WANTED: A passionate town that really knows how to bring its rich history to life.

The reward: $100,000 funding, and the prestigious title Heritage Town, 2011.

That is the challenge the National Heritage Board (NHB) has thrown to Singapore's 16 town councils, with the aim of getting residents to celebrate their town's vibrant past.

The first-of-its-kind project was officially launched yesterday, with the NHB announcing a two-month search to uncover its new poster child for events that promote Singapore history and culture.

While track records of past heritage events will weigh heavily in deciding the winner, equal importance will also be given to emerging issues such as integrating new citizens.

Said NHB's director of heritage institutions and industry development Alvin Tan: 'Heritage plays a very important role in rooting a community. By sharing the Singaporean heritage, it helps residents, both new and old, feel like they belong.'

Hunt for Heritage Town