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Nonprofit Branding: How a Strong Tagline
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Public invited to test new Arts Web sites and offer feedback

New York Alliance for the Arts - Click here to visit.

NEW YORK – November 25, 2008 – The Alliance for the Arts has launched the beta versions of its new and, the most complete, customizable and dynamic source of information on New York’s cultural institutions.

Produced by people who know the scene, NYC ARTS provides an inside view of New York’s cultural life. Ogilvy New York has signed on as the launch sponsor.

The NYC ARTS Web sites have launched during beta testing. The public is invited to participate in testing by submitting feedback through the “Send your feedback” button at the bottom of every page. - Click here to visit.Locals and tourists will find in-depth information on cultural organizations and their events, programs and activities. - Click here to visit.Educators and parents will find the most comprehensive information on cultural activities for children, including arts education programs that support teaching in many subject areas.

Alliance for the Arts Research Center

The research tools in the Alliance for the Arts Research Center will provide easy access to accurate quantitative data on the nonprofit cultural sector in New York City.

In the increasingly competitive entertainment environment, NYC ARTS and NYCkidsARTS ensure that New York City’s arts organizations stand out in the clutter of choices. The NYC ARTS brand is a powerful promotional identity both for large cultural institutions that command high visibility and smaller groups with less promotional muscle. Unlike commercial cultural listings that have a narrow focus, these sites give all arts groups equal opportunity to promote their programs and attract visitors.

The power of the NYC ARTS sites extends beyond the walls of the Web sites with weekly e-mail updates, interest-specific RSS feeds and connections to social networking sites such as Facebook and Twitter.

Cultural consumers need a strong brand to help them navigate the rich and diverse resources of New York City’s five boroughs. Through recommendations, curated collections and other features such as “Events ending soon,” the sites will be proactive in directing individuals to cultural opportunities they might otherwise overlook.

The City of New York is the major underwriter of NYC ARTS. Because the system supports hundreds of cultural organizations and their events in all five of the city’s boroughs—in effect shoring up the cultural infrastructure—the City of New York has invested $1.5 million in capital dollars for the first release of the system. It has also pledged additional enhancement funds for future releases of NYC ARTS.

New York’s philanthropic community has joined the City as investors in this project. Local foundations and corporations supported the research and development of NYC ARTS.

About the Alliance for the Arts

The Alliance for the Arts serves the entire cultural community through research and advocacy and serves the public through cultural guides and calendars. More information on the Alliance’s work can be found at the new

For more information please contact

Joe Harrell, Director of Marketing & Product Management
Alliance for the Arts
[email protected]
(212) 947-6340

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