INDIVIDUAL FIELD TRIP REFLECTION - SINGAPORE BIENNALE 2008
- Introduction
The objective of this report is to develop a better understanding of how the role of the marketing mix is being employed. Further more we will look into how these marketing mix contributes to the success of the event and the achievement of the event’s objectives. Lastly we will go in depth into the event’s contribution to the tourism and economic sector of the country.
The methology of research is by browsing through book references from the tp library and the TAS library. Other than that, online resources are also used to cross reference the information. Some examples of search engines used are yahoo and google. We also refer to the free copies of the Singapore biennale guide and the Singapore Biennale review articles that was given to us when we visited the event on November 7, 2008.
The Singapore biennale 2008 is a premier contemporary visual arts event that is held from 11th September to 16th November in City hall, Marina Bay and South Beach development.. It features a total of more than 50 artists and their collection from over 36 countries and regions which includes Singapore. It displays different type of contemporary arts ranging from sculptures, paintings, installations, new media, performances, photography, film and video, sound, murals and furniture design. The Singapore biennale 2008 is a follow up event of the Singapore biennale 2006 which has been successfully held with positive feedback from the media and the art critics. The theme for this year is wonder. Through this contemporary mega art exhibition, visitors’ curiosity will be aroused and will be challenged to reach beyond the surface to look into things with different perspective.
- Evaluation of the effective marketing mix
1. Product
Product would include all the features that make up the Singapore biennale 2008 event.
The products that are being offered in the Singapore Biennale 2008, are art collectives that have been designed by 66 local and foreign artists from more than 35 countries or region. Among the 66 artists, there are a majority that are established and emerging artists and has extraordinary artistic background. Thus they have the capability to produce sharp and amazing art pieces display excellent Asian and international art practices. Some of these art collectives will include contemporary paintings, installations, interactive electronic media and sculptures etc. The following are some pictures that had been taken during the exploration in the event.
Please refer to Appendix 1- picures
Product also includes the sale of the limited edition SB2008 collectibles which are available at Singapore biennale event at city hall and south beach. Visitors can purchase the short informational guide about biennale at $6 and a limited edition tote bag at $6 too. Books authored by Nicholas de oliveria and Nicola Oxley which feature the work of one of the artists in Biennale, Hans Op de Beeck, are at $28 and $128. Limited edition t-shirts designed by club 21 can also be purchased. Other than that, the event includes interactive bonding sessions known as encounters, which helps to provide many opportunities for social interaction and allows maximum participation in the activities in the events. In this way, it will help shape a positive experience in the event and helps to enhance the product in one way or another.
The standard of service was quite good. The staffs were smiling and brimming with life although we visited at the last hours of the opening hours. The Singapore Biennale 2006 which has been deemed successful, has help to the event to gain reputation and at the same time, reach out to more art lovers. With quality product through this experience, I believe the event is able to meet the needs of the world's top art galleries and international art enthusiasts.
However, I think that there is still a little room for improvement. There is limited signage around to guide us when we went for the city hall exhibition. Lastly, the staircase in the city hall building is quite steep and small-step .I think it is quite precarious and inconvenient for the elderly or those who need special services.
2. Place
Place would specially mean the physical location of the exhibition. The Singapore Biennale 2008 is located on significant grounds which are in marina bay, city hall and South beach. All have been chosen as they are within walking distances and this can bring out the essence of the artworks as the visitors can easily visit the 3 places at one go . City hall has been chosen as it is one of the main site for the Singapore biennale 2006. Marina bay is chosen for its strategic location as it connects Singapore Flyer to the Central Promontory Site. Lastly South beach is chosen for their unique colonial building that blends well with the building of city hall. The event’s site map is also provided on its official website to help online visitors visualize the venue of the event and this help to guide the visitors to the destination and ease any confusion about the location.
Please refer to Appendix 2- Site map.
Those ideal locations helps to facilitate the movement of the visitors and make the experience a memorable one as it would be a hassle to travel to a remote area to view the artistic works. Not only that, It will help the event to achieve the objective of good reputation because a good location will result in good feedback by the visitors which would ultimately reflect good planning by the organizers.
3. Partnerships
It actually refers to stakeholders or cooperations of professionals responsible for producing the event. Singapore biennale 2008 establish strategic alliance with many organizations.
Please refer to Appendix 3-Partners.
