interpretation.

Monday, June 22, 2009

My Field Trip Report

Audi Fashion Festival

Introduction

Inspired by the world of technology of fasting moving vehicles and the current fashion trends The Audi Fashion Festival 2009 came by to showcase both international and local designers’ brands. Organised by Mercury Marketing and Communications the fashion festival also aimed to promote the new, Audi A3 Cabriolet car model. The Audi Fashion Festival lasted for 5 consecutive days at Ngee Ann City atrium area under the luxurious and executive tent; Tent@Orchard as well as island-wide events. At the tent, not only high end fashion showcase were carried out but also private VIP Parties, interview coverage, charity gala and style exhibitions.

Above Video:
Like what mentioned; Recognition and Exposure is the reason behind this AFF 09.

The Opening Gala was opened by Christian Lacroix Spring/Summer 2009 Collections. Followed by Gareth Pugh Autumn/Winter Collections, Blueprint by BlackMarket which is a showcase of local and regional designers’ collections and the one that I have attended. Ashlee Hisham, a Singaporean Designer that has showcased his collections over in London, also participate in showcasing his The Ashlee Hisham Couture Showcase. Follow up to the exciting festival was the showcase by Marc Jacobs, Mango, Barker, RAOUL and Vivienne Westwood.

Comparisons with Other Events

An event that I have chosen similar to The Audi Fashion Festival 2009 is The Mercedes-Benz Fashion Week Fall/Winter Collections at New York, 13-20 February 2009.

The reason behind this is that it is organize by IMG World and collaboration with Mercedes-Benz, a vehicle brand and it is the Major partner and Sponsor of the fashion event. To evaluate the marketing strategies of both events, the 8Ps; Product, Place, Promotion, Partnerships, Programming, People, Packaging and Price were put to thoughts.

Product
Both events, The Audi Fashion Festival (AFF 2009) and Mercedes-Benz Fashion Week (MBFW 2009) both showcase the clothes line of different famous designers. What differs them is the season collection which is for AFF, mostly was the Spring/Summer and for MBFW, the Fall/Winter collections were the designers focus.

At the same time both events were a stage to promote the new models of cars. Audi with their A3 Cabriolet and MBFW with their 2010 E-Class Coupe Series; Mercedes-Benz.

Partnerships
AFF 2009 collaborated with a vehicle company Audi which is the same stepped taken for MBFW which is with Mercedes-Benz. Since Singapore is a small city if to be compared with New York. So, the partnership differs in a wide range. For example ,AFF 2009 has partnership with Audi, and Master Card, Samsung and Baker which is very popular among locals. While MBFW collaborates with American Express, IMG Fashion Media and Barbie which is popular internationally. When there is collaborations with such banks or credit cards, the prices of the tickets for audiences would be discounted, which is only for the card holders. In addition the partnership with the tickets seller for example tickets.com for AFF.

However, there are some similar partnerships that were involved in both events. For example, M.A.C Make Up and DHL. M.A.C, a popular brand is well known in the fashion festivals industry. Like what being said in the MBFW website, M.A.C treat the shows as “a product testing ground”. This actually helps in the promotion of their products as well.

Place
The MBFW was held at the Tent; Bryant Park Tents, Sixth Avenue in New York. This is similar to AFF in Singapore which is held in the tent annually at Ngee Ann City Atrium. Both events provide a landmark well known to the people like designers and the audience where fashion events are held. The Bryant Park is where most designers desire to showcase their collections while here in Singapore, the local designers and fashion designers would always want to participate in the fashion week here. So, there is a similarity in the place of both events.

Besides that, the location is at the heartland of the country. For example the AFF is conducted at the Orchard area which is the urban city of Singapore. This would create the feel of fashion and style.

The setting in the tents at both locations differs. At AFF, seats were stacked like a staircase so that all audience be it the front row or last row, could witness the whole show. However at the MBFW, audiences are sited in line, all on the ground.

Promotion
This factor includes the full range of communication mix. The advertisements of both festivals were widely advertised through the power of internet technology. The websites of both events helps to navigate interested participants and audience to linger around and find information on the event.

The AFF 2009 website provides the basic important information like the schedule of events or shows, the contacts of the participants, management, sponsors, registration and sale of tickets. This actually provides the locals or the public on the information that they need to know like where to get tickets and the background information of the event. The display of sponsors helps to promote the brand more widely.

