I went to Singapore Arts Festival for my assignment. It is an annual arts festival held in Singapore. Organised by the National Arts Council, it is one of the most significant events in the regional arts scene. The festival, usually held in mid-year for a stretch of one month, incorporates theatre arts, dance, music and visual arts, among other possibilities. Besides local participants, approximately 70% of the events are put up by international artists.
The Festival remains the largest singular event in Singapore’s arts calendar, inviting artists from more than 20 countries, offering more than 500 activities attracting up to 700,000 attendances - a 4-week infusion of performances and events that inspire and capture the public imagination of the city.
Marketing Strategy of Singapore and Hong Kong
Places:Singapore ArtsFestival
Opening Venue: Marina Barrage
The atmosphere during night time is very peaceful. However, it is quite uninteresting since the place is surrounded by only water. So there is not much to do after the event ended. However, the visitors can enjoy taking pictures accompanied by the beautiful scenery surrounding the area. There is also a place where children or even, adults can enjoy playing with water. 
Hong Kong Arts Festival
Opening act was held at the 4th floor of the Hong Kong Cultural Centre. It is held in a grand concert hall which can seat 2,016 visitors. The layout of the hall is beautiful and is able to awe anyone who steps into it. The hall is also comfortable as it is air-conditioned. The cultural centre also has a novelty shop called Performing Arts Shop. The tourists or visitors can buy things ranging from CDs to music instruments. Both locations are easily accessible.
Product
The product is the festival itself. Both countries provided quality services to the services.
Promotion For Singapore
They have sales promotions during this event. They have offers and discounts to lure visitors.
For example, the arts festival members will receive;
- 15% discount on F&B and spa services
- Ticket holders receives 10% off on F&B services at Marina Mandarin Hotel.
Price
Due to the economic downturn, Singapore has lowered the price of the tickets. Some of the ticket cost only $20. This is a good move on the organiser’s part because this might attract the locals to go to the event. The prices of Hong Kong’s tickets are also reasonable. Although the venue of the event is grand, the ticket only costs;
- S$26 for Adults
- S$13 for Children
People
Programming
Overall, the programming of the event was well-organised and they managed to achieve their main purpose, which is to expose different forms of Arts to the different levels of the community. The same goes for Hong Kong. They organised quality programs and they had different performances from different countries as well.
Packaging
One of the event stakeholders are the sponsors. The major sponsors for this event are;
- VivoCity
- Lee Foundation
- Raffles City Shopping Centre
- Suntec City
- SMRT
- PUB
- Hong Leong Foundation
- Wingtai Asia
- Urban Redevelopment Authority.
For VivoCity, they provide the venue for the event and SMRT they provide transportation like shuttle services for the spectators and participants.
Another stakeholder is the media. Cast from Channel 5 and Okto can be found broadcasting the event. Advertisements on the event are also put up on Channel 5 as it is the official TV station.
Another stakeholder is the host organisation, National Arts Council (Singapore).
Another stakeholder is the participants and spectators. The participants of this event are the performers from France and Indonesians, for instance. During the opening ceremony, there were a lot of Singaporeans who went for the event although there were tourists. However, most of the spectators are Singaporeans.
Another stakeholders are those who work at the event either paid or voluntarily. They are called co-workers. They are the traffic marshals and ushers.
Another stakeholder is the host community who are the Singaporeans. Singapore is affected directly and indirectly from this event. There will be an increase in tourist’s rates because of this event. The tourists will stay even longer in Singapore and also gives the talents in Singapore a platform to showcase their expertise and abilities. On top of that, there will also be an increase in community participation. Through this event, the Singaporeans will better understand and be exposed to the different music and dances and culture from different countries.
Purpose of Arts Festival 
The main purpose of arts festival is to promote music, dance and theatre to the audiences of every level.
Not all Singaporeans are aware of the different arts that are available around the world. They stereotyped arts as just paintings. Therefore this event is to broaden their understanding on the concept of arts itself. This festival is also to expose the different forms of arts from different parts of the world.
For instance, the opening ceremony of this festival showcased performance on the mythological tale of the creation of the sun god, Hélios. French urban theatre extraordinaire La Compagnie Malabar brings to life the construction of the sun god at its zenith, with a spectacular procession of circus artists, performances, music and amazing pyrotechnic displays. There is also an Asian showcase. There are acts done by performers from Asia. For instance, there is a Saman Traditional Dance, which is performed by dancers from Aceh and there is a theatre play called Bapak Borek Anak Rintik’. It is a 60 minute play which focused on Malay culture gives exposure to local Malay talents. Thus, this festival aims to expose the different dance, acts and music from the different countries and the local and foreign talents.
