Edelman Secures PR Mandate for Singapore Tourism Board

Comprehensive Summarization:

Edelman has secured the PR consultancy account of the Singapore Tourism Board (STB), replacing the incumbent agency WE Communications, which held the account since 2022. This win comes after a competitive pitch that began in October 2025. Edelman, which previously managed the account for nine years, is set to provide comprehensive PR support, including strategic planning, media relations, issue and crisis counseling, digital amplification, and monitoring and measurement. The agency’s remit also includes project-based work. Competitors in the pitch included AKA Asia, Ogilvy, and WE Communications.

Key Points:

1. Edelman has won the PR consultancy account of the Singapore Tourism Board (STB) from WE Communications.
2. Edelman previously managed the STB account for nine years and guided the tourism body through the Covid crisis.
3. The agency’s remit includes strategic planning, media relations, issue and crisis counseling, digital amplification, and monitoring and measurement.
4. Competitors in the pitch included AKA Asia, Ogilvy, and WE Communications.

Actionable Takeaways:

• Strategic PR Support for STB: Edelman’s win provides STB with enhanced strategic PR support, including crisis management and digital amplification, which is crucial for navigating the post-pandemic travel landscape. This could lead to increased visibility and tourism for Singapore.
• Leveraging Experience: Edelman’s nine-year history with STB suggests a deep understanding of the tourism body’s needs and challenges, potentially leading to more effective communication strategies and crisis management during future uncertainties.
• Competitive Landscape: The involvement of other agencies like AKA Asia, Ogilvy, and WE Communications in the pitch indicates a competitive PR market. This underscores the importance of differentiation and innovation in PR strategies to secure high-profile accounts like STB.

Contextual Insights:

The article reflects the ongoing recovery and growth in the travel industry post-Covid, with PR agencies playing a pivotal role in shaping public perception and driving tourism. Edelman’s experience and the addition of digital amplification to their remit highlight the increasing importance of digital presence in travel marketing. The competitive nature of the pitch also underscores the need for PR agencies to continuously innovate and adapt to the evolving digital landscape. This trend is likely to impact travel startups and fintech innovations, as agencies increasingly focus on digital engagement and crisis management strategies to maintain market leadership.

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