It includes all marketing communication techniques of advertising, personal selling, sales promotion, publicity and public relations.
Biennale 2008 advertises itself via giant posters, collaterals, YouTube and Wonder TV. For example, watch the video below . Advertising efforts were not really visible as I was not aware of this event.
The event also gains publicity by sending press releases to the media. Click here for the media kit. Also, publicity of the event is gained by partners and sponsors as they also feature the event description on their websites. Eg: Uniquely Singapore, Tradewinds Travel and Tour, Raffles City Shopping Centre and Singapore Flyer. Furthermore, a Facebook account was created to gain more exposure and create awareness to the teenagers sector. Click here. Setting up a Singapore Biennale 2008 blog also serves as a promotional tool as reviews were posted on the blog to persuade and encourage people to visit the exhibition as well. Singapore Biennale 2008 has made use of the internet presence to increase publicity too.
Biennale 2008 features a number of sales promotions too. For example the Biennale 2008 guide features a number of promotions shown in Appendix C.
Biennale 2008 also collaborates with Singapore Flyer by offering a top up amount to enjoy a Singapore Flyer ride with the Biennale ticket. Biennale ticket holders only need to top up $21 (adult) to enjoy a Singapore Flyer ride. They can save up to $8.50. Ticket holders also get to enjoy discounts at the retail and F&B outlets at Singapore Flyer. For more details please click here. Last but not least, PAssion card holders get to enjoy 30% off adult biennale tickets!
The main objective of sales promotions is to stimulate sales of biennale tickets through collaborations with various organizations. Consumers would feel that the biennale tickets are worth the money if they get to enjoy so many value added promotions and services. So I personally feel that Singapore Biennale 2008 had done a good job in the promotions mix, particularly sales promotion.
I suggest that Singapore Biennale can gain more publicity by advertising at MRT stations/trains. I was not aware of such an event until I was told to do this field trip. This proved that publicity is not enough. They can probably partner with more popular magazines like Teens to reach out to a different target audience. Looking at their efforts to attract youths by having student price and Biennale Race, they should partner with Teens magazine to create awareness to the youths.
Objective
This blog is being up set for my Individual Field Study on Festivals and Events Management. Enjoy! Pictures are proof of visit (:
Personal Details
Greetings! (:
Name: Steffi Ng Li Rong
Admin No: 0703721A
Class: T11
School: Temasek Polytechnic, Diploma in Hospitality and Tourism Management
Email: 0703721A@ student.tp.edu.sg
Disclaimer
All information and pictures are copyrighted by Steffi Ng Li Rong of Temasek Polytechnic (2008). Pictures were all editted and personalised by me. Ripping is NOT ALLOWED.
