. Edelman will also deliver earned led communications for priority marketing initiatives, spanning leisure travel, business travel and meetings, incentives, conferences and exhibitions (MICE). The partnership will focus on delivering strategic counsel, integrated storytelling and meaningful earned impact across Singapore’s diverse tourism sectors.
The appointment reflects STB’s continued focus on building meaningful engagement with travellers, partners and stakeholders, while showcasing the breadth and depth of Singapore’s tourism offerings across culture, lifestyle, innovation and business events.
Delicia Tan, Edelman’s CEO for Singapore, Hong Kong and Taiwan, said: “Singapore is one of the world’s most dynamic and forward looking destinations. We are proud to partner with the Singapore Tourism Board and look forward to applying our integrated communications expertise to help tell Singapore’s story in a way that is relevant, compelling and culturally resonant.”
The appointment further underscores STB’s commitment to working with agency partners that can deliver strategic, earned led communications to support its long term tourism objectives.