There is no venue in New Zealand where the world-renowned sculptor Ron Muek can host an international exhibition by the renowned sculptor Ron Mueck, except for the Christchurch Art Gallery.
To ensure a major hit, a large-scale promotional campaign was launched. Boldly designed signs, posters, and magazine ads were strategically released to ensure the exhibition was continuously promoted. As a result of the campaign, the gallery achieved a record-breaking attendance of over 135,000 visitors and box office revenue exceeding one million dollars.
Media commentator Russell Brown evaluates the effectiveness of the campaign on his blog 'Public Address' as follows:
"I could say that the decision to attend the Muek exhibition was largely due to the gallery's advertising campaign. I had seen outdoor ads in Auckland, so I knew about the exhibition. Then, on the way to the airport, I saw a sign and thought, 'I have to go.'"
