Air Supply From the Heart Tour 2008 Concert
(Graham Russell & Russell Hitchcock)
(Graham Russell & Russell Hitchcock)
Introduction of eventListening to english oldies have always been a favourite past time of mine. When i get to know that Air Supply will be coming to Singapore for their tour concert, immediately i decided to go for the concert, together with my best friend shiqi & classmate weiwen.
Therefore i will be touching on Air Supply from the Heart Tour 2008 Concert for this individual journal. It is held at the MAX Pavilion at the Singapore Expo on the 21st June 2008. The ticketing prices sold at $58, $78, $98, $128. It is a 90 minute live music concert whereby you can enjoy the classical soft rock band Air Supply vocals Russell Hitchcock and Graham Russell performing their greatest popular hits such as “Making Love Out of Nothing at All”, “All Out of Love”, Every Woman in the World”, Lost in Love”, “Sweet Dreams”, “Even the Nights are Better”, “Two Less Lonely People in the World” and “The Power of Love”.
The Background of the Event Organizer
This event is organized by Unusual Group of Companies under the Unusual Entertainments. The Unusual Group of Companies is previously known only as Unusual Productions in the industry. This company was established in 1997. It started off as a stage sound and lighting equipment rental business & has since grown from strength to strength to become one of the leading names in event and concert production.
Next in line to the growth is the incorporation of Unusual Entertainment where it’s a niche for the Chinese & Asian concerts, especially Singapore. Other than concerts, it is also experienced in handling artiste meet & greet sessions, autograph session & private sponsored showcases.
Role of events (Attraction/Venue)This concert was held at the Max Pavilion at the Singapore Expo. It is located at the east side of Singapore, closed to the international award winning Changi airport, which makes it the centre of the ideal destination for any type of event. There is a wide range of restaurants and bars to choose from, ranging from exotic cuisines from North Indian to Thai to Traditional Chinese. There is also a wide range of events holding at the Singapore Expo. For examples concerts, family entertainments, product launches, award presentation and exhibitions. One of the halls in the Singapore Expo, the MAX Pavilion is equipped with a top-end sound system making it an ideal high end venue for large scale music concerts. It is fully equipped with state-of-art lighting and video systems and can seat 7,000 people with theatre-style tiered seating allowing for uncompromised views from any location. The place is suitable for holding concerts because it has fully equipped sound systems, lighting rigs and stage.The tourism and economic roles are place marketing and tourist attraction. Place marketing is to create positive images about Singapore. In this case, going to enjoy a concert can improve quality of life of people. This can attract more locals and investors to Singapore, therefore boost up the Singapore economy. Next this international soft classic band is a good tourist attraction and is able to attract quality tourists to spread demand. As the concert brings in more tourists, this can increase the visitor spending and extend their length of stay in Singapore.
The Stakeholders
The stakeholders are either supporting the events or benefited from the event. They are as follow:
- the media (television, press, radio)
- the sponsors (Unusual, Ph Sales & Marketing Pte Ltd, Gold 90.5 FM,
Uniquely Singapore, Elector Voice
- the audience (locals & tourists & overseas & special interest tourists like supporters)
- the volunteers
- the backstage & frontstage crew
- the performances (the drummer, and the band)
- the government agencies (Singapore Tourism Board)
The Target MarketThis concert caters to a diverse audience ranging from the youth oriented who loves English oldies, the matured, the young at heart adults and the supporters of Air Supply from local and overseas (Example Australia supporters from Air Supply's homoetown).
The Marketing Strategies employed by the organizerProduct:
Unusual Entertainments is not only selling its event to the audiences, in addition it is also selling its brand. As Unusual is well known for organizing a wide variety of concerts (from regional to international), people will tend to perceive a positive emotion attitude that the concerts organized are good for quality. Therefore this will create a good impression when the concert is a successful, interesting and enjoyable one, and they will return for more concerts in future and also willing to pay more for the concerts held.
Place:
The Air Supply from the Hear Tour 2008 is held at the Singapore Expo at the Max Pavilion. The place can be easily accessible as it has its own MRT station, Expo MRT station (EW28) at the east bound line. There are also public buses available like 12, 24, 38. Last but not least you can travel by car and the Singapore Expo has a big car park of 2200 lots.
Inside the concert hall was also well organised with neat chairs and fabulous lightings and best sound effect from their sponsors, Electric Voice. During the concert, the atmosphere was also filled with warmth and pleasant melodies. There are also four large television screens for those audiences who are sitting at the back rows.
