Land Transport Authority SG appoints Dentsu for new campaign
Land Transport Authority of Singapore, the government body responsible for managing land transport infrastructure in the nation, is all set to launch a public education campaign encouraging graciousness amongst commuters taking public transport. The campaign will be a part of the authority’s Graciousness on Public Transport programme which enters its fifth year in 2014.
The organisation has appointed Dentsu Singapore for the project following a four-way pitch in December 2013. Commencing in June 2014, the six-month project is Dentsu Singapore’s second campaign with the Land Transport Authority.
Dentsu Singapore’s portfolio includes Canon, Toyota, Marina Bay Sands and Ministry of Trade & Industry Singapore.
“Without tooting our own horn, I must say that it’s great to see the team coming out on top in such hotly-contested pitches. We welcome this opportunity to extend our relationship with the Land Transport Authority of Singapore and to participate in encouraging more gracious behaviour on our trains and buses,” commented Rosalynn Tay, who is nearly a year into her role as the Chief Executive Officer of Dentsu Singapore.
In November 2013, the agency hired Ng Heok Seong as Executive Creative Director and last month, Marina Bay Sands appointed Dentsu Singapore as its media agency-of-record.
