Singapore Tourism Board’s global media planning and buying duties had been moved from MEC to Zenith in a six agencies pitching that was concluded recently.
Zenith is appointed for an initial period of two years, with an option to extend the contract annually for up to two additional years, subject to performance. Zenith will take on duties from 1st April 2017 as the contract with MEC ends on 31st March 2017.
The pitch was first called in October last year. The agencies initially pitching for the account included Carat Media Services Singapore, IPG Mediabrands (Singapore), GroupM Singapore Mediacom Singapore and incumbent MEC, OMD Singapore and Zenith.
Last year, MEC Singapore was also appointed to manage the Singapore Tourism Board’s Singapore: Inside Out international programme that celebrates Singapore’s 50th year of independence in 2015.
“We look forward to working closely with Zenith as an agile and bold agency partner to help us create new possibilities and thrive in today’s dynamic media environment,” said Lynette Pang, assistant chief executive, Singapore Tourism Board.
“We are grateful to all agencies who had put in the time and effort to participate in this process, and appreciate all the thoughtful submissions we received,” added Pang. “We also thank our incumbent agency MEC for their valuable contributions and dedicated partnership for the past eight years.”
Helen Lee, managing director for Zenith Singapore said, “The travel industry has been the most disrupted through technology. As the ROI agency, we re-imagined ROI for Singapore Tourism Board through personalisation as travellers connect to an experience journey.”
Independent consultant, The Observatory International, was assisting STB on the pitch. According to a statement from STB, this is to rally the industry in tackling the increasingly complex tourism landscape. Grounded in insights and research, the marketing strategy was developed through in-depth study, analysis and consultation with local and international experts and industry players across the fields of marketing and travel.