The MBFW 2009 on the other hand provides a very comprehensive information on the whole entire event. From introduction to the credits of the website. Each and single thing were being put up and each participant profiles were introduced. As this event is not open to the public; only invitations, there is no links to the ticketing companies. However, the website is an impressive way of promotions

Through the internet also, AFF 2009 creates Facebook which is a great way to connect and inform people world-wide about the event. When this is done, everyone would be looking forward to the event. Besides that, having Microsoft Technologies as the online advertising partner, they are able to advertise the event through MSN Channels and Windows Live.

Besides internet, the media includes television commercials and banners were the ways AFF promoted the event. The MTV Channel took coverage of interviews of designers on the result of the event and other audiences of the event. Banners were put up along the streets of Orchard Road to keep locals updated. Closing to the event itself, The Straits Times publishes a one page of advertisement on the AFF with MasterCard as the official sponsor. Supporting magazines and press like Bazaar, Female and Nuyou. The awareness of the event is successfully achieved.

Programming
AFF 2009 organizes fashion shows at the evening which suits the mood of most audience and locals. Besides that, I believe it is to cater to the working adults here in Singapore. The fashion designers featured were high named designers that produce high quality designs which inspire a lot of people. As the theme this year relates with innovation and creativity, the events lined up were conducted in a way where elements of technology were displayed. Visuals and adverts on Audi were also part of the showcase. This shows a lot of work done especially within the collaboration with several partners.

Packaging and Distribution
As for AFF 2009, the only related attraction would be the town shopping paradise. Other than the event in the tent, the fashion festival actually brought about the Longest Street Runway along the Orchard Road. This brought name to Singapore and gain popularity at the same time. The sales of tickets were done by tickets.com which is a local ticketing company. Since it is a small scale event, tickets.com is a good choice. It’s the same if it were to be a larger-scale event, maybe, a few ticketing bodies would get involved for example with Sistic.

People
Both events, AFF 09 and MBFW 09 has their own cast behind the backdoors. For example in AFF, 1works were the production crews and DHL were the logistics crew. The set of the tent which is done by the Yew Lee metal Works are part of the cast of the event. This includes the set for the models, the modeling agency themselves to make-ups and laundry. Both events differ in a way as both cities have different local companies.

The audiences targeted in AFF were both through public and invitations. So, there are two different targeted audiences to cater to. For the invitations, most of them are high end audiences and fashion lovers. As for the public, it again ranges. So the event has to mark the prices so that it is affordable for all. For example, the show that I attended, Blueprint, cost $10 which is reasonable. I experienced an excellent show there and it is worth it.

The audiences for MBFW 09 are only through invitations. So definitely, the quality has to be above satisfactory. From my observation through the website and testimonials of the MBFW held at the Bryant Park, it is a very prestigious event. It is where everyone is looking upon to be and go and they gained respect through it.

The host of the events would be the city itself as well as the organizer. For AFF 09, it would be Singapore and the organizer is Audi with Mercury as the advertising media. For MBFW 09, since it is in three cities; the one I am concentrating on is New York.

Price
The prices for AFF 09 like what I have mentioned are reasonable and affordable for all people of the public. At the same time there are discounted price for MasterCard holders. The merchandise given is free like the magazines. However, some of the magazines given have an opportunity cost impact for AFF 09. This is because some of the magazines were not given out and ended up a waste.

Stakeholders

Host Organisation
Mercury Marketing and Communications

Host Community
Singapore

Sponsors
Presenting Sponsor — Audi
Official Card - MasterCard
Official Living — Baker
Official Mobile Phone – Samsung Mobile
Official Jewellery – Lee Hwa Jewellery

Supported By
Official Hair – Action Hair Salon using L'Oréal Professionnel
Official Hotel – The St. Regis Singapore
Official Light Sparkling Beverage – Coca-Cola light
Official Skincare – Dr. Georgia Lee
Preferred Caterer – Lavish
Official Makeup – M·A·C
Official Online Partner – Microsoft Advertising
Official Champagne – Piper-Heidsieck
Official Wine – Rosemount
Official Airline – SIA
Official Nightlife Partner – Time Out Singapore

Media
Official Screen Provider – International Conexxion
Production Partner – 1 Werks
Official Photography Partner – Live!studios

