Esplanade - Theatres on the Bay Launching of a World-Class Arts Center (A)

Published 12 Jan 2004
Reference 5238
Topic Marketing
Region Asia
Summary

After years of favoring math and sciences, the Singaporean government now views the arts as having economic value. In its attempt to reposition Singapore and make the island more attractive as a base for business and technology, it adopts a new strategy to become a global city for the arts and launches Esplanade - Theatres on the Bay. This case study discusses the challenges and obstacles that Esplanade must overcome to meet its vision to become a world-class arts center. It examines the question of whether buildings, infrastructure and government policy are sufficient for the creation of a cultural capital.

Teaching objectives

In the context of a non-profit cultural institution: to underline the importance of creating customer awareness and building affinity, to explain the notion of customer experience and to illustrate the systems put in place to deliver exceptional levels of service, to demonstrate how co-branding and marketing partnerships can be used to successfully meet development goals.

Keywords
  • RD1104
  • AR2004
  • AR0405
  • CULTURAL CAPITAL
  • WORLD-CLASS ARTS CENTER
  • RELATIONSHIP MARKETING/CUSTOMER MINING
  • CUSTOMER SERVICE
  • CO-BRANDING
  • STRATEGY OF PARTNERSHIP
  • CORPORATE SPONSORSHIP
  • SUSTAINABLE MARKETING PROPOSITION