Marketing Innovation Fund

Up to $20,000 is available to support marketing projects that explore different ways of engaging audiences, building brand awareness and increasing income.

Marketing Innovation Fund

Marketing Innovation Fund

The 2017 Marketing Innovation Fund provides one-off support for discrete marketing projects across Victoria with the aim of encouraging new marketing ideas and initiatives and new approaches to marketing within the creative industries.

It encourages marketers in small to medium organisations (less than 30 FTE staff) within the creative industries to implement new and innovative projects which have the potential to inform core marketing activities in the future.



The Marketing Innovation Fund supports new marketing projects that:

  • Demonstrate a creative approach to marketing activity
  • Promote your organisation to new people in new ways
  • Diversify and/or increase earned revenue streams, and
  • Inform future marketing activities



A total grant pool of $100,000 is available in 2017. Each grant will contribute up to 75% of the total project expenditure, to a maximum of $20,000 per project. Applications will be accepted for requests between $2,000 and $20,000.

Organisations are required to provide a minimum of 25% in cash co-funding.



The 2017 Marketing Innovation Fund will accept applications from small-to-medium Victorian organisations across the creative industries including arts, design and screen.

The focus of the proposal must:

  • be marketing activity
  • undertaken by at least one Victorian based, professional creative industries organisation.

Applications are invited from small to medium Victorian creative industries organisations that have a:

  • staff of fewer than 30 full time employees
  • demonstrated track record of presenting a high standard of work

You must agree to supply a detailed project plan if your application is successful and to publically share the outcomes and learnings of the project with the wider creative industries sector.



Applications close 14 March 2017.


2016 Recipients

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.


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