Singapore Tourism Board awards $4m to 10 ‘fresh, bold’ marketing campaigns

Awardees include Andaz Singapore and Grand Hyatt Singapore. 

As part of its SingapoReimagine Marketing Programme (SMP), Singapore Tourism Board awarded $4m to 10 marketing campaigns that showcased fresh, bold, and creative ideas that will inspire tourists to do post-pandemic travel to the Lion City.

The winning campaigns came from the Accor hotel group; hotels Andaz Singapore and Grand Hyatt Singapore; tourism partners Mandai Wildlife Group, Merlin Entertainment, and Museum of Ice Cream Singapore; and travel platform Klook.

There were 83 proposals from Singapore’s tourism industries, such as attractions, hotels, travel agents, MICE (Meetings, Incentives, Conferences, and Exhibitions), and lifestyle industries like retail and dining.

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Citing the judging panel, STB said the 10 winning campaigns got chosen “for their strong potential to generate meaningful impact, and for showcasing different sides of Singapore that business and leisure travellers can explore.”

Each winning campaign will receive an award quantum of up to $550k, which includes an additional funding booster capped at $50k for cross-sector collaborations. The support will cover qualifying costs incurred by 31 December 2023.

The winning campaigns will be released in key source markets such as China, India, and Australia, with planned activation in Oceania and Southeast Asia to further entice potential tourists to visit Singapore.