Friday, November 21, 2008

Introduction

The objective of this report is to identify how various components of the event marketing mix has been used in this event I visited and evaluate how effective those components had been used to contribute towards the success of the event. In this case, I have chosen to take a look at the Christmas light-up this year. I have done most of my research through the internet and have walked along Orchard Road myself taking a look at the lightings.

Every year, during Christmas, lightings will be put up for all to see. There will be decorations and monuments in front of the shopping malls and some might win prizes for having the nicest decoration. This community event attracts locals to drive down to have look and also provide a lovely sight for all the tourists to see. You can see it from all of Orchard Road, Bras Basah Road and Marina Bay. It is held by Singapore Tourism Board (STB) and is sponsored by Hitachi. Other than lightings, STB has decided to come up with a theme “Sweet Shoppe” whereby all the events from before Christmas till New Year come under. In this report, the main topic would be the light-up along Orchard Road. However, I will be mentioning other events as well as all of them play a part this Christmas season.

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