INTRODUCTION
The objective of this field trip is to understand the various ways of marketing an event to the targeted audience through the marketing mix. Through experiencing an actual event, it would allow me to evaluate the effectiveness of the methods used to contributing to the success of the event.
Besides visiting the actual event, research has been done through surfing the Singapore Biennale 2008 official website and its related web pages. The Singapore Biennale 2008 guide book is also used as reference.
Lasting over a period of nearly two months, from 11 September to 16 November 2008, this event has attracted many visitors, whether foreigners or locals, adults or children, to both indoor and outdoor exhibitions at Singapore’s iconic landmarks. Not only does it provide a platform for artists to showcase their works, it allows Singapore to promote herself as a state-of-art country and thus facilitates exchange and collaborations for the global arts community. Having received a successful response in year 2006, National Arts Council Singapore (NAC) presents one of the largest showcases of contemporary art in the world by renowned visual artist, Singapore Biennale 2008, Wonder.
The first edition of Singapore Biennale was held in year 2006, with the theme Belief. The event displayed works of 95 artists and art collectives showing 195 artworks at 19 venues, which examined the ways in which people’s belief are. These artworks brought visitors amounting to 883,000.
Singapore Biennale 2008 has artworks which feature 50 renowned international and local artists. These art pieces were displayed in several places, varying from our historic site, City Hall to our futuristic Marina Bay. These venues were specially selected in order to bring out the element of wonder in the artists’ work with effectiveness.
This exhibition allows not only adults to showcase their wonderful pieces of artwork, but also enables little artists a platform to develop their artistic talent. A Kids’ Biennale was specially created, and art and education outreach program were designed to cultivate the young artistic minds.