7 players vying for STB’s global creative and media account, incumbent TBWA bows out

The Singapore Tourism Board (STB) has seven agencies vying for its global creative and media accounts. The competing agencies are BBDO Singapore, BBH Communications, BLKJ Havas, GroupM Singapore, Havas Media APAC, VMLY & R and the incumbent Zenith. Meanwhile, TBWA , STB’s historic agency for integrated creative, digital and production services since 2016, has not argued for the account.

The agency has worked with STB on many notable creative executions over the years. Earlier this year, with domestic tourism still driving campaigns for STB, the two launched a new film to inspire audiences with a spirit of exploration and curiosity, and to encourage the rediscovery of a new side of Singapore. . Entitled “A Girl with Her Magical Binoculars”, the film uses visual effects to communicate a magical and whimsical version of Singapore through the eyes of a little girl.

Thanks to her homemade binoculars, the little girl sees a whole new world come to life, including super floating trees at Gardens by the Bay, dancing murals at Kampong Gelam, Tetris blocks floating in Chinatown and floating cable cars that line the Sentosa skies. The film is available on STB’s Facebook, Instagram and YouTube channels. This was part of the SingapoRediscovers national campaign launched in July 2020.

Shortly thereafter, with borders still largely closed across the world, STB partnered with TBWA’s U.S. arm, TBWA Chiat Day NY in March, to virtually open its doors for Americans to explore the country via Taxi tours live on Twitch: Singapore by stream. Spanning four live streams and lasting two hours, each day and night tour was created as an immersive experience, allowing the streamer to truly experience Singapore’s landmarks and hidden gems, all under the authentic guide of a taxi driver. The taxi driver and host will provide an insider guide to Singapore, sharing tips on where to find the best chicken satay and kaya toast and making stops along the way to show the best of Singapore as the travel is still limited.

In a statement to INTERACTIVE-MARKETING, Ara Hampartsoumian, CEO of TBWA Singapore, said: “We are incredibly proud of what we have created with the Singapore Tourism Board over our six years as a partner agency, and in particular our work over the past 24 months as we redefined the meaning of being a tourist in one’s home country. It has been a great partnership. We thank STB for the trust and for doing the brave thing with us. As we complete our rotation, we look forward to seeing how STB and its next agency partners write the next chapter of Passion Made Possible. “

He added: “We remain committed as always to ensuring that the Singapore Tourism Board meets its ongoing global ambition and we will continue to fully support STB during the agency’s transition period and beyond. “

Meanwhile, according to the Gebiz tender seen by INTERACTIVE-MARKETING, agencies were shortlisted based on their status, industry experience and expertise, and case studies. Among the shortlist, creative agencies will pitch on December 3 while media agencies will pitch on December 7. Ebiquity manages the land.

The final screening cycle will require respondents to consider changes in the macro environment, STB’s tourism and marketing visions, as well as how STB can reclaim its mindset and market share. with the gradual reopening of borders. In this cycle, agencies will be assessed based on the strength of the proposal, the impact of the execution plan, the strength of the proposed work model and team, as well as the compensation model and pricing. Agencies should ensure that key members of the proposed work team are involved in presenting the pitch.

STB first called for a pitch last month, for a global creative and media agency, either as a single agency or as a consortium or holding group. The appointed agency will help shape and execute STB’s marketing strategy for a period of two years and three months, with the option of being renewed on an annual basis thereafter for three years. Key areas of Creative Services include Account Management, Strategic Communications Planning, Communication Plan Execution and Evaluation, Influencer Management and Marketing, Marketing Innovation, Digital Production Services, and Marketing. training. Meanwhile, key areas of media services include account management, media planning and buying, content services, media campaign reporting, and governance and transparency.

The pitch comes as longtime STB marketer Lynette Pang steps down as deputy managing director of the organization’s marketing group. Chang Chee Pey, deputy managing director of International Group, will succeed him as head of marketing for STB. Pang will assume a new role at the National Arts Council (NAC) as Deputy Director General effective December 1, 2021. In a previous interview with INTERACTIVE-MARKETING, Pang said in 2022, STB will launch localized and market-specific SingapoReimagine campaigns to better respond to market nuances highlighting reinvented offerings in safety, technology, experiences and sustainability. The campaigns will be carried out in collaboration with the main business and media partners in the market, as well as prominent and popular influencers, to stimulate travel anticipation to Singapore.

STB will also work with influencers and partner with international media titles – such as the Financial Times, VICE and BuzzFeed – to roll out a series of stories and content aimed at raising awareness of Singapore in global markets; leverage its partners’ networks for more reach and their network of key influencers for authentic storytelling.

This is a continuation of STB’s current efforts to increase awareness of Singapore despite restrictions on international travel. Efforts included sharing authentic stories and reimagined experiences through specially edited campaigns, STB-owned channels as well as through innovative marketing partnerships to retain destination recall and shape and influence travel to Singapore when traveling. will resume.

Additionally, STB appointed independent global communications agency FINN Partners in September this year, to provide public relations services for the brand in the UK. According to Gebiz, the account which first went on sale in April is valued at £ 521,640 (SG $ 969,207) and the appointment will be for two years, until August 2023. The agency beat eight other nominees, including White Tiger PR, Black Diamond Agency, Praytell UK and Aviareps UK.

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Photo courtesy: 123RF

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STB takes Americans on a virtual taxi tour via Twitch to showcase the country’s hidden gems
STB shows the whimsical side of Singapore through the eyes of a little girl