AMEX TO SPONSOR NYC ARTS FESTIVALS

Designed to Boost Business in Manhattan's Ground Zero Area

By Published on .

NEW YORK (AdAge.com) -- American Express Co. will be the founding sponsor for a series of arts events meant to help revitalize New York's downtown.

The company will sponsor the first Tribeca Film Festival, which

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runs May 8-12, the Tribeca Family Festival on May 11-12 and a free rock and comedy concert in Battery Park on May 10.

A company spokeswoman said sponsorship will be supported with marketing activities throughout New York from its roster agencies, including WPP Group's Ogilvy & Mather, New York, and promotions agency Momentum, New York.

Spending was not disclosed.

The events are meant to coincide with American Express' move back into its corporate headquarters at the World Financial Center, which was evacuated on Sept. 11.

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