By cooperating with government agencies, media, shopping complex, community, educational institutes and other organizations, it will help to facilitate the exchanging of information to meet the needs and wants of the tourism customer. Marketing efforts can be less extensive as the partners will share the cost of marketing. Taking the partnership with Raffles city shopping centre, both the Singapore biennale 2008 and the event feature each other’s name and logo on their website. In this way, both will benefit as it help to increase awareness of their brand name through this partnership.
Another example is the partnership with the arts bug workshop. The Singapore Biennale 2008 event has placed a secondary emphasis on kids’ contemporary art and therefore the art bug workshop will help to provide the necessary information on how to organize “encounters” effectively. “Encounters” are actually workshops that are varied out in the event. On the other hand, the art bug workshop hopes that the kids will cultivate deeper engagement with contemporary arts through the event and thus be involved in their workshops. In this way, the partnership would help both to bring their message across to a larger mass of audience.
Another form of partnerships is sponsorship. Organizations would like to establish cooperation with the Singapore biennale 2008 due to 100000000 estimated audience reach of internationals and locals and 10 weeks worth of public exposure and branding opportunity. The event would then benefit from the amount of money collected from sponsorship to finance the event. The different attractive sponsorship packages help to attract many organizations or even events to participate.
Overall, I think Singapore biennale 2008 has did a great job in the selection of the companies and the designing of the sponsorship packages. The presence of the organizations has help to make the Singapore Biennale 2008 successful by providing it with different means of support that the event rendered to be useful.
4. Promotion
It is the marketing activities and communications to the public to create or increase awareness of the event. Singapore biennale 2008 has engaged in sales promotion. It offers a one for one ticket promotion provided that you visit the event with a member of your family and he or she would get free admission to the event. Other that this sale promotion, visitors of the biennale event 2008 can enjoy exclusive offers at selected retail and food and beverage outlets upon presentation of the tickets. Visitors can also enjoy promotions at the Singapore flyer where a Singapore flight ticket charge is only at $21 for an adult ticket. Furthermore, passion cards holder can enjoy a 30% discount per adult ticket
Merchandising has also been practiced as the event also offers “Limited Edition SB2008 Collectibles” for sale. All the collectibles carries the name of the event and it helps to promote the event and create awareness of the event when one brings them out.
Singapore biennale 2008 also engages in public relations. Arts and media professionals can easily make their way to the event as the Singapore biennale 2008 makes available entries for them to attend the event. They will just need to submit a professional or media accreditation to verify their identity and with this submission, these professionals will enjoy a fully guided tour. A list of favorable news release has been written and displayed on the Singapore biennale website. There are also websites that help to report on the Singapore biennale 2008 like the online CNA news and on the NAC website.
Please refer to Appendix 4- NAC and CNA.
These online articles help to create a positive impression about the event as the media writes about the grand opening ceremony, interesting interviews and the largest indoor installations in exhibitions.Other than that, the straits times Singapore also help to report the event.
Please refer to Appendix 5- strait times
The Singapore biennale 2008 also engaged in advertising. It is featured in the bi-monthly arts magazine which will be distributed worldwide. This Asian contemporary arts and culture magazine would help to serve as a platform to distribute information and raise awareness about this event. Furthermore, it will enhance the reader’s understanding of contemporary arts.
Please refer to Appendix 6-magazine
By designing posters on the Singapore biennale 2008, it helps to inform the visitors about the presence of the event and its detail.
Please refer to Appendix 7- biennale poster
Informational kits such as the biennale guide 2008 and the Singapore biennale website has help to the event to gain publicity as they help to convey the information of the event to the public. The event also makes use of an official blog for the community to discuss about contemporary art visual arts. As there is an increasing trend of people using blog to share their views and experiences, blogging is another way of connecting groups of people and bringing them together. By developing relationship with local and international tourism centers, associations and welcome centers like the Singapore tourism board, British council, embassy of Spain Singapore, Asian contemporary arts and culture etc, it has help to facilitate information sharing. Thus the visitors will be motivated to go for the event through the virtual experience depicted by the marketing efforts.
I think Singapore biennale has done a good job in promoting its brand name to the public. However, I think that the event should engage in a more extensive advertising. It can make use of the television and newspaper to advertise on their event and reach out to more people.. Affiliate marketing should also be done with more organizations as it will help to contribute to the effectiveness of the boosting of brand image.
