The Singapore Tourism Board has appointed XM Asia to conceptualise and implement an integrated marketing communications plan to promote the importance of service excellence in Singapore. XM Asia, best known for its digital work, won the business against six other competing agencies, which illustrates XM’s growing capabilities across the full range of communication channels. The scope of the project covers all media, including print, radio, digital, mobile and activation.
The initiative is part of the ‘Go The Extra Mile for Service (GEMS)’ movement, a multi- government agency initiative led by the Singapore Tourism Board, SPRING Singapore, the Singapore Workforce Development Agency, the Institute of Service Excellence at the Singapore Management University and the National Trades Union Congress.
GEMS was set up to foster a service-oriented culture in Singapore to improve competitiveness and capabilities of local enterprises. The STB’s remit is to promote, publicise and recognise service excellence in Singapore, while the other agencies focus on a range of issues, from training to recruitment.