Promotion & Partnership:
This concert has partnered with Ph Sales & Marketing Pte Ltd and came up with a promotion for the public. This promotion is to purchase a Anything or Whatever 6’s pack drinks and you will stand a chance to win a pair of Air Supply concert tickets worth of $202. This is a good way of advertising the concert because it is a simple and easy way for the public to participate in the contest. In addition SISTIC vouchers are available and are denomination of $100, $50, $20, $10. This can further promote the concert and attract people to purchase the tickets using the vouchers. The following picture is the advertisement of winning the concert tickets:
Packaging:
This event could be packaged into a package event with other attractions and service or events can offer their own. Likewise for this concert, people from other countries may want to come to Singapore to attend the concert. So travel agency can partner with the Unusual Entertainment to organize a concert package together with hotel and air tickets. However this does not apply to Singapore’s concert, but it is available for Air Supply concerts in other countries such as Texas.
Last but not least, the organizer also uses direct marketing as information about the concert such as the seating plans, the different pricing of the tickets and the summary about the concert can be found online at http://www.sistic.com.sg/ . The public can also purchase their tickets at the website using MasterCard or they can collect the tickets through authorized agents. This can create more awareness to the public about this concert and also user friendly to purchase tickets.
The Rating of the Event and why
I would rate this concert 8 out of 10. I feel that this concert was wonderful and it was a success. The sound effects and lightings are well set, and also Air Supply had done a great job creating the atmosphere and presenting their oldies songs to the audience. The hitting of high notes without missing a single beat and the performance of playing of the guitar was simply impressive. Their on stage chemistry was electrifying. The concert was full house and everybody was singing along and stamping their feet for more. Audiences were swaying with the Air Supply's songs and later on Russell and Hitchcock later decided to make the concert even more intimate by closing the gap between stage and crowd, walking off the stage during "The One That You Love". The seating was arranged in order and the admission of the concert was well managed as my friends and i can easily find the location of our seats. I left the 2 marks out because after the concert, there was a human traffic jam. We took a long time to get out of the concert hall. Moreover, after we went to the car park to get the car, we took a long time to the exit. But in conclusion,they filled the night with the warmth of love as they sang from their bottom of their hearts had hit the right chords. Great experience indeed! (:
The potential of the Event, meet the tourist demandThis concert has a certain potential to meet the tourist demand. From the first hand experience of the concert, i am surprised to see that this concert actually attracted supporters from Air Supply's hometown, Australia. But in overall, the number of locals still hold a bigger percentage than the foreign supporters. Therefore i feel that there is still improvement in order to meet the tourist demand.
I would categorize this concert as a local or community event as this is actually mainly targeting at local audiences for fun and entertainment value. Though it is only targeted for the locals, it has potential to become a hallmark event and attract a large number of visitors because this event is recommended in the Uniquely Singapore website. People who also love Air Supply will tend to be attracted to their one and only concert in Singapore and thus encourage participation in the event as well.
The Air Supply has also many other tour concerts around the world. Click here to view the schedule.
How the value of the event could be raised to align with the tourism mission of Spore
The tourism mission of Singapore is to develop and champion tourism, so as to build the sector into a key driver of economic growth of Singapore. (According to the STB website). From events such as pop concerts, opera, blockbuster musicals, ballet, music festivals, sports to art exhibitions, Singapore's events and entertainment scene will be populated by round-the-clock shows and activities. Singapore will be the premiere events destination in Asia with the most creative spectrum of events of the highest level, catering to the entire range of customer segments.
This type of events can be raised to align with the tourism mission as it can add value and create an unforgettable and interesting experience to the visitors who have visited Singapore. The visitors will therefore come back another time for similar events and increase the tourist revenue of Singapore. As we can see that this event is published in the Uniquely Singapore website at the Event Calendar. It is categorised under one of the recommended events, which means it is also one of the attraction to attract visitors to visit Singapore and attend this concert. However I feel that there is not much exposure and awareness of the concert. The organiser can boost the exposure and increase the awareness of the concert by publishing more advertisements on magazines or placing more advertisements on bus stops and MRT stations. The organiser can also highlight on the only concert in Singapore, like the adidas sundown marathon and F1 race. This can give the perception to public that this concert is unique and a good opportunity not to be missed, thus be more motivated to purchase the tickets to watch the concert. This is a also one of the good methods to furher enhance Singapore into a Events & Entertainment Capital of Asia.
Favourite oldies of Air Supply(:A live video of the concert (:
- References
http://www.airsupplymusic.com/tour.html
http://www.sistic.com.sg/
http://www.unusual.com.sg/
http://www.channelnewsasia.com/stories/entertainment/view/355384/1/.html
http://www.visitsingapore.com/publish/stbportal/en/home/apps/event_detail.html?pageName=MonthlyEvent&buttom=detail&eid=8615&eventType=1
http://www.phsm.com.sg/promotion.asp
caught at ; 11:30 PM
Wednesday, June 25, 2008
individual journal is so difficult!
caught at ; 6:49 PM