Conclusion

In conclusion, the adopted marketing mix and the tourism roles that the Singapore Biennale has taken on are efficient and effective. A major event as such would either cause the image of the country to soar if well-organised, or otherwise, destroyed if poorly-planned. However, statistics have shown the visitor rates are comparable to that of Biennale 2006 for the same duration, despite last Biennale having more exhibitions and venues.

Click here for more information on the statistics.

In my opinion, the 2P’s that have attributed the most to the success of the Biennale are “Product” and “Promotion”. Without the core product, the event would still result in nothing despite great promotions offered. But that does not make “Promotion” the most critical P, for without a solid product, no amount of promotional efforts will make it work too.

The tourism roles that have played the greatest part in promoting this event and making it a bang would be ‘Place Marketing” and “Animator”. The impact of a successful event is so great, that it would leave a lasting impression on others and best of all, free promotional means- word of mouth. Investments would soon start rolling in, contributing to the economical value of Singapore. As for “Animator”, it is wise of the organisers to make the arts exhibition a once-in-two-years event, increasing the likelihood of visitors returning for the next Biennale as well as reducing the odds that visitors may get tired of it.

All in all, the Singapore Biennale 2008 was a great job done, with many more looking forward to the 2010 Biennale.