Singapore
Singapore Tourism Board Appoints BLKJ Havas as Creative Agency: The Singapore Tourism Board (STB) has appointed BLKJ Havas as its new creative agency of record, effective March 3, following a competitive pitch managed by Ebiquity. The appointment marks a strategic shift as STB advances its long-term Tourism 2040 marketing roadmap aimed at strengthening Singapore’s position as a leading global travel destination.
Integrated Creative and Communications Mandate
Under the new remit, BLKJ Havas will oversee integrated strategy across creative, digital, media, and communications. The contract tenure is set for two years, with an option to extend for up to three additional years. The agency replaces incumbent BBH, which previously managed the account.
As part of its mandate, BLKJ Havas will develop creative concepts aligned with STB’s Tourism 2040 vision, focusing on enhancing Singapore’s international brand profile and driving visitor engagement through cohesive, multi-channel campaigns.
Strengthening STB’s Tourism 2040 Vision
STB’s Tourism 2040 roadmap outlines long-term strategies to ensure sustainable tourism growth, innovation in destination marketing, and deeper global brand resonance. The appointment of BLKJ Havas signals STB’s intent to integrate creativity and data-driven strategy to meet evolving traveler expectations.
The win further expands BLKJ Havas’ portfolio of government and public sector clients. The agency already works with prominent institutions including the Republic of Singapore Air Force, the Early Childhood Development Agency, and the National Gallery Singapore.
Edelman Secures PR Mandate
In a related development earlier in February, Edelman secured the Singapore Tourism Board’s public relations mandate after a competitive pitch. The firm beat out AKA Asia, Ogilvy, and WE Communications to win the account.
Edelman’s contract runs for two years and two months, with the option to extend for up to three years.
Competitive Landscape in Destination Marketing
The dual appointments of BLKJ Havas and Edelman reflect heightened competition in destination branding as tourism boards worldwide adapt to changing travel trends, digital engagement shifts, and post-pandemic recovery strategies.
With a refreshed creative partner and a new PR lead, the Singapore Tourism Board is positioning itself for a more integrated and future-ready marketing approach as it works toward its Tourism 2040 objectives.
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