17th December 2009

NAME: Thai Thi Huong Giang

STUDENT ID: S3117184

GROUP: 1

TUTOR: Doan Mai Anh

 Golden Bell Communication Company
702 Nguyen Van Linh Blvd, Tan Phong Ward
District 7, Ho Chi Minh City, Vietnam

(phone) 385 459 5959

(fax) 385 459 5957
www.goldenbellgroup.com

PROPOSAL
FOR
THE SINGAPORE FUSION ART
FESTIVAL 2010

PAINT SPRAY ART SHOWCASE PROJECT

17 December 2009
Introduction
Cultural festivals usually have to work hard to make it becomes more interesting and attract
more visitors. People do not want to stay long for the festival, especially outdoor events. In
addition, most the youth do not tend to participate in this kind of festival because the cultural
festivals have similar contents and monotonous activities. The Singapore Fusion Art festival is
not an exception. Therefore, it is suggested that paint spray art showcase is established. A
campaign has been recommended to position the Singapore festival as an innovative festival
and increase sponsorship amount through increasing the number of visitors.

Executive summary
Paint spray art showcase will first time intro a new art form that is known as a popular culture
of the American youth to Singaporean people. Although main tools of paint spray art are color
sprays as same as the graffiti, its theme and technique are different. The event will have taken
place in 6days. Before the event time, media release will be sent to the seventeen top media
outlets in Singapore to popularize the event. There is also a press conference to increase the
awareness of the citizens in Singapore. In addition, there are many advertisement activities to
remind the audiences about the event. Paint spray art showcase have five activities including
performance, contest, exhibition, talk show and the quiz, and ‘Do It Yourselves’. Visitors will
gain more knowledge about a new art form as well as a new culture through performance,
contest, exhibition, talk show. Furthermore, they will experience the event themselves when
participating in quiz and ‘Do It Yourselves’. In the event, people do not have only observing
learning, but also practice it.

Aim
Paint spray art showcase will introduce a new modern art form at the Singapore Fusion Art
Festival 2010 to the Singaporean people and tourists. This is the fist time that a popular culture
of American youth is introduced in Singapore.

Objectives
• Attract 70,000 visitors to the event including 25,000 young people (school and
university students) in 6 days.
• Make the visitors spend about three hours in the event.
 • Fifty percent of event visitors participate all activities.
• Use seventeen media outlets for the event to increase the awareness of media and the
community.

Background
Paint spray art is a new art form that is a part of American youth culture. This art form is the
brother of graffiti that is known as street art. Thus, it becomes a part of American young
people’s culture, especially hip-hop lovers. Generally, it is not beloved only by the youth, but
people and tourists in the US are also interested in it because it brings to the viewers a new
experience of art. With just some color sprays and pieces of carton, the artists will create
artworks in a few minutes. Although color sprays are also main tools of paint spray art, they
work on different subjects with graffiti. Paint spray art is normally performed on poster board
or wood while graffiti is performed on buildings, trains and the like, as opposed to more
traditional art surfaces. The artworks of paint spray are about surreal landscapes of planets,
comets, pyramids, cities, and nature scenes.

Proposal
The event has 2 periods with different activities:

Pre – event time: activities are to prepare and promote for the event.
• Media release: Invite the media to increase awareness of the citizens about the event.
• Press conference: Is held before event to update and confirm the media about the
information of the event.
• Advertising process: Publishing the print ad on the media is to increase the awareness
of citizens and remind them about the event.
• Rehearsal: The crew has to test the activities to make sure everything will run smoothly
during the event time.

Event time: activities will happen on the event in 6 days from 4 – 9 February 2010.
• Performance: Visitors have chance to see the process of doing a paint spray artwork.
• Contest: The artists show their speed, creativity, and skills on the competitions between
the paint spray teams from the different clubs.
 • Exhibition: The pictures are about famous architectural structures in the world such as
The Pyramids, Eiffel Tower, Tower of Pisa, and Statue of Liberty.
• Talk show and quiz: An artist provides information about paint spray art and its culture.
Visitors have a chance to get prizes when participating in the quizzes.
• ‘Do It Yourselves’: Visitors do a spray painting artwork by themselves with the
instructions of the artists.

