P6. Partnership

Next important factor is partnership; this includes the sponsors as well. They share a common vision and relationship marketing is able to take place with the residents where the event is staged. The main sponsors of Singapore Biennale 2008 are NOL, URA, Marina Bay Singapore, City Developments Limited, Dubai World, EladGroup and Jet Airways; among many other preferred sponsors and normal sponsors.

It has definitely cost them a lot of money to sponsor this event, but the benefits that they reap from it are well enough. The publicity that Singapore Biennale gets, the support of Singapore Tourism Board, and overseas exposure of the event has reflected all the names of the sponsors. It has not just reached the locals, but foreigners as well. In the long run, if any of these companies want to venture overseas, people will look at their company name and say “Oh, aren’t you one of the sponsors of Singapore Biennale 2008? That event was such a great success!”

Together with the key players from various industries, they all share the same common goal of capturing the attention of tourists and art lovers. Business opportunities will slowly open up for them, companies will be glad to have them working together because the perception that Biennale is a success will mean that these companies are experienced. This area, I could say, is very successful.