Leading contemporary Maori artist Darcy Nicholas had the vision to build a unique new event that would draw together the very best contemporary Maori art this country could produce as a world class showcase and inspiration. Morrison McDougall’s challenge was to build excitement and interest to ensure the buying public and art aficionados would attend.
One of the considerable strengths of the Maori Art Market is the attendance of the artists who are available to chat with students, the public and potential buyers about what their work means and how it was constructed, produced or applied. Each piece of art has its own story and by looking for eye-catching items or interesting artists with good stories to tell, Morrison McDougall was able to create media releases and advisories that were of interest to the working media.
Underpinning the editorial coverage, Morrison McDougall selected specific media partners and created a balanced advertising campaign, which included newspapers, radio and print advertisements, along with outdoor signage, billboards and static displays that would build awareness and create interest in attending. Over more recent events Morrison McDougall designed and implemented an online promotions schedule which included an electronic poster that was circulated to thousands of people nationally and internationally. Social media channels have also been harnessed with increasing reach and importance as a promotions and marketing tool.
The Business Difference
Three biennial Maori Art Market events have been held in Wellington, and each time the numbers and the buying interest has increased. Young contemporary Maori artists have been “discovered” and established artists have enhanced their reputations. Overall the Maori Art Market has unified a movement, while building a greater appreciation and value of the astoundingly good talent that is absolutely unique to the New Zealand art and cultural scene.