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.