Singapore Tourism Board has appointed marketing firm Brand Learning to establish a marketing college in a long-term plan to better promote the citystate around the world.
The college will be geared towards training STB’s 250-strong marketing team and helping them “deliver the exciting and ambitious new marketing strategy”, the agency said.
In a grandly-worded statement, STB suggested the college will be “instrumental in conquering new frontiers”.
Brand Learning, which was selected after a competitive pitch and has been appointed on a three-year deal, will work with STB to develop “a pioneering and leading-edge learning programme, blending face-to-face and digital learning across priority marketing competencies.”
“The marketing college is vital to the execution of the STB marketing strategy and will be instrumental in conquering new frontiers,” the tourism board added.
Oliver Chong, STB marketing group executive director, communications and marketing capability, said: “Brand Learning has a proven track record working with leading organisations the world over to build capabilities.
“They impressed us with their ability to blend sharp marketing thinking with an outstanding, fun learning experience. We look forward to developing a compelling marketing development programme that will strengthen our teams across the globe.”
Brand Learning APAC managing director, Harriet de Swiet, said it was “deeply honoured”.
“The STB Board has an ambitious agenda which we fully support and we are excited to help deliver it,” she said.
The marketing programme is also expected to be made available for STB’s industry partners.