Brands sponsor NY bash to reach youth

Beer brand Beck's, clothing manufacturer Billabong and radio station WKRZ 91.3FM signed on the dotted line as sponsors of Sentosa's New Year's Eve 2006 Splash countdown party -- organised by Sentosa Leisure Group and MTV Asia at Siloso Beach -- as they sought to raise their share of mind amongst Singaporean youth.

"The beach party presented a great opportunity for us to reach our target audience -- self-confident and progressive urbanites -- in a massive way and raise the awareness level of Beck's, the official beer at the event," said Beck's Regional Director Long Jek Howe, describing the turnout as "overwhelming".

Billabong was the requisite attire of the DJs, VJs, models and dancers at the event. "It was a great way to showcase Billabong clothing as product sponsorship is one of our main marketing strategies," said Billabong Marketing Executive Iris Toh, adding that the number of people in attendance was "more than we expected".

"The beach parties at Sentosa have always been synonymous with fun and lifestyle -- the very same qualities of our radio station," said Teo Pei Shiang, Promotions Manager at WKRZ91.3FM, which pre-promoted the event with live reads and giveaways. On site, its popular DJ Jensen Ho emceed and spun at the party. "We target Singaporeans in their late teens and early twenties -- by the composition of the crowd at the event, this need was met," she said.