August 2025: The Singapore Tourism Board (STB) has appointed Splendid Communications as its new Integrated Marketing Communications agency in the UK following an open request for proposal process. This appointment marks a new chapter in STB’s mission to deepen emotional connections with UK audiences and reinforce its position as a leading destination for both leisure travellers and MICE (meetings, incentives, conferences and exhibitions) audiences.

Working in close collaboration with STB’s London-based team, Splendid will spearhead Singapore’s 360-degree marketing and communications strategy for the UK across creative campaigns, brand and content partnerships, media relations and influencer collaborations. These initiatives will showcase Singapore’s dynamic blend of culture, cuisine, nature, and innovation, and invite UK audiences to experience Singapore not just as a place to visit – but as a place to feel inspired.

The collaborative efforts will also amplify STB’s global “Passion Made Possible” brand and the current “Made in Singapore” campaign, which celebrates how creativity and Singaporean spirit elevate everyday experiences. It will also promote Singapore’s “City in Nature” ethos —celebrating how urban development and green spaces can coexist harmoniously.

Marissa Sim, Area Director, Northern & Southwestern Europe at Singapore Tourism Board, said: “Splendid demonstrated a bold, creative approach and a deep understanding of our ambitions in the UK market. We’re excited to work with their team to bring Singapore’s spirit to life in ways that resonate deeply with UK travellers.”

Alec Samways, CEO at Splendid Communications, added: “This is an exciting win for the agency. Travel is a passion for all of us and Singapore is a destination that consistently sets a high standard – forward-thinking, inspiring and rich with stories that deserve to be told widely. 

“We’re proud to be partnering with STB and look forward to delivering impactful work that earns attention and supports the growth of UK visitors”.