BBDO West to Promote Singapore

Hoping to attract more tourists from the U.S., the Singapore Tourism Bureau has tapped BBDO West following an informal review. Billings are estimated at just under $5 million.

BBDO’s Singapore office was recently named lead agency on the account; that relationship may have been what led the bureau to contact BBDO’s Los Angeles office, according to Tom Hollerbach, president and CEO of BBDO West.

The shop also boasts hospitality experience through previous clients Best Western and the Hong Kong Tourism Board, Hollerbach said.

Hollerbach did not say who previously handled the account or which other agencies the bureau considered. Client executives could not be reached.

The agency faces several challenges in promoting Singapore as a tourism destination. “Given the economy, this is an expensive proposition and we have to address that,” Hollerbach said. “We also have to differentiate Singapore from the rest of Asia and explain why people should go there versus anyplace else.”

Work will include creative, media planning and buying and event marketing. The account will be led by Steve Goldman, general manager of BBDO’s Los Angeles office.

Ads will likely break at the end of summer, said Hollerbach, though there is no specific time frame.

“Tourism and the overall travel industry is something fun to work on,” said Hollerbach, adding that the account provides the opportunity to “get creative people and consumers excited.”