Please refer to Appendix 8-one example of affiliate marketing.
5. Programming
Programming refers to the specific activities and its elements of quality that are included in it. Other than having mere exhibitions of the pieces of contemporary arts, Singapore biennale 2008 hopes to target on a larger community by organizing “encounters.” These encounters are actually bonding sessions which will include dialogue sessions with the curatorial team, artists’ talks, workshops and master classes etc. This interactive session will get the interested public to better cultivate a deeper understanding of the arts pieces. This event will ultimately attract those that find normal exhibition a bore but still has a slight interest in contemporary arts.
Singapore biennale 2008 would like to broaden the education and outreach programme by including a 1 hour school tour, peer-led guiding programme, wide open wonder (wow)trail, teacher’s preview tour, guided tours for private groups, artist talks, biennale race 2008, wanderlust and conference etc. Singapore biennale 2008 also like to zoom their target market on kids and therefore it develop the kids biennale. This biennale is mainly for the kids that are aged from 7 to 12. This event will help to educate the primary school students on art education and help to relate what they have learnt to the best of international contemporary art. These activities help to enrich the contemporary arts experience as they help to intrigue the interest of the young community. With interesting programmes lined up for the targeted community, the event will be livened up and help to bring the destination to life.
In conclusion, I think the programmes are interesting but I think they should extend their sessions or have more sessions for the guided and short tours as there are only guided tours at 2 timings on weekends only. Have more hands-on session so that more participation can be involved. One example can be teaching the public how to make a contemporary arts sculpture.
6. People
They will include the service providers in the Singapore biennale 2008 which will range from cast, audience, hosts to guests. The staffs at the event possess a positive and friendly attitude. When we reached there at the last hours of the opening hours, the staff at the ticketing booth greeted us with a smile and reminded us that the closing hour is at 8p.m. They also help us to take photos and volunteer to bring us to the next available room. They have a neat appearance and well-articulated verbiage. We did not manage to ask them questions and thus could not access their degree of training on the knowledge of the art pieces.
The target audiences are the students, working professionals, senior citizens, children and community with special needs. Government institutions, international and local artists and arts professionals, International and local arts related media and tourists are also part of the target audiences. The artists that produce the marvelous and awe-inspiring artworks are renowned artists that come from Asia, Middle East, Europe and the Americas. The organizer, National arts council has been supportive and has the capability and resources to organize the event. To develop the city into a unique and artistic one, NAC hopes to promote the appreciation of the arts among Singaporeans. The art director, Fumio Nanjo is very experienced, capable and is well-reputated for the success of the past biennale event. The curators are youthful and internationally recognized for their achievements. They are Joselina Cruz and Matthew Ngui. The partners and sponsors are also large organizations that have the capability to support the event. With a strong committee of people and audiences, the event would be able to meet or even exceed its objectives.
I think that the staffs were friendly but not attentive enough. As we visit the event during the last hour of closing, they were restless and were playing among themselves. But after they realized our presence, they immediately orientate us in the rooms and introduce the art pieces. Other than that, I am quite impressed by their service.
7. Packaging and Distribution
7.1 Packaging
It would mean a group or combination of travel products being put together to sell to the visitors. The Singapore biennale 2008 has work with the Singapore flyer and has come out with exclusive offers. Upon presentation of the admission ticket of the Singapore biennale 2008, visitors can top up for a Singapore flight ticket. The price will be $21 per adult ticket, $20.65 per child or student ticket and $23.60 per senior citizen. Other than that, discounts are offered when visitors visit the retail and food and beverage outlets at the Singapore flyer. Singapore biennale 2008 and the Mc café has also come out with a special offer where Mc café customers can enjoy 20% discount off a adult ticket.
Customers can visit the Singapore biennale 2008 or other participating biennales by making travel bookings through accessing the Arts compass website. They can chose to visit their choice of biennale or even travel to five major biennales in the Asia-Pacific region within one and a half weeks! This is can be done so due to the cooperation of the Singapore biennale 2008, The Arts Compass 2008, and Trade winds tour and travel booking.
I think that Singapore Biennale have to improve their packaging element in the marketing mix. They should work with more destinations in Singapore like the esplanade to promote Singapore as an arts hub. Offer discounts off a ticket of the Esplanade iTours to further promote esplanade as the Singapore premier arts centre. As a premier arts centre, Singapore biennale 2008 will definitely benefit from high exposure to the public when their brand name is featured on the esplanade’s website.
