Vice Media, Irvin Salted Egg and Tanglin Gin among winners of S$1.3 million from STB

Vice Media, consumer marketplace Carousell and Irvin Salted Egg-maker Cocoba are among the seven companies who have been awarded a total of S $1.3 million by the Singapore Tourism Board as part of its Marketing Innovation Programme (MIP).

In a note about the MIP which was launched in 2017, the STB said: “The Marketing Innovation Programme aims to support innovative marketing campaigns that experiment with new ideas and push the boundaries of traditional marketing methods.

“The winning marketing campaign will receive an award of up to 50% percent of qualifying marketing costs, up to S$300,000 (excluding GST).

“These qualifying costs include creative production of assets and collaterals, marketing-related costs for publicity events and activation, talent engagement, media buys and distribution.”

The seven winning entries were picked from a total of 66 proposals from industries that included food and beverage, e-commerce and tourism. The number was up from the 44 proposals received in 2017.

The other winners included food, beverage and lifestyle engagement platform Savour Events; Botani, the makers of Tanglin Gin; travel firm Euro-Asia holidays and Invade Entertainment, the organisers of pop-up creative event Artbox Singapore.

Among the ideas that won, Carousell came up with ‘The Great Singapore Treasure Trail’ for Indonesian tourists which would allow them to connect with  Singaporean users of the app who shared their interests and passions, thus giving visitors a chance to engage with local communities.

Savour intended on targeting China with culinary stories from Singapore culminating in two Singapore-themed food festivals. The content would range from stories about the Lion City’s Michelin starred restaurants, traditional recipes and iconic dishes.

Vice intended to showcase “different and unexplored” parts of the city-state via a video series as well as organising a summit for key online leaders from the Asia-Pacific region. These influencers would then showcase Singapore to their home countries.

Singapore Tourism Board’s director of marketing partnerships and planning Jacqueline Ng said: “It is gratifying to receive even more MIP applications than last year, especially when a good number of them were innovative and potentially impactful.

“I am heartened that these businesses are passionate about telling a good story in innovative ways and creating opportunities for locals and tourists to interact with our unique culture and heritage. Through the MIP, we hope to support more of such inspired marketing ideas as we aim to tell the Singapore story in bold, agile and creative ways that STB cannot do alone.”

One of the judges, World Federation of Advertisers director of marketing services for Asia-Pacific Ranji David said: “Marketers today all face the same struggle of setting themselves apart from other brands.

In the proposals we received, it was clear that businesses are striving to be more creative and innovative, looking to take advantage of the latest content and marketing trends.”

All of the approved ideas tie back to the overarching themes from STB’s ‘Passion Made Possible’ campaign.


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