National Communication Museum

Challenge

The National Communication Museum (NCM) is a contemporary Australian museum that opened in Melbourne in September 2024.

NCM is built around a collection of Australian communication artefacts from the Postmaster-General’s Department (PMG), Australia Post, Overseas Telecommunications Commission, Telecom and Telstra.

But the museum goes beyond that collection; it also showcases the cutting-edge technologies that will connect us in the future, while questioning our relationship with technologies – past, present and future.

Truth was engaged to develop and execute a media strategy to introduce the museum to Australia and pique curiosity about its offering, with an eye on any potential issues that could arise.

Solution

Truth conducted an environmental scan into the state of play in the museum sector, locally, nationally and internationally, understanding what media approaches worked for other organisations.

A deep-dive workshop and site visit helped Truth build an understanding of NCM’s unique offering, its research and collections, its education and programs and its projects and engagement.

Truth developed a bank of key messages about the new museum, its purpose and its exhibits. These messages informed all media outreach, ensuring consistency and clarity of messaging around even the most technical of exhibits.

A three-phase media approach – pre-launch, launch and post-launch – designed to raise awareness and curiosity, generate excitement about NCM was developed and executed.

Truth’s approach included a range of targeted media opportunities designed to build momentum ahead of a launch event the day before NCM’s public opening.