STB seeks integrated agency to amplify SG brand in UK

The Singapore Tourism Board (STB) is calling a pitch for an integrated marketing and communications (IMC) agency to raise Singapore’s profile across the UK and Europe, with a strong focus on leisure travel, MICE, digital engagement, and influencer-led content.

The contract runs for an initial year from 1 August 2025 to 31 July 2026, with the option to extend annually for up to two more years. STB expects an 85:15 split between leisure and MICE-related work, according to tender documents seen by MARKETING-INTERACTIVE.

The winning agency will support STB’s London office, which oversees Northern and Southwestern Europe, with the UK as the key market. Responsibilities include strategy, creative development, and execution of omnichannel campaigns that position Singapore as a must-visit destination.

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At least one integrated marketing campaign must be rolled out during the contract period, backed by always-on activity across digital, social and earned channels. Campaigns should be data-led, ROI-driven, and culturally responsive, with standout storytelling that cuts through a competitive travel landscape.

The agency is expected to deliver seamless integration of paid, earned and owned media, and tap into real-time cultural moments and creators to inject Singapore into relevant conversations. This includes building a strong influencer pipeline, cultivating authentic collaborations, and activating earned-first strategies to keep costs lean.

STB also wants the agency to secure at least one high-impact broadcast or streaming partnership per year such as with the BBC, Netflix or Amazon Prime or two smaller format collaborations across podcasts, YouTube series, or partner-led productions.

Additionally, media relations will be a core remit. The agency must land a minimum of six Tier 1 features annually across UK titles such as The Times, The Telegraph, Business Traveller, and Mash Media. This includes proactive pitching, press event support and day-to-day media handling.

It will also manage media and influencer familiarisation trips from talent recommendations and pre-trip briefings to post-trip follow-up and reporting. While STB will handle itineraries and logistics, the agency must ensure strong earned coverage, compile clippings, and identify improvements for future runs.

Moreover, a dynamic database of media and influencer contacts must be maintained, segmented by platform and vertical. This includes verticals such as travel, lifestyle, business, entertainment and MICE.

In tandem, crisis support is part of the retainer too. The agency must assist in managing reputational issues in line with STB’s crisis playbook and provide daily media monitoring across traditional and social platforms. This includes tracking campaign results, flagging sentiment shifts, and alerting STB during crises or negative coverage.

All campaigns must be benchmarked against clear KPIs, with regular reporting and optimisation plans. Agencies are expected to show how their work drives visitor arrivals from the UK and builds brand affinity for Singapore too. 

It is unclear if tenderers must be based in the UK.

Similarly, the tourism board is also seeking a PR agency for the Hong Kong market. 

The appointed agency shall provide public relations and digital/social marketing services in Hong Kong for Singapore Tourism Board for a period of 24 months, with an option to renew for a further 36 months. 

In addition, key responsibilities of the chosen agency include building awareness, consideration and advocacy of Singapore as a compelling leisure and BTMICE travel destination utilising the "Passion made possible" brand.

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