How will I be evaluated
Applicants will undergo two stages of evaluation:
1. Shortlisting :
Applicants will be shortlisted based on the following criteria:
Relevance in telling a great Singapore story.
2. Judging :
Shortlisted applicants will be required to make a presentation to a judging panel. Proposals will be judged based on the following criteria:
Innovativeness of campaign (40%):
How bold, differentiated and imaginative the proposal is compared to other marketing campaigns and ideas, including but not limited to:
- Campaign demonstrates innovative use of insights and data
- Campaign is able to apply new or emerging technologies for marketing
- Campaign is able to use traditional media in a refreshing and unexpected manner
Potential Impact of campaign (40%):
Potential ability of the proposal to achieve outcomes overseas or locally, including but not limited to:
- Generating strong destination awareness and recall
- Increasing destination appeal
- Driving consideration to visit
- Inducing conversions/visitorship
- Driving post-arrival tourist spend
- Strengthening destination advocacy
Feasibility of campaign (20%):
Viability of the proposal, including but not limited to:
- Reasonableness of project budget relative to proposal
- Feasible execution plan and timeline
- Sufficient scale to achieve desired outcomes
More about STB’s Marketing Strategy 2020 and MIP:
In response to an increasingly challenging and competitive tourism landscape, there is a greater need for STB to evolve its marketing further to better capitalize on fast-changing trends and new opportunities. In April 2016, STB shared its
Marketing Strategy 2020 which charts our marketing approach to achieve a vision of "Agile, bold and creative destination marketing that inspires and delivers results". The strategy comprises the following three strategic thrusts:
- Telling a Great Singapore Story
- Targeting the Right Fans
- Enhancing Our Delivery
The above calls upon both STB and our industry stakeholders to re-imagine, disrupt and set new benchmarks for destination marketing.
The pilot phase of MIP was thus conceived in 2017, to encourage a culture of innovation and experimentation in marketing amongst stakeholders, by seeking out and amplifying innovative destination marketing ideas, that feature a great Singapore story and demonstrate potential to drive tourism outcomes for Singapore.
Did you know?
Our MIP logo uses three media symbols to form a pencil that represents an invitation to submit ideas, be innovative, creative, and contribute to storytelling.
The symbols (pause, stop, play) represent media and digital marketing. They also allude to a process of innovation, where there may be a need to 'pause' and 'stop' at times, and to 'play' with infinite possibilities!