TV commercial begins Detroit Institute of Arts' bid to pass millage
The Detroit Institute of Arts is rolling out its advertising campaign to bolster voter support for an operating millage in Wayne, Oakland and Macomb counties on the Aug. 7 ballot.
The first, 35-second television spot aired Tuesday, said Bob Berg, a partner in and vice president of Detroit-based Berg Muirhead and Associates, speaking on behalf of the DIA.
The campaign, developed by the Detroit office of the Washington, D.C.-based political consulting firm Dewey Square Group, uses the tagline "Art is for everyone — it's what we save for our kids."
"Imagine this," the spots narrator says: "Special exhibits, school field trips, art workshops — gone. The Detroit Institute of Arts is at risk of closing its doors. But we can save it by passing a low-cost millage."
The commercial notes that residents of the three counties will receive unlimited free admission to the DIA if the millage passes. The 0.2-mill levy would cost the average home owner about $15 each year.
In May, the DIA hired Eddie McDonald, chief of staff for former Wayne County Executive Ed McNamara, as an independent campaign manager.
DIA Director Graham Beal has estimated the millage effort, including the campaign, will cost the museum about $2 million.
The museum's polling this past spring showed approval rates in the mid-60 percent range for the millage, Beal told Crain'sin May.
If the millage does not pass in all three counties, the DIA has said it probably will have to scale back its days of operation, exhibits and programs.