Co-Workers
Official Logistics Provider - DHL
Official Garment Care Partner – NOVITA, the Lifestyle Makers
Partner – Yew Lee Metal Works

Participants and Spectators

Designers / Brands / Showcase
Ashlee Hisham – Ashlee Hisham Couture Showcase
Christian Lacroix - Christian Lacroix Sping/Summer 2009
Gareth Pugh – Gareth Pugh Autumn Winter 2009
Marc Jacobs – Marc by Marc Jacobs
RAOUL – RAOUL Fall Winter 2009
Vivienne Westwood – Vivienne Westwood Anglomania
Bluprint 2009 featuring BlackMarket
Hansel by Jo Soh – Innovator 2009
Nicolas by Nic Wong – Innovator 2009

Featured Models
Chairmaine Harn
Jacquetta Wheeler

Spectators
Journalists
The Straits Times (Urban Section)
NewPaper and Today Editors
Mediacorp Journalists
Fashion Magazines Editor or Writers (Bazaar, Nuyou, Female, Style, Designers)
Local Designers
Fashion Lovers

My Observations

Strengths
Being part of the event as a spectator for the Blueprint by BlackMarket showcase was a great experience as I am able to witness the real fashion show where most famous designers come together and present the brand line.

Photobucket

At the end of the event

As this is a field trip, I have observed the strengths and weaknesses of The Audi Fashion Festival. The main purpose of this fashion festival is to present annual seasons of apparel line from both local and international designers. On top of that, being the major partners of the event, Audi, Master Card and Coca Cola were what most spectators there paid attention to.

The Blueprint Ticket

There was the new Audi A3 Cabriolet Car displayed at the rear of the main tent of the festival. Bottles of Coca Cola Light, which bottles are designed by Ashlee Hisham, was a complimentary drink provided. Since I do not have the access to the VIP cocktails before the show, I managed to see the crowed as I entered the main stage or runway.

The different venues are an excellent way of separating the show crowds and the VIP crowd. Moreover, during the cocktail party before the event. As I moved along to the entrance, I realized the ambience and setting were just right. It was dark and filled with bright luminous lights at certain angles of the stage.

The Samsung Foyer

The seating arrangements were at the sides of the runway having both spectators’ facing each other towards the runway. The media like cameras and reporters were situated at the very end up the runway.

Some of the ushers were friendly and approachable during the event; at the starting, during and the end of the event.

At each seat, there were merchandises given which I think a very good way to connect the spectators with the show. For example, I felt I am really into the set by reading and flipping through the vibrant colours of the Bazaar Magazine and the daily coverage news of shows at The Audi Fashion Festival. Some magazines that were given out were Bazaar, Designers, Female and Nouyu Magazine.

The magazines given

The show itself has a few combinations of visuals like video arrangements at the beginning of the show and in between them. Besides that, the sound system just compliments the show itself.

Visuals: Using Videos to enhance the atmosphere

Weaknesses
During the event, I had an extra ticket which I decided to give it away. I approached the front counter of the tent, at the Samsung Foyer, and asked if they could help me sell the ticket off or any other ways.
However, the service of their customer service representative was not the pleasant. I believe that, the way the representative treat a spectator like me was just not right and I think that is the weakness of the workers there.

In additional, the crowd management heading to the entrance was not that smooth like what I expected. Crowds were cramping and trying to get in to get hold of their seats. Although some ushers were friendly like what I have mentioned, however, some were not performing at their fullest potential. This is so as some actually do not know what is exactly happening.

As this is a ticketed event, I believe that we are supposed to be seated at out given seats and not to change seats at any upon of time. However, on that night, some spectators and event the ushers were changing seats. I think that’s a wrong way and can be improved in future especially at this kind of prestigious event.

At the end of the event, the co-workers organization were actually having debrief even when some spectators like me were still around the stage area. I think that is not a professional way of present the event although the event is already over.

Tourism Benefits

Based on The Audi Fashion Festival 2009, I reflected that it does bring about benefits to the tourism sector to a certain extend. Like what we have known, The St. Regis Singapore is the official hotel for the event. This is where the designers, supermodels and cast of AFF 09 would be lodging at.

