1. Introduction

Objective
The objective of this report is to identify how the various components of the event marketing mix had been adopted in the event ‘Singapore Biennale 2008’ which I have visited and to evaluate how effective these components had been used to contribute towards the success of this particular event. The second purpose is to consider the role of this event to Singapore and its value to the tourism economy. This was carried out by having a visit to the event and taking note of the various aspects of the marketing mix that were being used by the event for evaluation.

Profile/Background
Singapore Biennale 2008 is Singapore’s largest international contemporary visual arts exhibition. It was held during the period of 11th September to 16th November 2008. This is also the second edition of the Biennale since the previous edition which was also held locally in 2006.

Organized by the National Arts Council, the main purpose of the event was to position Singapore on the international stage in the area of visual arts. It was also meant to provide a chance for Singapore to interact with the international art world since the artists participating in the event are either based regionally or internationally. It also serves as an opportunity for local virtual artists and arts businesses to explore contemporary arts. In addition, it also encourages engagement between the general public with the arts. Therefore, enhances Singapore’s international image as a vibrant city to live, work and play.