Part 4/5: Conclusion

From the marketing aspect to the actual event, I would say that the organisers have done a good job on promoting the Korea Festival 2008 in Singapore.  I believe that through this festival, more people especially Singaporeans like myself, have come to understand and appreciate the Korean culture and traditions better through the many events and activities available during the festival period. Since there is so much to showcase on Korea’s traditions and cultures, I think that spanning the festival for 18 days with a variety of events to choose from is a good idea. Using this method, it can attract more people to attend its events and keep people reminded.

I would also say that their use of the different marketing mix was effective although there are rooms for improvements in several areas such as the programming of the Kim-Chi classes and the use of space by setting up more booths.

But overall, I enjoyed the whole atmosphere especially the friendly and warm Koreans who made the experience even more memorable. I would definitely visit the Korea Festival again if they do plan another one soon.

Part 3/5: Tourism Roles & Economic Value

-Animator

The factor animator means to encourage first and repeat visits. One good example of encouraging people to visit the fiesta again is the lucky draw I mentioned. The 2^nd day’s prize was more attractive than the 1^st day’s prize and hence there may be people who would visit the fiesta again to enter in the lucky draw. As for first visit to the fiesta, a good example would be the advertisements placed in various mediums such as Channel News Asia. People are aware of the event and would want to check it out. As for first visits to the other events that are also part of the festival, the organisers had set the first event, the Korean Flavour Fiesta that is, to be free admission so that people are informed of the upcoming events and would want to visit those too. It is all part of the way they promote the events and how they synchronised and organised it all.

-Catalyst

The Korean Flavour Fiesta was held at ViVo City Sky Park and was a whole day event. Since it was a free and easy event, people were walking in and out of the Sky Park and this helped stimulate businesses in ViVo City especially shops on Level 3 (same level as the Sky Park). Guests may also decide to enter Sentosa after the fiesta as the Sky train leading to Sentosa was just a few steps away from the fiesta. With the business stimulation, there will be more spending by visitors.

-Image Maker

With such festivals held in Singapore, it helps to further animate the island so that there are more places to visit and enjoy on weekends and free times along with friends and family. Also, with the different cultural events held in Singapore such as the Korea Festival 2008, it further enhances Singapore’s image of being a multi racial society and helps promote racial harmony amongst the different racial communities residing in Singapore.

-Tourist Attraction

The Korean Flavour Fiesta is counted as quite a small scaled event hence I doubt that it will attract any tourist to visit Singapore just for this fiesta. However, one possible event under the Korea Festival 2008 that may attract tourists into Singapore just for the event would be the Korean Pop Night. Korean fans of the singers and bands would visit Singapore just so to catch their favourite artist live performance. This would in turn bring in more tourists into Singapore and increase the number of dollars spent in Singapore.

-Place Marketing

With the success of the festival, people who visit Singapore for the event such as the Koreans themselves (who may be the staffs or part of the organising team) and other foreigners, will go back to their country and spread a good word about Singapore being an ideal place to hold such festivals and hence more positive images of Singapore is created. This may result in the long run, an increase in investors or visitors to Singapore and help improve quality of life here on the island. This factor will definitely help to increase the economic values of Singapore.

Part 2.8/5: Marketing Mix- Price

Price

As the Korea Festival 2008 is broken up into different events happening one after another, there is no one price for the whole festival. However, for the Korean Flavour Fiesta, the admission is free. This is without question a bonus for the guests since frankly speaking, no one can resist something that does not come with a price tag. It is also definitely a bonus for students like me, or even big families. Having able to attend a fiesta for free means being able to attend the event with friends or with the whole family without having to worry about budgets. It was certainly a wise move by the organisers to make the first event of the Korea Festival 2008, the Korean Flavour Fiesta that is, a free admission one so as to attract more people to get to know that there is such a festival happening in Singapore and perhaps attract them to the other events held as part of the Korea Festival 2008.

