Subway exhibition posters
Art, American--20th century--Marketing.
Solomon R. Guggenheim Museum.
The purpose of the Solomon R. Guggenheim Museum (SRGM) Marketing department is to develop and manage marketing programs for the SRGM. By targeting individual and group visitors, the aim of the department is to support growth in attendance, box office, membership, retail and café sales. The department's Marketing Manager with the support of the Director of Marketing works to maintain close working relationships with media reps, develop strategic marketing plans and budgets, recommend media plans and placement, draft copies of media plans and circulate for approval, oversee internal and external designers as well as agencies producing print and radio ads, and oversee production of marketing materials.
The SGRM subway posters are a marketing material produced for the purpose of advertising exhibitions. The Director of Marketing determines which SRGM exhibitions will receive marketing in this form of advertisement and manages the poster design process. An external design agency executes the final design. SGRM's Design department may also be consulted to review a poster's creative design. The designs are reviewed by the SRGM's exhibition curators, SRGM Corporate and Institutional Development departments and living artists and/or estates. It is within the contractual exhibition agreement whether or not the artist or artist's representative body is responsible for reviewing the design of marketing materials for the exhibition. In general, Guggenheim curatorial staff will liaise between the Marketing department and the artist or artist's representation. The SRGM's Marketing department is responsible for producing the one thousand subway posters per year. These posters are placed in Metropolitan Transit Authority subway lines three times a year and are viewed by approximately 3.6 million riders per day.
Scope and Content Note
The Subway exhibition posters collection includes 30 posters that span in date from 1995-2008. The collection documents the culminating efforts of the Solomon R. Guggenheim Museum's (SRGM) marketing, curatorial, corporate and institutional development departments as well as external agencies to plan, organize, execute and promote exhibitions held at the SRGM and the Guggenheim Museum SoHo. The collection is arranged chronologically by exhibition date. It is important to note that not all New York exhibitions are represented in this collection.