Rob Baker, Director of Marketing and Creative Strategy at The Museum of Modern Art (MoMA) reflects on two reopenings in as many years, after the Museum’s temporary closure for a significant renovation before COVID-19.

Rob covers how MoMA has positioned and communicated with a primarily now local audience during the crisis while engaging the world online with viral and newsworthy moments like its comedic take on Kim Kardashian’s birthday trip. With a fast tracked digital transformation of the visitor experience now driving advance online bookings, we hear about how the call to action in MoMA’s marketing has changed.

Plus, hear Rob’s expectations and plans for the year ahead as the industry navigates rebuilding demand once vaccine rollouts are in progress and tourism begins to heat up.