Trending PR Campaigns
Museum of the Future’s Future Perfects recruitment
Dubai’s Museum of the Future received more than 20,000 applications in the first 48 hours after inviting people to become “Future Perfects” — the public face of its visitor experience when it reopens in 2027. The unusual recruitment drive puts imagination, curiosity and emotional intelligence ahead of conventional experience, giving the museum a people-centred story to share.
Why it worked: It used a counterintuitive hiring criterion and a hard 48‑hour application surge stat to create a timely, data‑led human story.
The lesson: Consider launching roles judged on a surprising soft-skill, then report early application numbers within 48 hours to anchor your pitch.
Coverage over time
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