(ignore the acting, main pt: exhibit)

Out of all the black cards on the ground, I found one with the word, “HOPE” on it. We heard from some visitors that the artist wrote the word on one of the black cards. Those fated with the word would find it.

Though I do not know whether I should believe in it or not. I am glad that I found the word in one of the rooms. The act of fate or a prank, I would not care. However, the emotion when I found that particular card is part of Wonder, the theme itself.

As for augmented products would be the selling of items related to the Biennale. There is a booklet for each visitor who visited the Biennale. Also, tote bags promoting the Biennale are also sold. Another than that, there are also brochures given to visitors who wanted some quick facts on the Biennale as well.

b. Place

Place refers to the physical location and the creation of it by design and programming. It also includes the distribution of the products within the place and how they are sold to customers.

In Biennale’s case, the locations would be The South Beach Development Center and the old City Hall Building. The 2 places is already has its old charm without decoration. For the City Hall Building would be the old architectural design at the exterior and interior and for the Development Center would be the peaceful atmosphere u experience when you step into the place especially during the evening.

( the peaceful, quiet corner of the Development Center, with a touch of forlorn)

c. Partnership

Partnership refers to the companies that cooperate with the organiser to present the event to us.

For Biennale, there are various different types of sponsors and partners, both public and private. One of the government-related organisations would be the Singapore Tourism Board, our local official tourism They helped to promote the event to the tourists who might be interested in coming to Singapore by putting the event on their calendar of events. An private company would be Suntec Singapore, an international convention and exhibition center.

(Promotion of URA, one of the sponsors of Biennale)

d. Promotion

It refers to the communication between the organiser and the public.

Locally, they had prepared sneak peeks before the event even started. For example, there was a maze-like exhibition outside the Raffles City Shopping Center for people to explore. Promotion of the event was also broadcasted through mass media such as television, radios and newspapers. News releases on the Biennale are aplenty during the month of the event. Advertisements on the television can be seen on the TV as well. The advertisement is:


A website is also built especially for the event for easy collection of information on the event.

e. Packaging and Distribution

For packaging, Many art-related organisations such as Laselle College of Arts and many unknown galleries in Singapore that we do not know of had come together to bring us a series of events in conjunction of the Singapore Biennale.

Also, the Biennale has roped in several famous attractions in Singapore as well, such as the Singapore Flyer and Esplanade. Two organisations had cooperated to bring to us the Biennale at such an affordable price.

The $10 tickets are sold at the places that the major exhibitions of this Biennale: City Hall and South Beach Development. This allows easy access for visitors to be able to visit the main exhibits. The ticket that is bought at one place can be used for the other. This means that if we bought the ticket at City Hall Building, the ticket still can be used at South Beach Development. This saves the cost of buying two tickets and extra tickets are not wasted.

However the Singapore Flyer is not included in the ticket, but the cost of going up the Flyer would be cheaper if you had the $10 ticket. An extra of $21 must be given for an adult. Different discount packages on going up the Flyer are given to children and senior citizens.

f. Programming

The aim of the organiser, National Arts Council (NAC) is achieved: “…builds up capabilities and resources, facilitates internationalisation and advocates the value of the arts.”

The organiser would have learnt much from organising this large-scale interactive arts event. Experience is built up and better knowledge of utilising resources from the past Biennale would have helped. They openly support and promote the arts event as well.

Many side events of the Biennale are sharing of views on contemporary arts and inviting people from other countries to join in as well. There are also other works from artists from China and Indonesia exhibited as well. This is a gesture for the visitors to join in the appreciation of their culture. Artworks from China, Indonesia and Philippines portray their strong patriotism for their country. This facilitates interaction between people of different nationalities, including Singaporeans as well.

(Programs aimed for interaction between cultures)

g. People

Other than staff from the organiser company, there are also volunteers around.

Volunteers constitute most of the counter staff. The volunteers are of an young age and some of them are in an arts school as well such as Laselle, one of the organisations which has participated actively in the Biennale. The students had joined due to their passion in the arts, also a good opportunity to immerse themselves in the atmosphere.

