Spring Singapore calls PR pitch for Asia Fashion Exchange

On behalf of International Enterprise (IE) Singapore and the Singapore Tourism Board (STB), the pitch was called to appoint agency/agencies to fulfill its integrated public relations and marketing needs for AFX, which will be held from 16 to 19 May.

The appointed agencies will be required to work closely with the Textile and Fashion Federation of Singapore (TaFf), who will be tasked by IE, STB and Spring to manage the agencies in the planning and execution of PR and marketing activities for the event.

The objective of the pitch is to creative awareness among the regional fashion industry of AFX and its pillar events; raise the event’s brand profile in Singapore and the region as Asia’s leading fashion gateway; and to drive attendance to and participation in the four pillar events.

AFX is targeting at trade buyers, fashion designers, industry professionals, media and fashion design students in Asia, particularly Singapore, Jakarta, Manila, Shanghai, Seoul and Tokyo.

The submission of the tender will close on 4 January. Upon the appointment, the contract period will run until 31 July.

As the lead and central coordinator, the appointed agencies must achieve an International Media Value of at least US$12.3 million based on PR value for AFX overseas coverage.

They are also responsible for developing a comprehensive PR plan for the four pillar events during the contract period; media relations; as well as AFX’s website and Facebook page content development and update.

Inaugurated in 2012 to establish Singapore’s standing as Asia’s fashion gateway, AFX is a joint effort by IE, Spring and STB that includes events for trade professionals and consumers; and a longer-term industry development framework by building capability and profiling Asian talent on an international platform.

It comprises four pillar events, namely Asia Fashion Summit (premier business conference for industry professionals to generate thought leadership content), Audi Fashion Festival (showcase of world-class collections by designers/labels), Blueprint (tradeshow for fashion designers and buyers), as well as Star Creation (regional fashion design competition to spot budding talent from across Asia).