TOP
marketing-innovation

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.

Programme Support

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?

MIP-Icons-01

 

Stage one: Shortlisting

Applicants will be shortlisted based on the following criteria:

MIP-Icons-02

Relevance in telling a great Singapore story.

MIP-Icons-03

Target audience that is aligned with STB’s priority markets and segments

MIP-Icons-04

 

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:

 

MIP-Icons-05

40% Innovativeness

MIP-Icons-06

40% Potential Impact

MIP-Icons-07

20% Feasibility

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.

MIP-Icons-09

Step one: Email

  • Proposal in any format
  • Submission documents.
    You may download the full sets of the form here
MIP-Icons-10

Step two: Mail

  • Proposal in any format
  • Submission documents.

Email

STB_MarketingInnovation@stb.gov.sg

Subject title

Marketing innovation Programme - (your organization name)

Mail to

Box No.16
Singapore Tourism Board
Tourism Court, 1 
Orchard Spring Lane
Singapore 247729

Questions?

Refer to our list of Frequently Asked Questions, or contact the MIP secretariat at STB_MarketingInnovation@stb.gov.sg

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.

MIP-Icons-11