Not only St. Regis plays a part in providing excellent accommodation, they also conduct a few events at the hotel premises itself. For example, The Little Red Dress Exhibition and Charity Auction, the Baker Interview Corner at The St. Regis Drawing Room, La Fashionista Afternoon Tea with Rose Champagne at Brasserie Les Saveurs, and the exclusive Aficionado Experience Packages. This helps the visitors and locals who are there to participate in the events.

In addition, having The Singapore Airlines as the official airlines helps to gain a lot more recognition. Having a great and excellent service in SIA would bring about a positive word of mouth to other designers and visitors around the world. Although SIA is the most respected travel brand world-wide, but this helps even further in SIA to gain more passengers especially on the new Airbus A380.

Some of the designers like Christian Lacroix and Gareth Pugh are some of the world-wide known designers. Having a lot of other young designers and fans loving their collections, they would come down and join AFF 09 as the loyal audience. And AFF 098 is in Singapore, so they would stay longer and make it as a holiday trip and visit the entire Singapore.

In collaboration of AFF 09 and the arts, The Singapore Museum has also organised an exhibition and workshops on Christian Lacroix and his designs. Workshops are open and with fees including some packages with guided tours. This helped the museum to gain more profits through such events.

At the same time, Singapore has only one Fashion Festival annually. This is already a chance for tourists and visitors to catch up with the event and not wanting to miss it.

Conclusion

In all, The Audi Fashion Festival is a success in approaching and targeting according to its purpose. Not having the advantage of being the only one fashion festival each year, Audi Fashion Festival have managed to clinch the reputation as a prestige fashion festival and show.

However, there are still rooms for improvement for Mercury Marketing and Communications to focus on in future events like their forte, the annual Singapore Fashion Festival. Being said that, I as an audience enjoyed the show and would look forward to the next fashion festival with more designers’ showcases.

