The objective of this Festival and Event Management individual report is to identify how the various components of the event marketing mix had been adopted in the event that I had visited and evaluate how effective these components had been used to contribute towards the success of the event. Also, based on the experience, suggest how the event could improve on the use the particular marketing mix component. Besides that we need to consider the role of this event to Singapore and its value to the tourism economy.

The methodology of research would be that I visited the event and make use of the internet and some of the biennale website and the guide book that I got to do this report.