Introduction

The purpose of this report is to evaluate on a particular event that I have taken part in by identifying the different components of the event marketing mix that the event has adopted and to comment on how effective each of them were. It will also look into the various ways on how to improve on a particular marketing mix that was deemed ineffective. In this report, we will also discuss the tourism roles and economic value that the even brought about.

The methodologies of research that I have embarked on would be by carrying out a fieldtrip to the event to observe and evaluate on how the event was carried out and the many elements that were involved. Prior to the visit, I also did some internet research on the Singapore Biennale 2008 so as to have a rough idea of what to expect at the event. The brochure and the guidebook that was given out also helped me in my evaluation of this mega art exhibition.

The event that I have chosen to evaluate on was Singapore’s biggest international contemporary visual arts exhibition organized by the National Arts Council – Singapore Biennale 2008. Being the second edition of the Singapore Biennale, the theme this time was “ Wonder”. The theme was chosen to allow visitors to stimulate their senses and allows them to ponder on the art pieces, leavings rooms for discussion.

This art exhibition is spread throughout 8 different locations namely Raffles City Shopping Centre, City hall, South Beach development, Singapore Flyer, Clifford Pier, Central Promontory Site, Esplanade Bridge and Suntec City, of which City hall (Supreme Court),Marina Bay and South Beach Development were the three main venues that displayed the various art installations from over 66 artists, both local and foreign. These three places are actually said to be representing Singapore in it’s past; South Beach development, present in transition; City Hall and future; Marina Bay. Not only does this exhibition cater to grown-ups, this year it also allows the younger ones to participate in this spectacular art exhibition through the Kids Biennale.

This mega art exhibition would not be a success if not for Artistic Director Fumio Nanjo , the curatorial team, steering committee, secretariat and other interns and volunteers.