However, theory wise, price does not only come in the form of a price tag. Even for events such as the Korean Flavour Fiesta which is non ticketed and is free admission, every event still comes with a price. The price in this case would refer to time spent at the event, travel cost and lost opportunities. The duration of the fiesta is from 12.30pm to 8pm. It is a rather long event but the organisers have inserted many interesting performances and activities so as to keep guests occupied. Therefore the price here would be in terms of the time spent at the fiesta. As for myself, I was at the fiesta from 1.30pm till 6pm. That is 4 ½ hours spent in the fiesta! Time passed by quickly as I watched the many performances and walked around visiting each booth.

In terms of travel time, it may not so much apply to Singapore’s context as it is relatively easy to travel everywhere in Singapore and does not take much time. The only thing is that ViVo City is still relatively out of the central area hence people who live in the opposite side of ViVo City may take quite some time to travel there.

As for lost opportunities, an example would be that I spent my time at the fiesta rather than shopping in ViVo City or hanging out in Sentosa which were both a stone’s throw away. Hence, I would think that the fiesta managed to capture people’s attention and attracted them to stay around the fiesta area rather that to spend their time and money at other places. 

Part 2.7/5: Marketing Mix- Packaging & Distribution

Packaging and Distribution

According to my knowledge and research, the Korea Festival 2008 is not under any package such as tour packages or event packages. Each event is individually priced and there is no combination of events offered for sale at a single price.

However, in the case of value adding the festival especially for the fiesta, which I attended, there were lucky draws, which were open to the public without any purchase required. I felt that they planned the lucky draw feature in a very smart way without compromising on anything. What the organisers did was to attach the lucky draw form to a brochure easily collectable at a booth by the stage and guests who are interested will fill in the form and drop it into a collection box. The lucky draw requires no purchases hence anyone can fill in the form. This is a technique used to attract people to collect the form as no one would pass on a chance to win something without having to buy anything. The smart thing about this form is that, it is attached to a brochure with the details of the whole festival, which will then inform people about the other events and attract them to go. The organisers then planned for the lucky draw to be held during the K-Pop concert and the winner must be present when name is drawn to claim the prize. This approach will make people who want to win the prize to stay back till the K-Pop concert and this is a method used to retain guests till the fiesta is over. The organisers also arranged it so, that the 2^nd November’s lucky draw prize is two business class tickets to Korea on Asiana Airlines, whereas the 1^st  November’s lucky draw prize is St. James 21-piece china collection. From my point of view, more guests would definitely want to try their hand at winning the second day’s prize as compared to the first day’s. Hence this method will attract guests to visit the fiesta once again on the second day if they are really keen.

Part 2.6/5: Marketing Mix- Promotion

Promotion

banner stands around Vivo City

audition SEA website

note the Korea Festival 2008 advertising banner in the middle

In efforts of promoting the Korea Festival 2008, the organisers made use of different mediums to promote and advertise the festival. Such mediums include television advertisements, radio broadcasts, banners and the internet. The Korea Festival 2008 was advertised on Channel News Asia which has broadcasts on TV Mobile which was where I first heard of the Korea Festival while on my way to school on the bus. The organisers also placed banner stands advertising the fiesta in ViVo City. The event was also advertised on the radio, on stations such as Cool K Time MediaCorp 96.3FM and Y.E.S. FM93.3. As for the Internet, there is an official website for the Korea Festival 2008 (see under Links or click HERE!) and many more other unofficial advertisements promoting the Korea Festival 2008 and Korean Flavour Fiesta such as TIME OUT Singapore, Rain-Union(a fan site for the famous Korean star, Rain) and also AuditionSEA(a game that I play occasionally, which is created in Korea). This website had an article posted about the Korea Festival 2 on the Korea Festival 2008 and even launched AuditionSEA Korean Festival Fringe Game for the period of 1^st to 18^th November which was the duration of the Korea Festival 2008. Singapore Tourism Board had also added the festival into their calendar of events to visit in the month of November.

I think the areas that the organisers choose to advertise the festival on, are relatively related to the objectives of the festival. I think that advertising on Channel News Asia was a good idea, as many people watch the channel for news and it is always broadcasted in the mornings on buses and trains via TV Mobile.