Promotion

Promotion (communication mix- includes personal selling, advertising, sales promotion, direct male, publicity, sponsorship, exhibition, merchandising, word of mouth and corporate identity).

Biennale used various channels to advertise itself in Singapore which includes internet, magazines, word of mouth, brochures, the official Singapore tourism board’s website, newspapers, posters and banners. In addition, the art pieces themselves serve as a mode of promotion due to the location that they were placed in. For example, the art piece named “Fantamas (phantoms)” was placed outside raffles city shopping centre had attracted many public’s attention. The magical part of this art piece was that the picture became another picture when you look through the different coloured filter. This is the logic of colours mixtures, blue and red gives you purple. This public art had thus become a promotion for Biennale, arousing curiosity of the public, attracting them to visit Biennale for the first time.

Singapore Biennale has an official website http://www.singaporebiennale.org/ containing history, events and all essential information for their viewers.

They also have many huge banner and advertisements hung up on lamp posts or walls of buildings in the city area. There is also a huge map on the wall of the entrance to Raffles City Shopping Centre showing the public the direction to all the locations that has exhibits of Biennale. This also posts as mode of promotion as it attracts people to find out more about the event when they starts to see many promotion regarding the same event.