ATLANTA Fletcher Martin Ewing said it has added the National Black Arts Festival to its client list. New work breaking in June will promote the festival and celebrate the artistic contributions of poet/author W.E.B. DuBois.
The Atlanta-based Maxcomm agency will team with crosstown public relations firm Edelman to produce a diversity campaign, said Andrew Spire, head of account planning at FME. Efforts for the primarily pro bono client will include print, television and radio executions that will create awareness of the festival and African American culture, he said.
"We want to expand the festival's reach," Spire said. "Our goal is to pique the interest of young people."
The festival was founded in 1987 by the Fulton County board of commissioners. Its purpose was to provide a place for people to gather and learn about African American culture, said Judith Service Montier, director of marketing for the client. "As the world becomes more connected, it is important to have an understanding of other cultures," said Montier. "Through the festival, others are being educated about not only African American culture, but about their own as well."
The historically bi-annual event is now an annual event. The client hopes FME and Edelman's efforts will help the festival become a year-round institution. "Our communications partners have stepped in at the perfect moment in the evolution of the NBAF as we evolve into the artistic and cultural force we are meant to be," said Stephanie Hughley, executive producer for NBAF.
Festivities will take place July 18-27 at various Atlanta venues. This year's theme is a celebration of the 100th anniversary of W.E.B. DuBois' book, The Souls of Black Folk.
The festival attracts thousands of artists and spectators from around the world, according to Edelman.