SINGAPORE 9 February 2018 – Singapore Tourism Board’s inaugural Marketing Innovation Programme, launched in April 2017, harvested 44 applications from businesses across a wide range of industries.
From the shortlist three were chosen for support under the MIP scheme that awards a matching fund of up to SGD300,000 per winner.
MIP was launched following STB’s release of its new marketing strategy in 2016. It seeks to support and marketing campaigns that experiment with new ideas and push the boundaries of traditional marketing methods.
The three campaigns by AccorHotels, Millennium Hotels and Resorts and Wildlife Reserves Singapore were selected for showing the strongest potential to enhance Singapore’s destination appeal.
AccorHotels’ campaign reintroduced visitors to the Singapore experience in unexpected ways, while Millennium Hotels and Resorts’ campaign aimed to enrich travellers’ experiences by increasing their engagement with local communities.
Wildlife Reserves Singapore’s campaign told stories about Singapore’s biodiversity through larger-than-life installations.
“Storytelling is central to STB’s marketing strategy, as is our ability to continually re- magine, disrupt and establish new standards that will set us apart from the competition. We are encouraged by the strong interest we’ve seen in the first edition of the MIP and hope that more businesses, including those not in the tourism sector, will be inspired to join us in a continuous journey to raise the benchmark for innovative marketing in the coming years,” said Singapore Tourism Board director, marketing partnerships & planning, Jacqueline Ng.
The supported campaigns were selected by a panel comprising STB and industry experts.
Each marketing campaign will receive a dollar-for-dollar matching award of up to SGD300,000 to amplify its distribution. Details on MIP’s second edition will be shared upon its launch this April.
Marketing Innovation Programme
https://www.stb.gov.sg/assistance-and-licensing/Pages/marketinginnovation.aspx
