Edelman will support STB in its communication efforts locally, including strategies and initiatives to enhance STB’s overall destination brand and corporate image as a leading economic development agency in tourism.
An open tender exercise was undertaken from March to April 2013 and STB received a total eight PR agency submissions. Edelman was appointed after a rigorous evaluation process.
“Edelman demonstrated strong strategic competency and a good understanding of STB’s roles. They presented a robust proposal that was aligned with our objectives, and were also mindful of integrating STB’s existing plans and initiatives into their ideas,” said Mr Oliver Chong, Director, Communications of the Singapore Tourism Board. “Overall, Edelman gave us the most confidence in their ability to deliver with a well thought-through communications narrative and framework and an experienced team. We look forward to a fruitful partnership with the agency for the next two years.”
“STB’s communications and marketing teams are world class and it will be exciting to be part of their continued efforts to create sustained value for Singapore’s evolving tourism story. For Edelman, it is also a recognition of our global and local stakeholder landscape understanding, as well as the approach we have taken in Singapore the last few years to scale up our agency’s resources and deepen our expertise areas in consumer insights, trans-media storytelling, digital content, and issues and crisis management,” said Ms Amanda Goh, Managing Director, Edelman Singapore.
In addition to assessing the individual expertise of the shortlisted PR agencies, STB was also looking for agencies that had the ability to contribute their knowledge and experience to develop integrated proposals. Edelman demonstrated this strength and will be expected to work with STB’s other agency partners – JWT, MEC and XM – to develop and execute integrated campaigns during the contract period.
The evaluation process also included a review of all the PR agencies’ institutional experience, servicing model and leadership.
Mr Chong adds, “We would like to thank all participating PR agencies for their interest in the recent tender exercise. In particular, we are deeply appreciative of the commitment of the incumbent PR agency Burson-Marsteller (B-M) in partnering STB over the past few years to help shape and enhance our corporate image. Nonetheless, the tender process was established to provide a fair level-playing field to all shortlisted agencies and Edelman was appointed based on its overall merits and compelling proposal.”
Singapore Tourism Board appoints Edelman as PR agency for Singapore - Campaign Asia
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