CHARLESTON, S.C. (WCSC) – The state is giving the International African American Museum $1 million to expand advertising after the museum applied for funds.
The museum says expanding its targeted reach will benefit tourism across the Lowcountry.
Board Chair at Explore Charleston Dan Blumenstock says it’s been an attraction for family as well as educational groups and individuals.
In one year, the museum reported nearly 200,000 visitors. The museum estimates it created an economic impact of more than $82 million.
Blumenstock says as people walk through the museum, they walk through the city, visiting hotels, restaurants and stores as well.
“I think anytime we have an investment from anyone, whether it’s state, whether it’s federal, whether it’s even on the local level for additional, really kind of advertising and promotion, it benefits, everyone,” Blumenstock says.
He believes the museum is an asset worth funding because of the important connection to history, sitting on an old slave port at Gadsden’s Wharf.
“For the International African American Museum to get these funds and be able to be able to showcase what it is that that our country needs to be able to see. That’s a great thing,” Blumenstock says.
The launch of the museum even inspired a new advertising campaign by Explore Charleston.
“It did spur us from Explore Charleston to also enhance that diversity inclusion side. We came out this past year with Explore Black Charleston and it’s been able to highlight various business owners,” Blumenstock says.
In its application for $1 million of state funding for advertising, the museum says it sees a lot of traffic from in-state, Georgia , North Carolina and Florida. The museum says continued marking could expand targeted outreach to include Virginia and Tennessee and amplify the IAAM’s impact on tourism.
A cost breakdown in the application is listed as follows:
- $375,000 – Marketing and communication, including physical and digital collateral, media engagement and community outreach.
- $275,000 – Advertising, including physical and digital advertising, regional targeting, placement support and graphic design.
- $350,000 – Membership campaign, including physical and digital communication, anniversary, fall and winter campaigns, member retention and acquisition targeting and incentives.
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