In any festivals and events, this marketing mix is often referred to as the ‘cast’ of the event and is closely related to Partnerships. It may be the audiences or the hosts & guests. In shorter terms, they are stakeholders. It includes the event staff and volunteers, event attendees, residential community and also the public services’ providers.

It is the interaction between all stakeholders that contributes to a large part of the event experience. In the case of Singapore Biennale 2008, they have recruited volunteers to work as guides for the event’s tour. There were also staffs situated at some areas of exhibit which enabled viewers to ask any questions they had in mind.

It can be said that the event staff and volunteers created an extraordinary experience for us viewers as we do not usually get to have guided tours for an arts exhibit.

‘People’ also refers to the hosting nation citizens, in this case, Singaporeans. Tourists may have come just for the event and they might have graded the successfulness of SB08 through the interactions between us locals.

The event had actually succeeded in getting the residential community to be involved with the set up of Encounters, a get-together sessions for interaction between the interested public, arts communities and Singapore Biennale curatorial team.

Furthermore, the organiser would probably have successfully marketed the event to tourists through the help of Singapore Tourism Board.

However, what was ineffectively done was the use of sponsors. They could have used more of their sponsors name such as Club 21 and Ikea in promoting the event.

Although Land Transport Authority was one of the government supporters, they did not make use of the opportunity to publicise more. It restricted the interactions between different suppliers.