Some of the featured Collections

Blackmarket

Private Lives by Barker feat Dr Georgia Lee

Christian Lacroix Opening Gala


Hello Im Abdul Rahman Yusoff Welcome Festivals & Events Field Trip Project Audi Fashion Festival 2009 My Mail My TP Student Mail My Facebook Relevant Links AFF 2009 Official Website Mercedes-Benz fashion Week New York AFF 09 Facebook June 2009 Bituwin - template Dementee - image Free Counter Aknowledgements & References Tutor: Ms Sandra Goh Pictures: photobucket flickr-Garrett Forbes.com hasselbladeusa thepaperplanes.blogspot www.myspace.com www.calikartel.com http://nymag.com www.tvfunspot.com toystorage.blogspot tesscafe.com americanurge.blogspot All Youtube Videos are courtesy of Youtube & Users Magazines and Newspapers Bazaar Singapore May 2009 Issue The Straits Times; Urban; 1 may 2009	Monday, June 22, 2009 My Field Trip Report Audi Fashion Festival Introduction Inspired by the world of technology of fasting moving vehicles and the current fashion trends The Audi Fashion Festival 2009 came by to showcase both international and local designers’ brands. Organised by Mercury Marketing and Communications the fashion festival also aimed to promote the new, Audi A3 Cabriolet car model. The Audi Fashion Festival lasted for 5 consecutive days at Ngee Ann City atrium area under the luxurious and executive tent; Tent@Orchard as well as island-wide events. At the tent, not only high end fashion showcase were carried out but also private VIP Parties, interview coverage, charity gala and style exhibitions. Above Video: Like what mentioned; Recognition and Exposure is the reason behind this AFF 09. The Opening Gala was opened by Christian Lacroix Spring/Summer 2009 Collections. Followed by Gareth Pugh Autumn/Winter Collections, Blueprint by BlackMarket which is a showcase of local and regional designers’ collections and the one that I have attended. Ashlee Hisham, a Singaporean Designer that has showcased his collections over in London, also participate in showcasing his The Ashlee Hisham Couture Showcase. Follow up to the exciting festival was the showcase by Marc Jacobs, Mango, Barker, RAOUL and Vivienne Westwood. Comparisons with Other Events An event that I have chosen similar to The Audi Fashion Festival 2009 is The Mercedes-Benz Fashion Week Fall/Winter Collections at New York, 13-20 February 2009. The reason behind this is that it is organize by IMG World and collaboration with Mercedes-Benz, a vehicle brand and it is the Major partner and Sponsor of the fashion event. To evaluate the marketing strategies of both events, the 8Ps; Product, Place, Promotion, Partnerships, Programming, People, Packaging and Price were put to thoughts. Product Both events, The Audi Fashion Festival (AFF 2009) and Mercedes-Benz Fashion Week (MBFW 2009) both showcase the clothes line of different famous designers. What differs them is the season collection which is for AFF, mostly was the Spring/Summer and for MBFW, the Fall/Winter collections were the designers focus. At the same time both events were a stage to promote the new models of cars. Audi with their A3 Cabriolet and MBFW with their 2010 E-Class Coupe Series; Mercedes-Benz. Partnerships AFF 2009 collaborated with a vehicle company Audi which is the same stepped taken for MBFW which is with Mercedes-Benz. Since Singapore is a small city if to be compared with New York. So, the partnership differs in a wide range. For example ,AFF 2009 has partnership with Audi, and Master Card, Samsung and Baker which is very popular among locals. While MBFW collaborates with American Express, IMG Fashion Media and Barbie which is popular internationally. When there is collaborations with such banks or credit cards, the prices of the tickets for audiences would be discounted, which is only for the card holders. In addition the partnership with the tickets seller for example tickets.com for AFF. However, there are some similar partnerships that were involved in both events. For example, M.A.C Make Up and DHL. M.A.C, a popular brand is well known in the fashion festivals industry. Like what being said in the MBFW website, M.A.C treat the shows as “a product testing ground”. This actually helps in the promotion of their products as well. Place The MBFW was held at the Tent; Bryant Park Tents, Sixth Avenue in New York. This is similar to AFF in Singapore which is held in the tent annually at Ngee Ann City Atrium. Both events provide a landmark well known to the people like designers and the audience where fashion events are held. The Bryant Park is where most designers desire to showcase their collections while here in Singapore, the local designers and fashion designers would always want to participate in the fashion week here. So, there is a similarity in the place of both events. Besides that, the location is at the heartland of the country. For example the AFF is conducted at the Orchard area which is the urban city of Singapore. This would create the feel of fashion and style. The setting in the tents at both locations differs. At AFF, seats were stacked like a staircase so that all audience be it the front row or last row, could witness the whole show. However at the MBFW, audiences are sited in line, all on the ground. Promotion This factor includes the full range of communication mix. The advertisements of both festivals were widely advertised through the power of internet technology. The websites of both events helps to navigate interested participants and audience to linger around and find information on the event. The AFF 2009 website provides the basic important information like the schedule of events or shows, the contacts of the participants, management, sponsors, registration and sale of tickets. This actually provides the locals or the public on the information that they need to know like where to get tickets and the background information of the event. The display of sponsors helps to promote the brand more widely. The MBFW 2009 on the other hand provides a very comprehensive information on the whole entire event. From introduction to the credits of the