AccorHotels, Millennium Hotels & Resorts, and Wildlife Reserves Singapore have been selected as the top three marketing campaigns that will receive support from the Singapore Tourism Board (STB)’s inaugural Marketing Innovation Programme (MIP) this year.
Launched in 2016, the MIP is a funding programme that recognises and supports innovative marketing campaigns that promote Singapore’s appeal as a destination. The three campaigns were selected from a pool of 44 applications and will receive a “dollar-for-dollar” matching award of up to $300,000 to boost its distribution.
The MIP is part of STB’s continued effort to develop its marketing focus on storytelling. “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,” said Jacqueline Ng (Director, Marketing Partnerships & Planning, STB).
AccorHotels was recognised for its “The 48 Hours Start Over” campaign wherein a traveller returns to Singapore for the best guest experience they could ask for, uniquely done by Accor. The key message was how the people you interact with and memories you create are what truly make the ‘travel experience’.
The “M Social Communities” campaign by Millennium Hotels & Resorts promoted aspects of Singapore’s arts scene through exhibitions, workshops and events that allowed guests and the general public to interact with members of local arts communities.
Finally, Wildlife Reserves Singapore was awarded for it “Land of Giants” campaign that cast a spotlight on Singapore’s biodiversity, with particular focus on invertebrates. The campaign ran during last year’s holiday season and involved 130 giant animatronic and static invertebrate installations.
The MIP is not limited to members of the travel and tourism industry. It is open to any and all legal organisations based in Singapore, like businesses, companies and associations).
Ng said, “[STB] hopes 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.”
Details regarding the second edition of MIP will be released in April 2018.
Image credit: iStock
