Singapore, 06 September 2018 – The Singapore Tourism Board (STB) has launched the second edition of its Marketing Innovation Programme (MIP) and invites all Singapore-based businesses to apply. In this edition, businesses will now stand to receive a dollar-for-dollar matching award of up to $300,000 (excluding GST) to cover the marketing costs pertaining to their campaigns, including creative production of assets and collaterals, marketing-related costs for publicity events and activation, talent engagement and media buys. This is in addition to covering the distribution costs of the campaign that were supported under the inaugural edition of MIP.
Launched in April 2017, MIP recognises innovative marketing campaigns with the aim of inspiring more businesses to experiment more boldly in marketing. In its debut year, MIP attracted 44 proposals from businesses across a wide range of industries, of which three campaigns by AccorHotels, Millennium Hotels and Resorts, and Wildlife Reserves Singapore were granted support for showing the strongest potential of telling a great Singapore story and enhancing the city state's destination appeal.
Applicants will be once again evaluated by a panel comprising STB and industry representatives against criteria such as innovativeness and potential to drive tourism outcomes and feasibility of the campaign.
Said Ms Jacqueline Ng, Director, Marketing Partnerships and Planning, Singapore Tourism Board: "After getting off to an encouraging start last year, we're looking forward to receiving and assessing this year's MIP entries. We encourage businesses to be bold in pushing the boundaries of marketing and creative storytelling of their businesses to showcase the passions and possibilities of Singapore."
Applications close on 15 October 2018. For more information, please visit https://www.stb.gov.sg/MIP or direct any enquiries to STB_MarketingInnovation@stb.gov.sg.