The Singapore Tourism Board (STB) has received a strong response to the inaugural edition of its Marketing Innovation Programme (MIP). Launched in April 2017, a total of 44 applications were received from businesses across a wide range of industries, out of which three were chosen for support under the MIP.
The MIP was launched following STB’s release of its new marketing strategy in 2016. It seeks to support and amplify innovative 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 and being best able to tell a great Singapore story.
AccorHotels’ campaign reintroduces visitors to the Singapore experience in unexpected ways, while Millennium Hotels and Resorts’ campaign aims to enrich travellers’ experiences by increasing their engagement with local communities. Wildlife Reserves Singapore’s campaign seeks to tell stories about Singapore’s biodiversity through largerthan-life installations.
“Storytelling is central to STB’s marketing strategy, as is our ability to continually reimagine, 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 Ms Jacqueline Ng, Director, Marketing Partnerships & Planning, Singapore Tourism Board.
The supported campaigns were selected by a panel comprising STB and industry experts, based on criteria such as innovativeness, potential to drive tourism outcomes and feasibility. Each marketing campaign will receive a dollar-for-dollar matching award of up to $300,000 to amplify its distribution.
More details on MIP’s second edition will be shared upon its launch in April 2018.