Partnership Mix

SB2008 involves in several partnership with various corporations and associations.

Many include main sponsors – Marina Bay Singapore, Urban redevelopment Authority and Jet Airways, preferred sponsors such as Singapore Tourism Board. Other partners such as venue partners – Raffles City and Singapore Flyer, community partner  – People’s Association and Government Supporters – Singapore Land Authority.

1. Example – Sponsorship partners

Sponsors are companies that provide funds or services, in return for publicity, branding and marketing.

1.1. Jet Airways

Kids’ Biennale, an art educational outreach programme for schools, partners Jet Airways in terms of sponsorship. Thus, Jet Airways provided free tickets worth of $4000 as the prizes for Public Lucky Draw and Windmill-Making Contest , in return for a strategic integrated marketing and branding campaign for itself.

1.2. Club 21

Source: http://www.singaporebiennale.org/blog/?p=730

Club 21, another main sponsor of SB2008, collaborates with SB2008 by and launches a small art exhibition, in conjunction with SB2008’s theme. The art exhibition was launched in the Central Promontory Site, showcasing contemporary T-Shirt design, in addition, selling specially designed ” Official Biennale T-shirts” to the public.

In this way, SB2008 benefits by having Club 21 as an exhibitor, and Club 21 could get to advertise their brand for free by designing the official Biennale tee shirt with their company logo on it.

Evaluation

Source: jetemployment.com/jet-airways-fas/

As SB2008 aims to build new art audience and broadens art participation, Partnership Mix is deemed to be effective when it comes to making the packages more attractive, for example, by using Jet Airway tickets as the top prizes for competitions. It is an effective way of stimulating a higher level of participation.

Why effective to stimulate a higher level of participation?

Jet airways is a recognized brand for India’s finest international airlines and since it is the main sponsor for Kids’ Biennale, it shows people quality and credibility. Jet airways could also take this opportunity to gain recognition as well as integrating brand positioning. Thus, this form of partnership shows an ideal win-win situation.