Singapore Tourism Board awards global media duties to Zenith

Zenith Mumbai will handle the India business. The new partnership has ended the eight-year relationship of STB with MEC, the incumbent media agency

BestMediaInfo Bureau | Mumbai | January 12, 2017

Singapore Tourism Board (STB) has selected Zenith Singapore to handle its global media mandate, with an initial two-year contract starting on April 1, 2017. As part of this global alignment, the Mumbai branch of Zenith will handle the India business. The business will be led centrally from Singapore. Zenith Singapore has won it in the US, the UK, India, China, Singapore and Australia.

STB had opened the media pitch in October last year. The new partnership has ended the eight-year relationship of STB with MEC, the incumbent media agency. MEC's contract ends in March 2017.

The account was won by Zenith Singapore after a multi-agency pitch participated in by IPG Mediabrands (Singapore), Mediacom Singapore, Carat Media Singapore and OMD Singapore, along with MEC.

Helen Lee

Helen Lee, Managing Director, Zenith Singapore, told Best Media Info, “There will be budgets for India which will be managed via the Mumbai office. India is one of the key markets for Singapore Tourism Board. However, budgets have not been finalized and we are unable to confirm the size of the business for the India office. We will probably by the end of March.”

According to various media reports, STB is planning to define a new brand for the country as a tourist destination.

This is the first tourism account of Zenith. STB had done a huge campaign in India a few years ago. While the last couple of years it was comparatively silent, the board has planned substantial activities for the Indian market this year.

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