Interview: National Arts Council's deputy CEO on marketing the arts to the modern consumer

When it comes to marketing the arts to the modern, Singaporean consumer, it is essential to bring together all the content marketing tools as possible. From music to words to compelling visuals, advocating for the relevance and role of the arts is really very much anchored on telling stories.

This is why the National Arts Council (NAC) is prioritising a digital first engagement strategy when it comes to marketing to the modern consumer, according to Lynette Pang, deputy chief executive officer at National Arts Council in a conversation with MARKETING-INTERACTIVE. She added:

It is important to tap into the spaces where consumers are the most active.

"This includes social media, digital advertising and building online platforms such as Catch to connect with audiences to promote arts and cultural experiences," she said. 

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Catch, which was launched in September 2023, is a digital guide and booking portal, enabling quick and accessible discovery of all things arts and culture. It is a key initiative under the five-year arts plan and comprises a digital platform and social media network facilitating content cross-marketing initiatives across a range of partners and opportunities.

Through Catch, a mix of visual, written, and interactive media assets are developed to engage diverse audience segments. This includes collaborations with influencers, content creators and digital platforms to amplify the reach of the contents. In addition, the Catch Creator Community was established, targeting art enthusiasts, everyday content creators and micro-influencers, to produce and share content across their own channels, as well as through Catch.

They will get first dibs to the latest arts and culture events, and in turn, provide Catch with organic and authentic content that can be used for Catch’s site and social media platforms. Catch will also acknowledge these content creators to help profile them and extend the reach of their content.

Through the development of compelling narratives based on Singapore artists, arts and cultural experiences, the objective is to have stories powered by real encounters to create deeper connections, she added. 

However, while social media reach and organic content are key, at the heart of the NAC’s marketing strategy lies a deep need to connect relevant and authentic content and experiences to the consumer, of which there are four key pillars, said Pang. These are:

1. Personalisation, curation, and customisation

Understanding the needs and preferences of diverse audience segments is imperative to enable more targeted marketing. By focusing on these priorities, NAC aims to effectively connect with the modern consumer, drive interest and participation in arts and cultural activities, and cultivate a vibrant and engaged arts community in Singapore.

2. Accessibility and inclusivity 

Marketing efforts that emphasise the importance of making arts and cultural experiences more accessible to people of diverse demographics and different life stages are key, keeping in mind different age groups, cultural backgrounds, and abilities, said Pang. 

3. Innovation and creativity

"It is so important to ensure all creative marketing strategies have this built into its DNA, to ensure a higher probability of capturing the attention of the modern consumer," said Pang.

This can come from exploring new media formats and technologies to create interactive experiences to engage audiences in unique and compelling ways.

4. Community engagement 

Fostering a sense of community and belonging among modern consumers to build greater relevance, resonance, and authenticity is incredibly important, said Pang. This involves creating opportunities for participation, dialogue, and co-creation within the arts and cultural eco-system.

“Campaigns and experiences are best developed through co-creation with the local community, adapting and integrating real stories and narratives into media and experiential content, for audiences to better recognise, resonate and connect with at a deeper level,” explained Pang. 

To create more tangible and memorable encounters with arts, NAC has tapped into various local spaces to spotlight the arts scene, such as its themed MRT trains and I Play SG Music initiative, which brings homegrown visual arts and music respectively to millions of commuters daily.

This scheme is part of a three-year partnership with SMRT, that allows Singaporeans to experience and enjoy ‘art on the go’. Pang shared with MARKETING-INTERACTIVE that this strategy will soon expand to the literary arts, where the council is looking to bring the written word to trains, and more busking experiences to stations.

Check out more of what Lynette Pang has to say at #Content360 #Singapore from 24 - 25 April for a two-day extravaganza centred around four core thematic pillars: Explore with AI; Insight-powered strategies; Content as an experience; and Embrace the future. Immerse yourself in learning to curate content with creativity, critical thinking, and confidence with us at Content360!

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