During our interaction in certain counter staff, some of them are quite serious in their work. Some of them are friendlier. They would joke and laugh with us. For example, in comparison with the counter staff at the South Beach Development, the staff at the City Hall Building iwas more serious and less likely to be friendly. The staff we met at the South Beach Development was more relaxed and friendly to us.

h. Price

The Biennale ticket costs $10. However, if you are a student, you get the ticket half-price when you show them your concession card. Senior citizens above 60 years old and children above 3 years old get the same discount as well.

Some locations are closely linked with one another, where certain ones are far away. Travel cost can be saved if you are going to the venues that are close to one another. Choosing the wrong place would cost you both travel time and travel cost as well.

Price is also varied for people of different ages. For going up the Flyer, children have to pay $5.35 less than an adult. This shows that more prices are set for different people.

I. How the event had used the marketing mix to its advantage

i. Costs Being Cut Down

The Biennale organisers had made used of a place that is not of use. This cuts down on costs to book or rent a new location. An example of such a place would be the South Bridge Development Center. An admirable trait of this decision is that the atmosphere of the location is indeed suitable for exhibiting the artworks.

Another cost that the organiser had saved on was manpower. By using volunteers to be counter staff and guides, the Biennale had saved much as counter staff and guides are needed in larger numbers than any other positions in the Biennale

ii. More Promotional Efforts

Other by making advertisements and press releases through various means as mentioned above, the organiser had used prices to attract the local residents. An example would be the decrease in price when people have the $10 ticket for Biennale. Also, the integration of side events of the similar direction has further emphasized this event further.

j. If deemed ineffective, how should the event improve?

I feel that the promotional efforts that they have done are not good enough. As compared to other types of events, there would be a higher expectation on an arts’ event as there should be more creativity. However, the promotions they did for the Biennale is not of a difference from a normal event.

They should have more smaller but creative exhibits to kick start the Biennale. This is to make people to look forward to the event and programmes lined up for them. With a good head start, there would be more encouragement for both the public and the organiser to continue the event,


3. The tourism roles and economic values of Singapore Biennale 2008

a. Place Marketing

By exposing the citizens to the arts, the government can be seen to improve the quality of life. They offered affordable rates to the citizens so that they would change their perception that only people who are rich has the time and money to spend on looking at art exhibitions.

The Biennale has tried to attract people of many different ages to enjoy the arts together. For the first time ever, there is the kids’ Biennale, which has an educational programme called ‘Alice n Wonderland Learning Journey’ More than 8000 students from 35 schools has participated in this.

(picture that I drew in the Kids' Biennale corner)

b. Tourist Attraction

Ever since the success of the first Biennale, the organisation has put in more effort this year round. Although there is a decrease in the number of venues and budget, however the number of visitors still exceeded the original target by 5,200 people.

The Biennale has 137 artworks by 66 artists and art collectives from over 36 countries. One of the many visitors who came was representatives from the Museum of Modern Art in New York. One of the art pieces: A helicopter and video installation, titled The Farmers And The Helicopters by Vietnamese artists Le Dinh Q., Tran Quoc Hai and Le Van Danh was reserved for acquisition by the representatives.

Throughout the whole event, the organiser had planned several parallel events to attract the visitors to stay longer in Singapore. For example, there is a ten-day workshop by the Lasalle College of Arts. The aim of the workshop is to discuss about contemporary arts.

c. Image Maker

For the Biennale, the theme ‘Wonder’ is enhanced through several different ways; the perceptions of different artists. The way they viewed the theme is portrayed in their artworks. Thus, the theme is being re-emphasized as we see the different exhibitions. It is because the different ways that the artists present their works that does not feel the same to us. Also, the image is easily shown as the curators have chosen works that are “visually very strong and easy to understand by slices."

Also, the Biennale has not affected only the adults, children has also joined in as well. This shows how intense the theme is being emphasized and enhanced. This is the first time that there is a Kids’ Biennale

Throughout the whole journey through the exhibitions, the theme is created, and slowly enhanced and nurtured.

d. Catalyst

In Biennale’s case, the event has used various locations that are not commonly visited by Singaporeans such as the South Beach Development Center. While visiting the old place, it is not hard to spot dust and fallen leaves in the building. Before it closed down in February 2000, it is the headquarters of Singapore’s volunteer defence forces. Thus, the Biennale has made use of this old place instead of spending more money in getting or making a new place.

