Second edition of STB’s Marketing Innovation Programme now open

STB will match marketing costs dollar to dollar

The Singapore Tourism Board (STB) is inviting all Singapore-based business to apply to its second edition of its Marketing Innovation Programme (MIP), which was launched in April 2017 to inspire more businesses to experiment more boldly in marketing.

In this edition, businesses will now stand to receive a dollar-for-dollar matching award of up to S$300,000 (US$217,755; excluding GST) to cover the marketing costs pertaining to their campaigns, including creative production of assets and collaterals, marketing-related costs for publicity events and activation, talent engagement and media buys.

STB will match marketing costs dollar to dollar

This is in addition to covering the distribution costs of the campaign that were supported under the inaugural edition of MIP.

Applicants will be evaluated by a panel comprising STB and industry representatives against criteria such as innovativeness and potential to drive tourism outcomes and feasibility of the campaign.

The first MIP attracted 44 proposals from businesses across a wide range of industries, of which three campaigns by AccorHotels, Millennium Hotels and Resorts, and Wildlife Reserves Singapore were granted support for showing the strongest potential of telling a great Singapore story and enhancing the city state’s destination appeal.

Said Jacqueline Ng, STB’s director, marketing partnerships and planning: “We encourage businesses to be bold in pushing the boundaries of marketing and creative storytelling of their businesses to showcase the passions and possibilities of Singapore.”

Applications close on October 15, 2018.

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