Singapore Tourism Board Appoints Sharon Lam as Area Director Oceania



The Singapore Tourism Board is pleased to welcome Sharon Lam as its new Area Director Oceania, replacing Sandra Leong who returned to Singapore when her term ended in April. 

Based in the Sydney regional office, Sharon will drive the strategic direction and promotion of Singapore as a great leisure and business destination across both Australia and New Zealand.   Her responsibilities include trade relations, MICE, business development, strategic partnerships and management of her local, on-the-ground team and agencies including the newly appointed PR Agency, Adhesive PR

In addition, Sharon will continue to explore ways to maintain top-of-mind awareness for Singapore and creatively communicate the ongoing marketing campaign – ‘Get lost and find the real Singapore’ – which challenges Aussies to abandon preconceptions of the city and uncover unexpected and bespoke experiences across areas such as dining, nightlife, local culture and heritage, pampering, shopping and world-class events and attractions.

Sharon Lam, Area Director Oceania of Singapore Tourism Board said, “With Singapore’s position right on our doorstop, many Australians think they ‘know’ Singapore, however most of the time these preconceptions are either out of date or inaccurate.   I look forward to working with our trade partners and agencies to help make Australians more aware about the ever-changing Singapore scene, and to encourage more to ‘get lost’ and discover for themselves the myriad of experiences we have on offer.”

Sharon joined the Singapore Tourism Board in 2007, holding a variety of roles including business development within the Exhibitions and Conferences division, and working with international MICE players to enhance the business events landscape across lifestyle industries.  She scored a coup bringing the World Architecture Festival from Europe to Singapore in 2012 and anchoring the World Retail Congress Asia Pacific in Singapore in 2013.  Prior to that, she worked in the Events and Entertainment division to attract world-class arts events such as the introduction of Art Stage Singapore in 2011.

Part of Sharon’s new responsibilities was being on the Evaluation Panel recently for a PR Agency exercise where the business was awarded to independent consumer PR Agency Adhesive PR, following a competitive pitch process that included 13 Australian PR Agencies.  The Agency will be responsible for Public Relations Services across Australia and New Zealand including idea generation, strategic counsel, social media strategy, media relations, crisis communications and event management.

Sharon said: “With our city constantly evolving and offering new experiences for visitors, we wanted to partner with a creative and innovative agency who could devise unique ways and ideas to get people to see the real Singapore they’re missing out on. 

“Adhesive PR’s creative and strategic thinking was paramount and their full-service approach meant we could work with them from conception through to implementation.”

Source = Singapore Tourism Board
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