MICA calls pitch to address Singapore's global reputation

The MICA has opened a tender, titled ‘Strategic Plan for Marketing Singapore’.

The plan is aimed at moving beyond the reputation Singapore has acquired for being reliable and efficient but a bland country, and building positive perceptions for being a vibrant global city.

A MICA spokesperson said that the pitch is open to all marketing, PR and advertising agencies. She also said that experience in international markets, including the USA, United Kingdom, France, Germany, Japan, China and India, is vital.

MICA is calling on agencies to create an emotional bond through innovative ideas that target a broad international audience, including business leaders, investors, the media, non-governmental organizations, and the general public.

The Request For Proposal briefing takes place today and submissions close on October 28.