There is no other venue in New Zealand that can host an international exhibition by world-renowned sculptor Ron Muek other than Christchurch Art Gallery.
To ensure a huge hit, a massive advertising campaign was created. We strategically released boldly designed signs, posters, and magazine advertisements to ensure that the exhibition was constantly promoted. The campaign resulted in over 135,000 visitors, the highest in the gallery's history, and more than $1 million in box office revenue.
Media commentator Russell Brown commented on the campaign's effectiveness on his blog Public Address:
"I guess I decided to go to the Mueck exhibition because of the gallery's advertising campaign. I knew about the exhibition because I was watching outdoor advertisements in Auckland. After that, I saw a sign on the way to the airport and thought I had to go to this one."
