Edelman Secures PR Brief from Tourism Board

Comprehensive Summarization:

Edelman has secured the Singapore Tourism Board PR consultancy account, replacing the incumbent WE Communications, which held the business since 2022. This win follows a competitive pitch, with the review process beginning in October 2025. Edelman’s remit includes strategic planning, media relations, issue and crisis counsel, digital amplification, and monitoring and measurement. The agency will provide two tiers of support, covering core PR responsibilities and additional monitoring and measurement services. Competitors in the pitch included AKA Asia, Ogilvy, and WE Communications. Edelman previously managed the account for nine years and guided the tourism body through the COVID-19 crisis.

Key Points:

1. Edelman has won the Singapore Tourism Board PR consultancy account from WE Communications, which held the account since 2022.
2. Edelman previously managed the account for nine years and guided the tourism body through the COVID-19 crisis.
3. The agency’s remit includes strategic planning, media relations, issue and crisis counsel, digital amplification, and monitoring and measurement.
4. Competitors in the pitch included AKA Asia, Ogilvy, and WE Communications.
5. Edelman will provide two tiers of support, covering core PR responsibilities and additional monitoring and measurement services.

Actionable Takeaways:

• Strategic PR Partnership: The win for Edelman presents an opportunity for travel businesses to leverage Edelman’s comprehensive PR services, including strategic planning, media relations, and digital amplification, to enhance their market presence and crisis management capabilities. This could be particularly beneficial for travel startups looking to establish a strong brand presence in the competitive Singapore market.

• Leveraging Experience in Crisis Management: Edelman’s prior experience guiding the Singapore Tourism Board through the COVID-19 crisis highlights its capability in crisis management. Travel businesses, especially those facing uncertainties due to global events, can benefit from Edelman’s expertise in navigating crises, ensuring business continuity and reputation management.

Contextual Insights:

The article reflects the ongoing importance of PR consultancy in the travel industry, particularly in navigating crises and maintaining brand reputation. The competitive nature of the pitch, with other major agencies like Ogilvy and WE Communications participating, underscores the high stakes and the need for specialized PR services in the travel sector. The integration of digital amplification and monitoring and measurement services by Edelman aligns with current industry trends, emphasizing the need for data-driven PR strategies to measure impact and adapt strategies in real-time. This reflects a broader trend in the travel industry towards leveraging technology and data analytics to enhance customer engagement and operational efficiency.

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