website. Each and single thing were being put up and each participant profiles were introduced. As this event is not open to the public; only invitations, there is no links to the ticketing companies. However, the website is an impressive way of promotions Through the internet also, AFF 2009 creates Facebook which is a great way to connect and inform people world-wide about the event. When this is done, everyone would be looking forward to the event. Besides that, having Microsoft Technologies as the online advertising partner, they are able to advertise the event through MSN Channels and Windows Live. Besides internet, the media includes television commercials and banners were the ways AFF promoted the event. The MTV Channel took coverage of interviews of designers on the result of the event and other audiences of the event. Banners were put up along the streets of Orchard Road to keep locals updated. Closing to the event itself, The Straits Times publishes a one page of advertisement on the AFF with MasterCard as the official sponsor. Supporting magazines and press like Bazaar, Female and Nuyou. The awareness of the event is successfully achieved. Programming AFF 2009 organizes fashion shows at the evening which suits the mood of most audience and locals. Besides that, I believe it is to cater to the working adults here in Singapore. The fashion designers featured were high named designers that produce high quality designs which inspire a lot of people. As the theme this year relates with innovation and creativity, the events lined up were conducted in a way where elements of technology were displayed. Visuals and adverts on Audi were also part of the showcase. This shows a lot of work done especially within the collaboration with several partners. Packaging and Distribution As for AFF 2009, the only related attraction would be the town shopping paradise. Other than the event in the tent, the fashion festival actually brought about the Longest Street Runway along the Orchard Road. This brought name to Singapore and gain popularity at the same time. The sales of tickets were done by tickets.com which is a local ticketing company. Since it is a small scale event, tickets.com is a good choice. It’s the same if it were to be a larger-scale event, maybe, a few ticketing bodies would get involved for example with Sistic. People Both events, AFF 09 and MBFW 09 has their own cast behind the backdoors. For example in AFF, 1works were the production crews and DHL were the logistics crew. The set of the tent which is done by the Yew Lee metal Works are part of the cast of the event. This includes the set for the models, the modeling agency themselves to make-ups and laundry. Both events differ in a way as both cities have different local companies. The audiences targeted in AFF were both through public and invitations. So, there are two different targeted audiences to cater to. For the invitations, most of them are high end audiences and fashion lovers. As for the public, it again ranges. So the event has to mark the prices so that it is affordable for all. For example, the show that I attended, Blueprint, cost $10 which is reasonable. I experienced an excellent show there and it is worth it. The audiences for MBFW 09 are only through invitations. So definitely, the quality has to be above satisfactory. From my observation through the website and testimonials of the MBFW held at the Bryant Park, it is a very prestigious event. It is where everyone is looking upon to be and go and they gained respect through it. The host of the events would be the city itself as well as the organizer. For AFF 09, it would be Singapore and the organizer is Audi with Mercury as the advertising media. For MBFW 09, since it is in three cities; the one I am concentrating on is New York. Price The prices for AFF 09 like what I have mentioned are reasonable and affordable for all people of the public. At the same time there are discounted price for MasterCard holders. The merchandise given is free like the magazines. However, some of the magazines given have an opportunity cost impact for AFF 09. This is because some of the magazines were not given out and ended up a waste. Stakeholders Host Organisation Mercury Marketing and Communications Host Community Singapore Sponsors Presenting Sponsor — Audi Official Card - MasterCard Official Living — Baker Official Mobile Phone – Samsung Mobile Official Jewellery – Lee Hwa Jewellery Supported By Official Hair – Action Hair Salon using L'Oréal Professionnel Official Hotel – The St. Regis Singapore Official Light Sparkling Beverage – Coca-Cola light Official Skincare – Dr. Georgia Lee Preferred Caterer – Lavish Official Makeup – M·A·C Official Online Partner – Microsoft Advertising Official Champagne – Piper-Heidsieck Official Wine – Rosemount Official Airline – SIA Official Nightlife Partner – Time Out Singapore Media Official Screen Provider – International Conexxion Production Partner – 1 Werks Official Photography Partner – Live!studios Co-Workers Official Logistics Provider - DHL Official Garment Care Partner – NOVITA, the Lifestyle Makers Partner – Yew Lee Metal Works Participants and Spectators Designers / Brands / Showcase Ashlee Hisham – Ashlee Hisham Couture Showcase Christian Lacroix - Christian Lacroix Sping/Summer 2009 Gareth Pugh – Gareth Pugh Autumn Winter 2009 Marc Jacobs – Marc by Marc Jacobs RAOUL – RAOUL Fall Winter 2009 Vivienne Westwood – Vivienne Westwood Anglomania Bluprint 2009 featuring BlackMarket Hansel by Jo Soh – Innovator 2009 Nicolas by Nic Wong – Innovator 2009 Featured Models Chairmaine Harn Jacquetta Wheeler Spectators Journalists The Straits Times (Urban Section) NewPaper and Today Editors Mediacorp Journalists Fashion Magazines Editor or Writers (Bazaar, Nuyou, Female, Style, Designers) Local Designers Fashion Lovers My Observations Strengths Being part of the event as a spectator for the Blueprint by BlackMarket showcase was a great experience as I am able to witness the real fashion show where most famous designers come together and present the brand line. At the end of the