Ministry of Transport calls pitch to drive brand strategy

Singapore’s Ministry of Transport (MOT) is on the hunt for an agency partner to develop a unified brand strategy that brings together the ministry and its statutory boards under one cohesive identity.

The tender aims to strengthen what MOT calls the “One Transport Family”, which includes the Civil Aviation Authority of Singapore (CAAS), Land Transport Authority (LTA), Maritime and Port Authority of Singapore (MPA) and Public Transport Council (PTC).

The move is designed to help Singaporeans better connect with the country’s land, air and sea transport story, while sharpening how the sector communicates its shared purpose and future ambitions — all while preserving each agency’s distinct roles.

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According to tender documents seen by MARKETING-INTERACTIVE, the appointed agency will be tasked to deliver an end-to-end brand blueprint covering a full audit, stakeholder perception research, strategy, narrative development, identity design, stakeholder mapping, testing, training workshops and a detailed implementation playbook.

The work will also be expected to roll out in three phases: a brand audit and research by September 2025, development of the brand strategy by early 2026, and strategic consultation for a launch campaign set for 2026.

In addition, agencies are also expected to weigh in on whether to retain or refine the “One Transport Family” tagline and whether MOT’s current visual identity needs an update.

The push comes as Singapore’s transport network marks key milestones, including the MRT’s 40th anniversary in 2027 and nearly 90 years since the city-state’s first civil airport opened in 1937. The refreshed brand aims to deepen public trust and pride in Singapore’s transport sector and help bolster recruitment and talent retention.

This latest tender follows MOT’s previous appointment of integrated marketing and communications agency That Marketing Guy in 2023 to manage its social media strategy. The agency was selected from 24 interested parties to develop content that promotes positive public sentiment around Singapore’s transport system, aviation hub, and maritime port.

Since taking on MOT’s social media remit, the agency has delivered creative content such as cycling-themed videos and public transport playlist infographics, helping keep the ministry’s digital presence fresh and engaging.

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