Packaging and DistributionBiennale 2008 had packaged itself with Singapore Flyer. As mentioned above, ticket holders get to enter Singapore Flyer at a premium rate. By packaging an event and destination together, it is able to boost sales for both parties.
Channels of distribution help to increase the probability of getting the product to the customer. It is a pity that Biennale did not make use of the channels of distribution. Although there is an official webpage (click
here) and
blog on the internet, visitors are not able to purchase tickets online. Tickets can only be purchased at City Hall or South Beach. The only channels of distributions are partners and sponsors featuring the event on their websites to help create awareness and increase the probability of visitors coming for the event. Although mailing list is provided on their official webpage, it is still not convenient enough. (Refer to Appendix D for examples on channels of distribution)
I suggest Singapore Biennale could offer purchasing of tickets online or early bird promotion. This will definitely help to boost sales. They can also consider collaborating with SISTIC. I read about Singapore SISTIC collaborating with Indonesia’s Tourism Board as they would feature the latest concerts in Singapore in Indonesia. This can definitely help to attract more tourists.
