“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
Client in 2024 | Completed Project | Communications & PR Strategy
Singapore Food Festival 2024
Reimagining a Culinary Icon for the Next Generation
The Singapore Food Festival (SFF) has long been a highlight of the nation’s culinary calendar. But in 2024, the event underwent a bold transformation—evolving from a traditional festival village into a dynamic, multi-venue experience that redefined how locals and international visitors engaged with Singapore’s food culture.
Our Role: Full-Scale Marcomms Leadership
Appointed as Communications Director for the reimagined festival, The Atticism led the charge in repositioning SFF for a new era. From overarching strategy and public relations to social media engagement, venue support, and stakeholder communications, our work shaped the narrative that carried SFF into its next chapter.
PR Strategy & Media Relations
We crafted a comprehensive PR campaign that celebrated Singapore’s rich food heritage while spotlighting its innovative culinary future. This included key media partnerships, tailored pitches, and a global positioning strategy to amplify Singapore’s profile as Asia’s culinary capital.
Thought Leadership & Digital Growth
We developed messaging that resonated with both domestic and international audiences, securing coverage in major food, travel, and lifestyle outlets. Simultaneously, we oversaw digital engagement and social media growth, working with the STB and festival partners to drive buzz and participation.
Venue & Stakeholder Management
Alongside strategic content and media work, our team also supported venue activation and stakeholder engagement—ensuring the festival experience was consistent, elevated, and aligned with the STB’s evolving brand identity.
Results & Highlights
- 5x increase in media coverage over KPI targets.
- Coverage secured across top-tier regional and international outlets.
- Record digital engagement across festival platforms.
- Exclusive interviews and partner storytelling amplified across all key markets.
- Unified messaging that connected the festival’s three pillars: Heritage, Contemporary, and Innovation.
SFF 2024 was a bold step forward for one of Singapore’s most iconic events—and we were proud to lead the charge.
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