Singapore's FIRST Night Race!

1. INTRODUCTION

1.1 Objective

The purpose of this report is to observe the 2008 Formula 1™ SingTel Singapore Grand Prix (Singapore GP) that had taken place on 26^th-28 of September this year and identify their event marketing mix strategies. In this report, it will also evaluate the effectiveness of each components used to contribute towards the success of this first night race in Singapore and determine the role it plays to Singapore, as well as the value this events brings to our tourism economy.

1.2 Methodology

Researches were done via internet and books. Some information was also taken from my own working experience during this event.

1.3 Background

The first night race of 22 drivers took place in our 5.067km long Marina Bay Street Circuit on late September 2008, where various entertainment scene, hotels and restaurants are just minutes away from it. These drivers will race through 18 different countries; Singapore being the 15^th location, the driver with the champion of the race will be determined by their points.

Approximately 1,500 lighting projections were used to brighten up the race track and boost the atmosphere of the first street race in Asia. Tickets to watch this event live were sold at different prices depending on the location. Responses from the public were positive and constructive, and it was foresee to generate more revenue from this event in the following years.

From the statistic taken at the Singapore Tourism Board (STB) website, it shows that the growth in visitor arrivals was peaked at 30.3% during this 3-day event of Singapore GP at our vibrant city. This creates an over-spill effect to the accommodation, food and beverages as well as the attractions, generating more income to our economy.

Singapore's FIRST Night Race