In First Video Ad for Digital Media,
The Metropolitan Museum of Art Invites
New York City to “Meet Again at The Met”
(Wednesday, March 24, 2021)—The Metropolitan Museum of Art today launched its first-ever cross-platform video advertising campaign encouraging New Yorkers and tristate area residents to visit The Met. Featuring a mix of archival images and views of today’s audiences enjoying the Museum, the 15- and 30-second ad spots are a reminder of the history and importance of The Met, and an invitation to New Yorkers to enjoy all that the galleries have to offer this season. A rare move for the Museum, the video ad campaign powerfully showcases The Met as a welcoming and safe space—a place where visitors of all ages can lose themselves in the beauty and inspiration of great art, and simply enjoy the experience. The two-week campaign, created in partnership with the Museum’s agency AKA NYC, will start March 25 across nytimes.com, Facebook, Instagram, YouTube, and CTV (connected TV) including Hulu.
Daniel H. Weiss, President and CEO of the Museum, commented: “In its 151 years, The Met has known both great accomplishments and profound challenges. Our relationship to great historical moments has never been felt as keenly as it has this past year. While the road ahead will still have its challenges, we are inspired by what the past year has made so evident: the extraordinary importance of the Museum in our time and for our many audiences around the world, and the power of art to comfort, inspire, and excite us; bring us together; foster understanding and compassion; and enlighten our lives, even in the most difficult moments.”
Kenneth Weine, Vice President for External Affairs, said: “With spring arriving and our City reemerging, we are doing all we can to invite New Yorkers to re-visit their Met. It is an honor to be able to provide a place of inspiration and refuge—and we are inspired daily by the joy we see from visitors. With safety measures in place, and two million square feet of gallery space, a visit to the Museum can help visitors rediscover a semblance of our so-called normal life. We hope this outreach helps remind people that their hometown museum is eager to welcome all.”
The Met is currently presenting a robust program of exhibitions, including Alice Neel: People Come First(though August 1, 2021); The Facade Commission: Carol Bove, The séances aren’t helping (through November 2021); Goya’s Graphic Imagination (through May 2, 2021); Arte del mar: Artistic Exchange in the Caribbean (through June 27, 2021); and A New Look at Old Masters (through spring 2022). Upcoming exhibitions include The Roof Garden Commission: Alex Da Corte, As Long as the Sun Lasts (April 16–October 31, 2021); The Medici: Portraits and Politics, 1512–1570 (June 26–October 11, 2021); and The New Woman Behind the Camera (July 2–October 3, 2021). The full list of exhibitions is available on The Met’s website.
About The Met’s Reopening
The Metropolitan Museum of Art reopened on August 29, 2020, after more than five months of closure due to the pandemic, with The Met Cloisters following on September 12, 2020. Since then, The Met Fifth Avenue and The Met Cloisters have been open five days a week, Thursday through Monday, 10 a.m. to 5 p.m. The Met has developed comprehensive safety procedures for its staff and visitors, following guidelines issued by the Centers for Disease Control and Prevention (CDC), New York State, and New York City. Measures include limiting the number of visitors to 25 percent of the Museum’s maximum capacity and requiring timed-entrance registration. More information on what visitors can expect is available here, or visit metmuseum.org.
AAQ / Resource