The Christchurch Art Gallery was the only New Zealand venue to host the international exhibition by renowned sculptor, Ron Mueck. To ensure a blockbuster turnout we created a major publicity campaign. Boldly designed billboards, posters and magazine ads were strategically placed to act as continual reminders of the show. The campaign helped bring in record numbers with over 135,000 people attending and over a million dollars in revenue for the gallery.
Media commentator Russell Brown recognised the impact of the campaign on his blog, Public Address:
“I think it also warrants saying that the gallery’s advertising campaign for the Mueck show got me there. I’d been seeing the outdoor advertising in Auckland, so I was aware of the show – and then the billboard on the airport approach road sealed the deal.”