Independent agency Adhesive has been re-awarded the tender for Singapore Tourism Board New Zealand for the third consecutive time, following a competitive pitch process.

The contract requires strategic communications, media relations, social media strategy and implementation, content creation, influencer partnerships, event management and crisis communications.

Adhesive will continue to support Singapore Tourism Board’s business objectives of driving Quality Tourism across key segments including – Leisure, BTMICE and Travel Trade. 

All communications will amplify Singapore’s ‘Passion Made Possible’ brand, which celebrates the city’s innovative and tenacious spirit, and helps create new experiences and possibilities for its people and visitors.

Singapore Tourism Board area director oceania, Stephanie Yong said: “As Singapore evolves, we likewise look for an agency that provides us with new and innovative ways of promoting our message, who possess clear strategic thinking in alignment with where the Board should be heading, and willing to push boundaries to help us remain one of the more forward-thinking tourism organisations in this region. 

“Adhesive won the account because despite being the incumbent, they still came up with a wealth of out-of-the-box ideas that engaged our audience segments in creative ways, demonstrated sound strategy in their plan, and presented an enthusiastic and unified team who had a clear understanding of everything they had proposed. 

“We look forward to working with them on more ways to encourage Australians and Kiwis to visit Singapore.”

Adhesive director Myfanwy McGregor commented: “Promoting visitation to Singapore is a passion and pleasure for our team.

“Australians have a reasonable understanding of the Lion City, however we are looking to challenge any misperceptions that may be hindering travel there, whilst educating on the depth and breadth of Singapore’s offerings.

“The tropical island offers an exciting mix of cultures, a world-class culinary scene, 24-7 nightlife, unique attractions and diverse cultural neighbourhoods all in a compact and easy to explore location.”