Singapore Tourism Board names PLUG as PR agency for Hong Kong market

Hong Kong – The Singapore Tourism Board (STB) has named PLUG as its public relations agency of record in Hong Kong, securing the account after a competitive pitch launched in May 2025.

The appointment, set for a minimum of two years with the option to extend up to five, covers one of STB’s key markets, where Hong Kong maintains strong cultural, business, and travel links with Singapore.

Under the remit, PLUG will oversee a broad PR programme that includes media and influencer relations, digital and social marketing services, and crisis and issue management.

STB said PLUG was chosen for its approach to promoting Singapore’s tourism offerings under the “Passion Made Possible” brand and for its experience across both consumer and corporate sectors. The agency is expected to support areas ranging from lifestyle and culture to meetings, incentives, conferences, and exhibitions (MICE).

Andrew Phua, chief representative and executive director of Greater China at the Singapore Tourism Board, commented, “Hong Kong has always been an important market for us. We’re excited to partner with PLUG to continue building a strong presence here and inspiring Hong Kong travellers to discover all that Singapore has to offer. PLUG’s fresh perspective and comprehensive expertise stood out, and we are confident they will help us showcase a new side of Singapore and reconnect with our Hong Kong friends.”

Sharing his excitement on the partnership, Alex Zenovic, executive director at PLUG, shared, “Hong Kong and Singapore share a dynamic energy. Our partnership with the Singapore Tourism Board isn’t just about promoting a destination; it’s about connecting two of the world’s most exciting cities. We are thrilled to be supporting the Singapore Tourism Board and showing Hong Kong travellers a new side of Singapore, whether they’re looking for their next holiday or a strategic business opportunity.”