A Cultural Treasure Uncovered in Katonah at the Katonah Museum of Art

A Public Relations Campaign Created and Executed By DDR Public Relations, Inc.
Re-Introducing the Katonah Museum of Art

SUMMARY

The Katonah Museum of Art (KMA) is a cultural destination offering ever-changing exhibitions that feature art from all cultures and time periods.  The Museum attracts visitors from Westchester and Fairfield Counties, as well as the larger tri-state region.  Located at the northern end of Katonah’s “Museum Mile” just off of Route 22, and neighboring John Jay Homestead and Caramoor, the Katonah Museum of Art is a few minutes taxi ride from the Katonah Metro North station.

The Museum mounts multiple exhibitions per year in its main galleries, Sculpture Garden and Learning Center, a space where families can explore hands-on art activities. And, the KMA offers adults stimulating lectures, workshops, trips, and social events.  Among the many programs for children and families are Stroller Tours, Family Days, Saturday Story Time, Schools Out/Arts In vacation day programs, and art classes for ages three through twelve.  The Museum’s innovativeArte Juntos/Art Together program for underserved new immigrant families has been recognized as a model program by the federal government.

Although the Katonah Museum of Art offers a treasure trove of programs, art and culture — and is beloved by its members and loyal community art enthusiasts – the Museum’s name recognition was still quite low and attendance at special programs, in particular the programs for children, was previously inadequate.

 

Collage Artist, Lisa Hoke

OBJECTIVES

  • To “introduce” the Katonah Museum of Art as a relatively unknown “treasure” located in Westchester and serving the entire New York region
  • To create awareness of the range of programs, events and exhibitions at the Katonah Museum of Art
  • To increase attendance at events and Museum memberships
  • To generate public interest in making charitable donations to the Katonah Museum of Art

 

STRATEGIES

  • To develop a media relations campaign that generates placements about the Katonah Museum of Art and its exhibitions, programs and events
  • To generate attendance of local celebrities and potential donors at the Museum’s annual Benefit and other events and exhibitions

 

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TACTICS

  • Intensive publicity focusing on new exhibitions, special family programs and other special events
  • Intensive efforts to generate media attendance at these events.
  • Articles and features were generated to focus on the Museum’s most “popular” family programs including the Stroller Tours, School’s Out camps, Arte Juntos program, etc.
  • Special focus and blitz surrounding the annual Benefit, and also post-event publicity focusing on local celebrity guests including Martha Stewart
  • DDRPR photography of many events, and then captioning these photos to send to target media

 

RESULTS

An intensive media relations campaign resulted in literally hundreds of articles, features, event listings and segments in print and broadcast media including two major articles about new exhibitions in The New York Times on Sundays, on WNET-NYC ARTS, WNBC-TV, Newsday, art trade publications and many features in target Westchester-based media including Westchester Magazine, The Wag, Westchester Business Journal, The Journal News, Record Review,Scarsdale Inquirer, etc.

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