Singapore — The Kallang Group has appointed Burson as its communications agency following a competitive pitch, as it looks to strengthen its reputation and grow its presence across regional and international markets.
Under the mandate, Burson will lead communications strategy and execution for The Kallang Group, covering earned media, media relations, corporate, and executive thought leadership, as well as issues and crisis management.
The appointment supports The Kallang Group’s ambition to position the Kallang precinct as a leading destination for sport, entertainment, lifestyle, and community experiences in Asia Pacific.
“The Kallang has always been part of Singapore’s shared story, and we seek a partner who understands both the emotional significance this place holds for the people who call Singapore home and the global profile this place is built for,” said Michelle Yip, Group Head, Brand, Marketing and Communications, The Kallang Group.
“We’re excited to partner with Burson to tap into their storytelling expertise and global network as we build The Kallang into the region’s defining destination for live experiences,” added Yip.
Meanwhile, Cindy Lim, CEO at Burson Singapore, said that the agency is honoured to partner with The Kallang Group at a pivotal moment in the destination’s evolution.
“We look forward to bringing strategic counsel, sharp storytelling and seamless execution to strengthen its reputation amongst audiences in Singapore and around the world,” said Lim.
Building on its legacy as a venue for major sporting and entertainment events, The Kallang Group is seeking to increase awareness of the destination among audiences in Singapore and abroad.
The partnership will also focus on shaping a stronger corporate and brand narrative for the precinct as it continues to evolve as part of Singapore’s experience economy.
The Kallang, formerly known as the Singapore Sports Hub, is home to a range of sports and entertainment facilities and hosts a year-round calendar of events spanning sports, music, and community activities.
With the appointment, The Kallang Group is aiming to build greater visibility for one of Singapore’s most recognisable destinations as it enters its next phase of growth.
