The campaign aims to remove the typical associations of museums and heritage sites being dull and boring.
The social content will be amplified on social media and aims to reach a younger target audience that does not consume traditional media.
“The National Heritage Board's aim to leverage co-creation to drive play and creativity, is a unique direction for a government body,” said Alexandre Olmedo, CEO of eYeka Asia-Pacific.
“We are happy to be partnering with eYeka on this campaign and find its concept a very interesting one," said Cheryl Koh, director of marketing and corporate communications at the National Heritage Board.
She added that it will allow NHB to tap into the creative community of enthusiastic designers for authentic content which will resonate with a highly discerning online audience. "We see much potential in connecting and drawing new audiences to our museums,” she said.
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