Singapore's Land Transport Authority calls pitch for its integrated communication plan

With the aim of enhancing the public’s awareness and support for the initiatives taken to improve the public transport system, the components of the pitch are strategic communications (including the use of social media platform); development of communications materials; as well as media placement for media platforms such as print, digital and radio.

Agencies in the pitch are required to provide at least two visuals for the poster to support their proposal, accompanied by the concept rationale, key messages, objectives and approach.

Creative visuals for past works of press advertisements and posters are needed to support their proposals for design and production of the communication materials.

All recommendations in the proposal should be supported with market intelligence and analysis information, where applicable.

The LTA has stated several initiatives to improve public transport, including more trains and buses to increase capacity; signalling system upgrades; the opening of new sections of rail until 2021; more integrated transport hubs; and barrier-free bus interchanges.

The appointed agency is required to develop a strategy to convey these initiatives creatively and in a relevant and effective manner to the public. It should also bring across the point that these improvement initiatives will improve the public transport experience.

The contract duration is 12 months, with the option of extending for one year.

The LTA spearheads land transport developments in the country, planning the long-term transport needs of the country, taking care of public transport commuters, motorists, cyclists and pedestrians.

The closing date for the tender is 25 February.