Why is this work relevant for PR?

Amidst COVID-19 restrictions with cancelled shows and no new exhibitions, how could the National Museum of Singapore ensure that history and its permanent collections stay top of mind? While people were asked to stay home, the museum had to look for a different way to engage with Singaporeans, this time on digital platforms. By giving voice to its artefacts through a number of recognisable and beloved Singaporean actors and comedians and putting the whole experience on Zoom, the Museum had an opportunity to earn attention at a time when culture and heritage were not a priority topic in the media.

Background

Due to the pandemic, the National Museum had to close its doors and radically alter its programming. The usual programming that encourages footfall and engagement was out of bounds due to social distancing and hygiene measures. At the same time, Singaporeans were still navigating the new boundaries and prioritising other activities that were open to them again (with the easing of lockdowns) instead of heading to the Museum for its permanent collections. NMS had to find a way to keep its offering top of mind and re-engage its core audience target (students, families with children) by finding a new way to present history and its artefacts.

Describe the creative idea (20% of vote)

Artefacts have lives. They were born and lived in different homes and places before they were placed in museums. We wanted to tell the tales of what they had seen and gone through, on a platform that everyone was familiar with: Zoom. So people could hear their stories, speak to it, and ask them anything—from politics and culture, to food and art—in relation to the time period they were in. Played by seasoned theatre actors and stand-up comics, every object delivered a unique story and responded to audiences in real-time. In a time when people were encouraged to stay home, we not only brought museum objects to life. We brought it into their homes.

Describe the PR strategy (30% of vote)

The strategy was 3-pronged when approaching the media for the story: a) to highlight the innovative nature of the programme that allowed people to speak directly to the artefacts themselves on the year’s most talked-about and used platform, Zoom b) to showcase unusual and unexpected artefacts that might often be overlooked but have immensely rich stories to tell, such as the night-soil bucket, providing a fresher take on heritage and history c) to use an emerging young talent in the industry (Jacky Ng) as a spokesperson for the programme at a time when art performers’ roles were been put into question, thus showcasing the potential for the local art scene to reinvent itself despite COVID restrictions

Describe the PR execution (20% of vote)

All major media were made aware of the programme, highlighting its novel nature, which led President Halimah Yacob to select it as a key part of the first ever Virtual Istana Open House. The playful exchanges between the President and a ‘talking’ Government House cheese plate, voiced by Hossan Leong, created a first wave of press coverage and word of mouth about the programme during the first weekend of the activation. Stories of key artefacts and the respective talents that voiced them were then pitched to broadcast media, including vernacular channels. Creative assets were seeded with broadcasters who were able to run the footage as b-roll, while interviewing the curators and talents via Zoom. Giving access to the key personalities and rich content allowed the media to cover the programme with minimum effort, thus enabling maximum impact for the National Museum.

List the results (30% of vote)

Zoom into History received extensive coverage on all major print, digital and broadcast channels with a total of 65 clippings across broadcast (TV and radio), digital and print. Coverage included coveted slots in Channel 8 Hello Singapore and CNA Singapore Tonight, as well as print and online coverage in The Straits Times, The New Paper, Lianhe Zaobao, Berita Harian and Tamil Seithi. Event listings were promoted via TimeOut Singapore and Weekender, while the Museum’s curators were interviewed by radio stations Money FM 89.3 and CNA938.

Describe the effectiveness of the PR campaign

With 65 pieces of coverage across key broadcast channels (TV and radio), and major digital and print titles, the PR value exceeded $1,2 million. It put the National Museum top of mind during the period of National Day and encouraged people to sign up and attend the live sessions. It contributed to the 4-day event garnering over 300,000 views and participants, with an average of 450 of individual live interactions per 60 minutes of live session, far exceeding the equivalent of the average Museum attendance per day.