SINGAPORE TOURISM BOARD APPOINTS BLKJ HAVAS AS CREATIVE AGENCY TO DRIVE TOURISM 2040 VISION

The Singapore Tourism Board has appointed BLKJ Havas as its creative agency from 3 March 2026 under a contract lasting two years and one month, with extension options. The agency will lead integrated marketing efforts aligned with the Tourism 2040 roadmap, aiming to strengthen Singapore’s global position as a premier travel destination.

The Singapore Tourism Board has named BLKJ Havas as its new creative agency, with the appointment taking effect on 3 March 2026. The contract will run for two years and one month, with the possibility of extending the partnership for up to an additional three years.

Under the agreement, BLKJ Havas will play a central role in shaping and executing the tourism authority’s marketing strategy in line with its long-term Tourism 2040 roadmap. The agency has been tasked with developing breakthrough creative concepts and campaigns designed to strengthen Singapore’s standing as a leading global travel destination.

In addition to creative development, BLKJ Havas will leverage emerging technologies and innovative storytelling approaches to craft marketing initiatives aimed at engaging international audiences. The agency will also serve as the tourism board’s lead marketing partner, ensuring cohesive integration across creative, digital, media and communications activities. This unified approach is expected to reinforce the destination’s brand positioning while delivering seamless messaging across multiple channels.

The appointment follows a competitive pitch process that attracted several major agencies. Late last year, industry publication MARKETING-INTERACTIVE reported that four agencies had made the shortlist: TBWA\Singapore, BLKJ Havas, Publicis Singapore and Ogilvy Singapore. According to procurement platform GeBIZ, the original list of eight contenders also included Forsman & Bodenfors, McCann Worldgroup Singapore, Toaster and TSLA.

The incumbent agency on the account had been BBH, which previously handled creative responsibilities for the tourism authority. The shift to BLKJ Havas signals a new chapter in the board’s marketing strategy as it prepares to promote Singapore in an increasingly competitive global tourism landscape.

With travel demand continuing to evolve and digital engagement reshaping how destinations connect with visitors, the partnership aims to harness creativity and technology to tell Singapore’s story in more compelling ways. Through this collaboration, the tourism board hopes to sustain momentum in attracting global travellers while aligning its marketing approach with the long-term ambitions outlined in Tourism 2040.