World Trade Center Taps IPG Shops for Tour
Three sister agencies will work together to bring plans for the WTC Memorial and Museum to cities across the U.S.—and bring in funds to help build the memorial.
The agencies, all owned by Interpublic Group of Cos., will create a fund-raising tour to raise as much as $50 million for the building fund. The non-profit World Trade Center Memorial Foundation runs the project. That organization hired IPG’s Octagon, Weber Shandwick and Jack Morton Worldwide, all New York, to handle the outreach campaign.
The tour is slated to begin in the fall; the number of markets hasn’t been set. The tour will center on an interactive exhibit that commemorates the events of Sept. 11, 2001 and shows the progress so far in New York’s rebuilding effort.
The tour is part of a broader effort to raise $350 million in private funding. That figure includes funds for planning and building, as well as an initial endowment to fund operations once the memorial and museum are open. So far, donors have contributed $300 million.
Octagon is primarily a sports marketing agency, but it has some civic marketing experience: The shop handles sponsorships for New York’s MTA transit system with indy shop Civic Entertainment Group.
Jack Morton Worldwide is an events specialist that staged the opening and closing ceremonies of the 2004 Olympic Games in Athens.
Weber Shandwick is a global PR firm.
“Our national campaign represents a great opportunity to engage the American public in building a national tribute,” said Joe Daniels, president of the Memorial Foundation, in a statement. “Building the memorial is about bringing people together and we believe the national tour will help unite thousands of people to support our cause.”
New York Mayor Michael Bloomberg, who also serves as the foundation’s chairman, added: “Every contribution, both large and small, helps make this national memorial a reality. We hope that thousands more will lend their support for this important cause.”
The foundation was formed in 2005 to plan and run a memorial on the 16-acre site of the World Trade Center. The group will oversee the design and operate the memorial.
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