Arun Sudhaman

Working the angles around media, comms and marketing.

Singapore selects PR agency for global reputation assignment

with one comment

Posted to the Holmes Report here

Singapore has selected Baldwin Boyle Shand to oversee a global campaign focused on winning hearts and minds and transcending the stereotypes that still surround the island’s state’s global reputation.

The country’s Ministry of Information, Communication and Arts (MICA) picked the independent firm after a pitch that began in October last year, as revealed by the Holmes Report, and featured several international PR networks. According to the official tender documents, the assignment is worth as much as S$1.5 million (US$1.1 million).

A MICA spokesperson confirmed the appointment to the Holmes Report. According to the tender, BBS will oversee a strategy to “bridge perception gaps” and “create affinity for Singapore as a vibrant global city.”

BBS is perhaps best known for its long tenure as 25-year tenure as Singapore Airlines’ PR agency. In addition to Singapore, the New Zealand-headquartered firm also has offices in Australia and Thailand.

“Baldwin Boyle Shand has a long history of helping Government and Singaporean companies position themselves internationally and we will draw on this valuable experience when developing the national marketing framework,” said BBS Singapore MD Jane Hardey.

A number of PR agencies attended a briefing in mid-October, before entering the fray. Firms were asked to demonstrate experience in international markets, including the US, UK, France, Germany, Japan, China and India.

The tender, titled ‘Strategic Plan for Marketing Singapore’, points out that Singapore has undergone numerous changes in recent years and has “transformed into a vibrant global city”. However, while numerous branding initiatives have been deployed at a local and international level, “the perception of what we have to offer still does not match reality.”

Long saddled with a reputation of being bland and conformist, Singapore has loosened up a number of its more restrictive laws and made major investments in its tourism and business infrastructure over the past 15 years. However, Government ministers have admitted that the country needs to move beyond its current brand values, which revolve around such values as reliability,  efficiency and safety.

Singapore introduced a new destination brand – ‘Your Singapore’ – in late 2010, replacing the ‘Uniquely Singapore’ platform which had been running for five years.

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Written by Arun Sudhaman

January 17, 2011 at 3:47 pm

One Response

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  1. […] This post was mentioned on Twitter by Arun Sudhaman. Arun Sudhaman said: Singapore selects PR agency to rethink global reputation http://bit.ly/eJoQJ9 […]


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