7.2 Distribution
Other than that, the sale of tickets is available at any of the Singapore biennale’s ticketing booth in city hall and South beach development. Other than that, Customers can book a travel package to Singapore which includes tickets to the Singapore biennale 2008 or book travel packages to the 5 biennales at the same time which include the tickets from the 5 biennales from the Singapore biennale website. On the site itself, customer will access to the arts compass website where the travel booking can be made. This is due to the cooperation of the Singapore Biennale 2008, The Arts Compass 2008 and Trade Winds travel and tour bookings. The distribution methods of the tickets will help to channel information to a larger number of people. Thus, image of the Singapore biennale 2008 will be enhanced.
To further maximize the opportunity for the purchase of tickets, I would recommend that Singapore Biennale 2008 to have more ticketing booths other than the city hall and south beach development’s booths. A ticketing agency can also be hired to help to widen the distribution network. One example will be SISTIC. Lastly, the event should also consider having online reservations to save any inconveniences.
8. Price
Price would include the amount the customer pay for the event which includes the price of the event and the amount that the consumer is prepared to pay or expects to pay. In this event, visitors have to pay a single entry admission of $10 and it is an one-time entry for one person only to City Hall and South Beach Development. The ticket can be used from 11 September to 16 November 2008.
A promotional price is also offered to full time students, senior citizens aged 60 years and above and children above 3 years old can enjoy 50% discount off admission Fee. Each single entry pass comes with a short guide worth $6.Visitors can also enjoy price reduction at the Singapore flyer where a Singapore flight ticket charge is only at $21 for an adult ticket. Furthermore, passion cards holder can enjoy a 30% discount per adult ticket and mc café customers can enjoy 20% discount off a adult ticket. Visitors of the biennale event 2008 can also enjoy exclusive offers at selected retail and food and beverage outlets upon presentation of the tickets.
The convenience of the location of exhibitions at city hall, south beach development and marina bay has help to reduce the travelling expenses. Further more, the 3 locations are also within walking distance. Cost of travelling is reduced if one wants to visit all 3 exhibition at one go. This help cut down the amount that the customer needs to pay for the overall experience at Singapore biennale 2008. Other than that, the thing that shapes up how much the consumer expects to pay or wants to pay is the impression that the event has created for the customers. This would include word of mouth, marketing and advertising efforts and other factors.
Different people has different needs and wants, thus we cannot compare the price element among individuals. For example, I am a tertiary student and I am willing to pay $5 because of my project needs and my financial stability. This may not apply to another student which is not willing to pay $5 due to the fact that he does not need and does not want to do so.
- Discuss the tourism roles and economic value of the festival/ event
The event has played the role of an animaton as it has encouraged first and repeat visits to the event and to the Singapore flyer. Since the success of the Singapore biennale 2006, its profile has been raised and has gained international prestige. This has thus attracted numerous repeat visits as the visitors look forward to a more well planned and organized Biennale 2008. Other than that, its extensive marketing plans have also attracted new foreign visitors and also local residents to visit the event. The following increase in number of visitors can be proven by an article which shows an encouraging attendance at the Singapore Biennale 2008 at the end of September. Dr Lee Boon Yang, the minister for Information, Communication and Arts, had also said that the 20 thousand visitors attracted to the three exhibition venues is an encouraging sign. This number obtained is comparable to the Singapore Biennale 2006 although there are fewer exhibitions in 2008.
Please refer to Appendix 9- Attendance at Biennale.
The event also played the role of an image maker. With diversification, Singapore is not only a business or sports and wellness hub. It is also being promoted as a visual arts hub with other arts events like the Singapore art show and other prestigious art shows etc. With this Singapore biennale 2008, it has help to further enhance Singapore position as a global city of fine arts. As an image maker, the event has helped to enhance Singapore’s theme as a city of arts and this success of event has helped to combat any negative imagery. This is proven by the positive extensive media coverage which has helped to increased awareness of the Singapore Biennale event and Singapore. The media exposure has help to display the capability and efficiency of the country and help to strengthen Singapore as an arts hub. Please refer to Appendix media coverage.
The event also played the role of a place marketing as it helps to create positive images by the extensive media coverage and strategic marketing strategy.
