Part 2.5/5: Marketing Mix- Partnerships

Partnerships

participants of the K-Pop contest could stand a chance to win Samsung products or a Kia car

For this fiesta, it is promoted as part of the Korea Festival 2008 using the joint marketing strategy. Although the Korean Flavour Fiesta is an event on its own, however, in brochures that I collected during the fiesta, it was marketed not on its own but as a whole together with the other following events that will take place after the fiesta during the Korea Festival 2008 period. The main partnership of this event would definitely be the Embassy of the Republic of Korea and Singapore with sponsors such as Samsung, Far East Organisation, Kia Motors, Asiana Airlines, Korea Tourism Organisation, Innoform Media and Korean Agro-Fisheries Trade Corporation.

For example, Samsung, being the leading and largest South Korean company, participated as a sponsor of prizes for the K-Pop concert. They also set up a booth selling Samsung products such as phones, during the fiesta. With them being a South Korean Company, it is ideal for them to be participating as one of the main sponsors of the Korea Festival 2008 and the Korean Flavour Fiesta. With their participation and sponsors, more people are aware of them and they are able to promote themselves during the festival. A partnership that was not mentioned on the official website would be Singapore Tourism Board which added the Korea Festival 2008 into its Calendar of Events to visit in the month of November.

As for non-sponsorship participation, an example would be the Singapore Taekwondo Federation. Members of the federation were invited to perform and showcase their taekwondo skills during the fiesta.