Post-event: activities will have to evaluate the event’s success.

• Evaluation meeting: Members of core team will have a meeting to collect the
information about the event.
• Financial report: The actual spending amount will be calculated and compared with
the budget.

Benefits
• The event is first time established at the Singapore Fusion Art Festival 2010 that will
introduce a new kind of modern art as a part of the American youth culture. It will bring a
new experience of art and new knowledge of American culture to the audiences. Thus, it
will create curiosity, attract people’s attention, and encourage their actions. The young
people will feel interested in the event because they can know a new popular culture of
the American youth.

• To let people stay longer in the event, there are some activities for the visitors
experiencing the event by themselves. Besides the unilateral activities such as exhibition,
performance, talk show, and contest, there are two interactive activities including the quiz
and the ‘Do It Yourselves’. Visitors might receive the pieces of paint spray artwork as
prizes when participating in the quizzes. Moreover, they have chance to do paint spray by
themselves. These activities make the visitors feel interested in the event and tend to
spend more time to experience the event.

• Paint spray art showcase will attract the media’s attention because it introduces a new
art form, a new popular culture of the American youth and new activities at the Singapore
Fusion Art Festival 2010.
Procedures
• Media release will be sent to 17 media outlets, which have the highest readership to
inform about the event in advance.
o Newspapers: LianHe ZaoBao (Chinese), Berita Minggu (Malay), Berita Harian
(Malay), The Straits Times, The Sunday Times, Tamil Murasu(Indian), and The New
Paper (the youth).
o Radio: 95FM (English), Gold (English), YES 93.3FM (Chinese), Warna
(Malay) and Ria (Indian).
o TV: Channel 8, Channel U, Channel 5, Suria (Malay), OKTO (the youth),
Vasantham (India).

• The press conference will be held at the Sheraton hotel in order to update and confirm
the media about the information of the event. The journalists will have a chance to do
paint spray by themselves by the instructions of the artists.

• Advertising process: The Blue Leaf Company will be responsible for designing the
print ad. The target audiences of the event are unlimited, so the advertisement will appear
on different kinds of media to reach all the target audiences and remind them about the
event.
o Newspaper: The New Paper, The Straits Times, LianHe ZaoBao, Berita
Minggu, and Tamil Murasu.
o Magazine: I-Weekly, 8-Days, Her World, Elle.
o MRT: billboards and posters will be posted on the wall of MRT stations of red,
orange, and purple lines. The locations of the ad are the crowded areas where the
lines cross each other.
o Bus advertising: print ads will be put on some buses that have routes through
the crowded areas of Singapore such as Orchard Road, China Town, Little India and
Shenton Way.
o Internet: a page with full information about the event on Friendster network will
spread the news for most the young target audiences. Advertising banner on Yahoo,
LiveJournal.com, Blogger.com, and sina.com.cn is a suitable way to reach the young
target people.
 o TVC: Channel 8, Channel U, Suria (Malay), OKTO (the youth) and Vasantham
(India) will publish the TVC (30s) of the event.

• Rehearsal: The artists will come to Orchard Road to locate their tents and prepare the
materials. The crew will check the sound, light, and stage.

• Performance: The event needs forty American artists from Boys and Girls hip-hop club
and Star hip-hop club and Last for One hip-hop club. Fifteen tents will be set up along
Orchard Road from the Orchard Shopping Center to the Orchard Plaza.

• Contest: ten artists from different clubs will compete with each other on the stage that is
located near the Centrepoint Mall.

• Exhibition: 175 artworks of famous landscapes in the world will be on exhibition.

