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STB unveils SG$8m marketing programme to fund tourism and lifestyle firms

STB unveils SG$8m marketing programme to fund tourism and lifestyle firms

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The Singapore Tourism Board (STB) has unveiled its SG$8 million SingapoReimagine Marketing Programme (SMP) which offers tourism and lifestyle businesses 70% funding on their qualifying costs, capped at SG$500,000. To encourage cross-sector collaboration, a funding booster of an additional 10%, capped at SG$50,000, will be awarded to applicants who partner tourism stakeholders from different sectors.

Proposals will be evaluated by a panel of marketing experts comprising STB and industry representatives, and assessed against three key criteria:

1. Creativity and relevance of campaign idea, supported by strong application of analytics and insights;
2. Effectiveness of media mix and innovative use of distribution channels to deliver campaign messaging and emotionally connect with target audiences; and
3. Overall cohesiveness of campaign and its potential impact to promote Singapore and inspire leisure and/or business travel.

Applications from tourism industries such as attractions, hotels and travel agents are welcome. Lifestyle industries such as retail, dining and leisure events are also eligible to participate in the SingapoReimagine Marketing Programme. According to STB, the inclusion of lifestyle businesses is to encourage interesting cross-sector collaborations that offer unique experiences to visitors.

Chang Chee Pey, assistant chief executive of STB’s Marketing Group, said through the SingapoReimagine Marketing Programme, STB hopes to rally the local industry to reimagine the way they promote Singapore, and work with like-minded partners to cut through the clutter as destinations compete for a slice of the travel pie.

"For our tourism sector to recover strongly, businesses must cement our position as a must-visit destination with diverse and appealing offerings. I look forward to seeing the innovative and bold marketing ideas that can help us achieve this," he added.

SMP aims to enhance the desirability of Singapore as part of SingapoReimagine. Apart from marketing support, SMP will also offer masterclasses and webinars to build industry capabilities in marketing. These upskilling opportunities are available through STB’s Marketing College. 

The SMP builds on the success of the Marketing Partnership Programme (MPP), which was launched in 2020 to help tourism businesses maintain their international and domestic presence during the pandemic. With travel picking up pace, MPP will conclude in December 2022, while the SMP will continue to provide marketing support for the industry until December 2023. Applications for the MP will open until 28 October and shortlisted proposals will be announced next January.

Ernie Koh, president, Singapore Retailers Association said: “We are glad that STB continues to support tourism-related sectors that influence travel decisions. The recovery of our tourism industry requires a joint effort by the public and private sectors, and our retailers are open to new collaborations with tourism stakeholders and industries to strengthen Singapore’s appeal as a business and shopping destination. By encouraging innovative destination marketing, travellers will be enticed to reimagine Singapore for themselves, providing a much-needed boost for the retail sector”.

Meanwhile, Kwee Wei-Lin, president, Singapore Hotel Association added: “With the rapid recovery of tourism, our members have a strong competitive advantage in retaining top of mind recall, complemented by a healthy pipeline of tourist demand. The new SingapoReimagine Marketing Programme will spur fresh ideas and further the hotels’ competency in capturing a greater market share of revenge travel”. 

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