LONDON--The Singapore Tourism Board has moved its UK PR account to Four bgb following a competitive tender.
The account was previously handled by Perowne Charles Communications, but was put up for review in late 2012 as the firm's two-year contract with the STB wound down.
Four bgb will work alongside STB’s team in London and its other global PR agencies to develop key messages and campaigns in the UK market. This will include launching a number of travel, lifestyle, MICE and social campaigns for the tourism body in 2013.
“We were impressed and excited by Four bgb’s strong and comprehensive proposal," said Stephanie Yong, area director for STB Northern and Western Europe. "Their proposal was very much aligned to STB’s objectives and we are looking forward to working together with Four bgb to profile Singapore as a must-visit destination in South East Asia.”
Four bgb associate director Natalie Amos will lead the UK campaign, working with account manager Johara Chambers, and social media account director Ruth Haffenden.
"The pioneering Your Singapore brand campaign gives the role of communicating this vibrant visionary city into the hands of Singapore people," said Four bgb MD Debbie Hindle. "Our task will be to bring those voices, thoughts and passion to life."
The UK account shift comes amid a lucrative global tender for STB's creative, media and digital agency support, currently handled by BBH, MEC and XM Asia, respectively.
The global tender is part of an effort to shift STB to a more "consumer-centric" model that pays more attention to visitors from key markets.