There is no better venue in New Zealand to host an international exhibition of world-renowned sculptor Ron Mueck than the Christchurch Art Gallery.
A massive advertising campaign was organized to ensure a huge hit. Strategically released boldly designed billboards, posters, magazine ads, etc., to ensure that the exhibition was constantly advertised. The campaign attracted more than 135,000 visitors and grossed more than $1 million, the highest in the gallery's history.
Media commentator Russell Brown, on his blog Public Address, praised the campaign's effectiveness:
"I think it's safe to say that the reason I decided to go to the Mueck exhibition was largely because of the gallery's advertising campaign. I knew about the exhibition because I had seen an outdoor advertisement in Auckland. Later, I saw a sign on the way to the airport and I knew I had to go."
