Sentosa picks PR agency

Sentosa Development Corporation (Sentosa) has appointed Waggener Edstrom Worlwide Singapore as its public relations agency to support its strategic communications and media engagement efforts.

The contract spans an initial period of two years, with the option to extend for a further three years on a yearly renewal basis, bringing the total potential duration to five years.

Under the agreement, the agency will be tasked to deliver an integrated suite of communications services. This includes the development and execution of content and communications plans aimed at driving impactful media engagement, alongside advisory and executional support across key public relations functions.

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The scope of work also covers issues and crisis management, earned media and influencer engagement, stakeholder communications, and the development of thought leadership and corporate profiling initiatives.

The agency is also responsible for ongoing account management, including coordination with internal teams and the delivery of consistent reporting and strategic counsel.

In addition to retainer-based services, the contract provides for project-based work across campaigns of varying scale. The agency is expected to support both large- and medium-sized campaigns, encompassing end-to-end communications planning, media strategy, and execution.

The appointment also includes the provision of annual media training, with full-day sessions designed for Sentosa spokespersons.

The appointment comes amid a broader wave of public sector and tourism-related communications pitches in Singapore, as destination and government bodies ramp up efforts to sharpen their global positioning and storytelling.

Earlier this year, the Singapore Tourism Board appointed Edelman as its public relations agency following a competitive pitch, tasking the firm with supporting communications and marketing efforts across both always-on activity and high-profile campaigns.

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