my fyp too

Due to the different locations of the different sponsors, the degree of exposure will definitely differ. American Express despite having promotional balloons with their brand on it, it is still at a disadvantage because it is being blocked by Tiger Beer. Unless the attendees walk around and explore the area, they may not even realize American Express was around.
Many of the sponsors gave vague replies to the questions we asked them about their sponsorship to the event. They may be worried that some trade secrets will be spilled if they / we are not careful enough. If we had been working with the organizers from the start of the planning and are official crew of the event, the 'digging for the truth' may have been easier since we are 'insider'.
What we've found out from the organizer, Matt Bennett was that no sponsors package were actually offered to the sponsors. This may be a bad move from my point of view, but because of the Grand Prix and the SBF being the first of such event in Singapore, this could be the attraction factor for the sponsors. However, this tactic may not work for the following years to come; the event will really be very risky if no packages were offered to retain the sponsors. They have to show the sponsors something beneficial.
As commented by the sponsors and attendees, the publicity of the event is poorly done. The organizer disclosed that all publicity was actually handled by the Singapore Tourism Board without any charges. From our side, we saw no advertisements about the event at all. The event was meant to target the locals to introduce them such events similar to the Oktoberfest but because of the poorly done publicity, the objective was not very well achieved. Train stations are the best locations to publicize events since the crowd flow at the train stations in town area is usually the one where there are many people.
And also, the buzz from the attendees about the Ash concert and SBF being advertised together led attendees to think that they could go to both the concert and the event. This resulted in some unhappy attendees who felt 'cheated'. SBF should have stated in their publicity material that tickets are sold separately to avoid such confusion in the future.

Our findings would have been more accurate if the sponsors had trusted us more with their so-called secrets. This would have to mean involving in the planning stage of the event when we are also able to liaise with the sponsors to build up the relationship and trust. We have entered the event too late, or the report and findings would have been better done.
Through the badly publicize example, this really is a true example of the importance of publicity materials. The event was meant to attract more locals; however, it got a close percentage of locals and foreigners. If the event had more awareness, more locals could have been interested and the turn up rate would have been better.