Bank of America (BoA) has expanded its Museums on Us programme to 250 cultural institutions across 43 states and 158 cities, timed to coincide with the USA’s 250th anniversary.
BoA cardholders get free general admission to these museums on the first full weekend of every month.
For 4 July 4 weekend specifically, the programme expands to all 250 institutions.
The initiative builds on the existing Museums on Us platform, using national culture to activate an existing cardholder loyalty scheme at scale.
Meghan Hughes, Head of Arts and Heritage at Bank of America, said, “Visiting one of these museums is an opportunity to celebrate the people, places and institutions that have shaped our country and continue to define our communities.”
The activations span multiple cities with local relevance, rather than just a single national campaign.
Bank of America is also providing a $5m founding gift to the Theodore Roosevelt Presidential Library, opening on 4 July, and a separate grant to extend National Archives opening hours through 5 July.
US banks are increasingly using cultural sponsorship to build brand equity beyond traditional product marketing, with BoA’s programme spanning 43 states and tied directly to cardholder benefits.