1. Comparison with similar festival that has been successful in terms of marketing strategy
The other similar festival to Worldwide Festival Singapore 2009 is the Worldwide Festival Sete 2009.
The 8 ‘P’s’ in marketing events are product, place, programming, people, partnership, promotion, packaging and distribution and price.
Firstly, for the Worldwide Festival Sete 2009, its product is to provide variety of DJ music to the public. Thus, the Sete worldwide festival consists of lots of different DJs like Laurent Garnier live, Gilles Peterson, Diplo, Todd Terje, Theo Parrish and Carl Craig. In these ways, the festival can meet the needs and wants of their potential customers. It is similar to the Worldwide Festival Singapore 2009 as there are also different DJs performing. Some of the DJs include Kentaro, Jose James and Aldrin.
Secondly, for the places, Worldwide Festival Sete was held in different places, from Phare Du Mole to ACD Plage and Theatre De La Mer. The Singapore Worldwide Festival was also held in a variety of places from Singapore Arts Museum to Sentosa and different clubs.
Similarly, for the programming, both Sete and Singapore are both similar. Both programs include a beach and club party. The main purpose of these festivals is to allow the public to listen to quality music. Therefore, the style of the programs is the same.
The next ‘P’ is people. Interaction between the cast and the visitors is important. I think both festivals have a substantial amount of interaction.
As product, place, programming and people are experiential components, it can be seen that the Worldwide Festival Sete and Worldwide Festival Singapore have similar components.
For partnership, both festivals have around thirty partners for each of the festival.
The Sete Worldwide Festival advertises online. For Singapore Worldwide Festival, it also advertises online. However, it also has a sales promotion for DBS platinum cardholders. Singapore, therefore, provided an extra offer.
For Sete’s packaging and distribution, they worked with a travel agency for non-locals to go to Worldwide Festival at Sete easily. For Singapore, the Worldwide Festival works closely with Gatecrash. Gatecrash and the Worldwide Festival websites are interlinked.
Both festivals require an admission fee to enter into their performing area. In Sete, tickets are mostly sold online. In Singapore, tickets can be bought advance online or at-the-door.
Therefore, for the facilitating components which include the partnerships, promotion, packaging and distribution and price, Singapore is slightly better than Sete.
2. Information on these best practices
Both festivals are good as they both take place at a variety of places and consist of a variety of DJs. They also worked with a lot of partners, making information of Worldwide Festival easily available.
However, Singapore is better because Singapore offers more promotions than the Worldwide Festival in Sete.
3. Stakeholders in the festival
The stakeholders include host organisation, host community, sponsors, media, co-workers, participants and spectators.
The host organisation is Worldwide Festival.
The host community is Singapore.
The sponsors are MAJOR CARD PARTNER - DBS LIVE FRESH, SUPPORTED BY SINGAPORE ART MUSEUM, OFFICIAL HOTEL - M HOTEL, OFFICIAL MUSIC CHANNEL – MTV, OFFICIAL LIFESTYLE MALL – HEREEN, HELD IN - SINGAPORE TOURISM BOARD, OFFICIAL SPIRITS – BACARDI, OFFICIAL FOOTWEAR - DR MARTENS, OFFICIAL STREET URBAN LIFESTYLE – ELEMENT, PREMIUM FASHION STREETWEAR, OFFICIAL RADIO – LUSH, OFFICIAL MAGAZINE – JUICE, OFFICIAL PHOTOBLOG, OFFICIAL BEER – TIGER, LIFESTYLE PARTNER – TOPMAN, OFFICIAL SPRAY PAINT OFFICE – MONTANA and ART CRAFT , OFFICIAL MUSIC STORE – HMV, THE RAW DEAL.
The media are REGIONAL MEDIA PARTNER – JUNK, OFFICIAL ONLINE MEDIA – LIFESTYLE ASIA, MEDIA PARTNERS – MESHRADIO and WANDER.
The co-workers are OFFICIAL PARTY PARTNERS – ZIRCA, HOME, OVEREASY, ZOUK and VELVET UNDERGROUND, OFFICIAL PARTY PARTNERS – MIMOLETTE, OFFICIAL TICKETING PARTNER – GATECRASH.
The participants and spectators are locals as well as tourists who went to the festival.
4. Main purpose of the festivalSNAPSHOT "FRESHLY CUT EVENTS", is an Event Company based in Montpellier (South of France) ran by Ivan Semeria, Boris Picq, and Guillaume Salençon. They created "Freshly Cut Events", and for the last ten years, they have been producing events with one unique aim: Bringing quality Music to the masses. Since Freshly Cut organized their first event, a project was in the pipeline, gradually taking form but never reaching completion.Given the standards involved and the aspirations of Freshly Cut for a truly Worldwide Event, Gilles Peterson was naturally on top of the wish list as the musical director. It was not until Gilles accepted an invitation to play at a Freshly Cut event four years ago that the concept came together. Freshly Cut realized that Gilles too, was interested in creating a festival that would showcase some of the best talents in emerging music, whilst perpetuating the values of "Worldwide". In 2007 Freshly Cut decided to partner with Spin Comm, a London based Event Company created by Franck Alfieri, to help develop the Worldwide Festival in many other cities.
As this festival will attract tourists, the host city will receive a substantial amount of tourism benefits. This festival occurs only once yearly, therefore tourists will not want to miss this event. However, this event is not a mega event, so the tourism wield may not be as big.
