City Gallery Wellington

See it for Yourself

OVERVIEW

To get more locals through the door of Wellington’s premiere contemporary art museum, we needed to remind them the art was accessible to all.

campaign outcomes

28% LIFT

in gallery visitation

87% OF VISITORS

to the website were new

1,386,461 IMPRESSIONS

ONLINE THROUGH GOOGLE DISPLAY NETWORK

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Tell us what you 
really think

To increase visitation, we first needed to get people talking about the gallery and its exhibitions. So, we asked locals to speak their mind and be totally honest about the art at City Gallery Wellington. Uncensored and off-the-cuff, we received a whole range of views from all sorts of people.

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The result was an eye-catching campaign that not only created talk about the current exhibitions, but also challenged the stereotype that modern art is a bit snobbish and pretentious.

Next project:

Nura

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