STB launches second edition of Marketing Innovation Programme

The Singapore Tourism Board (STB) has launched the second edition of its Marketing Innovation Programme (MIP) inviting Singapore-based businesses to apply and receive a dollar-for-dollar match, up to SG$300,000 exclusive of GST in this edition.

This can be used 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. This is in addition to 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 and applications close on 15 October 2018.

“After getting off to an encouraging start last year, we’re looking forward to receiving and assessing this year’s MIP entries. 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,” Jacqueline Ng, director, marketing partnerships and planning of Singapore Tourism Board said.

MIP was launched in April last year in a bid to provide recognition for innovative marketing campaigns and it aims to inspire businesses to experiment boldly in marketing, the press statement said. In its debut year, MIP had 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 Singapore story and enhancing the city state’s destination appeal.

Meanwhile most recently, STB also launched the next phase for its “Passion Made Possible” global campaign. This time round, the campaign will be released in 16 markets worldwide including Australia. Through marketing campaigns, consumer events and industry partnerships. This will be done via STB’s regional offices in markets such as Malaysia, Indonesia, Hong Kong, Japan, Thailand, China, Taiwan, Philippines, Vietnam, Germany, United Kingdom, South Korea, USA, Australia, India and Russia.

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