Kenny Lim
Sep 9, 2008

Land Transport Authority appoints BBH for launch of expressway

SINGAPORE - The Land Transport Authority (LTA) has appointed BBH Asia-Pacific as agency of record for the launch of communications for the second phase of its Kallang-Paya Lebar Expressway (KPE), the longest underground expressway in Southeast Asia.

Land Transport Authority appoints BBH for launch of expressway
BBH Asia-Pacific is believed to have triumphed over Ogilvy & Mather and McCann Erickson in the tender process and will be developing public education programmes for the 12km long expressway following its completion.

Built at a cost of S$1.7 billion (US$1.18 billion), the project is one of the biggest by the LTA and the second and final phase of the KPE is slated to open on 20th September.

BBH Asia-Pacific had also launched integrated public awareness drives - creating posters, hoardings and radio programmes for road safety - during the opening of the first phase of the KPE in October 2007.

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