The Singapore Tourism Board (STB) has launched the Marketing Innovation Programme (MIP) and as part of the programme, it is setting aside SG$1 million in funding to help brands with their campaign distribution costs.
Through the MIP, STB will aid with the costs incurred in the amplification of brand campaigns, including media buy, production and event activation costs. Each successful project claim will be capped at SG$300,000.
STB will also look to crowd source marketing ideas across all industries, to boost awareness and storytelling efforts of marketing Singapore as a destination.
The programme, launched today, is currently in its pilot phase and will run for one year.
Speaking exclusively to Marketing, Jacqueline Ng, director, marketing partnerships and planning, STB said depending on the response, the programme will be considered for future runs depending on the response. The current application period runs for three months, closing in July.
The programme is separate from what is currently doing with its marketing agency partners.
Companies and organisations which qualify for the programme will be those that conceptualise innovative marketing campaigns that enhance Singapore’s destination storytelling, and demonstrate potential to drive tourism outcomes. According to STB, this year it will look to lure in young families, working Millennials, active silvers and retirees and business travellers.
This can include impactful and innovative use of distribution channels, application of new technology solutions, or adaptation of existing solutions (e.g. gamification or augmented reality) in a creative way. It can also include the clever use of data or consumer insights to deliver campaign messages and content.
For example, a hotel brand which is targeting tourists by using destination Singapore in its marketing efforts can qualify for the programme. This extends to non-travel related sectors as well, as long as the idea is innovative and feasible in terms of execution, STB said.
The short listing process will be divided into two phases, the first being the application stage which will evaluate all campaigns pitched and see that it meets their criteria. The next stage will see the campaigns being judged by a panel consisting of STB management, industry experts and may even involve industry leaders in the marketing and advertising sector.
Ng explained that the programme is about reaching out to the industry to help tell a great Singapore story. It looks to tap on new innovations in marketing and inspire disruptors to set new benchmarks for destination marketing.
“What the program sets out to do is to identify or crowd source, and then amplify best-in-class marketing campaigns to help augment STB’s destination marketing efforts. STB does destination marketing, but we shouldn’t be the only ones who tell a Singapore story,” she added.
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