On November 15, The Metropolitan Museum of Art launched a global campaign to invite international travelers to New York and to The Met as the U.S. reopens its borders for fully vaccinated travelers. Featuring an open letter from Dan Weiss, President and CEO, and Max Hollein, the Marina Kellen French Director, the campaign consisted of full-page ads in key international publications. Ken Weine, Chief Communications Officer, summarized the letter’s simple message: “New York misses you, The Met misses you, come and see a museum brimming with art and exhibitions that will inspire, delight, and challenge you.”
It was the first time that paid advertising has targeted visitors so far from the Museum’s Fifth Avenue home.