Please refer to Appendix 10- other media coverage
The artists that are invited to exhibit their artworks are from all over the countries. Different countries have different style of arts. Thus it helps to create an opportunity to promote and facilitate the exchange of arts and culture among artists from respective countries. Not only does the artists benefit from the arts cultural exchange, the public can also be educated about the arts culture through artists talks and guided tours. Successful arts education will help to enhance one’s quality of life as the latter will then better understand “arts” and continue to pursue its interest of quality art in the future. In this way, arts exhibitions that are organized in the future would very much be welcomed. The event has aimed to attract local masses and community which includes students, working professionals, senior citizens, children and community with special needs. By offering programmes like the kids biennales, talks, workshops or even discounted prices, this help to effectively attract them to come to visit the event.
Other than some of the economic values that come hand in hand with the tourism roles, there are also other economic values like the opening of art businesses and also the increase in job employment for interns. This has help to indirectly boost the economy in the long run.
Please refer to Appendix 11- Interns and Business
The event has placed an important tourism role and has also contributed to Singapore’s economy in one way or other.
- Conclusion
In conclusion, I think the Singapore biennale 2008 has been a successful event with good implementation of the 8p’s. I was amazed by the impressive arts exhibition as I had expected the exhibition to be a boring one. But my impression changes totally after the experience there.
With sharp and exquisite art pieces as quality product, the event also includes many other elements that further enhance the product. They offer opportunities for social interaction and consumer participation though “encounters”, uphold a prestigious brand image from Singapore Biennale 2006 and provide commendable service by staff. Having a strategic location at city hall, south beach development and marina bay, it helps to ease transportation and allows more visitors to visit more easily. The multiple channels of distribution through websites, travel agency, ticketing booth at city hall and south beach has help to facilitate buying of tickets. The event also employs many marketing strategies like sales promotion, merchandising, public relations and advertising to raise publicity. A good programme like interactive sessions, education and outreach programmes and kids events also help to complete a customer experience in the event. The organizations that are selected for partnerships are selected enjoy good reputation and have the means to support or help the event to run smoothly. In this way, customer base will be broadened as messages could be brought across easily. The staffs are friendly, and the artists that produce the work and the stakeholders responsible for producing the event are competent and capable. Packaging and promotion comes hand in hand together and helps to attract customers to purchase the tickets.
Overall, I believe the success in the 8 p’s will contribute in shaping the event’s international image and tourism attractiveness.
When we move from one end to another end of the installation, the figures seem to be moving. It is so amazing as it seems to be moving away from us, and at the same time, it seems that it is moving towards us.
It shows black and white moving pictures featuring a group of people waiting at the bus stop helplessly in a cold day. Gradually, the people begain to interact with one another and form bonds. It is so heartwarming to see that.
This parks-themed wardrobe just looks so lovely and unique!
The art pieces that are designed by the kids are indeed extraordinary. They make use of different bright and contrasting colours that blend well together to bring out the essence of art piece.
The artist make use of 10000 of these plants in a space over 100 square metres.When viewed at 2 different points, the artworks actually reveal 2 different colour( one is black and white, while the other is colourful). It is trying to show different perspective in real life.
Trapped inside with the maggots sculptures, the art piece is trying to induce discomfit and gross fascination in the visitors.
We enjoyed ourselves walking around the Biennale 2008. All the artworks are so special in their own way!
The website helps to feature the Singapore biennale 2008 as one of its news article. As most of the readers in the NAC website are usually art lovers or those that are interested in art, the website will serve as a platform for the event to reach out to its target market which are the passionate art lovers.
Channelnewsasia helps the Singapore Biennale 2008 to attract a broad base of audience to read its news and these will in turn help to increase reputation and awareness.
5.2 Strait times, Number 1 newspaper in Singapore
The Strait times, being the number 1 newspaper in Singapore, is an effective channel in publishing positive news about the Singapore Biennale 2008. There will be an increase in awareness as a result.
The magazine is one way of advertising used by the Singapore Biennale 2008. Being featured on the cover page, it hopes to be able to capture the attention of more readers.
Having different colours of the poster helps to potray the Biennale 2008 as a lively and interesting event that one must visit. It is also one way of reaching out to the audience.
This is one wat of affliate marketing where the Biennale event is being listed on another organisations' website. In this case, the organisation is the Keppel Nights website.
