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Monday, June 22, 2009 &

Partnerships

A partnership is joint marketing, where different corporations or organizations work together, partner each other to advertise and promote each other.

By having partnerships with more organizations, there will be more benefits, like more advertising, thus increasing awareness of the event.

In the case of Singapore Arts Festival, there were many partnerships formed. Singapore Arts Festival have official partners like Channel 5, its Official TV Station, okto channel as its supporting TV Station, and Coca Cola Light as its Official Sparkling Beverage.

The festival also has premier partners like the Singapore Tourism Board, Singapore Turf Club, Shaw Foundation and PSB Academy.

And also, the major sponsors are Lee Foundation, Urban Redevelopment Authority, Hong Leong Foundation, Vivo City, WingTai Asia, Raffles City, PUB, Suntec Singapore, and SMRT.

The sponsors of the festival are Marina Mandarin Singapore, Singapore Chinese Chamber of Commerce and Industry, Starhub Cable Vision and Yahoo! The supporters are Australian High Commission, Business Traveller, creative Eateries, Cultures France and the French Embassy, Embassy of Sweden, Embassy of the Kingdom of the Netherlands, Embassy of the Kingdom of Spain, Esplanade – Theatres on the Bay, EZ-Link, GameAxis, Goethe-Institut Singapore, Harry’s, Hasbro Singapore, The Heeren Shops, Italian Cultural Institute Singapore, JCDecaux Singapore, National Environment Agency, Rendezvous Hotel Singapore and Tan Ean Kiam Foundation.

The Venue Partners are Dome Marina Square, Housing & Development Board, LASALLE College of the Arts, National Park and SBS Transit.

The organizer of the Singapore Arts Festival is National Arts Council, Singapore.

List of Partnerships with the Singapore Arts Festival 2009

In the case of the Hong Kong Arts Festival, the festival is made possible with the support of The Hong Kong Jockey Club Charities Trust and the Leisure and Cultural Services Department.

And their supporting organizations are Hong Kong Tourism Board and Hong Kong: Asia’s World City.

However, the Hong Kong Arts Festival website has a webpage which indicates what benefits the sponsors will get if they are willing to form partnerships with the Hong Kong Arts Festival; whereas the Singapore Arts Festival’s website only has contact details if interested to form partnerships with them.

Apparently, we can see that the Hong Kong Arts Festival has many less sponsors than the Singapore Arts Festival.

With more sponsors, there will be more benefits, thus, in this partnerships component, Singapore did a better job in marketing than the Hong Kong Arts Festival.