Momentum to Add to Work for American Express

NEW YORK American Express is expanding its relationship with roster shop Momentum, the event-marketing arm of McCann-Erickson WorldGroup, the agency and client confirmed.

The New York client today joined the Dixie Chicks, Mary J. Blige and Boyd Tinsley in Grand Central station to launch a new program called “Blue for Save the Music,” a partnership program with VH1’s Save the Music Foundation and the Amex Blue card. The program supports and promotes music education in U.S. public schools.

Momentum, which helped launch Amex Blue by devising the “Sheryl Crowe and Friends” concert in Central Park in 1999, created the “Blue for Save the Music” program and will coordinate all the special events and promotions, concert tours and sponsorships associated with it this year.

The agency also helped secure the rights to music used in Ogilvy & Mather’s “Make life rewarding” campaign last year for American Express.

In a statement, Amex evp of global advertising and brand management John Hayes said, “It’s vital to raise money for music education and to restore these programs, but we must also work to increase awareness about the important role music education plays in raising successful, well-rounded children. Together with our Blue customers, who have a real interest in music and bettering our communities, we will help give music education programs the attention they critically need.”

The Grammy Awards, scheduled for Feb. 23 in New York, are also participating in Amex’s year-long program.

Some of the imminent events scheduled in support of the program include a Grammy viewing party on Feb. 23, in which proceeds from tickets bought with Amex Blue will be donated to Blue for Save the Music.

Instruments and other memorabilia from performers at the Grammys will be auctioned from both and from February 23 to March 7. Again, proceeds will be donated to the program.

Musical artists will appear in PSA-style testimonials on TV and radio about the impact of music on their lives.

The VH1 Save The Music program began in 1997 and has raised more than $21 million worth of musical instruments donated to schools throughout the country.