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Introduction The M1 Youth Connection is an annual event held by The Necessary Stage (TNS). This event is a theatre festival held for, as the name implies, the youth. The festival does not only include theatrical productions but also art exhibitions, concerts. It is an established event that has been on-going for five years. It is also Singapore’s only annual festival of theatre and other arts for young people. Backed by its main sponsor MobileOne (M1), the youth connection attempts to fulfil its aims. Aims of the festival: a. To expose young people to high quality, relevant and meaningful contemporary drama productions for young people b. To involve young people in art-making c. To provide opportunities for young people to develop their artistic and aesthetic selves d. To address issues and concerns relating to young people, and to enable the wider community to access young people’s concerns Marketing the festival is perhaps one of the most challenging aspects of bringing the event to the public. I shall now go into examining the marketing approach that has been taken by the M1 Youth Connection. Product Strategy Each festival comprises of an international act, a local act and a collaboration of local and international students as well as professionals. Some of their past productions in the festival include Singapore's first-ever play on a bus, Is This Our Stop? (1999), a play at Zouk disco, Zero (1998) by Frantic Assembly (UK), a play and party combined into one, Sex Education Party (2001), interactive theatre in Dreaming Up a Prince (2002), and 8 Addictions (2002), a series of cutting-edge performances at The Heeren Shops. In 2003, there will also be a collaborative installation art exhibition and performance: Fires Within Fires between young people from CHIJ Katong Convent and young people from Scotland. I feel that the product is very attractive and well catered to their target age group of 13-25.
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