The fund provides assistance to small creative organisations to grow their audiences or markets in new ways.  

As part of Creative State, the Victorian Government's creative industries strategy, the Marketing Innovation Fund has received a boost and will now be an ongoing program open to small to medium creative industry organisations across the state.

Thirty-nine applications were received for the 2016 round, with the following recipients selected by an expert panel:

Gallery Kaiela, Shepparton - $20,000
For a project that will employ Aboriginal comedians to develop comedy performances and online content, in a similar style to the television program Blak Comedy, which will promote Gallery Kaiela's programs, artists and activities.

Melbourne Fringe, Melbourne - $20,000
For a project that will see the 2016 Festival support audiences to plan their experiences by creating an online fortune telling platform and engaging a live fortune teller to help audiences wade through Fringe's 400+ events and determine which events they will go to in future.

Bus Projects, Collingwood - $15,000For a market research project that will work with a range of artist-run visual arts organisations to explore and articulate the value of this sector in Australia.

Melbourne International Film Festival, Melbourne - $15,000
To create a new online tool to enable audiences to navigate the 2016 MIFF program of more than 400 films and more than 800 sessions. The tool will bring the festival program to life by integrating it with social media, incorporating user-generated video content, and displaying recommendations from Twitter and Instagram feeds.

Regional Arts Victoria, Melbourne - $13,000
For a program that will see respected arts industry professionals working with presenters in regional Victoria, mentoring them on how to enhance their marketing activities and grow their audiences.

The Social Studio, Collingwood - $9,400
To create a video that captures the essence of the social enterprise organisation, which uses fashion and hospitality to create career pathways for young people from refugee or migrant backgrounds.

McClelland Gallery and Sculpture Park, Langwarrin - $7,600
For a project that will see McClelland working with the nearby Bayside Shopping Centre – the largest shopping centre on the Mornington Peninsula – to drive local visitation and jointly market the Gallery's activities to shoppers.