**If you have received funding through this program and your project has been impacted by coronavirus (COVID-19), please contact program staff listed below**
The Innovation in Marketing Fund provides one-off support for new marketing projects with the aim of encouraging innovative approaches to marketing within the creative industries.
- $2,000 - $30,000
Who can apply
- Micro to medium sized organisations (less than 20 FTE staff, unless part of a Local Government Authority in Regional Victoria) within the creative industries.
- Please speak to a program officer, listed below, before applying.
This program runs on an annual basis, applications for 2020 are closed and the information below is for guidance only. Sign up to our eNews or follow us on social media for the latest information on funding programs and opportunities.
Round opens: 30 January 2020
Round closes: 5pm, 27 February 2020
APPLY using the Creative Victoria Grants Portal for activity commencing after 1 July 2020.
Applicants will be notified of the result of their application in May 2020.
Following notification, all successful applicants will be required to provide a detailed project plan for the proposed activity.
Proposed activity must take place between Wednesday, 1 July 2020 – Wednesday, 30 June 2021.
Who to talk to
Links and downloads
Innovation in Marketing Fund Program Guidelines DOCX, 158.5 KB
Innovation in Marketing Fund Program Guidelines - Accessible DOCX, 41.5 KB
Innovation in Marketing Fund Application Drafting Tool DOC, 76.0 KB
Creative Victoria Budget Drafting Tool XLS, 103.5 KB
Information for all applicants
Seven Victorian creative businesses have received support for innovative business development projects that will help them reach out to new audiences and create new revenue streams. Full article here
Melbourne Electronic Sound Studio, 2020 Innovation in Marketing Fund recipient
Linden New Art, St Kilda $6,000
To partner with international research agency Morris Hargreaves McIntyre (MHM) to apply MHM’s Culture Segments TagTool to Linden New Art’s database, website and social media channels. Once the TagTool is applied, Linden will be able to develop tailored communications for each audience segment. The project seeks to deepen audience engagement to retain audience members and attract new ones.
Lumi Interactive, South Melbourne $25,000
To collaborate with diverse Victorian artists to create four augmented reality 'selfie filters' for social media platforms Instagram and TikTok, to promote Lumi Interactive’s new body positivity game. The filters and game will be available worldwide on Apple and Android devices, through which the project has the potential to reach millions of people.
Melbourne Electronic Sound Studio Ltd, North Melbourne $10,500
To partner with Google to feature MESS collections and activities on the Google Arts and Culture website. The partnership will open-up new audiences around the world, positioning MESS alongside other leading institutions featured in the Cultural Institutions section of the site, plus other opportunities to be featured in curated collections sorted by theme.
Memo Review, $2,000
To grow interest from youth audience members and launch a subscription-based revenue stream via Patreon (a website that processes payments to creative practitioners from fans). The project will also include a re-invigoration of the Memo Review brand and partnerships with Monash University and University of Melbourne to showcase 2020 graduate art exhibitions.
Emma Ramsay – 10Tickles, $20,000
To partner with tourism and education institutions to create ‘True Crime’ online mini-games that can be played by visitors within their premises, helping to draw new audiences and revenue streams. Players will explore heritage sites where criminal events have taken place, along the way collecting clues and questioning witnesses to solve the crime. Development of the games can take place during coronavirus restrictions, readying the technology for release when venue restrictions are lifted.
Sandpit Media Pty Ltd, Southbank $29,910
To develop a new tool that will convey complex data through engaging, easy-to-understand imagery that can be distributed via digital and other communications channels. Over time, this data visualisation tool will be used across all of Sandpit’s exhibition projects, nationally and globally, helping to position them as a leader in the field.
Women’s Art Register, Richmond $4,425
To create an online, interactive map of historic sites of women’s art practice in Melbourne. The tool will act as a register, capturing crowd sourced information to complete the historical ‘picture’. The map will be complemented by a social media campaign highlighting significant stories and encouraging interaction with the map.
In 2019 the fund provided support for 10 projects that seek to reach new audiences and diversify revenue streams.