“Thank you for the support you’ve extended to us in SFF’s marcomms. I appreciate how prompt you’ve always been in your responses. Also thank you for being receptive and always trying your best to forward/implement our feedback.”
— Xin Yee, Singapore Tourism Board
Singapore Food Festival 2024: Tourism PR for a Reimagined Culinary Icon
Destination PR and communications strategy for the Singapore Tourism Board
The Singapore Food Festival has long been a highlight of the nation’s culinary calendar, and one of the Singapore Tourism Board’s most recognisable destination events. In 2024, the festival underwent a bold transformation, evolving from a traditional festival village into a dynamic, multi-venue experience that changed how locals and international visitors engaged with Singapore’s food culture. It needed a communications strategy to match.
Our Role: Communications Director for a National Tourism Event
Appointed as Communications Director for the reimagined festival, The Atticism led the repositioning of SFF for a new era. From overarching tourism PR strategy and media relations to social media engagement, venue support and stakeholder communications, our work shaped the narrative that carried one of Singapore’s flagship destination events into its next chapter.
Destination PR Strategy and Media Relations
We built a comprehensive PR campaign that celebrated Singapore’s rich food heritage while spotlighting its innovative culinary future. This included key media partnerships, tailored pitches to food, travel and lifestyle press, and a global positioning strategy designed to strengthen Singapore’s profile as Asia’s culinary capital and drive international visitor interest.
Thought Leadership and Digital Growth
Working closely with the Singapore Tourism Board and festival partners, we developed messaging that resonated with both domestic audiences and international travellers, securing coverage across major food, travel and lifestyle outlets. At the same time, we oversaw digital engagement and social media growth across festival platforms, driving buzz, bookings and participation throughout the campaign.
Venue Activation and Stakeholder Management
Alongside the strategic content and media work, our team supported venue activation and stakeholder engagement across multiple sites, making sure the festival experience stayed consistent, elevated and aligned with the Singapore Tourism Board’s evolving brand identity.
Results and Highlights
- Media coverage five times above KPI targets
- Coverage secured across top-tier regional and international travel, food and lifestyle outlets
- Record digital engagement across festival platforms
- Exclusive interviews and partner storytelling amplified across all key markets
- Unified messaging connecting the festival’s three pillars: Heritage, Contemporary and Innovation
SFF 2024 was a bold step forward for one of Singapore’s most iconic tourism events, and we were proud to lead the communications behind it.
Planning a destination event or tourism campaign? We work with tourism boards, festivals and destination brands across Asia, Australia and Europe. Reach out for a custom case study.
