SingapoReimagine Marketing Programme


About the Programme

The SingaporeReimagine Marketing Programme (SMP) aims to catalyse and support innovative destination marketing plans by industry stakeholders to inspire travel to Singapore.

The SMP is part of STB's efforts to support tourism and strengthen Singapore’s appeal as a choice destination for business and leisure.

Download the SMP programme outline here. 

Eligibility Criteria

The SMP is open to entities registered in Singapore only.

Campaigns that can qualify for the SMP

Marketing campaigns must target international travellers (e.g., to drive awareness/consideration/spend, inspire travel to Singapore).

Innovative international marketing plans that promote Singapore positively in line with STB's target segments and relevant aspects of STB’s T203X Strategy.

Organisations are encouraged to think out of the box for ideas that could include, but are not limited to:

i. Creativity and relevance of campaign idea, supported by strong application of analytics and insights,

ii. Effectiveness of media mix and innovative use of distribution channels to deliver campaign messaging and emotionally connect with target audiences,

iii. Overall cohesiveness of campaign and its potential impact to promote Singapore and inspire leisure and/or business travel,

iv. Highlighting new sustainability, wellness themes and experiences,

v. Collaborating with organisations from other sectors to enhance the offerings and marketing.

Award Details

Successful applicants will receive up to S$550,000 (excluding GST) for each awarded campaign.

The award will cover:
i. 70% support for qualified third-party marketing costs (capped at S$500,000).
ii. 10% funding booster for cross-sector collaborations* (capped at S$50,000).
iii. All third-party audit costs incurred for an independent audit to verify claims submitted for reimbursement, capped at S$2,000 per application.

*Cross Sector Collaborations
To encourage cross-sector collaboration, a funding booster of an additional 10 per cent, capped at S$50,000, will be awarded to applicants who partner tourism stakeholders from different sectors.

For example, hotels, attractions and restaurants in the same precinct may want to come together and develop an integrated marketing plan, creating interesting content and telling the story of the entire precinct.

Your plan may include other partner malls, travel agents, tour operators and other tourism and lifestyle industry partners to beef up your value proposition in a creative manner.

Qualifying Costs

Qualifying Costs (Third-party costs only)

Support Level

Marketing Costs

1. Production costs of marketing assets such as online & offline advertisements, videos, flyers and posters.

2. Media buys.

3. Engagement fees of Key Opinion Leaders (KOLs). 

4. Marketing-related costs for publicity events, activation and material costs.

(capped at S$500,000 per campaign)

Cross-sector Collaborations

5. Marketing costs for the cross-sector collaboration/initiative(s).

Additional 10%​
(capped at $50,000 per submission)

Audit Fees

6. Costs of auditing of claims submitted. ​

7. All claims must be audited by an authorised third-party auditor before submission for reimbursement.

100% ​
(capped at $2,000 per audit)​

1 audit per application. Audit fees are in addition to the total funds awarded to each company

Non-Qualifying Costs

Marketing Costs:
1. Creative, media, and PR agency retainer fees. 

Overseas Tradeshows, Roadshows and Corporate Sales Calls:
2. Costs relating to STB-supported tradeshows.
3. Ground transport costs.
4. Airfare and accommodation.

5. Manpower costs such as engagement of temporary and contract staff.
6. Product and price subsidies or discounts.
7. All other non-campaign related costs e.g., maintenance, IT, marketing, finance.


i. STB will engage applicants to agree on a set of campaign deliverables prior to campaign execution.

ii. STB may pro-rate the final funding amount for the cost of the initiative that was not executed. The final decision will be determined on a case-by-case basis.

Key Dates

Awarded quantum, deliverables and reporting milestones will be detailed in a Letter of Award (LOA) upon approval.


Key Dates

Submission of Application

Applications for SMP concluded on 28 October 2022, 1800 hours (+8.00 GMT).

Announcement of Award

Latest by 31 January 2023.

Qualifying Campaign Period

From date of STB’s Letter of Award (LOA) to 31 December 2023.

Submission of Claims

By 28 February 2024. Strictly no extension.

Application Evaluation

There will be two rounds of evaluation:

1. Shortlisting
Submissions will be shortlisted based on the following criteria:
i) From eligible industries- tourism and lifestyle,
ii) From an entity registered in Singapore,
iii) Required submission of information and documents are complete.

2. Judging
Shortlisted submissions will be evaluated by a judging panel comprising of STB and external senior marketing professionals based on the following criteria:

Judging Criteria​



1. Creative

a. Strong application of analytics and insights to develop campaign idea e.g., using insights (such as tourism trends, consumer insights, spend behaviour, market gaps) to guide development of campaign idea.​



b. Innovativeness of campaign idea e.g., first mover, novel to the sector.​


c. Relevance of campaign idea to effectively promote destination Singapore e.g., includes using sustainability, wellness themes and experiences.​


2. Media

a. Good media mix to deliver campaign messaging e.g. developed strong media strategy using complementary paid/owned/ earned marketing channels, clarity in consumer journey.​



b. Unconventional use of media or distribution channels that amplifies the campaign e.g., creative use/ format/ location of OOH to attract attention, clever use of media to generate talkability & organic content, innovative use of traditional/ digital media to connect with your target audience on an emotional level (beyond functional info). ​


3. Overall

a. Overall cohesiveness of campaign e.g., strong integration of creative idea and media strategy, clarity in how the campaign meets the set objectives.​



b. Overall potential impact. Campaign demonstrates high potential to reach international audiences, cut through the clutter, go viral, promote SG favourably and inspire leisure and/or business travel to SG. ​





Winning applicants will be contacted by 31 Jan 2023 and award is subject to agreement of additional terms and conditions stated in the Letter of Award.

We regret to inform that only winning applications will be notified.

Disbursement of Funds

Funds will be disbursed to successful applicants on a reimbursement basis, subject to achievement of the agreed project deliverables and milestones. Applicants are required to submit third-party audited documents on qualifying costs for the disbursement of funds, unless otherwise stated.


Please refer to the list of FAQs here.

Contact Information

If you have any queries, please contact

For feedback and suggestions, you may email the quality service manager at or leave your message here.