STB intensifies marketing support for tourism stakeholders

Local businesses in the Singapore tourism and lifestyle sectors are set to get more marketing support with the launch of the SingapoReimagine Marketing Programme (SMP) by the Singapore Tourism Board (STB).

The programme is part of STB’s efforts to support tourism and promote Singapore as a choice destination for business and leisure.

Local tourism stakeholders will get more marketing support with the SingapoReimagine Marketing Programme

Under the S$8 million (US$5.6 million) programme, tourism and lifestyle businesses will receive 70 per cent funding on their qualifying costs, capped at S$500,000. To encourage cross-sector collaboration, a funding booster of an additional 10 per cent, capped at S$50,000, will be awarded to applicants who partner tourism stakeholders from different sectors.

Chang Chee Pey, assistant chief executive, marketing group, STB said: “Through the SingapoReimagine Marketing Programme, we hope 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.”

Proposals will be evaluated by a panel of marketing experts comprising STB and industry representatives, and assessed against three key criteria: creativity and relevance; effectiveness of media mix and innovative use of distribution channels; and overall cohesiveness of campaign and its potential impact.

Tourism industries such as attractions, hotels and travel agents, as well as retail, dining and leisure events under lifestyle, are welcome to apply for the SMP from now to October 28, 2022.

Apart from marketing support, SMP will also offer masterclasses and webinars to build industry capabilities in marketing through STB’s Marketing College.

Kwee Wei-Lin, president, Singapore Hotel Association commented that the SMP will “spur fresh ideas and further the hotels’ competency in capturing a greater market share of revenge travel”.

The SMP builds on the success of the Marketing Partnership Programme (MPP) 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 till December 2023.

Sponsored Post