ProgrammingBesides exhibitions, Biennale 2008 also provides Vernissage, Kids’ Biennale, Education and Outreach and Parallel Events.
Vernissage refers to the sneak preview of the Biennale 2 days before its official opening. There is a press conference and gala dinner for invited guests only. This will enables VIP guests to feel special and valued.
The Kids’ Biennale is presented by Jet Airways. Primary school children are exposed to the theme “wonder” and are asked to develop their creativity through doodles and drawings. Arts competition, The Hunt for White Rabbits and learning how to make a windmill are part of the programmes. Engaging kids in these various programmes are able to attract them and makes them feel excited. I really enjoyed the Kids’ Biennale section too as by looking at their doodles and drawings, I am able to ‘read’ their minds as paintings do reveal one’s subconscious mind. I also feel that it is a very meaningful programme as it helps to educate children on racial harmony too.
Biennale 2008 also hopes to target new audience such as youths. Hence, there are programmes such as Biennale Race 2008, Wanderlust, Peer-led guiding and School Tours. (Refer to Appendix E for more details)
Biennale had done a fairly good job in the programming mix as their programs target at different market segment which is able to drive demand. However since they had already taken the effort to target younger market segments, they could try to target the older market segments or even better, families. Programmes could be used to attract different age group of people.
