Singapore Tourism Board concludes creative pitch

The Singapore Tourism Board has appointed BLKJ Havas as its creative agency, with effect from 3 March 2026. The pitch was first called in October 2025 and was handled by Ebiquity. The contract is stated to run for two years and one month, with the option to extend for up to three additional years. 

As the appointed agency, BLKJ will support STB's marketing strategy in line with the Tourism 2040 roadmap, developing breakthrough creative concepts, leveraging emerging technologies, and crafting marketing campaigns to further elevate Singapore’s profile as a top tourist destination. The agency will also serve as STB's lead marketing partner, responsible for ensuring unified and seamless integration across creative, digital, media, and communications plans in line with the board’s destination brand strategy.

Late last year, MARKETING-INTERACTIVE also reported the shortlist of four of the eight agencies pitching. These agencies were TBWA\Singapore, BLKJ Havas, Publicis Singapore, and Ogilvy Singapore. The initial lineup also included Forsman & Bodenfors, McCann Worldgroup Singapore, Toaster, and TSLA, according to GeBIZ. BBH is the incumbent. 

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In a confirmation statement to MARKETING-INTERACTIVE, STB said the submissions were evaluated on strength of creative response, propose team, track record as well as pricing and adoption of sustainability practices. Kenneth Lim, assistant chief executive, marketing group, STB further explained that BLKJ Havas demonstrated good strategic thinking, fresh creative direction and nimble data-driven insights in their approach to strategy development and implementation.

"The agency assembled a team with the right experience and tools to elevate our creative campaigns. In a crowded space, cutting through the noise requires exceptional creative vision. We are excited to partner with BLKJ Havas to sharpen STB’s creative strategy through enhanced insights and ideas to engage our key segments," said Lim said.

“We also extend our appreciation to BBH Communications lead member of the Shophouse consortium and incumbent creative agency since January 2022, for their valuable contributions in promoting Singapore as a premier travel destination," he added.

With BBH, the tourism board has released a series of campaigns focused on bringing the Singapore experience to life. This includes the "Made in Singapore" 2023 campaign where ordinary moments were turned into extraordinary experiences. The campaign featured “forest bathing” at the unexpected setting of Jewel Changi Airport’s Rain Vortex, to working up a sweat dining at Lau Pa Sat hawker centre, and witnessing a colourful “air show” at the Mandai Bird Paradise.

In 2024, "Made in Singapore" went global, launching a series of 3D billboards in New York, London, Shanghai, Mumbai, Jakarta and Vietnam. Last year saw STB tuning into pop-culture with campaigns featuring celebrities including Superman actor David Corenswet, Blackpink member Jisoo and BTS' Jin amongst others. 

Meanwhile, Rowena Bhagchandani, CEO /co-founder, BLKJ Havas said, "As a Singapore-born agency, we couldn’t be prouder to help bring Singapore to the world.”

“In a world that is seeing unprecedented levels of political, cultural, and economic upheaval, we believe Singapore will increasingly be a destination of choice. And we see it as our mission to help the Singapore Tourism Board spearhead that. Our bespoke offering to STB, The Block, embodies our can-do spirit and the best of our creativity, driving excellence and delivering innovative un-advertising solutions. We’re excited for what’s next,” she added. 

BLKJ Havas joins STB's new lineup of agencies. Earlier in February, it appointed Edelman as its PR agency, tasking the firm with supporting its communications and marketing efforts across ongoing initiatives and high-profile campaigns. Similarly, the appointment is for an initial two years and two months, with an option to extend for a further three years. 

Meanwhile, the tourism board wrapped up its social media pitch in January this year, reappointing Maker Lab as its outsourced creative team for a further two years. Under the renewed contract, Maker Lab will continue to deliver end-to-end social media services for Visit Singapore, spanning content creation, community management and social performance analysis.  

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