Pathmark -PTMK- Multicultural Arts Festival Welcomes General Motors on Board
BRIARCLIFF MANOR, N.Y.--May 19, 2003--Over the last 14 years, the Pathmark Multicultural Arts Festival has become the way many communities in the Northeast celebrate their heritage, with programs that honor cultures and bring families together for live performances by top ethnic artists. This year, General Motors is joining as a sponsor, showing off its latest car and truck models and giving company representatives a chance to speak one-on-one with consumers.
The Pathmark Multicultural Arts Festival is a unique route to specific segments of the ethnic market. There are Festival days such as AsiaFest and the Nutrament Latin Dance Team Championship that draw thousands to Manhattan's South Street Seaport; a Hispanic day in Paterson, NJ; and a West Indian celebration in Brooklyn. Multicultural Festival days reflect the blend of communities in the Bronx; Philadelphia; and Elizabeth and Newark, NJ. "The warm, family atmosphere of the Pathmark Multicultural Arts Festival is a rare opportunity for us to step inside ethnic communities, build relationships, and let people see for themselves GM's entire product portfolio," says Dan Adamcheck, regional marketing manager for Buick/Pontiac/GMC.
GM joins longtime cosponsors such as Colgate-Palmolive, Coca-Cola, Georgia Pacific, Kraft, Nestle, P & G, Perdue Farms and Mead Johnson, who will again be on site this year at the Pathmark Multicultural Arts Festival, bringing their brands to the increasingly important ethnic market, with its more than $1.3 trillion in purchasing power.
In addition to placing at least two cars at each of the Festival's malls and other public sites, General Motors has been invited to display model cars in the parking lots of 20 key Pathmark stores. A leader in bringing better shopping to inner cities, Pathmark is a natural entree to the ethnic communities that consider supermarkets a vital part of their neighborhoods.
Pathmark's long tradition of support for ethnic communities is evidenced by 14 years of Pathmark Multicultural Arts Festivals, three years of sponsoring the Pathmark Gospel Choir Competition, and the planned September 14 Pathmark Hispanic Heritage Month Celebration to be held at South Street Seaport. All of these events are produced by Arts For Business Ethnic Marketing. For information about any of the events or other programs custom designed for reaching ethnic communities, Paul McGlothin, president of Arts For Business, can be reached at 914-762-8878 or pmcglothin@artsforbusiness.com.