STB Launches Tender for Creative, Media, Digital and Digital Production Agency Partners
The Singapore Tourism Board (STB) launched an open tender exercise for creative, media, digital and digital production agencies to join efforts with STB in building destination brand. The appointment consists of a two year contract which would take effect on April 2013, allowing the option to extend the agreement for another two years depending on performance.
In the past year, STB has steered its marketing strategy towards a consumer-centric approach, developing market-specific schemes and campaigns to address the evolving needs of consumers from Singapore's key tourism markets.
In essence, the goal of STB with this initiative is to attract agencies who can deliver solutions based on in-depth market knowledge and consumer understanding, have proven track records in building global brands, enjoy a strong network and presence in STB's key markets, and are committed to develop a reciprocally favorable long-term partnership with STB.
“We have deepened our understanding of consumers in our key markets, allowing us to develop relevant and appealing campaigns according to the needs of our visitors. Partnering strong creative, media, digital and digital production agencies will thus enable us to continue this emphasis on visitor-centricity in our marketing efforts,” said Sophia Ng, Assistant Chief Executive, Marketing Group of the Singapore Tourism Board. “We see this as a partnership; beyond planning and executing campaigns, we want to work with agencies in building a strong Singapore destination brand.”
STB's binding agencies are: creative agency Bartle Bogle Hegarty (BBH), digital agency XM Asia (XM), and media agency Mediaedge: cia (MEC). All of them are allotted on a two + two basis with contracts that conclude in March 2013. They can also take part in the tender exercise.