2.5 Partnerships

To achieve marketing objectives, sometimes individual effort is not enough. Therefore, events tend to approach other organisations with the same objectives to do joint marketing so that the effect is greater and benefits both organisations.

An obvious example in the Singapore Biennale 2008 is the partnership with Singapore Flyer for use for its venue to place exhibits. In turn, the Singapore Biennale helps to promote Singapore Flyer to its visitors which will talked about more under pricing of the marketing mix. Other similiar partnerships include the People's Association and McCafe promotion as seen below. In this case, McCafe 'borrows' the Singapore Biennale 2008 theme of 'wonder' to promote their 'wonder cake set' and 'wonder sandwich set'. The Singapore Biennale in turn gets publicity from those who frequent McCafe. They are also more motivated to visit the Singapore Biennale because of the additional discount they receive from patronising McCafe. Both organisations did a joint marketing so that they may benefit from the partnership which is promotion of the new set meal for McCafe and to increase arrivals for the Singapore Biennale 2008.




Another important partnership is the Art Compass 2008 which includes marketing along with other art exhibitions in Sydney in Australia, Gwangju and Shanghai in China and Yokohama in Japan. The official media partner of Art Compass 2008 being Art Asia Pacific Magazine. This not only promotes the SB2008 in Singapore but also around Asia Pacific. They also collaborated with Tradewinds making them the offical travel partner for SB2008. Tradewinds benefits from the partnership by selling tours to the public to the various Biennales happening in the period of time.