2.4 Target Market and Marketing Strategies
Generally, Singapore Arts Festival aims to target everybody in Singapore and even the tourists.
This year, for the first time, SAF was promoted online in the internet as part of the marketing strategy. It includes Flickr, Facebook, Wordpress, Yahoo and etc. This way, it not only targeted SAF to the younger generations in Singapore but also the people in other countries.
In addition, in order to create awareness and attracts the public to the event, SAF was being advertised through the different medias in Singapore which include the newspaper, television programmes and radios. SAF also are with partnership with the Singapore Tourism Board which took the effort to advertise the event in their websites and even had brochures and posters (refer to appendix A) displayed at all the Singapore Visitors Centres. Besides that, Posters and banners about the event were also displayed around the CBD and town area to create more awareness to the public (refer to appendix A).
The events were held around Singapore which some are presented near the neighbouring areas, shopping centres, heritage sites and the Singapore Esplanade. Such events at the neighbouring areas and shopping centres are non-ticketed which are able to attract more families and budgeted locals.
As some programmes may be quite expensive, discount privileges were given to certain members such as SAFRA members, PAssion Card members etc. Package discount were also implemented for people who buy 3 or more tickets. This way, it targets at families and friends to watch together.

2.5 Rating of the Organisation
Overall, I would give a rating of 4/5 for the organiser. SAF was a fantastic event which promotes art awareness to the Singaporeans. Great efforts were also put in to advertise the event to everyone. The event lasted over a period of month with different programmes held everyday. The events held are all very interesting and catching which are able to attract the attentions of the public. This year, other then programmes being held in the road and theatre, there are also programmes held on the water surface which serve as the stage such as the “Water Fools”. Securities are also everywhere to control the crowd and making sure that everything is in order.
However, there are still precautions that the organisation has to implement. For events that are crowded, there should be crowd control and more litter bins to be found. In “Water Fools” No barriers were set up at the audience’s seats. As it was very crowded, accidents might occur easily where people fell into the water. In addition, litters can be found everywhere on the ground after the event. Hence more litter bins should be place around the area to promote cleanliness.

2.6 Potential of the event by the Organiser to meet the Tourist Demand
SAF is a hallmark event in Singapore. Hallmark event is a major one time or recurring events of limited duration, developed primarily to enhance awareness, appeal and profitability of a tourism destination in the short or long term. Being a Hallmark event of Singapore, SAF has a significant position and thus able to attract more tourist during the period of the month. In addition, SAF is an entertaining and enrichment events. Tourists are able to enjoy and experienced the event. They will be able to know how the locals celebrated their festival and be part of the festivals.
Every year, SAF will have many events held like Dance, Music, Theatre, Festival Spectacular, Kidsfest, Festival Club and Outreach. Publics were also able to attend workshops, join competitions and even join in the fun of the festival. With all these entertaining events, there is the potential to meet the tourist demand.

2.7 Suggestion and Recommendation of the value of the event could be Raised to be align with the tourism mission of Singapore
Tourism Mission of Singapore:
We develop and champion tourism, so as to build the sector into a key driver of economic growth for Singapore (Singapore Tourism Board)

As the SAF is an annual hallmark event to Singapore, it would be able to attract more tourists at this period of time. SAF was introduced to increase the arts appreciation to Singaporeans and even the tourists. The Singapore Tourism Board took much effort to advertise the event. In addition, during this period of time, Singapore was also having the Great Singapore Sales. This way, it is able to attract quality tourists to spend in Singapore which will then increase the income of Singapore.

However, I feel that maybe the National Art Councils or the Singapore Tourism Board can liaise with the tourism board in other countries and advertise about Singapore Arts Festival in their respective countries. In addition, they can have a package tour. For example, tourists can sign a tour trip to Singapore and in the package; there will be a ticket for them to attend a performance in the theatre. Other than that, tourists will also be given the entire schedule about the event and encourage them to be part of the festival.