STB seeks ideas for innovative marketing campaigns

It is launching a $1m initiative programme.

The Singapore Tourism Board is looking to support and amplify innovative destination marketing ideas with a $1m initiative, the Marketing Innovation Programme (MIP), as part of its Marketing Strategy 2020.

The programme seeks to amplify the reach of innovative marketing campaigns that also feature a great Singapore story and demonstrate potential to drive tourism outcomes for Singapore. Under this initiative, STB is calling for Singapore-based businesses from both travel and non-travel industries with innovative marketing campaign ideas to apply.

Successful applicants will each receive a dollar-for-dollar matching award of up to S$300,000 (excluding GST), which will go into amplifying the distribution of their marketing campaign.

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

Applications are due on August 31.