Edelman has been appointed as the public relations consultancy for the Singapore Tourism Board (STB) following a competitive pitch process that began in October 2025, according to Campaign Asia-Pacific.
The account was previously handled by WE Communications, which had held the mandate since 2022. Edelman had earlier managed the business for nine years, including during the COVID-19 period when it supported the tourism body through the crisis.
Campaign Asia-Pacific understands that the pitch also saw participation from AKA Asia, Ogilvy and WE Communications.
Under the new mandate, Edelman will deliver a two-tier scope of work. Its core responsibilities include strategic communications planning, media engagement, issue and crisis management counsel, digital amplification, and monitoring and measurement. In addition, the agency will provide project-based support for priority campaigns and platforms, leading earned media strategies across initiatives such as Culinary Capital, Singapore Food Festival, Grand Prix Season Singapore, and MICE marketing communications.
The partnership will also incorporate Edelman’s proprietary GEOsight AI solution, introduced in May 2025, which is designed to help brands manage and optimise their visibility across AI-generated search environments.
The agency said the appointment aligns with STB’s Tourism 2040 roadmap and is intended to strengthen Singapore’s destination storytelling, deepen media engagement, sharpen narrative differentiation, and enhance the country’s digital presence as a global tourism hub.
Beyond this win, Edelman continues to expand its destination marketing portfolio in the region. The firm currently manages communications for Hong Kong’s West Kowloon Cultural District and has previously led the ‘Go Mongolia’ campaign, a cinematic initiative aimed at elevating Mongolia’s global profile and positioning it as a destination for exploration, investment, and engagement.