It was reported that the Singapore biennale 2008 received an encourgaing sign of visitiors. Being the first few weeks of opening, the Biennale 2008 is considered to have attained relatively good results.
URL : http://neme.org/main/810/singapore-biennale-2008
Date accessed : 9 November 2008
Title of references : Exhibition- SB2008
URL : http://www.singaporebiennale.org/exhibition.html
Date accessed : 9 November 2008
Title of references : Past Biennale- SB2008
URL : http://www.singaporebiennale.org/pastbiennale.html
Date accessed : 9 November 2008
Title of references : Singapore biennale 2008- Design events
URL : http://www.dexigner.com/design_events/
singapore-biennale-2008.html
Date accessed : 9 November 2008
Title of references : Into-the-Light with Rumplestiltskin- Singapore Biennale 2008
URL : http://rumplestiltskin.zenfolio.com/p99129824
Date accessed : 9 November 2008
Title of references : Introduction to research and research methology
URL : http://www.scribd.com/doc/939968/Research-Methodology-Part- 1-Introduction-to-Research-Research-Methodology
Date accessed : 9 November 2008
Title of references : Singapore GP newsletter 2008-06-27
URL : http://motorsport.com/news/article.asp?ID=296292&FS=F1
Date accessed : 11 November 2008
Title of references : Singapore Art blog-wonder as a theme
URL : http://sightoracle.blogspot.com/2007/10/wonder-as-theme-for-
singapore-biennale.html
Date accessed : 11 November 2008
Title of references : Ten P’s of hospitality marketing
URL : http://www.extension.iastate.edu/NR/rdonlyres/458279F5-112D-4B5F-AC85-F95C06BC64FA/75277/The_Ten_Ps_of_Tourism_Marketing.pdf
Date accessed : 11 November 2008
Title of references : Developing marketing plans for winery tourism business
URL : http://www.tourismcenter.msu.edu/publications/03-05-04.pdf
Date accessed : 11 November 2008
Title of references : The Ten “P’s” of Travel, Tourism and Hospitality Marketing
URL : http://www.extension.iastate.edu/NR/rdonlyres/458279F5-112D-
4B5F-AC85-F95C06BC64FA/75277/The_Ten_Ps_of_Tourism_Marketing.pdf
Date accessed : 11 November 2008
Title of references : Module 5- Marketing plan
URL : http://www.bdc.ca/NR/rdonlyres/eew47umddbmmk4
rrwrzaovjegu37n43wshmr2dozgcsc3jqlsfyfv5lc4nqi7n57fzem
cb6n3f2dlzppiyu226iwh3f/FacilitatorsGuideMod5Overheads.pdf
Date accessed : 11 November 2008
Title of references : Developing marketing plans for winery tourism business
URL : http://www.tourismcenter.msu.edu/publications/03-05-04.pdf
Date accessed : 11 November 2008
Title of references : Marketing Mix
URL : http://66.218.69.11/search/cache?ei=UTF-8&p=marketing+mix%2C+8+p&fr=yfp501&fp_ip=SG&u=members.aol.com/volsector/market.
Date accessed : 11 November 2008
Title of references : Packaging and Programming
URL : http://www.tourismwallawalla.com/marketing/P_P2006.pdf
Date accessed : 11 November 2008
Title of references : Media release- Singapore Biennale 2008
URL : http://www.singaporebiennale.org/downloads/SB2008_
pressroom-20080909.pdf
Date accessed : 11 November 2008
Title of references : C-Arts magazine, asian contemporary art and culture
URL : http://www.c-artsmag.com/home/index.php?ID_issue=6
Date accessed : 11 November 2008
Title of references : Media release- Singapore Biennale 2008
URL : http://www.extension.iastate.edu/NR/rdonlyres/458279F5-112D-4B5F-AC85-F95C06BC64FA/75277/The_Ten_Ps_of_Tourism_Marketing.pdf
Date accessed : 11 November 2008
Title of references : Public relations
URL : http://www.answers.com/topic/public-relations?method=22
Date accessed : 11 November 2008
Title of references : Singapore biennale partnership and sponsorship opportunities
URL: http://www.singaporebiennale.org/downloads/SB2008_MarketingKit.pdf
Date accessed : 15 November 2008
Title of references : Keppel Nights
URL : http://www.keppelnights.com/aboutus/aboutus.asp
Date accessed : 15 November 2008
Title of references : Strait Times No. 1 Spot
