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Singapore launches new marketing initiative

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Tourism board offers money for innovative campaign ideas
The Singapore Tourism Board is offering a total of S$1 million (€636,000) to Singapore-based businesses for innovative marketing campaign ideas that feature the Singapore story, TTG Asia reports.
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 tourist board 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 scheme close on August 31.
“We hope to double the reach and impact of these campaigns amongst our target audience,” STB director of marketing partnerships and planning Jacqueline Ng told TTG Asia. “This will help us to boost destination awareness of Singapore and bring the destination to life in the minds of potential visitors.”
The board lists 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), 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.”
TTG Asia

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