Creating a striking campaign that fans of ‘the Dunedin Sound’, Martin Phil- lipps and The Chills, and the local community would be compelled to visit. To appeal to those audiences and capture the exhibition’s essence, the museum combined three key elements – the image of Martin, aspects of his personal work, and a typography style alluding to the band’s aesthetic.
A huge variety of imagery and artwork was available to develop the exhibition creative. A truly compelling image by Herman Nijhof was selected and overlayed with a piece of artwork Martin had illustrated to help communicate the element of ‘travelling inside his mind’. The text was hand drawn by the exhibition designer.
The biggest challenge was ensuring that we were going to be able to reach an audience outside our usual target markets while appealing to the curiosity of our regular visitors.
The campaign utilised print media, radio, online and social media, and supported with merchandise of screen printed t-shirts, posters and an exhibition catalogue. The hand drawn text was also followed through into the exhibition text panels and touch screens.
The first two weeks of the exhibition saw 1021 visitors, triple the number for previous exhibitions. The limited run of 100 tshirts have sold out and over 50% of the exhibition catalogues have sold. Martin himself was very happy with the result.