MintHC wins pitch to market ‘The Art of Banksy’ phenomenon as exhibition hits Christchurch

Strategic marketing and creative agency MintHC has been selected by Te Pae Christchurch to lead the marketing campaign for The Art of Banksy – the world’s largest collection of original and authenticated Banksy artworks – visiting Ōtautahi Christchurch from 17 December 2025 – 27 January 2026.

The exhibition features over 150 pieces, including prints, canvases, and unique works by the elusive street artist, and has toured 19 cities globally. Christchurch will be the final New Zealand city to host this thought-provoking showcase before the works go back to their owners.

At the heart of MintHC’s campaign is a strategic provocation developed by strategist Lee Parkinson: What would Banksy do? The agency’s pitch centred on generating interest through subversion – mirroring Banksy’s signature style with a campaign that favours street-level disruption, non-traditional media, and timely, high-impact moments designed to drive visibility and engagement. The goal is for the campaign to feel like an extension of the artist’s world, embedding the promotion of the exhibition into the rhythm of the city.

MintHC’s Commercial Director Tim Jones says: “This campaign is the kind we thrive on – balancing daring creativity with precise strategy. Our focus is to increase awareness, create intrigue, and drive demand by using disruptive tactics that cut through the noise. The aim is to earn attention in ways that feel authentic to the spirit of the exhibition, while generating content and momentum at the same time.”

MintHC’s approach combines bold outdoor activations and immersive experiences designed to disrupt Christchurch’s CBD with programmatic digital out-of-home placements across Canterbury to maximise reach and awareness. This will be supported by a balanced mix of digital, outdoor, and broadcast channels, creating a strong always-on presence across the region. To keep the campaign fresh and engaging MintHC will layer in unexpected moments and playful surprises designed to capture attention and amplify exhibition visibility.

The Art of Banksy exhibition is a significant cultural event for Christchurch, reflecting the city’s growing reputation as a vibrant creative hub. Ross Steele, General Manager, Te Pae Christchurch, says: “We are delighted to bring the work of such an iconic artist like Banksy to Christchurch and are grateful to ChristchurchNZ for their support to make it happen. Partnering with a respected and tenured local agency such as MintHC will help ensure we get the region excited with ideas that are imaginative and deeply grounded in audience understanding.”

ChristchurchNZ Head of Major Events Karena Finnie comments: “We are looking forward to working with Te Pae Christchurch and MintHC on this fantastic exhibition, it aligns really well to our vibrant and growing arts scene, Ōtautahi Christchurch has earned a strong reputation as a home for street art globally. The Art of Banksy exhibition helps creates a vibrant city major events calendar with something for everyone.”

For more information about The Art of Banksy and to book visit: tepae.co.nz/the-art-of-banksy