MarketingSingapore rallies its travel and lifestyle industries with a S$8 million marketing programme to help enhance touristic offerings.

It's all about local support for SingapoReimagine programme

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Local tourism and lifestyle businesses can receive 70% funding on qualifying costs.
Local tourism and lifestyle businesses can receive 70% funding on qualifying costs. Photo Credit: GettyImages/leungchopan

The Singapore Tourism Board (STB) has launched its all-new SingapoReimagine Marketing Programme to further support local businesses in the tourism and lifestyle sectors, as the country looks to strengthening its over-all appeal for tourists and business travellers.

Under the S$8 million (US$5.7 million) programme, tourism and lifestyle companies will receive 70% funding on their qualifying costs, capped at S$500,000 (US$356,000). Qualified applicants will also be able to receive an additional funding booster of 10%, capped at S$50,000 (US$36,000), should they wish to explore cross-sector collaboration.

Travel agents alongside attraction operators, hotels, retail stores, dining establishments and leisure events are eligible to participate in the SingapoReimagine Marketing Programme. Aside from the tourism players, the inclusion of lifestyle companies is meant to foster innovative cross-sector collaborations to create unique experiences for tourists.

“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,” said Chang Chee Pey, assistant chief executive of STB’s Marketing Group.

“For our tourism sector to recover strongly, businesses must cement our position as a must-visit destination with diverse and appealing offerings. I look forward to seeing the innovative and bold marketing ideas that can help us achieve this.”

STB and industry representatives will evaluate proposals based on three criteria:

  • Creativity and relevance of campaign idea, supported by strong application of analytics and insights

  • Effectiveness of media mix and innovative use of distribution channels to deliver campaign messaging and emotionally connect with target audiences

  • Overall cohesiveness of campaign and its potential impact to promote Singapore and inspire leisure and/or business travel

Ernie Koh, president of Singapore Retailers Association and Kwee Wei-Lin, president of Singapore Hotel Association both applaud Singapore’s dedication towards supporting local businesses during Covid and even in the post-pandemic era with STB’s comprehensive support system.

Also, under the SingapoReimagine Marketing Programme, there will be masterclasses and webinars to upskill the industry’s capabilities in marketing, available through STB’s Marketing College.

This recent SingpoReimagine campaign builds on the success of its previous initiative that was first launched in 2020 to help tourism businesses maintain their international and domestic presence during the pandemic. Applications are open from 7 September to 28 October 2022, here.

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