Tourism Benefits
The host city of this event, which is Singapore, definitely earned tourism benefits during the course of this event. During the past years, this event draws tourists who are interested in arts and this year it will be no different. The event will make them stay in Singapore for a longer period. When they stay in Singapore longer, they will also visit other secondary attractions in Singapore. Therefore, hotels in Singapore will earn more revenue when the tourists stay for a longer period. Therefore, they will earn more, in terms of revenue. The airlines will also earn more when the tourists come into Singapore. Therefore, in conclusion, the events caused Singapore’s revenue to increase as the tourists who visit the event, stayed longer and spend more on local goods and services.
Conclusion
In conclusion, the event did not disappoint. It was my first time going to an arts event and I enjoyed every moment of it. The event was a complete success from my viewpoint and it definitely attracted a lot of visitors.
The Festival remains the largest singular event in Singapore’s arts calendar, inviting artists from more than 20 countries, offering more than 500 activities attracting up to 700,000 attendances - a 4-week infusion of performances and events that inspire and capture the public imagination of the city.
Marketing Strategy of Singapore and Hong Kong
Places:Singapore ArtsFestival
Opening Venue: Marina Barrage
The atmosphere during night time is very peaceful. However, it is quite uninteresting since the place is surrounded by only water. So there is not much to do after the event ended. However, the visitors can enjoy taking pictures accompanied by the beautiful scenery surrounding the area. There is also a place where children or even, adults can enjoy playing with water.
Hong Kong Arts Festival
Opening act was held at the 4th floor of the Hong Kong Cultural Centre. It is held in a grand concert hall which can seat 2,016 visitors. The layout of the hall is beautiful and is able to awe anyone who steps into it. The hall is also comfortable as it is air-conditioned. The cultural centre also has a novelty shop called Performing Arts Shop. The tourists or visitors can buy things ranging from CDs to music instruments. Both locations are easily accessible.
Product
The product is the festival itself. Both countries provided quality services to the services.
Promotion For Singapore
They have sales promotions during this event. They have offers and discounts to lure visitors.
For example, the arts festival members will receive;
- 15% discount on F&B and spa services
- Ticket holders receives 10% off on F&B services at Marina Mandarin Hotel.
This will encourage tourists to stay in Singapore for a longer period. Both members and ticket holders receive a privilege card from Heeren. Hong Kong also has sales discounts. For instance, they have a “Buy Now, Pay Later” promotion with the use of Hong Kong Festival Master Card. However, this might not be effective because not everyone have a Master Card or even intend to have one. In terms of advertising, Singapore has put in quite an effort. They advertise arts festival through banners, internet and the media like Channel 5. The same goes for Hong Kong. They advertise arts festival through internet and magazines.
Partnerships:
For Singapore, their main sponsors are;
- VivoCity
- Lee Foundation
- Raffles City Shopping Centre
- Suntec City
- SMRT
- PUB
- Hong Leong Foundation
- Wingtai Asia
- Urban Redevelopment Authority.
SMRT can provide shuttle services to ferry the visitors to the event, which will have a positive impact on the event.
As for Hong Kong, their partners are;
- BNP Paribas
- CITIC Pacific Ltd
- Credit Suisse
- Hopewell Holdings Ltd
- JPMorgan Chase Bank N.A.
- Lufthansa German Airlines
- Morgan Stanley
- Sino Group
- South China Morning Post Publishers Ltd
- STAR Group Ltd
- Sun Hung Kai Properties Ltd
- Muse Magazine.
Partnerships:
For Singapore, their main sponsors are;
- VivoCity
- Lee Foundation
- Raffles City Shopping Centre
- Suntec City
- SMRT
- PUB
- Hong Leong Foundation
- Wingtai Asia
- Urban Redevelopment Authority.
SMRT can provide shuttle services to ferry the visitors to the event, which will have a positive impact on the event.
As for Hong Kong, their partners are;
- BNP Paribas
- CITIC Pacific Ltd
- Credit Suisse
- Hopewell Holdings Ltd
- JPMorgan Chase Bank N.A.
- Lufthansa German Airlines
- Morgan Stanley
- Sino Group
- South China Morning Post Publishers Ltd
- STAR Group Ltd
- Sun Hung Kai Properties Ltd
- Muse Magazine.
Credit Suisse provides fresh new talents and artists which will give the event a breath of fresh air.
