My Reflections on Italian Festival 2008
The Italian Festival title, ‘A Touch of Italy’ reflects the fact that no single event could do justice to the full spectrum of Italian life and culture. However, a range of high quality events that truly represents the best of Italy were selected.
Being an initiative to promote Italy in Singapore, the festival was jointly organized by the Italian Embassy, the Italian Trade Commission, the Italian Cultural Institute and the Italian Chamber of Commerce in Singapore, consists of a series of events that cover a wide range of sectors: Lifestyle, Design, Art, Culture, Technology, Cinema, Food and Wine.
I have personally attended the Italian Film Festival (“Italian Dream” at The Cathay) and worked during the Food and Wine Festival at Al Forno East Coast (Waitress at an Italian restaurant).
BACKGROUND OF ORGANIZERS
Italian Trade Commission
Since 1926, the Italian institute of Foreign Trade, “I.C.E.” consists of 108 Italian Trade Commissions and is tasked to promote international trade.
The trade commissioners are to assist all Italian companies and their partners overseas to reduce the entrepreneurial risk of Italian firms venturing abroad.
Italian Cultural Institute
Founded in 1989, the Italian Cultural Institute of Singapore (IIC Singapore) is the official Italian government agency for the promotion of Italian language.
In addition, it organizes cultural events, supports initiatives that enhance intercultural dialogue, provides scholarships and endorses translators and publishers of Italian writers.
Italian Chamber of Commerce
Formed in 1991, the Italian Chamber of Commerce (Singapore) (ICCS) is a non profit organization recognized by the Italian Government.
ICCS aims to promote Italy in Singapore and vice versa, to assist Italian companies within the Asia Pacific Region, to advise in promoting trade, investment, finance and industry, fostering bilateral relations as well as to liaise and co-operate with the Singapore authorities.
ROLES OF THE ITALIAN FESTIVAL
Tourist attraction: It raised awareness for the three institutes in Singapore when the event is advertised. The Italian Festival also aroused interest in the Italian culture among Singaporeans, tourists as well as expatriates.
Catalyst: The Festival being carried out at different locations including the Takashimaya, The Grand Cathay and the Arts Museum, helped to promote the respective locations. In addition, having worked at Al Forno during the Festival period, business was thriving. In fact, the stall was commended by the Takashimaya Management for having the highest profits as compared to the other cuisines.
STAKEHOLDERS
For the Italian Festival 2008 to
The host organization played a major part in the Italian Festival planning and management. Workers were also needed to execute the event. Their labour and support was essential in the operations of the festival.
Singapore, being the host community, was important in the planning of the Italian Festival as there would be both negative, as well as positive impacts on them. There was minimal resistance to the event, since Singapore is known for its multi-racial society. In addition, many corporations in Singapore supported the event; the Singapore Film Society assisted in organizing the Film Festival.
Sponsors for the Italian Festival are vital as they provide the fundamental needs, money. Air France, Citibank, Cold storage, Costa Crociere, Grand Hotel Vesuvio, Hotel Principe di Savoia, Marketplace, Takashimaya Department Store and Villa Ugo are the main sponsors for the event.
Apart from the sponsors, there were many participating companies which supported the Italian Festival in monetary, or publicized the event in their stores. A wide range of participating outlets were needed for the event since there was a large range of events: Lifestyle, Design, Art, Culture, Technology, Cinema, Food and Wine.
Attendees of the Italian Festival events were also important since they purchased products and services from the participating outlets.
Above all, the media helps to advertise the festival so as to inform and attract more people to the various events of the Italian Festival.
TARGET MARKET
Since the Italian Festival 2008’s primary objective was to promote Italy, it aimed to attract people living in Singapore- Singaporeans, PRs and expatriates.
MARKETING STRATEGIES
Adopting the Porter’s diversification strategy, the Italian Festival was unique and it carried a wide range of categories which was able to cater to arts enthusiasts, fashion fanatics, film lovers, people who love the Italian culture.
Marketing tools used included the Print media (leaflets, brochures, posters, rulers, pencils, banners, newspapers, magazines, calendars, stickers, buses) as well as the broadcast media (website, advertisements on the television, radio stations, in trains).
RATINGS OF THE ORGANIZATION
I felt that the logistics of the event overall was organized. The marketing of the event, the management of the performers’ welfare and space were well planned.
Supply of customers
The collaterals produced were seen in most parts of Singapore, with banners put up at participating outlets, advertisements on buses and trains and leaflets given out at Orchard Road.
Supply of Product
To deal with the space restraint at Al Forno East Coast, two guest performers were playing the guitar and singing in the restaurant. They were moving around so as to prevent congestion, and more importantly, engage the guests of the restaurant.
On-site Logistics
Since the events were in buildings such as Takashimaya and the Arts Museum, security and emergency procedures were already taken care of.
Event shutdown
The Italian Festival was divided into many categories at different locations, thus the event shutdown was not difficult. For instance, the Italian Film Festival only had to clear the posters from the site since only the theatres were used to broadcast the Italian films.
POTENTIAL OF ‘A touch of Italy’
Rendering my services at Al Forno East Coast allowed me to interact with Italian customers who had flown to Singapore for the Italian Festival. With this, I deduce that the Festival attracted tourists, which in turn, increased tourist receipts.
I felt that the logistics of the event overall was organized. The marketing of the event, the management of the performers’ welfare and space were well planned.
Supply of customers
The collaterals produced were seen in most parts of Singapore, with banners put up at participating outlets, advertisements on buses and trains and leaflets given out at Orchard Road.
Supply of Product
To deal with the space restraint at Al Forno East Coast, two guest performers were playing the guitar and singing in the restaurant. They were moving around so as to prevent congestion, and more importantly, engage the guests of the restaurant.
On-site Logistics
Since the events were in buildings such as Takashimaya and the Arts Museum, security and emergency procedures were already taken care of.
Event shutdown
The Italian Festival was divided into many categories at different locations, thus the event shutdown was not difficult. For instance, the Italian Film Festival only had to clear the posters from the site since only the theatres were used to broadcast the Italian films.
POTENTIAL OF ‘A touch of Italy’
Rendering my services at Al Forno East Coast allowed me to interact with Italian customers who had flown to Singapore for the Italian Festival. With this, I deduce that the Festival attracted tourists, which in turn, increased tourist receipts.
However, ticketing was a problem for the Italian Film festival. For each film screened, only small theatres were used. I managed to purchase the tickets online a few days before, only to realize that the front seats were left. They should have used a bigger theatre to cater to the demand.
VALUE OF ‘A touch of Italy’
Singapore Tourism Board’s mission: We develop & champion tourism, so as to build the sector into a key driver of economic growth for Singapore.
The event was well advertised in Singapore, and had attracted a great pool of tourists. However, the event can venture into a larger-scaled project by publicizing internationally. The Italian fashion and food have been well-received internationally; it shows that the demand is present. Having said this, the facilities of the event have to have great carrying capacities.
APPENDICES
LINKS
Singapore-Italian Food Festival
Italian Genius Now- Singapore Design Festival
posted by U.R. Jewels | 4:55 PM
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