Funding programme to award and amplify innovative marketing campaigns that also help to tell a great Singapore story

Please note that applications for this cycle are now closed and are currently being evaluated​. Stay tuned for the launch of the next phase of the Marketing Innovation Programme in 2018!


​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!


The Marketing Innovation Programme (MIP) is an initiative that awards up to S$1 million in funds to amplify best-in-class marketing campaigns that also help to tell a great destination story.

Applications are open from now until 31 August 2017.


The Marketing Innovation Programme is open to all legal organisations based in Singapore, including businesses, companies and associations, who are looking to push the boundaries of marketing.


For more information and queries on the Marketing Innovation Programme, kindly contact STB Marketing Planning department at:

For feedback and suggestions, please email the Quality Service Manager at: STB_QSM@stb.gov.sg​.







In response to an increasingly challenging and competitive tourism landscape, there is a greater need for both STB and our industry stakeholders to re-imagine, disrupt and set new benchmarks for destination marketing, so as to drive ​marketing and business outcomes for themselves and for Singapore. 

The Marketing Innovation Programme seeks to identify best-in-class marketing campaigns that feature a great Singapore story and demonstrate potential to drive tourism outcomes for Singapore.

Please refer here ​for an overview of the Marketing Innovation Programme. 


In line with STB's objectives to increase the reach of great marketing ideas, successful Marketing Innovation Programme recipients will each receive a dollar-for-dollar matching award of up to S$300,000 (exlcuding GST) to amplify the distribution of their marketing campaign.

Proposed campaigns may be executed overseas (e.g. to drive awareness/consideration) and/or locally (e.g. to drive visitor advocacy or spend in Singapore).

For more details on the award and eligible campaigns, please click here.​


Applicants will be shortlisted based on the following:

1. Campaign's relevance in helping to tell a destination story for Singapore

2. Campaign has a clear target audience that is aligned with STB's priority markets and segments; and

3. Whether applicant demonstrates competencies for campaign execution.

Shortlisted applicants will be required to make a presentation to a judging panel, comprising STB management and industry professionals. Proposals will be evaluated based on the following criteria:

1. Innovativeness of campaign; 

2. Impact of campaign; and

3. Feasibility of campaign 

Please refer here for more details on the evaluation criteria 


Please refer here ​for a list of Frequently Asked Questions about the Marketing Innovation Programme.​​


All applications (hard and soft copy) must be submitted to STB no later than 31 August 2017. Kindly refer here for the submission requirements. 

Please submit:

  • One soft copy application, emailed to STB_MarketingInnovation@stb.gov.sg with the subject title "Marketing Innovation Programme - (your organisation name)" (e.g. Marketing Innovation Programme - (Singapore Tourism Board))
  • One hard copy application, including a signed copy of this form​ to Box No.16, Singapore Tourism Board, Tourism Court, 1 Orchard Spring Lane, Singapore 247729. 

    Kindly refer to the terms and conditions ​​before submitting your application!