Author: Harp, Christy

Publication Year: 2002

Media Type: Case study

Summary:

The National Arts Marketing Project is a marketing and audience development project focusing in the arts sponsored in 12 U.S. cities by American Express. It was originally launched in 1998 in eight cities, and then expanded to four more cities in 2001. In order to celebrate the launch of the new sites, American Express hosted launch parties at all 12 locations.

Abstract:

The National Arts Marketing Project is a marketing and audience development project focusing in the arts sponsored in 12 U.S. cities by American Express. It was originally launched in 1998 in eight cities, and then expanded to four more cities in 2001. In order to celebrate the launch of the new sites, American Express hosted launch parties at all 12 locations.

On June 18, 2001, The Arts Services Office (ASO) of the Cincinnati Institute of Fine Arts was launched into the National Arts Marketing Project (NAMP). In order to celebrate the new adventure, a cocktail reception was held from 5-7pm in the courtyard of the Cincinnati Art Museum Sculpture Garden. ASO employed a clever \launch\ theme in the materials used to Market the event to Cincinnati's arts and business communities. Attendance numbers at the event and local participation in subsequent NAMP workshops bodes well for NAMP's success in Cincinnati.

Arts & Intersections:

Categories: Marketing and Communications