NOTE: Please open another window to view appendices as you go along. Read the words on the pictures itself too.
IntroductionThe main objective of this report is to evaluate how Singapore Biennale 2008 had adopted the various components of the events marketing mix (8Ps) and how effective these components had been used to contribute towards the success of Biennale 2008. Considerably, events could also be linked to the tourism sector; hence, this report will also consider the tourism roles of Singapore Biennale 2008 to Singapore and its value to the tourism economy.
This research was undertaken on 07 November 2008, 6pm-8pm. A field trip visit to the various venues of Biennale 2008 was carried out. This field trip was also accompanied by my friends. Initially, we wanted to visit the exhibition at Esplanade Bridge. However, we could not find the exact venue and decided to head down to City Hall instead.
We got lost due to this poster outside the Esplanade. Despite following the direction arrow, we could not find our way.
Having heard of the successful stories of Biennale 2006 spurred my interest to Biennale 2008. The theme this year is WONDER which challenges visitors to wonder anew at the world we are living in. Biennale 2008 consists of exhibitions of contemporary arts featured by 50 renowned international and local artists.
This is my first time participating in an event related to Arts. Initially, I thought that it would be boring as I will not be able to understand the stories behind the artworks. However, the entire experience proved me wrong. Let us see how the events marketing mix had contributed to the success of this event.
