Information gathering through a field research as well as the internet had been undertaken for the purpose of investigating the degree of effectiveness which the organisers had employed the marketing mix in order to promote the Singapore Biennale 2008. This report will highlight and explain how each component of the marketing mix had been put into place by the event organisers and whether they have served their purpose efficently and effectively as well as suggestions to the areas which have been deemed ineffective.
The 2008 Singapore Biennale is the second event held in its edition by The Singapore National Council; the first in which was very successful and attracted more than 883,000 people to its premises and sparked off more than 1000 press articles placing Singapore on the international arts map. It features contemporary visual art from all around the world carefully selected by Art Director Fumio Nanjo and a team of curators. Fumio Nanjo also spearheaded the Singapore Biennale 2006.
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