The Singapore Tourism Board has appointed Edelman as its new public relations agency following a competitive pitch, marking a strategic move to strengthen its global communications efforts. The mandate takes effect immediately and will run for an initial period of two years and two months, with an option to extend the partnership for an additional three years.
This appointment aligns with STB’s broader Tourism 2040 roadmap, under which the organisation is seeking a collaborative communications partner to enhance its storytelling approach and deepen engagement with global audiences. The focus will be on strengthening media relations, crafting impactful narratives, improving digital visibility, and implementing robust measurement frameworks to evaluate communications effectiveness and reinforce Singapore’s positioning as a leading international destination.
As part of the mandate, Edelman will support ongoing public relations activities, including strategic planning, media outreach, crisis and issue management, digital amplification, as well as monitoring and performance evaluation. The agency will also lead earned-led communications for key marketing priorities across leisure tourism, business travel, and the meetings, incentives, conferences and exhibitions (MICE) segment.
The partnership is designed to deliver integrated communications strategies and meaningful earned media impact, highlighting the diversity of Singapore’s tourism ecosystem spanning culture, lifestyle, innovation, and global business events. The appointment reflects STB’s continued focus on working with agency partners that can deliver strategic communications support while building deeper engagement with travellers, industry stakeholders, and partners worldwide.
