INTRODUCTION

In recent years the Singapore Government has made effort to increase interest in and heighten awareness of the Arts Scene in Singapore through the organisation of various events. One such event was the Singapore Biennale, an art exhibition that collects the works of modern day artists all around the world.

The inaugural Singapore Biennale 2006 provided not only an international stage for Singaporean artists, it also provided opportunities for curators, art businesses, and helped to “facilitate exchange and collaborations for the global arts community” (Lee Suan Hiang, CEO, National Arts Council).

Having had great success from Singapore Biennale in 2006 with a massive 103 million audience count, and having received positive feedback from both media and public, Singapore Biennale 2008 was hosted.

This year’s Biennale boasts of 66 artists and a collection from more than 35 countries and regions. Contemporary art pieces showcased how various artists defined the theme ‘Wonder’.
The purpose of this blog is to evaluate and identify how the various components of the event marketing mix had been adopted, as well as the overall effectiveness of these components in contributing to its success and the Singapore tourism economy.

The reflections will be based on personal experience through a fieldtrip undertaken on 8 November, and online research.