Singapore Tourism Board restructures Brand Management and Corporate Communication Divisions

The Singapore Tourism Board recently restructured its brand management and corporate communication divisions.

A new Brand and Communications Group which comprises the Brand Management Division and the Communications Division, has been formed to provide focus in increasing brand awareness of Singapore, and the integration of product, destination and corporate messaging to position Singapore as a premier travel destination around the world.

Mr Ken Low is the Acting Assistant Chief Executive for the Brand & Communications Group, in addition to his concurrent appointment as Director, Brand Management.

Ms Kang Siew Kheng is covering as Director, Communications in addition to her other position as Director, International Relations.

The Brand Management Division works to develop the destination brand and maps out the strategy to effectively communicate brand essence and brand promise of Singapore to all key stakeholders, local and overseas and potential travellers to Singapore. It also communicates through the use of various media and distribution channels such as advertising, brochures, collateral, videos, photography and online initiatives.

The Communications Division is responsible for the overall management of the Board's corporate and Singapore's destination image, and the articulation of the Board’s corporate and business agenda. The division has been restructured as Corporate Comms Dept , Leisure & Brand Comms Dept, and BTMICE & Services Comms Dept to provide total communications support to the respective key clusters within STB. There is also a media familiarisation unit facilitating media familiarisation programmes for international media.

- The Corporate Comms Department provides media publicity and communications support to the Travel Hospitality & Business, Service Quality, Corporate Planning, and Resource Development Divisions in the board.

Some of the key areas managed by these divisions include travel agency regulations, tourist guides assistance schemes, hospitality business development, industry legislation and manpower issues, STB's industry awards, service quality and assessment, tourism performance, research & statistics, etc.

- Leisure & Brand Comms Department provides media publicity and communications support to STB's units, which include Food & Beverage, Lifestyle & Events, Sightseeing & Cruise, Tourism Shopping, as well as Brand Management Division.

Ms Celina Low will be covering as Assistant Director, Leisure & Brand Comms, in addition to her position as Assistant Director, Corporate Communications.

- BTMICE & Services Comms Department, headed by Ms Sara Chua, Assistant Director, provides media publicity and communications support to STB's BTMICE, Healthcare and Education Divisions. She will also oversee the media familiarisation unit.

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