Introduction

OBJECTIVE

The purpose of this report is to identify how the various components of the marketing mix had been adopted by Singapore Biennale 2008. In this report, the effectiveness of how the different components that had been used to contribute towards the success of the event will be evaluated. Also, the tourism roles and economic value of Singapore Biennale 2008 will be discussed as well.

METHODOLOGY OF RESEARCH

This report is written based on observations during visits to Singapore Biennale 2008, the event itself as well as researches from magazines, newspapers and Internet websites.

BACKGROUND OF SINGAPORE BIENNALE 2008

Held from 11 September to 16 November 2008, Singapore Biennale 2008 is no doubt the biggest and most thought-provoking showcase of contemporary art.

This $6-million biennale is organised by the National Arts Council, Singapore. One of its aims is to ‘position Singapore prominently as an international centre and regional thought leader in the field of visual art’.

For this major event, invitations were made to regional and international artists to exhibit with our artists. It promoted greater interaction between the local artists as well as the country itself with the international art world.

Singapore Biennale 2006 attracted ‘more than 883,000 visitors’ and ‘attained 103,000,000 audience reach with more than 1,000 articles generated world-wide’. Not only so, its website had ‘over 1 million page views and unique visitors’ as well. ‘The overall tonality of media coverage was highly favourable with strong, positive and fresh opinions formed and expressed.’

‘"Wonder" is a feeling of surprise and admiration caused by something beautiful, unexpected or unfamiliar, and as a verb, it is not only to “feel curious” or “desire to know”, but also to "feel doubt"’

This year, with the theme of “Wonder”, Singapore Biennale 2008 will be held in both indoors and outdoors, including City Hall, Singapore Flyer as well as the South Beach Development.