Singapore – The Singapore Tourism Board (STB) has appointed Edelman as its public relations agency following a competitive pitch.
The mandate takes effect immediately for two years and two months, with an option to extend for a further three years upon completion.
The appointment comes as STB advances its Tourism 2040 roadmap and seeks a collaborative communications partner to enhance storytelling, strengthen media relations, develop compelling narratives, increase online visibility for improved discovery, and measure communications effectiveness to further elevate Singapore’s profile as a premier global destination.
Under the mandate, Edelman will support core, always-on PR activities spanning strategic planning, media engagement, issue and crisis counsel, digital amplification, monitoring, and measurement.
The agency will also deliver earned-led communications for priority marketing initiatives across leisure travel, business travel, and meetings, incentives, conferences, and exhibitions (MICE). The partnership will focus on strategic counsel, integrated storytelling, and meaningful earned impact across Singapore’s tourism sectors.
The appointment underscores STB’s continued focus on deepening engagement with travellers, partners, and stakeholders, while showcasing the breadth of Singapore’s tourism offerings across culture, lifestyle, innovation, and business events.
Delicia Tan, CEO for Singapore, Hong Kong, and Taiwan at Edelman, said, “Singapore is one of the world’s most dynamic and forwardlooking destinations. We are proud to partner with the Singapore Tourism Board and look forward to applying our integrated communications expertise to help tell Singapore’s story in a way that is relevant, compelling and culturally resonant.”
