The methodology of research includes the use of the internet to source out information and on-site observation at City Hall.

Singapore Biennale 2008: Wonder
Singapore Biennale 2008 (SB2008) was opened to public on 11 September 2008 and closed on 16 November 2008. It comprised of a spectacular showcase of 137 international contemporary visual artworks by 66 internationally renowned artists from 36 countries worldwide. It was a follow up on the successful inaugural Singapore Biennale 2006. Fumio Nanjo was the Artistic Director of the first event, and has retained his post for the second one. This time, the organisers included a special Kid’s Biennale, with art workshops catering for budding artists.

The exhibition stretched across 6 different iconic landmarks at City Hall, South Beach and Marina Bay consisting of two large indoor spaces and a connecting outdoor area. They specific locations were specially chosen to bring out the different elements of Wonder in the artists’ works. It was expected that SB2008 would attract more international attention as it positioned Singapore as a vibrant global arts hub.

2. Marketing Mix

2.1 (a) Event Production
The tangible (expected) products of SB2008 are the venue, pricing, people and partnerships, event processes which would be elaborated in the following sections of this report.

The augmented product of SB2008 is that it had a product line extension - Singapore’s very first Kids’ Biennale. It was specially designed to cater to a new young audience and discover budding artistic talents among the children. Participants included primary schools children from more than 36 primary schools amounting to about 8000 students. SB2008 worked together with Little Art Bug Workshop to create an integrated program which introduced art techniques and concepts inspired by the story of Alice in Wonderland and Singapore Biennale artists. An on-the-spot art competition was held to allow students to use their creative juices to form works of art.

2.1 (b) Event Programming
The core concept of SB2008 is that it is the largest international contemporary visual artwork exhibition by renowned visual artists from around the globe. The venues were carefully selected to match and enhance the element of Wonder in the artists’ works of art. It ranged from the historic site of City Hall to the modernised Raffle’s City Shopping Centre and newly built iconic Singapore Flyer. Each of the venues influences the theme of Wonder, depending on how one perceives the artworks.

The artistic director Fumio Nanjo selected 50 renowned international and local artists from various artistic backgrounds. He also lined up a series of spectacular events throughout the duration of the Biennale. There was the preview of the exhibition involving a press conference, gala dinner for VIPs and opening party for the public. Also, he created a community building program to gather precious feedback of the Biennale from the public.

Fumio Nanjo created the Kids’ Biennale catered to primary school children and was a brand new section of the event program. For the secondary, junior college and tertiary school students, there were exciting events such as the Biennale Race 2008, Wanderlust and Wide Open Wonder (W.O.W.) Trail designed exclusively for them. In addition to all these fun-filled activities, there was a series of parallel art related events alongside SB2008 from March to November 2008.

The established criteria for the program content include elements such as the artists’ profile.

2.1 (c) Event Packaging
For the exhibition at the Singapore Flyer, there was a package which included 1 Singapore Flight Ticket ( adult, child, student or senior citizen respectively), entry to Singapore Biennale and 1 Singapore Biennale Short Guide.

2.2 People and Partnerships
SB2008 has involved several large groups of people to assist in the organisational team and structure of the event. The first group is the volunteers where about 500 of them ran the daily event operations and helped out at the frontline posts. They also encouraged volunteers from SB2006 to join them again, tapping on past relationships for a sense of belonging.

The second group is 2 interns who joined the organising team in the marketing and publication sections, to share a common vision with them.

The third group is the event partners, with venue partners Raffle’s City Shopping Centre and the Singapore Flyer. The organising team has also liaised with education and outreach partners LASALLE College of Fine Arts, Little Art Bug, National Library Board Singapore, Republic Polytechnic of Singapore, The Arts House and The Substation. This is in the effort of promoting learning and development for students who visit the exhibition. SB2008 has also collaborated with People’s Association as the Official Community Partner to help maintain a good relationship with the community. Also, media partners include Universes in Universe and Contemporary Visual Arts+Culture Broadsheet who have captured the artistic displays of the whole biennale through videos, photographs as well as features in the Contemporary Visual Arts+Culture Broadsheet magazine and C-Arts magazine.