During this period of time, a lot of tourists are flocking into Singapore. Thus, the tourists’ expenditure in Singapore increases. In the booklet that Singapore Biennale has provided, there are advertisements of companies such as Anderson’s Ice Cream and Suntec Singapore. This is also because they are partners in organising this event.

The Biennale is also located in Singapore’s Central Business District (CBD) which includes City Hall and Raffles Place. The Old City building is located at City Hall and the South Beach Development Center is situated at Bugis, a locally famous location just next to City Hall. This encourages spending in the area.

Also, this event brings in revenue for other attractions in Singapore as well. Examples are the Singapore flyer and the Esplanade. Some of the exhibits are situated near these two areas. But for Singapore Flyer, it would be in the flyer itself. Thus visitors have to board the flyer in order to admire the works.

(advertisement of Anderson's in the booklet)

e. Animator

One of the ways to attract people to come back and join the Biennale is the promise of making the Biennale more and more successful. Just like what they did from the past Biennale, they changed the style of exhibiting the works. They are more concentrated this time round. An improvement in the event is definitely a crowd-puller. Although the number of visitors is not as much as before, however they still exceed the target and won praises from people, even an participating artist.

“ …. This event features diverse artworks and it will encourage art lovers overseas to come and visit Singapore," says Tang Ling Nah, one of the Singaporean artists participating in the Biennale.

Through this event, Singapore shows that it is more than a place to handle your business; it can be a place where you can release your artistic side as well. There is a sign where people are getting more interested in works by Asians. By utilising this advantage now, Singapore might have a bigger step in becoming an arts hub and being able to host a larger scale of the Biennale 2 years from now. Thus, Singapore also indirectly benefits from the Biennale.

f. Economic Values

As September is one of the lowest tourism arrival periods in Singapore, hosting big events in Singapore during this time would increase tourist arrival rates. While the Biennale is going on, there is the Singapore Grand Prix which also had its own share of tourists coming in as well. The Biennale would be an attempt of the government to retain the visitors in Singapore longer than 3 days of Singapore Grand Prix and increase spending.

Other than attracting mainly businessmen to Singapore, the Biennale has opened up another potential target group for us: people from the arts industry. The success of the Biennale would show that Singapore can target other target groups other than businessmen. There would be extra revenue from the expenditure of people in the arts industry, other than the usual businessmen.

The Biennale is a platform for people of the arts industry to interact and source for new inspirations for their museums or galleries. People of the local arts industry would have a chance to showcase their abilities and source for opportunities for themselves and Singapore.

4. Conclusion

The conclusion is based on personal observations at the event itself.

a. Programming and People

In terms of planning the side events for the Biennale, the side events planned are closely related. It enhances the theme of the Biennale. Thus I feel that good programming has been used in Biennale’s case.
During the Biennale, the organiser has fully utilised their capability of using volunteers by assigning them important positions such as counter staff and guides, people who will have first-hand contact with the visitors.

b. Price and Packaging and Distribution

The affordable rate of the $5 ticket (student) is useful. On the day of visit, I observed that there are youngsters joining in the Biennale and families with many children. This shows that people are able to accept this price and the pricing strategy worked. The idea of combining the Biennale with our newly built Singapore Flyer is a very creative idea for me, especially incorporating a performance on the Flyer itself. Personally, I feel that it is not an easy task to do.

(my $5 ticket)

c. Product and Place

The locations used for the Biennale is close to one another. This in turns aids in saving travelling time for the visitors. Also, there is good use of places by the organiser.The product of the Biennale is something that could not be measure in layman terms; it is something that the visitor has to experience for him or herself.

(one of the exhibitions in the Development Center that uses the walls of the place)

d. Partnerships and Promotions

Singapore Biennale 2008 is a big event after the success of the Biennale in 2006. Many different types of partners have cooperated with the organiser to start this Biennale. For promotion-wise, I feel that the organiser have not done enough to promote the event.

Overall, my opinion is that the marketing mix has been used successfully other than promotions. They need to put in more effort in promoting the event.