Singapore Tourism Board launches million-dollar marketing initiative

The Singapore Tourism Board (STB) is offering a total of S$1 million (US$726,467) to Singapore-based businesses for innovative marketing campaign ideas that feature the Singapore story.

Successful applicants of the Marketing Innovation Programme will each receive a dollar-for-dollar matching award of up to S$300,000 (excluding GST), to amplify the distribution of the campaign.

Applicants will be evaluated by a panel of STB and industry representatives, against a set of evaluation criteria such as innovativeness, potential to drive tourism outcomes and feasibility.

Open to businesses from both travel and non-travel industries, applications for the programme closes on August 31.

STB director of marketing partnerships and planning Jacqueline Ng told TTG Asia: “We hope to double the reach and impact of these campaigns amongst our target audience. This will help us to boost destination awareness of Singapore and… bring the destination to life in the minds of potential visitors.”

The board listed five target customer segments: working adults aged 25-34 years (Early Careers) and 40-49 (Established Careers), families travelling with children aged 12 and below (Families with young kids), seniors aged 55 and above (Active Silvers), and Business Event Visitors comprising MICE delegates.

“Each of the different customer segments has varying needs and interests. For example, family travellers view their holidays as time to bond with their children,” explained Ng. “Meanwhile, millennial travellers are more likely to be interested in experiencing different cultures and tasting a variety of local cuisines, and are also looking for opportunities to meet new people and connect with locals.”

Ng added: “The programme aims to inspire a culture of innovation and experimentation in marketing, and encourage marketers in Singapore to reimagine, disrupt and set new benchmarks for destination marketing.”

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