How do you make the oldest public art museum
in the American south new again? With grand institutional vision, the
largest capital campaign in community history, a celebrated architect,
and a marketing plan to let the world know the $30-million expansion
was open and making news.
Launch plans for the Telfair Museum of Arts dramatic new Jepson Center
for the Arts targeted affluent international, national and regional
travelers, along with local residents, using airline magazines, Savannah
feeder-market monthlies from Richmond to Orlando, and local radio,
television, newspapers, magazines, outdoor, and tourist publications.
Public relations activities augmented paid advertising.