Marketing Innovation Programme
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.
MIP offers a funding of 50% of qualified marketing costs, capped at 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 for MIP 2019 are not yet open at the moment. For more information, please drop an email to STB_MarketingInnovation@stb.gov.sg for further enquiries.
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 within the stipulated campaign qualifying period.
How will submissions be evaluated?
Stage one: Shortlisting
Applicants will be shortlisted based on the following criteria:
Relevance in telling a great Singapore story.
Stage two: Judging
Shortlisted applicants will be required to make a presentation to a judging panel. Proposals will be judge based on the following criteria:
40% Potential Impact
How bold, differentiated and imaginative the proposal is, including:
- Innovative use of insights and data
- Application of new or emerging technologies
- Use of traditional media in a refreshing and unexpected manner
Ability of the proposal to achieve outcomes, including:
- Strengthen destination awareness and advocacy
- Increase destination recall, appeal, and consideration to visit
- Boost visitorship and post arrival tourist spend
Viability of the proposal, including:
- Reasonableness of project budget
- Feasibility of execution plan and timeline
- Ability to achieve desired outcomes (e.g. sufﬁcient scale)
How can you apply?
All applications (hard and soft copy) must be submitted to STB. Kindly refer to the Terms & Conditions before submitting your application.
Step two: Mail
- Proposal in any format
- Submission documents.
Singapore Tourism Board
Tourism Court, 1
Orchard Spring Lane
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:
- Telling a Great Singapore Story
- Targeting the Right Fans
- 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.