1. Introduction

The objective of the online portfolio is to identify how the various components of the event marketing mix had been adopted in Singapore Biennale 2008 (SB2008) and evaluate the effectiveness of the various components used to contribute towards the success of SB2008. In addition, the roles of SB2008 played to contribute to Singapore’s tourism economy are also highlighted in this portfolio.

1.1. Methodology of research includes

• Personal observations during Field trip
• Personal interview with staff
• Interactions with SB2008’s visitors
• Secondary resources ( Books and Internet)

1.2. Profile of Singapore Biennale 2008

Singapore Biennale 2008, an international contemporary mega visual arts exhibition, is organized by the National Arts Council Singapore, which was showcased from 11 September to 16 November 2008. The art exhibition was held at six locations- City Hall, South Beach Development, Esplanade Bridge, Central Promontory Site, Singapore Flyer and Raffles City Shopping Centre.

SB2008 returns two years after the successful launch of the first edition of Biennale in 2006. The objective of Singapore Biennale is to draw wide global attention from both local and international art communities, arts businesses as well as diverse art audiences to interact, collaborate and be engaged in the world of contemporary art. It is also committed to building new arts audiences and broadening participation through art education and outreach programme for schools.

Since SB2008 is an international event, Biennale is also launched in various countries and cities such as Australia (Sydney), South Korea (Gwangju), China (Shanghai) and Japan (Tokyo).