Singapore Tourism Board appoints ‘One Green Bean’ as UK communications agency

Singapore Tourism Board (STB) has appointed One Green Bean as its new PR and Social Media agency in the UK, following an open request for proposal process. The remit will see One Green Bean, a full-service earned-media agency, lead the communications strategy and plan for both UK Leisure and MICE audiences, as Singapore charts its way towards full tourism recovery.

STB’s ‘Passion Made Possible’ brand and ‘City in Nature’ messaging will play a pivotal role in all activity, as One Green Bean seeks to help strengthen Singapore’s brand proposition, driving excitement and desire among new and repeat visitors.

Singapore Tourism Board’s Area Director for Northern & Southwestern Europe, Michael Rodriguez, said: “STB is looking forward to collaborating with One Green Bean to continue strengthening Singapore’s brand, as a visionary City in Nature, where both iconic attractions and hidden gems deliver an experience unlike any other.”

In addition to strategy and planning, the multi-year contract starting on 1 August 2023, includes integrated creative campaigning; broadcast and brand partnerships; media and influencer hosting; and always-on story generation.

Working closely with STB’s London-based team, One Green Bean will look to leverage Singapore’s credentials as one of Asia’s greenest cities and one of the best MICE cities in the world.

In recent years, Singapore has been certified as a sustainable destination based on the Global Sustainable Tourism Council’s Destination Criteria and made significant investment in several strategic propositions, including attractions and tours; culinary and wellness destinations; and its MICE infrastructure.

Commenting on the appointment, One Green Bean’s Managing Director, James Thomlinson said: “We are thrilled to be working with Singapore Tourism Board and to be promoting a country with such authentic, reimagined, and unique experiences. It’s one of those briefs that felt right from the outset, not least because so many of our team loved visiting the country, but because there is a strong strategic challenge and creative ambition from the client.”

The STB account will be led by One Green Bean’s Head of PR, Lucy McKean, and will join the agency’s growing travel and tourism roster, alongside clients, including Tourism Australia, TUI, and Virgin Trains Ticketing.