event As this is a field trip, I have observed the strengths and weaknesses of The Audi Fashion Festival. The main purpose of this fashion festival is to present annual seasons of apparel line from both local and international designers. On top of that, being the major partners of the event, Audi, Master Card and Coca Cola were what most spectators there paid attention to. The Blueprint Ticket There was the new Audi A3 Cabriolet Car displayed at the rear of the main tent of the festival. Bottles of Coca Cola Light, which bottles are designed by Ashlee Hisham, was a complimentary drink provided. Since I do not have the access to the VIP cocktails before the show, I managed to see the crowed as I entered the main stage or runway. The different venues are an excellent way of separating the show crowds and the VIP crowd. Moreover, during the cocktail party before the event. As I moved along to the entrance, I realized the ambience and setting were just right. It was dark and filled with bright luminous lights at certain angles of the stage. The Samsung Foyer The seating arrangements were at the sides of the runway having both spectators’ facing each other towards the runway. The media like cameras and reporters were situated at the very end up the runway. Some of the ushers were friendly and approachable during the event; at the starting, during and the end of the event. At each seat, there were merchandises given which I think a very good way to connect the spectators with the show. For example, I felt I am really into the set by reading and flipping through the vibrant colours of the Bazaar Magazine and the daily coverage news of shows at The Audi Fashion Festival. Some magazines that were given out were Bazaar, Designers, Female and Nouyu Magazine. The magazines given The show itself has a few combinations of visuals like video arrangements at the beginning of the show and in between them. Besides that, the sound system just compliments the show itself. Visuals: Using Videos to enhance the atmosphere Weaknesses During the event, I had an extra ticket which I decided to give it away. I approached the front counter of the tent, at the Samsung Foyer, and asked if they could help me sell the ticket off or any other ways. However, the service of their customer service representative was not the pleasant. I believe that, the way the representative treat a spectator like me was just not right and I think that is the weakness of the workers there. In additional, the crowd management heading to the entrance was not that smooth like what I expected. Crowds were cramping and trying to get in to get hold of their seats. Although some ushers were friendly like what I have mentioned, however, some were not performing at their fullest potential. This is so as some actually do not know what is exactly happening. As this is a ticketed event, I believe that we are supposed to be seated at out given seats and not to change seats at any upon of time. However, on that night, some spectators and event the ushers were changing seats. I think that’s a wrong way and can be improved in future especially at this kind of prestigious event. At the end of the event, the co-workers organization were actually having debrief even when some spectators like me were still around the stage area. I think that is not a professional way of present the event although the event is already over. Tourism Benefits Based on The Audi Fashion Festival 2009, I reflected that it does bring about benefits to the tourism sector to a certain extend. Like what we have known, The St. Regis Singapore is the official hotel for the event. This is where the designers, supermodels and cast of AFF 09 would be lodging at. Not only St. Regis plays a part in providing excellent accommodation, they also conduct a few events at the hotel premises itself. For example, The Little Red Dress Exhibition and Charity Auction, the Baker Interview Corner at The St. Regis Drawing Room, La Fashionista Afternoon Tea with Rose Champagne at Brasserie Les Saveurs, and the exclusive Aficionado Experience Packages. This helps the visitors and locals who are there to participate in the events. In addition, having The Singapore Airlines as the official airlines helps to gain a lot more recognition. Having a great and excellent service in SIA would bring about a positive word of mouth to other designers and visitors around the world. Although SIA is the most respected travel brand world-wide, but this helps even further in SIA to gain more passengers especially on the new Airbus A380. Some of the designers like Christian Lacroix and Gareth Pugh are some of the world-wide known designers. Having a lot of other young designers and fans loving their collections, they would come down and join AFF 09 as the loyal audience. And AFF 098 is in Singapore, so they would stay longer and make it as a holiday trip and visit the entire Singapore. In collaboration of AFF 09 and the arts, The Singapore Museum has also organised an exhibition and workshops on Christian Lacroix and his designs. Workshops are open and with fees including some packages with guided tours. This helped the museum to gain more profits through such events. At the same time, Singapore has only one Fashion Festival annually. This is already a chance for tourists and visitors to catch up with the event and not wanting to miss it. Conclusion In all, The Audi Fashion Festival is a success in approaching and targeting according to its purpose. Not having the advantage of being the only one fashion festival each year, Audi Fashion Festival have managed to clinch the reputation as a prestige fashion festival and show. However, there are still rooms for improvement for Mercury Marketing and Communications to focus on in future events like their forte, the annual Singapore Fashion Festival. Being said that, I as an audience enjoyed the show and would look forward to the next fashion festival with more designers’ showcases. Some of the featured Collections Blackmarket Private Lives by Barker feat Dr Georgia Lee Christian Lacroix Opening Gala 9:14 AM ·