In addition to event partners, there was another important group of people who made the event possible; the sponsors. Major sponsors include Neptune Orient Lines, City Developments Limited, El-Ad Group, Dubai World, Urban Redevelopment Authority, Marina Bay Singapore and Jet Airways. SB2008 also had the support of government representatives such as Land Transport Authority, Singapore Land Authority and Preservation of Monuments Board.

2.3 Pricing, Entry or Donation
SB2008 provided free entries to three out of the six exhibition sites; Raffles City Shopping Centre, Esplanade Bridge and Central Promontory Site.

There was a one-time entry pass of S$10 for City Hall and South Beach Development, valid from 11 September to 16 November 2008. Promotional discounts of 50% were given to senior citizens aged 60 and above, full time students with valid student pass and children above 3 years old.

For the exhibition at the Singapore Flyer, the pricing was at S$21 per adult ticket, S$20.65 per child or student ticket, and S$23.60 per senior citizen when the S$10 Biennale Pass was presented. The prices were for a package which included 1 Singapore Flight Ticket( adult, child,student or senior citizen respectively), entry to Singapore Biennale and 1 Singapore Biennale Short Guide. In addition, to further attract customers, there were exclusive offers at various food and beverage retail outlets located at the Singapore Flyer when the SB2008 tickets were presented.

Other promotions targeted PAssion cardholders where they could enjoy 30% off the adult tickets and 20% off for McCafe customers who purchased a wonder cake or sandwich set. There was also a One for One Ticket Promotion which entitled a family member (child above 3 years of age or student with a valid student pass) or parent to get a complimentary ticket to enter for free.

Tickets could only be bought at the ticket booths at either City Hall or South Beach Development. The tickets were given out only when payment was made during the days of the event, and each ticket came with a SB2008 Guide (usual price of S$6) with all the information about the exhibitions and the artists.

The were items on sale such as limited edition Tote Bag costing S$6, flip-flops and limited edition tees designed exclusively by Club 21 for SB2008. Only cash payments were accepted.

Most of the fixed costs of the event were subsidized or fully paid through donations from sponsors, either from individuals or corporations. For example, the organisers saved a big sum of money through the sponsorship of volunteer t-shirts by Club 21.

2.4 Event Place, Physical Setting and Processes
There are 6 venues for the event. The art exhibitions are located at City Hall, Raffles City Shopping Centre, South Beach Development, Esplanade Bridge, Central Promontory Site and The Singapore Flyer. These places are easily accessible and are located within walking distance from each other. SB2008 has adopted the market penetration strategy through various modes of promotion as described above. There was also massive advertisement especially during the Formula 1 season, when tourist arrival was at its peak.

The physical setting was appropriate as it showcased the prominent locations, from the historic City Hall to the modernised Marina Bay area. They were carefully chosen to bring out the element of wonder in the artists’ works.

The ticketing process was simple; two ticketing booths at City Hall and South Beach Development each. There was no online pre-booking or sales, and tickets were distributed by the organisers themselves.

2.5 Integrated Marketing Communication
SB2008 used mainly informational objectives and marketing communication mediums such as advertisements, e-marketing, public relations and sales promotion to create awareness of the event.

SB2008 has been well advertised especially during the Formula 1 Race of the Singapore Grand Prix Season. The Singapore GP brochure had a section on SB2008 and the lanyard for the Singapore GP season also introduced SB2008. Both items were given out at the airport and city area mainly to the F1 fans and tourists. Outdoor advertising such as posters were put up all over orchard road, and at the main venues of the Biennale.

In e-marketing, SB2008 had its own official website which contains all the relevant information pertaining to the event. There was an online mailing list where interested parties could receive regular updates on the Biennale. An email link was also provided for the public to post any enquiries, along with telephone numbers of the organisers. To make a donation, particulars had to be given online to allow the organisers to contact them. In addition, there was a SB blog where the young could join the community and build a network in sharing and exchanging ideas and views on Art. There was also an on going discussion at the Facebook SB group. In the Singapore Tourism Board website, SB2008 was on the calendar of events where tourists could get all information pertaining to the event.

