Singapore Turf Club
As part of the integrated communications team, I supported the public messaging strategy for the closure of the Singapore Turf Club (STC) — the country’s only horse racing venue and a long-standing cultural institution.
The closure of STC marked the end of an era for a place deeply rooted in local heritage: it was a weekend ritual for generations of older patrons and home to many long-serving employees whose roles were being phased out.
Communicating this transition required empathy, clarity, and a strong understanding of public sentiment, balancing transparency with respect for the Club’s legacy.
✔ Social media copywriting
✔ Crisis communications strategy
✔ Website/SEO writing
✔ Content writing
Client: Singapore Turf Club
Year: 2024-5
I worked closely with government stakeholders to shape messaging across its owned channels (social media and website), as well as press materials, internal FAQs, and public-facing statements. This included managing tone, anticipating public sentiment, and ensuring alignment across channels.
Web Content Development
I led the content development for the Singapore Turf Club’s website in the lead-up to its closure (through its dedicated “homestretch” page), weaving together historical moments, race-day stories, and community voices to celebrate the Club’s legacy. This included on-the-ground reporting, interviews, and the creation of editorial features that highlighted culturally significant milestones and lesser-known stories.
The role required close collaboration with internal teams and stakeholders to ensure factual accuracy, tone sensitivity, and timely updates. I also played a key part in streamlining internal editorial processes — improving workflows and enhancing cross-functional communication for smoother content delivery.
✔ Editorial development
✔ On-ground reporting
✔ SEO Writing
✔ Stakeholder collaboration & alignment
Some highlights include: getting to interview longterm staff present at both the 1972 and final QEII Cup, witnessing the public gathering to honour the Club’s final races, and documenting the final race day events - from tributes to winners.
Have a look at all the articles here, including Activities involved in the Club’s homestretch, and the rich heritage of the Club in Our Stories.
Social Media
I supported the end-to-end development of Singapore Turf Club’s social media content during its closure — from concept ideation to writing captions, visual copy, and video scripts.
I liaised closely with clients, internal teams, and creative leads to keep messaging aligned and timelines on track. Sensitivity, consistency, and coordination were key in maintaining a unified public voice across platforms.
✔ Concept development
✔ Social media copywriting
✔ Scriptwriting
Some of the work I’ve done include: condensing historical facts of the races into bite-sized format, communicating ticketing communications, promoting the photo competition, and highlighting the employees working behind the scenes for the final race.
Crisis Communications
I was part of the crisis communications taskforce during Singapore Turf Club’s final race day — an event that came with high public visibility and sensitivity. We prepared for a range of potential scenarios, ranked by severity, and crafted messaging frameworks to guide real-time responses if needed. I worked closely with the team to anticipate issues, simulate outcomes, and monitor the day’s events and media coverage closely to ensure calm, clear, and coordinated communication.
It was a smooth, heartfelt final race day with positive to neutral press coverage and no major incidents. Our messaging helped steer the narrative toward remembrance and respect of honouring the Club’s rich legacy and, most importantly, the employees who had devoted their lives to STC behind the scenes. It was a privilege to help shape a thoughtful goodbye for a place that meant so much to so many.
Community Engagement
To help the public connect with the Club’s rich heritage during its final months, I wrote the scripts for Singapore Turf Club: Capturing Our Beauty — a public photo walk series running from May to June 2024. These themed walks invited participants to explore the Club’s architecture, natural surroundings, and racing culture from new perspectives. The programme culminated in a nationwide photo competition open to both participants and the wider public.
I also helped developed the exhibition panel copy for A Journey Through Time and Historic Races of Our Heritage, a set of heritage displays lining the walkway to the racecourse — designed to educate, evoke nostalgia, and honour the Club’s legacy.
✔ Scriptwriting
✔ Exhibition copy
✔ Heritage storytelling