Packaging of an event includes the opportunity to package different types of entertainment, food and beverage, and merchandise as a single market offer, and the opportunity to package the event with accommodation, transport and other attractions.


In my opinion I thought that this marketing mix was not appropriately used by the organiser of SB08. The only packaging strategy present was the packaging of Singapore Flyer ride with the exhibit admission ticket. In this case, it is the packaging the event with an attraction.


Probably they could have packaged SB08 with the Singapore Grand Prix, whereby people who bought the Singapore GP ticket could enter the Singapore Biennale at a discounted price. This would probably encourage more tourists to participate in the Biennale.


In addition, since the event was held in the Marina Bay area, the better way of packaging the event was to give complimentary tickets to those hotels’ guests living within that area, e.g. Ritz Carlton Millenia, Marina Mandarin, Pan Pacific, etc.