What is MIP?

The Marketing Innovation Programme (MIP) is an initiative that aims to inspire a culture of innovation and experimentation, by supporting great marketing ideas that inspire and deliver impactful results.


Programme Support

MIP offers dollar-for-dollar matching of marketing costs, of up to S$300,000 (excluding GST) per campaign!


Types of Marketing costs which are eligible for support:

                      • Creative production of assets & collaterals
                      • Marketing-related cost of publicity events & activation
                      • Talent engagement
                      • Media Buys

When can you sign up?

Applications will be open from 15 May 2018 to 15  September 2018.


Who is eligible?

The Marketing Innovation Programme is open to all Singapore-registered organizations looking to push the boundaries of creative marketing.

Foreign organizations may participate, but the application must be made by the locally-registered office. 

Campaigns can be executed in Singapore or overseas. Submitted campaigns must be executed between 1 January 2019 to 31 December 2019.


How can you apply?

All applications (hard and soft copy) must be submitted to STB by 23:59 SGT on Saturday, 15 September 2018.

Submission Requirements

Soft copy
  1. Proposal in any format
  2. Submission documents. You may download the full sets of the form: here .
Email : STB_MarketingInnovation@stb.gov.sg

Subject title: Marketing innovation Programme - (your organization name)
​​​​ ​AND
Hard Copy​​
  1. Proposal in any format
  2. Submission documents

Mail to :

Box No.16
Singapore Tourism Board
Tourism Court, 1 Orchard Spring Lane
Singapore 247729


Kindly refer to the Terms & Conditions before submitting your application.

How will submission be evaluated?

Applicants will undergo two stages of evaluation:

1. Shortlisting :

Applicants will be shortlisted based on the following criteria:

a.       Relevance in telling a great Singapore story. 

b.       Target Audience that is aligned with STB's priority markets and segments

2. Judging :

Shortlisted applicants will be required to make a presentation to a judging panel. Proposals will be judged based on the following criteria:

a.        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

b.        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

c.       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  


Refer to our list of Frequently Asked Questions, ​please refer here or contact the MIP secretariat at STB_MarketingInnovation@stb.gov.sg

Apply now!

please email STB_MarketingInnovation@stb.gov.sg for more information.

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:

  1. Telling a Great Singapore Story
  2. Targeting the Right Fans
  3. 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!