Not many people in New Zealand can show up to a boardroom meeting in shorts and bare feet, yet command the respect and awe of everyone in the room.
Sir Peter Jackson certainly can, and that’s just what he did when HGB directors Kylie Harcourt and Jacqui Gage-Brown met with him in Wellington to present their marketing creative for the Great War Exhibition promotion.
“It was so surreal to not only be in the same room as Sir Peter, but to be presenting our creative to him” said Kylie. “I remember thinking ‘we are punching above our weight!’ but I reminded myself we were there because we deserved to be – because our work deserved to be.”
The Great War Exhibition commemorates New Zealand’s role in the First World War. Using movie-like sets, hundreds of colour-enhanced photographs from the era, and original battle tanks, Sir Peter Jackson has recreated the global story of the First World War in a moving and compelling exhibition, housed in Wellington’s Dominion Museum Building.
HGB was approached by The Great War Exhibition (GWE) through our relationship with the Taranaki Rescue Helicopter Trust.
“Initially GWE asked HGB for help developing a fundraising strategy, but it quickly became clear that an overall marketing and branding strategy was needed,” said Kylie.
The exhibition needed to draw locals and tourists in, but its branding and marketing presence wasn’t doing justice to the high calibre exhibition.
After experiencing the exhibition first-hand in Wellington, HGB set to work developing a concept and material that would reflect the standard and bring more people to see the breath-taking work.
“We felt so inspired after seeing the exhibition ourselves. It is so moving, and we felt privileged to have the task of marketing it to New Zealanders and international tourists,” says Kylie.
HGB looked at international exhibitions to see how these were being marketed, and found that many of them had marketing material that didn’t connect with the theme of the exhibition.
“We wanted this creative to embrace the exhibition. We wanted the experience to start from the moment you saw an ad or visited the website – before you’d even set foot in the exhibition.”
Working with the Trust’s marketing and communications manager, Beth Williams, HGB developed the overall creative concept, website design and functionality, signage, marketing collateral, and print and online adverts.
“We only had one shot to present everything to Sir Peter, so we developed a rather large suite of work,” says Kylie.
“We also had to be mindful of costs, as the Trust operates as a charity, and make sure the artwork resonated with audiences from all over the world.”
HGB couldn’t have asked for a better result – our artwork got the nod from one of New Zealand’s most influential directors.
“He just made one suggestion – which we took on board. Everything else was approved. It was a very proud moment!” says Kylie.