Price
Due to the economic downturn, Singapore has lowered the price of the tickets. Some of the ticket cost only $20. This is a good move on the organiser’s part because this might attract the locals to go to the event. The prices of Hong Kong’s tickets are also reasonable. Although the venue of the event is grand, the ticket only costs;
- S$26 for Adults
- S$13 for Children
People
In Singapore, the cast put up an amazing act. They awed the crowd with their incredible talents and they did not disappoint. However, the audience was quite rowdy and rude. They did not appreciate the performance and gave half-hearted applauses to the performers. Some of them were busy with their own things, like taking pictures of themselves. The traffic marshals were very friendly and fun. They did their best to control the crowd and make their experience an enjoyable one.
As for Hong Kong, the artists and performers were provided by Credit Suisse. They brought in new talents and this gave their performances a breath of fresh air.
Programming
Overall, the programming of the event was well-organised and they managed to achieve their main purpose, which is to expose different forms of Arts to the different levels of the community. The same goes for Hong Kong. They organised quality programs and they had different performances from different countries as well.
Packaging
The packaging strategy of Singapore is bringing renowned brands are brought in to entice the visitors. Names such as Raffles City Shopping Centre, VivoCity and PSB Academy are quite well-known to tourists and locals. As for Hong Kong, they also used popular brands either foreign or local. For example, they are, Muse Magazine and Lufthansa German Airlines.
Stakeholders
Stakeholders
One of the event stakeholders are the sponsors. The major sponsors for this event are;
- VivoCity
- Lee Foundation
- Raffles City Shopping Centre
- Suntec City
- SMRT
- PUB
- Hong Leong Foundation
- Wingtai Asia
- Urban Redevelopment Authority.
For VivoCity, they provide the venue for the event and SMRT they provide transportation like shuttle services for the spectators and participants.
Another stakeholder is the media. Cast from Channel 5 and Okto can be found broadcasting the event. Advertisements on the event are also put up on Channel 5 as it is the official TV station.
Another stakeholder is the host organisation, National Arts Council (Singapore).
Another stakeholder is the participants and spectators. The participants of this event are the performers from France and Indonesians, for instance. During the opening ceremony, there were a lot of Singaporeans who went for the event although there were tourists. However, most of the spectators are Singaporeans.
Another stakeholders are those who work at the event either paid or voluntarily. They are called co-workers. They are the traffic marshals and ushers.
Another stakeholder is the host community who are the Singaporeans. Singapore is affected directly and indirectly from this event. There will be an increase in tourist’s rates because of this event. The tourists will stay even longer in Singapore and also gives the talents in Singapore a platform to showcase their expertise and abilities. On top of that, there will also be an increase in community participation. Through this event, the Singaporeans will better understand and be exposed to the different music and dances and culture from different countries.
Purpose of Arts Festival
The main purpose of arts festival is to promote music, dance and theatre to the audiences of every level.
Not all Singaporeans are aware of the different arts that are available around the world. They stereotyped arts as just paintings. Therefore this event is to broaden their understanding on the concept of arts itself. This festival is also to expose the different forms of arts from different parts of the world.
For instance, the opening ceremony of this festival showcased performance on the mythological tale of the creation of the sun god, Hélios. French urban theatre extraordinaire La Compagnie Malabar brings to life the construction of the sun god at its zenith, with a spectacular procession of circus artists, performances, music and amazing pyrotechnic displays. There is also an Asian showcase. There are acts done by performers from Asia. For instance, there is a Saman Traditional Dance, which is performed by dancers from Aceh and there is a theatre play called Bapak Borek Anak Rintik’. It is a 60 minute play which focused on Malay culture gives exposure to local Malay talents. Thus, this festival aims to expose the different dance, acts and music from the different countries and the local and foreign talents.
Tourism Benefits
The host city of this event, which is Singapore, definitely earned tourism benefits during the course of this event. During the past years, this event draws tourists who are interested in arts and this year it will be no different. The event will make them stay in Singapore for a longer period. When they stay in Singapore longer, they will also visit other secondary attractions in Singapore. Therefore, hotels in Singapore will earn more revenue when the tourists stay for a longer period. Therefore, they will earn more, in terms of revenue. The airlines will also earn more when the tourists come into Singapore. Therefore, in conclusion, the events caused Singapore’s revenue to increase as the tourists who visit the event, stayed longer and spend more on local goods and services.
Conclusion
In conclusion, the event did not disappoint. It was my first time going to an arts event and I enjoyed every moment of it. The event was a complete success from my viewpoint and it definitely attracted a lot of visitors.