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Monday, June 22, 2009 &

Promotions (Communications)

From our lecture notes, promotion is advertising, public relations, sales promotions and destination and event image.

Promotion is a facilitating component in the 8P’s. It is also another very important aspect of marketing, as it determines the actual number of people going for the event or buying the service.

With advertising, more people will get to know about the event.

With public relations, the event is advertised to the public without paying.

With sales promotions, there will usually be discounts and offers for the event, or along with the event, thus attracting more people to go to the event.

The destination and event image will determine a positive image or negative image of the event or destination.

The Singapore Arts Festival has advertisements with its sponsors, especially Channel 5 and okto channel. Also, they have an official blog at http://www.singaporeartsfest.com/festivalbloggers/.

Even the great annual event, Great Singapore Sales has advertisements for the Singapore Arts Festival.

In addition, it is an international event, and there is even a link from the world events guide at http://www.worldeventsguide.com/event/1216/Singapore/Singapore-Arts-Festival.html.

There was also news of the Singapore Arts Festival at ChannelNewsAsia.

Singapore Arts Festival Banner

‘Notice Board’ at Yishun Open Field

Hong Kong Arts Festival advertised through many ways, like having links in other websites such as the http://www.discoverhongkong.com/eng/events/arts-culture-hk-arts-festival.html, and http://guides.travelchannel.com/hong-kong/attractions/art-exhibitions/modern-art/317928.html.

Not only that, Hong Kong Arts Festival has also http://emagazine.credit-suisse.com/app/article/index.cfm?fuseaction=OpenArticle&aoid=253910&lang=EN.

However, there was not much information given when it came to advertising in its own city. Even so, I think that there would be much advertisement in Hong Kong itself, as it is a symbolic festival.

Thus, for advertising, I think that Singapore Arts Festival has done a better job than the Hong Kong Arts Festival as they have much more advertising locally and in the internet.

The next part of promotions will be the sales promotions, how the event has promotions on their tickets or service, to make it more attractive to the consumers.

For Singapore Arts Festival, they have an ArtsFest Club Card specially for its consumers. With this card, the member can get up to many discounts and offers, and this will definitely attract more locals, and even foreigners to visit the Singapore Arts Festival.

For example, if you have the ArtsFest Club Card, you are able to get deluxe room at the Marina Mandarin Singapore at special rates, and also other privileges and discounts from Singapore Arts Festival’s partner services.

Also, even if you are not an ArtsFest Club member, as long as you went to any of the paid performances, you are also entitled to some discounts and offers at the various partners stores and services.

In total, there are 8 major partners’ offers and benefits which the ArtsFest Club members can enjoy. Not to mention some other offers like, getting a chance to win exclusive tickets to the Singapore Arts Festival 2009 for every 4 items borrowed from library@esplanade.

And the best deal is that, the ArtsFest Club Card is totally free of charge for everyone!
As for the Hong Kong Arts Festival, they have the Hong Kong Arts Festival MasterCard for its consumers.

The main point of this MasterCard is to buy now and pay later, and also, the cardholders will also be able to contribute to the festival, as for every dollar they spend with the MasterCard, Wing Hang Bank will donate 0.35% of the amount towards the support and development of Hong Kong Arts Festival.

Hong Kong Arts Festival MasterCard

Also, with the Hong Kong Arts Festival MasterCard, the cardholder will be able to enjoy many privileges.

For example, the cardholder will be able to get a welcome gift, either a JNC MP3 player, or 4GB High Speed (Class 6) SDHC Memory Card. There will also be 5% discount on all the festive tickets.

With these two promotions, I think that the Hong Kong Arts Festival MasterCard will be more attractive to people, as more people are using credit cards now.

Also, the MasterCard also targets people from all around the world, as they do not even have to change the currency to the local currency, and they can even book online with the MasterCard.

However, as the festival not only target adults, teenagers who are not able to apply for the credit cards also go for the festival.

Thus, I think that there should be a merger of the MasterCard and club membership card idea.