Brooklyn's Progress
December 2006/January 2007

BY GENIA GOULD

In an innovative collaboration this fall, American Express (AMEX) and the Brooklyn Chamber of Commerce devised a way to enhance business for Brooklyn shops and restaurants and Amex, while simultaneously raising funds for a local cultural jewel – Brooklyn Children’s Museum.

For four weeks, Oct. 15 through Nov. 15, in three zip codes – 11215, 11217 and 11201 (Downtown Brooklyn, Boerum Hill & Park Slope) – American Express contributed 5% of each transaction that included an AMEX credit card (up to $30,000), at participating restaurants and shops, to the Brooklyn Children’s Museum. The museum, the first in the world created expressly for children, is in the midst of major renovations that will double the size of the award-winning museum and add new state of the art amenities by early 2008 (to learn more visit http://www.brooklynkids.org/).

This community-spirited business partnership was facilitated by the Brooklyn Chamber of Commerce.

“Local restaurants and shops were coming to us saying, ‘We aren’t reaching new Brooklynites’ and, ‘We don’t have the resources for a marketing campaign,’” stated Rosalie Rance, Vice President of Marketing & Membership at the Brooklyn Chamber of Commerce.  American Express, also a Chamber Member, had been seeking ways to promote its card while giving back to the community, she said. “We saw the partnership possibilities. Their needs came together and resulted in a win-win campaign.”

American Express publicized the program by sending brochures to 40,000 of their cardholders in Brooklyn and placing full page ads in local papers that explained the program and listed the dining and retail establishments within the targeted areas that take the American Express Card (to learn more about AMEX visit http://www.amercianexpress.com/).

“The Chamber and American Express came up with a great way to encourage Brooklynites to visit the unique shops and restaurants in Brooklyn,” said Jim Heckler whose restaurant Lunetta, located at 116 Smith Street, benefited from their participation in the initiative.

“This is what we do: We help promote our Members,” said Ms. Rance.  “Ninety percent of the time our business Members find solutions to their problems at the Chamber.  Like our tagline says ‘We Connect You,’ we provide the resources, large and small, to help our Member businesses meet their objectives.”

Ms. Rance said, “As a non-profit we alone could never have done that.  This is exactly what we want to do, is bring big and small businesses together.” 

The result, she summed up, was a partnership between four Member business segments: retail shops, restaurants, business services and cultural institutions that resulted in a $100,000 promotional value for shops and restaurants, increased card activity for American Express and a $30,000 donation to the Brooklyn Children’s Museum.

Inspired by the success of the campaign, American Express and the Chamber look forward to collaborating on future campaigns.

“One good idea always leads to another,” said Ms. Rance.

To explore marketing opportunities and initiatives at the Chamber, contact Rosalie Rance, V.P. of Marketing & Membership at rrance@brooklynchamber.com, or at 718-875-1000 ext.148.