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SINGAPORE : The National Heritage Board is launching a campaign aimed at making museums more appealing to all.
It plans to do so by offering acts like magic shows.
Museums are fast becoming the choice of leisure for youths, besides shopping and movies, according to the National Heritage Board.
By repositioning museums as lifestyle destinations, the board said the perception of museums has changed over the years.
Cheryl Koh, director of Marketing and Corporate Communications at National Heritage Board, said; "We have definitely seen a different type of audience stepping into our museums, be it the younger generation, the 20-year-olds, whom we sometimes term as the 'lost generation', because after they have come out from schools, they do not usually come back into the museums as well."
The board also said it taps on social media to reach out to the young.
Ms Koh said: "We do see a general rise, especially when we do a lot of online engagement and we see a lot of them are actually very interested..."
She added: "And we do see a lot of families, (we are) very happy to see parents bringing their young kids to come to our museums to enjoy themselves, especially during the school holidays periods when we have lots of activities. Most of the time, they are free or really low priced."
And for the first time, the board is including magic acts in its campaign.
Illusionists will perform an act which has five people disappearing from sight.
Singapore magician Ning said: "It is the perfect marriage because the museums have always been fighting the old traditional mindset that museums are boring or old-fashioned. And likewise with our magic, we have been fighting the whole stereotype of magic being old-fashioned as well."
Magician J C Sum added: "So no top hats, no rabbits with us, that is why we are bringing in fresh new magic into the museum, just like museums bring in new exhibits all the time."
The campaign will run from November 20 to December 12.
- CNA/ms
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