Singapore Tourism Board
The Singapore Tourism Board (STB) is redefining travel by positioning Singapore as a leading global destination through innovation and excellence. In November 2020, STB launched the SingapoReimagine campaign to reignite international interest and inspire travelers to reimagine the future of travel in Singapore. Built on the Passion Made Possible brand, the campaign highlights Singapore’s commitment to safety, technology, immersive experiences, and sustainability.
As global travel resumed, Singapore continued evolving as a top sustainable urban destination and wellness hub. Under SingapoReimagine, STB nurtures a dynamic tourism ecosystem through strategic partnerships and innovative offerings for both leisure and business travelers. Renowned for its business-friendly environment and world-class infrastructure, Singapore also leads in hosting global events and advancing MICE innovation. With bold vision and forward-thinking initiatives, STB continues to shape Singapore into a destination that seamlessly blends innovation, sustainability, and exceptional experiences.
The role of Petrie PR
As a strategic communications partner, Petrie PR played a vital role in activating STB’s public relations campaign to support Singapore’s tourism recovery and destination marketing efforts for the Indonesian audience. Petrie PR developed and executed an annual PR plan that aligned with STB’s broader SingapoReimagine campaign, ensuring continuous awareness and engagement.
Providing strategic counsel on communication strategies, crisis management, and media engagement, Petrie PR identified partnership opportunities and innovative media landscape approaches to strengthen Singapore’s positioning. Petrie PR spearheaded media pitching, press release distribution, media events, briefings, and familiarization trips to sustain ongoing coverage of Singapore’s tourism offerings.
Additionally, Petrie PR managed STB’s social media strategy and daily account operations while curating impactful collaborations with influencers and key opinion leaders from tier-1 and tier-2 cities. With a comprehensive approach that integrated traditional and digital PR efforts, including daily and monthly media monitoring, Petrie PR reinforced STB’s presence in Indonesia, driving sustained interest and growth in tourism.
Influencer Marketing
Petrie PR initiated and liaised collaborations with Indonesia’s top luxury lifestyle, travel, wellness, and foodie influencers as part of the influencer marketing service for STB, creating highly engaging Instagram Reels and Posts to narrate their travel, wellness, and culinary experiences in Singapore and STB’s activations with daily Stories to further engage with their followers and drive potential conversions. Influencers in collaboration include:
Project Coverage
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- From 2022 to Q3 2023, Petrie PR delivered robust media results for Singapore Tourism Board in Indonesia, securing a combined total of over 2,500 media coverages, with highlights including 1,572 articles in 2022 and 1,007 articles in the first three quarters of 2023. The campaigns achieved a total PR value exceeding IDR 68 billion (~SGD 8.4 million) and reached an estimated 937 million audience, maintaining Singapore’s lead in regional share-of-voice with over 50% dominance in both years. More than 70% of published articles featured “Singapore” in their headlines, and approximately 27% directly cited STB, underscoring strong message penetration. Coverage was driven by consistent presence in tier-1 media such as Kompas.com, Detik.com, and Kumparan.com, alongside successful media events, press releases, and FAM trips.
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- Through meticulous curation and engaging content, our management of the Instagram account has been instrumental in fostering a vibrant social media community, resulting in a notably positive and interactive online presence with up to 10,000 organic followers.
- Through meticulous curation and engaging content, our management of the Instagram account has been instrumental in fostering a vibrant social media community, resulting in a notably positive and interactive online presence with up to 10,000 organic followers.