What is MIP about?

The Marketing Innovation Programme (MIP) is an initiative that aims to inspire a culture of innovation and experimentation, by seeking and amplifying great marketing ideas that help to tell a great Singapore story.

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

What's more - this year successful recipients will get a chance to work together with industry experts, through a mentorship program during production.   


When can I sign up?

Applications will be open from 15 May 2018 to 15 September 2018, 2359.​


Am I 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. 



How will I 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

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  ​


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! ​