Strategic Move for Singapore's Tourism

In a significant development for the tourism industry, the Singapore Tourism Board (STB) has officially enlisted PLUG as its public relations agency for Hong Kong. This partnership, which follows a competitive pitch that began in May 2025, will last for a minimum of two years, with an option to extend it up to five years.

Why Hong Kong Matters to Singapore

Hong Kong is a vital market for STB, deeply intertwined with Singapore through rich cultural, business, and travel connections. With this collaboration, STB is poised to strengthen its influence in Hong Kong, enticing travelers from the city to embark on exciting new adventures in Singapore, whether for leisure or business.

PLUG's Winning Strategy

PLUG was chosen for its innovative approach and fresh outlook on promoting Singapore's diverse tourism offerings under the captivating "Passion Made Possible" campaign. The agency's extensive experience across both consumer and corporate sectors makes it a perfect fit to navigate the eclectic landscape of Singapore's tourism—from vibrant culture to business events.

Comprehensive PR Program to Ignite Interest

As part of their role, PLUG will spearhead a thorough public relations program encompassing media engagement, influencer collaborations, digital marketing, and strategic crisis management. This multifaceted approach aims to create buzz and connect deeply with Hong Kong audiences.

Voices from Leadership

Andrew Phua, STB's chief representative for Greater China, expressed his enthusiasm for the partnership, stating, "Hong Kong has always been an important market for us. We're excited to work with PLUG to build a robust presence here and inspire travelers to explore Singapore's offerings."

Echoing this sentiment, Alex Zenovic, executive director of PLUG, added, "Our collaboration with STB isn’t just about promoting a destination; it's about linking two of the world's most dynamic cities. We can't wait to unveil a new side of Singapore for Hong Kong travelers, whether they're planning their next getaway or seeking business opportunities.”

A Bright Future Ahead

As PLUG steps into its role, the anticipation grows over how this partnership will reshape perceptions of Singapore in Hong Kong and beyond. With dynamic marketing strategies and a commitment to showcasing Singapore's allure, both partners aim to create an impactful narrative that resonates with travelers.