STB launches SingapoReimagine Marketing Programme to spur innovative destination marketing

Singapore, 7 September 2022 – Local businesses in the tourism and lifestyle sectors are set to get more marketing support with the launch of the SingapoReimagine Marketing Programme (SMP) by the Singapore Tourism Board (STB) today, as part of efforts to support tourism and strengthen Singapore’s appeal as a choice destination for business and leisure.

Under the S$8 million programme, tourism and lifestyle businesses will receive 70 per cent funding on their qualifying costs, capped at S$500,000. To encourage cross-sector collaboration, a funding booster of an additional 10 per cent, capped at S$50,000, will be awarded to applicants who partner tourism stakeholders from different sectors.

Chang Chee Pey, Assistant Chief Executive of STB’s Marketing Group, said, “Through the SingapoReimagine Marketing Programme, we hope to rally the local industry to reimagine the way they promote Singapore, and work with like-minded partners to cut through the clutter as destinations compete for a slice of the travel pie. For our tourism sector to recover strongly, businesses must cement our position as a must-visit destination with diverse and appealing offerings. I look forward to seeing the innovative and bold marketing ideas that can help us achieve this.”

Proposals will be evaluated by a panel of marketing experts comprising STB and industry representatives, and assessed against three key criteria:

1. Creativity and relevance of campaign idea, supported by strong application of analytics and insights

2. Effectiveness of media mix and innovative use of distribution channels to deliver campaign messaging and emotionally connect with target audiences

3. Overall cohesiveness of campaign and its potential impact to promote Singapore and inspire leisure and/or business travel

Applications from tourism industries such as attractions, hotels and travel agents are welcome. Lifestyle industries such as retail, dining and leisure events are also eligible to participate in the SingapoReimagine Marketing Programme. The inclusion of lifestyle businesses is to encourage interesting cross-sector collaborations that offer unique experiences to visitors. 

Ernie Koh, President, Singapore Retailers Association said, “We are glad that STB continues to support tourism-related sectors that influence travel decisions. The recovery of our tourism industry requires a joint effort by the public and private sectors, and our retailers are open to new collaborations with tourism stakeholders and industries to strengthen Singapore’s appeal as a business and shopping destination. By encouraging innovative destination marketing, travellers will be enticed to reimagine Singapore for themselves, providing a much-needed boost for the retail sector”.

SMP aims to enhance the desirability of Singapore as part of SingapoReimagine, STB’s international recovery campaign that welcomes travellers to realise their passion for travel through fresh and innovative experiences. Apart from marketing support, SMP will also offer masterclasses and webinars to build industry capabilities in marketing. These upskilling opportunities are available through STB’s Marketing College, which can provide inspiration and learnings for the industry as they work on their submissions.

Kwee Wei-Lin, President, Singapore Hotel Association said, “Hotels in Singapore were able to sustain their marketing efforts during the pandemic, both domestically and internationally, due to STB’s continued efforts to catalyse the industry. With the rapid recovery of tourism, our members have a strong competitive advantage in retaining top of mind recall, complemented by a healthy pipeline of tourist demand. The new SingapoReimagine Marketing Programme will spur fresh ideas and further the hotels’ competency in capturing a greater market share of revenge travel”.

The SMP builds on the success of the Marketing Partnership Programme (MPP), which was launched in 2020 to help tourism businesses maintain their international and domestic presence during the pandemic. With travel picking up pace, MPP will conclude in December 2022, while the SMP will continue to provide marketing support for the industry till December 2023.

Applications for the SMP will open from 7 September to 28 October 2022. To find out more, please visit the STB website or email STB_SMP@stb.gov.sg. Shortlisted proposals will be announced in January 2023.

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About the Singapore Tourism Board

The Singapore Tourism Board (STB) is the lead development agency for tourism, one of Singapore’s key economic sectors. Together with industry partners and the community, we shape a dynamic Singapore tourism landscape. We bring the Passion Made Possible brand to life by differentiating Singapore as a vibrant destination that inspires people to share and deepen their passions.