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.