Sydney Opera House launches Facebook offensive
To make the most of the largest contruction effort since it opened in the 1970s, the Sydney Opera House has invited the public to plaster construction hoardings with testimonials devoted to Australia’s most famous building.
To be entitled to post an image around the Vehicle Access and Pedestrian Safety project (VAPS), visitors need to upload a photo of themselves explaining why the Opera House is special to them on its facebook page.
A virtual wall on Facebook will make room for portraits once the physical hoardings have been covered.
The campaign, called Housemates, was orchestrated by STW Group-owned Moon Communications.
Applications open today and close on Friday, 8 April. All ‘Housemates’ will be invited to an online Housemate party to celebrate their photos and tributes.
“This is good way of making the most of the contruction and engaging with the community,” said Penny Rowland, the Sydney Opera House’s head of marketing, brand and partners.
“Everything we do from a marketing perspective is about celebrating creative genius and democratising creativity. We don’t want the Opera House to be a place people get dressed up to come to once a year,” she added.
The Sydney Opera House has increased its focus on music programming and education of late, and has recently opened the Opera Kitchen, a high-end food hall.
innovative – hmmm.. post a pic on facebook…… can agencies like moon just admit they don’t get it?
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