Singapore Tourism Board hunts for creative agency, Ebiquity to handle pitch

The Singapore Tourism Board (STB) has called a pitch for a new creative agency partner to drive its global marketing and communications strategy from 2026 onwards. Independent consultancy Ebiquity has been appointed to assist STB in managing the pitch and evaluating proposals. The new appointment will take effect from February 2026 for an initial period of two years and two months, with the option to renew for another two years, and subsequently for one additional year.

According to tender documents seen on GeBIZ, the appointed agency will work closely with STB’s marketing group in Singapore to deliver destination marketing for both leisure and business tourism, while also supporting its strategic communications. The selected agency will 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.

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Key services outlined in the RFP include account management, marketing strategy counsel, creative conceptualisation and execution, social media management, influencer marketing, and marketing innovation. The agency will also be required to participate in STB’s annual scoping exercise to plan campaigns for each financial year, with historical benchmarks indicating around one large, three medium, and five small campaigns annually. Beyond planned initiatives, the agency may also support opportunistic marketing efforts as directed by the board.

STB further requires the appointed agency to propose an approach for developing diverse creative responses, which may involve coordinating multiple creative teams to deliver distinct campaign concepts for competitive selection. The creative partner will develop and execute marketing initiatives across STB’s key international markets, including China, India, Indonesia, Japan, South Korea, the United States, the United Kingdom, and Australia, as well as emerging markets such as Saudi Arabia, France, and Mexico.

The contractor is expected to tailor strategies to local market nuances while maintaining brand coherence and alignment with STB’s global narrative.

The tender is part of STB’s efforts to advance its Tourism 2040 (T2040) roadmap, which aims to position Singapore as a top-of-mind destination amid shifting travel trends and a rapidly evolving marketing landscape.

The agency will provide strategic counsel on STB’s overall marketing strategy, develop integrated campaigns and content strategies, and leverage emerging technologies such as generative AI to optimise marketing outputs and effectiveness measurement.

The contract comes as STB’s existing arrangement with its incumbent agency consortium, The Shophouse @ Publicis — comprising BBH Communications, ZenithOptimedia, Digitas, and Prodigious — sets to conclude in March 2026. WE Communications currently manages STB’s public relations in Singapore.

MARKETING-INTERACTIVE has reached out for more information. 

This follows STB’s earlier tender in September for an outsourced creative production team to handle its digital content needs, also set to begin in February 2026. The appointed team will be responsible for producing social, graphic, video, and digital assets for platforms including Instagram, TikTok, Facebook, LinkedIn, YouTube, Google, VisitSingapore.com, and print, working closely with STB’s marketing activation unit.

According to tender documents seen by MARKETING-INTERACTIVE at the time, the contractor will act as the employer of the creative team, overseeing manpower management, recruitment, and compliance with employment laws.

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