Mindshare is a global media and marketing services network with billings in excess of US$29.2 billion (source: RECMA). The network consists of 113 offices in 82 countries throughout North America,...read more
August 30, 2012
Challenged by MoMA to find a way to find a way to reach international travellers before they get to New York, Mindshare has facilitated a deal between the museum and the airline that sees the museum provide video content to the airline, with the airline becoming a corporate member of the museum.
The first output is a thirty minute program created from MoMA content that will be aired on the culture channel of the in-flight entertainment systems on Lufthansa planes. Narrated by David Rockefeller Jr., who is a trustee of the museum, the videos will also be accompanied a sixty second ad for MoMA that will also be shown on Lufthansa flights, serving as an invitation to passengers to visit the museum while they are visiting New York City.
See full story on New York Times Media Decoder blog here.