The art of attraction
Client
Te Pae Christchurch Convention Centre | The Art of Banksy
Services
Marketing & Advertising
Industry
Arts & Culture
In 2024, Te Pae Christchurch Convention Centre entered new territory: the global art blockbuster. With the venue typically hosting conferences and events, The Art of Banksy marked their first foray into hosting a large-scale art show. An unmarked territory as they had never before marketed an event directly to the public.
- 38,508 total exhibition tickets sold
- 20% over sales target
- Fastest selling pre-sale city globally
From corporate hub to cultural drawcard
The objective was simple. Sell 32,000 tickets. The context was anything but easy. Challenges included a fixed budget and a campaign running through the busy Christmas and summer period. Te Pae Christchurch also needed to pivot from its usual B2B approach to appeal directly to the public. Our role was to help them connect with a broad audience of Ōtautahi art lovers and city visitors.
Build awareness, maintain momentum
Ticket sales rely on a crucial balance of two things: awareness (what's on?) and conversion (buy now). Knowing that people need multiple touchpoints before taking action, we designed a sustained, integrated campaign to take people on the journey. We started by growing awareness during the pre-sale period, followed by ongoing activity to maintain interest. We injected a strategic pre-Christmas push that framed the exhibition as a giftable experience. And finally, we dialled up the sense of urgency as the show was drawing to a close. To execute the campaign we used the full palette of media available, including out-of-home placements, Banksy-esque activations, competitions and digital levers. We also worked closely with ChristchurchNZ and other partners to extend the reach of the campaign and without stretching the work (or the budget) too thin.
We delivered a fully integrated campaign, with hype-building highlights including:
Street activation
On launch day, our team took to the streets with a Banksy-inspired activation. Balloons, placards and costumes brought the artist's characters to life and got bystanders buzzing.
Radio scavenger hunt
In partnership with MoreFM, we hid free tickets across Christchurch and released clues on air. This got a broad range of locals involved as they searched and shared their findings with friends.
Urban media presence
Billboards, bollards, bus backs, pavement decals and even a large-scale projection on Te Pae itself all worked together to create an unmissable urban presence for the exhibition.
Conversion-led digital
Strategic digital tactics sealed the deal. Having seen multiple iterations of the campaign around the city, online ads and socials provided the final nudge needed to convert awareness into sales.
The runaway success of the Banksy exhibition highlighted Te Pae Christchurch's versatility as a cultural hub. It also cemented Christchurch's reputation as a city that embraces the arts. Our approach proved that with the right strategy and strong client/partner relationships, even limited budgets can generate massive sales. We're thrilled to have partnered with Te Pae Christchurch on this project.
38,508
Total exhibition tickets sold
20%
Over sales target
$0.18
Cost-per-click on Meta campaigns
Target smashed
We sold a grand total of 38,508 tickets, exceeding the original goal by over 20%.
Digital efficiency
Our Meta campaigns drove 30,037 clicks to the Ticketek site with a highly efficient cost-per-click of just $0.18.
"Te Pae Christchurch thoroughly enjoyed partnering with Mint on The Art of Banksy campaign. Their team's experience, creativity and strategic thinking were evident from the outset, complemented by a proactive approach, exceptional responsiveness and a genuine commitment to achieving the best possible results. Mint consistently went above and beyond, becoming a trusted extension of our own team. We were incredibly impressed with both the process and the outcomes, and would not hesitate to work with them again or recommend them to others."
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