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 huge hit, a large-scale promotional campaign was organized. They strategically released boldly designed signs, posters, and magazine advertisements to ensure the exhibition was constantly promoted. Thanks to the campaign's achievements, the gallery achieved a record-breaking 135,000 visitors and box office revenue exceeding $1 million.
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 Muec 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.'