With regard to public relations, SB2008 held a press conference on 9th of September for international and local media, art professionals and government institutions.

SB2008 used a lot of sales promotions to attract visitors to the Biennale. Promotional discounts of 50% were given to senior citizens aged 60 and above, full time students with valid student pass and children above 3 years old. Discount rates are also given to those who purchase a Singapore Flyer ticket with the Biennale ticket. Other promotions targeted PAssion cardholders where they could enjoy 30% off the adult tickets and 20% off for McCafe customers who purchased a wonder cake or sandwich set. There was also a One for One Ticket Promotion which entitled a family member (child above 3 years of age or student with a valid student pass) or parent to get a complimentary ticket to enter for free.

2.6 Evaluation
On a whole, I feel that SB2008 has used the marketing mix to its advantage. All components of the marketing mix were followed closely.

Firstly, for events production, the organisers designed the Kids’ Biennale, a new concept to draw a new targeted age group; the primary school children. It was a successful form of product development catering to a significant number of participants of over 8000 students from 36 primary schools.

Next, the organisers made use of the four key elements in programming success. There was a definite core concept and complements between the art exhibits and the 6 different venues. Also, artistic director Fumio Nanjo selected suitable artists and their artworks to be showcased in the Biennale. The artists’ works had to be matched with a certain established criteria as well.

Thirdly, there was an attractive promotional package for the price of a Singapore Flyer ticket, the entry to Singapore Biennale and a Biennale Short Guide. The usual price for a single Singapore Flyer ticket is S$29.50, S$20.65 and S$23.60 for an adult, student and a senior citizen respectively. However, the pricing for the Singapore Biennale promotional package was S$21, S$20.65 and S$23.60 respectively when the S$10 Biennale Pass was presented.

Also, the organisers had a wide range of partners, sponsors and volunteers. They tapped onto the residential community for volunteers and donations to make the Biennale possible. They even encouraged volunteers from SB2006 to help out at this follow up event.

In addition, the entry fees were affordable, and there were discounts given to students, senior citizens, children, PAssion cardholders and McCafe customers. Other promotions targeted families (1-for-1 promotion). This attracted more visitors to the Biennale and greatly increased visitor arrivals. Other sources of revenue came from the sale of tees, Short Guide and other items exclusively for SB2008. By having Club 21 as a sponsor for the volunteer tees, a big sum of money was saved from the fixed costs.

Moreover, the event venues were strategically selected to house the artworks. The venues were located near public transports and at prominent landmarks, allowing visitors to access them without any trouble. The adoption of the market penetration strategy through aggressive marketing and promotion led to the increase in visitor arrivals.

Lastly, the marketing communication mediums used were very effective in creating awareness of SB2008 to the public, especially tourists. The advertisements were put up at the right period and place in order to gain attention from the public eye.

2.6.1 Suggestions
Among all the effective marketing mix strategies, I felt that there were some areas that the organising team could improve on.

To start with, there could have been more interesting event packages. For example, a package could include an attractive souvenir goodie bag with the Singapore Biennale Ticket and a Biennale Short Guide. The souvenir goodie bag could comprise of SB2008 exclusive items such as a cap, pen, bookmark or notebook.

In addition, the ticketing distribution could have been wider. There were only 2 ticket stations, one at City Hall and the other at South Beach Development, which resulted in long queues during peak hours. A suggestion is to use the internet as a distribution medium with on-line ticket sales. This would not only reduce the queue length, it could also facilitate the movement of the entrance queue as visitors could print out their receipts of the on-line ticket purchase and simple show it to the entrance in-charge to enter.

Also, parts of the process could be improved. In the City Hall venue, there were only a few toilets opened to the public, with only 3 or 4 cubicles each available. The cleanliness of the toilets could also have been improved and not all cubicles had toilet paper.