Tue, 07-Oct-2008
Locals show taste for Peranakan
Published: Jul 09, 2008
Singapore - The Peranakan Museum has attracted over 50,000 visitors since its launch campaign in April - 75% of its visitors are local.
The National Heritage Board has traditionally faced difficulties in encouraging locals to visit museums.
Its opening was covered in local and foreign media and recall was sustained through word of mouth, press conferences, print ad executions. OOH ads also featured on lamp-posts, banners, and full body taxi wraps while grassroots organisations as well as schools were also invited to visit the museum.
The campaign creative was managed in-house while branding and PR were handled by Chemistry Design and Communications DNA respectively.
"This is a milestone for us, as it took us almost a year to reach a visitorship of 60,000 at the Asian Civilisations Museum when it was first opened at Armenian Street (where the Peranakan Museum is currently located) in 1997. The fact that we will have taken less than three months to attain the same figure for Peranakan, testifies to the popularity of Singapore's newest museum," Kenson Kwok, director, Asian Civilisations Museum (which also manages the Peranakan Museum), said.
The National Heritage Board has traditionally faced difficulties in encouraging locals to visit museums.
Its opening was covered in local and foreign media and recall was sustained through word of mouth, press conferences, print ad executions. OOH ads also featured on lamp-posts, banners, and full body taxi wraps while grassroots organisations as well as schools were also invited to visit the museum.
The campaign creative was managed in-house while branding and PR were handled by Chemistry Design and Communications DNA respectively.
"This is a milestone for us, as it took us almost a year to reach a visitorship of 60,000 at the Asian Civilisations Museum when it was first opened at Armenian Street (where the Peranakan Museum is currently located) in 1997. The fact that we will have taken less than three months to attain the same figure for Peranakan, testifies to the popularity of Singapore's newest museum," Kenson Kwok, director, Asian Civilisations Museum (which also manages the Peranakan Museum), said.