Along Orchard Road, five exhibition spaces display these pictures based on their
continental location.

• Talk show and quiz: The leader of paint spray team from the Last for One hip-hop club
will hold the show on the stage near Centrepoint Mall. There are 150 quizzes and prizes
available for the event. The quizzes have diversified content that could relate to the
content of talk show, the paint spray process, and other information of the festival.

• ‘Do It Yourselves’: ten artists will instruct the visitors doing the paint spray job. The
artists will provide all the safety materials for the participants.

• Financial report: Employees of financial department of Golden Bell Communication

Company will do the financial report of the event. After that, they will compare with the
budget to evaluate how successful the event does.

• Team meeting: the leaders of paint spray teams and employees of the company will
discuss about the problems happening during the event time. They will count the number
of people who participated in the activities and compare with the objectives. Moreover,
the team comes up with responses and opinions of visitors about the event. Since then,
they will send the report with full information of success activities, weakness to the
director of the Singapore Fusion Art Festival 2010.
Schedule
• Print ad design: 27 December 2009 to 9 Jan 2010
• Advertisement: 15 – 30 January 2010
• Media release: 28 January 2010
• Equipment: 1 February 2010
• Artist: arrive on 1 February 2010
• Press conference: 2 February 2010
• Set up: 3 February 2010
• Rehearsal: 3 February 2010
• Event: 4 – 9 February 2010
• Post event: 10 – 13 February 2010

Qualification
Golden Bell Communication Company organized many successful events in Vietnam
• The PR Manager of the company organized successfully the outdoor talk show of
President Bill Clinton in 2006 in Vietnam.
• Golden Bell Company is the first Vietnamese communication company that was
awarded the “Certificate of excellence” of the ‘Asia Pacific PR Award 2008’ by Media
magazine (Hong Kong).
• The company was awarded “the best quality service agency” of ‘The Best Operation
Communication Agency 2009’ by PR Vietnam association.
• Golden Bell Company is one of the top ten well-known communication companies in
Vietnam.
 • The PR Manager of the company has work experience in US and excellent education
background.

Budget
The event will cost totally about US $78,000.

Conclusion
Paint spray art showcase is not only to attract the visitors because of its newness and
amusingness but it is also a learning centre where the Singaporean people can gain their
knowledge about art and cultures. People will experience the new art form with both
observation and practice approaches. Through the event, the Golden Bell Communication
Company wants to increase people’ interested in the cultural festival and improve people’s
attitude about the cultural festivals.

For media enquiries contact:

Thai Thi Huong Giang
PR Assistant Manager - Golden Bell Communication Company
Cell phone: 0986216436
Email: s3117184@rmit.edu.vn
Media release
For Immediate Release

A unique art showcase from Las Vegas at Singapore Fusion Art

festival in February 2010
Singapore, (12 October 2009) – Orchard Road for the first time will be transformed into
an unique outdoor exhibition – spray painting showcase. Audiences will explore and
experience a new kind of art that is popular in Las Vegas. Moreover, the audiences can
travel over the world through the art in the exhibition. Hundreds of artists from all over
the world will gather at the Singapore Fusion Art Festival from 4 February 2010 to
introduce the world’s diversity of cultures with a series of events such as dance,
concert, music and exhibition.

Las Vegas artists will perform the spray paint art every night during the festival period.
With just some color sprays and pieces of carton, they will create art works in a few
minutes. Besides that, through the exhibition, audiences are able to travel to famous
beautiful spots and landscape of countries around the world such as The Pyramids,
Eiffel Tower, Piza Tower, Statue of Liberty and Golden Gate Bridge.

Singapore Fusion Art Festival organizer, Choi Seung Hyun said, “Spray paint art is
different to its brother graffiti art. Color sprays are the main tools but spray paint artists
will lead the viewers to new experiences about art. This is a very absorbing activity.
Generally, when thinking about an artwork, we think that it takes a few days drawing
but with spray paint art, we can have a complete artwork in about ten minutes.”
Audiences have chances to understand more about the history of spray paint and its
development by talking with the artist Johanna Parker and win the works when
participating in the quizzes.

