Ornate Peek at a Refreshed Gilded Age
How do you launch and consistently broaden awareness for a boundary-pushing arts organization, from its unique artistic programming to the revitalization of its landmarked building?
Services Provided
- Media and Public Relations
- Executive Counsel
- Analysis and Strategic Planning
- Brand Building
- Constituency Development
R+A began working with Park Avenue Armory in 2006 when it was first awarded stewardship of the landmarked building. R+A helped to formally launch the new non-profit arts institution through a series of strategic public announcements and media cultivation moments over the duration of fifteen months. Our campaign was built upon the development of core institutional messages that defined and distinguished the Armory as a groundbreaking arts institution for which there was no model, with programming spanning equally across visual and performing arts. Simultaneously, our campaign included building awareness for the Armory’s ongoing renovation and restoration project, designed by Herzog & de Meuron to support the transformation of the Armory’s historic building into a state-of-the-art arts organization.
Since 2010, R+A has planned and implemented campaigns for the institution as a whole as well as a range of site-specific commissions and premieres of visual and performing art engagements. In order to highlight the depth and range of the Armory’s mission and program, R+A secured consistent high-profile feature and critical review coverage across international, national, regional and local media, as well as supported artistic awards campaigns.
