We needed to make Australians realise that Christchurch is a better tourist destination now than it was before the earthquakes.

Australians made up 50% of Christchurch’s tourism market before the earthquakes. Afterwards, that number dropped by half.

However, three years later, residents have rebuilt parts of Christchurch in truly inspirational ways.

To demonstrate to Australians that Christchurch is now stronger and more beautiful since the repairs began, we created ‘Christchurch Repaired with Gold’, an exhibition made from pieces that were broken in the earthquake and carefully repaired with gold.

This technique was inspired by a Japanese philosophy called Kintsukuroi; The art of repairing with gold and understanding that the piece is more beautiful for having been broken.

Each object was supported by a story about how Christchurch is rebuilding itself today, and how creativity and innovation has been injected into the city.

‘Christchurch – Repaired with gold’ celebrates a city that is stronger after being broken. By repairing pieces broken in the earthquake with gold, we show that not even a natural disaster can break this city. Each piece tells a different story of the strength and the desire to breathe new life into a city bought to its knees, and to show Australians a side of Christchurch they never knew existed.

While they are always looking for ways to rethink, revitalize and renew their city, this exhibition also demonstrates that New Zealand will never forget.

83% of Australians who have seen the campaign have a much better opinion of the Christchurch region as a holiday destination (vs. 71% of those who haven’t seen the campaign).

Arrival numbers from Australia are now 4.5% greater than they were pre-earthquake.

The artwork is now on permanent display at the Christchurch Museum.