In addition, audiences can experience spray paint art themselves through a

demonstration. The artists will show the audiences how to do spray painting, then they
can do it themselves and take their own works home.

Spray paint artist, Johanna Parker said, “Normally, when mentioning colored spray,
people just think of graffiti but actually spray painting has developed in another
technique. We hope that in the future, spray paint art will be popular and receive
supports and loves from the people, especially the youth as much as graffiti art has.”

The Fusion Festival is an annual event which celebrates the cultural diversity of
Singapore through theatre arts, dance, music, visual arts and other art-related programs.
Today, it also introduces cross-continental cultures besides the regional ones in order to
strenghten ties with other countries. The Fusion Festival has been successful since
being established in 2004 by the National Arts Council of Singapore.

For media enquiries contact:

Thai Thi Huong Giang
PR consultant
Cell phone: 0986216436
Email: s3117184@rmit.edu.vn
Website: www.fusionfestival.org.sin
 Fact sheet
Singapore Fusion Art Festival 2009 – Outdoor Spray Painting Art Showcase

Purpose
• To introduce new kind of art from Las Vegas to Singaporean people and tourists to
open people’s knowledge as well as increase number of visitors.
• To popularize this kind of art to the Singaporean youth in order to expand this kind of
art in Singapore such as opening spray painting clubs for Singaporean youth.
• To participate cultural exchange festival to strengthen relationship between Singapore
and other countries.

Sketch of Painting Spray Art Showcase Fusion Festival

• Spray painting spray showcase is a free entry event
• A unique exhibition collects all artworks including 231 artworks about famous
landscape and spots of 70 countries all over the world from different artists
• Spray paint art is an art form that is performed on poster board or wood while
differently, graffiti is performed on buildings, trains and the like, as opposed to more
traditional art surfaces.
• This form of art is known as street art that normally performed on the street in large
metropolitan cities and crowded areas. The artworks are about surreal landscapes of
planets, comets, pyramids, cities, nature scenes.
• Spray painting art showcase can serve at least 600 visitors for the event and about 100
visitors for the demonstration on the Orchard Road
• Twenty-three artists from Las Vegas will join the event.
• Besides twenty tents along Orchard Road for the artists, some special tents are prepared
in anticipation of bad weather.
Date, time and location
• Spray painting art showcase will have occurred in 5 days from 4 February 2010 to 8
February 2010.
• The showcase will begin from 4pm to 10 pm on the Orchard Road. There are about
thousands people pass by everyday
Programs Agenda
• 4pm to 10pm: People can enjoy the professional performances of twenty-three painting
spray artists
• 4pm to 10pm: the exhibition collects all artworks about famous landscapes and spots all
over the world from different artists
• 5pm, 7pm and 9pm: Competitions between artists
• 5.30pm, 7.30pm, and 9.30pm: There are talk shows of the artist Johanna Parker about
30 minutes about painting spray art and 15 minutes for the quizzes. Two people who
get right answers will receive an artwork as prize.
• 5pm to 9.30pm: There is a demonstration for audiences. There are four artists will
introduce and tutor how to do painting spray for about 15 – 20 people per time.
Participators also receive stuffs to protect their safety. The participators can take their
own works home.

Sponsors
• Singapore National Cultural Heritage Department
• Budweiser Beer company
• Bank of America
• Delta Air lines
• McDonalds
• PepsiCo
• HSBC
--End--

Golden Bell Event Company

702 Nguyen Van Linh Blvd, Tan Phong Ward, District 7, Ho Chi Minh City, Vietnam

For media enquiries contact:

Thai Thi Huong Giang
PR consultant
Cell phone: 0986216436
Email: s3117184@rmit.edu.vn
Website: www.fusionfestival.org.sin