Singapore Tourism Board names new PR and digital marketing agency for HK

Singapore Tourism Board (STB) has appointed Hong Kong-based agency Plug as its public relations and digital/social marketing agency for the Hong Kong market, following a competitive pitch in May, as confirmed to MARKETING-INTERACTIVE.

The appointment will last for two years with the option to extend to five years. 

Plug was chosen due to its fresh perspective and original approach in promoting Singapore’s tourism offerings and the “passion made possible” brand to the Hong Kong market, said Alex Zenovic, executive director at Plug in conversation with MARKETING-INTERACTIVE. 

STB also appreciated Plug’s diverse expertise and experience working with clients across multiple consumer and corporate sectors, he added. 

Under the appointment, Plug will manage STB’s media and influencer relations, digital/social marketing services, and crisis and issue management. Plug will also work on enhancing Singapore’s status as a global hub for meetings, incentives, conferences, and exhibitions (MICE). 

Zenovic said, “Hong Kong and Singapore share a dynamic energy. Our partnership with the Singapore Tourism Board isn’t just about promoting a destination; it’s about connecting two of the world’s most exciting cities. We are looking forward to showing Hong Kong travellers a new side of Singapore, whether they’re looking for their next holiday or a strategic business opportunity.”

In fact, the Hong Kong market has been a consistently important source of tourists for Singapore. In 2024, Singapore welcomed 329,343 arrivals from Hong Kong, with Hong Kong currently ranking as the 15th largest visitor source market for the city-state.

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